Objective: To probe into the effective promotion of unpaid blood donation in China. Methods: Unpaid blood donation advocacy papers were analyzed by bibliometric analysis method. Results: A total of 110 papers involved 19 provinces and cities were selected. 85.45% authors’ affiliations were blood collection agencies. 32.73 % papers came from “Chin J Blood Transfusion”. The ratio of qualitative research was 52.73%. The target audiences were college students and migrants in the street accounted for 58.89%. The ratio of effective evaluation was 47.83%. The proportion of effective evaluation of the mass media was 32.00%. Conclusion: The promotion of blood donation is receiving more and more attention. The top three evaluation of effective promotion are celebrity events, heroic deeds of donation reports and special date. The top three of media are advertising, TV news and billboards.