With the passage of time, donors' attitudes and beliefs evolve in a way that is favourable to blood donation and their motivations remain stable.

The discourse referents offered to the donor greatly influence the meanings they attribute to their behavior. Some promotional materials should be revised because they may not connect with the reasons for donating that people find most comprehensible.

Objectives: To determine whether the attitudes, beliefs and motivations of blood donors evolve over time. Materials and Methods: Using questionnaires a 7-year longitudinal study of a cohort of 126 donors was performed to gather their sociodemographic characteristics and their attitudes, beliefs and motivations relating to blood donation. Results: Changes were observed in a large number of beliefs and attitudes, with a reduction in fear about donation and in the need for rewards and recognition, and an increase in comfort during donation and in attitudes of duty and solidarity. However, the motivations of 65% of the sample did not change. Conclusion: With the passage of time, donors’ attitudes and beliefs evolve in a way that is favourable to blood donation and their motivations remain stable.