In this study, we investigate the attitude and willingness of general public in Jiangsu and the factors that affect the donation, and propose specific recommendations for promoting the donation. A total of 800 questionnaires were issued. Among them, 42.2% of respondents were willing to donate, 47.7% were in favor of donation but would not donate themselves; 10.1% were against the donation. Women, persons with higher education, those who understand the organ donation, and accept the concept of brain death had higher degree of acceptance for organ donation. Reasons to hinder organ donation included the imperfect laws and regulations, distrust on organ allocation and insufficient propaganda by relevant organizations. Improvement of relevant policies and regulations and establishment of a fair and transparent organ allocation system are the key to the development of organ donation.