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Objective To explore the recruitment strategy of blood donors under the situation of blood supply shortage during the COVID-19 epidemic. Methods The theory of planned behavior and the stage change model of behavior were used to analyze the recruitment strategy of blood donors during the COVID-19 epidemic. The recruitment practice strategies of some countries or regions, i. e. the United States, Japan, South Korea, and the European Union, during this period were investigated. Based on the theoretical analysis results and practical status, relevant reference strategies were proposed. Results The theoretical analysis showed that attitude, subjective norms and ethical norms played an important role in the recruitment of blood donors during the COVID-19 epidemic, but blood donation self-efficacy and promoting blood donation behavior were the two key factors. According to the survey, in terms of enhancing and maintaining attitudes, subjective norms, ethical norms and other elements that were jointly affected by the same strategy, most countries continued previous policies while some updated recruitment ideas. In terms of enhancing and maintaining the key elements of blood donation self-efficacy, more human and material support had been made. Conclusion During the COVID-19 pandemic, enhancing and maintaining blood donation self-efficacy and promoting blood donation behavior are the key elements to effectively improve the blood supply shortage. The blood donor recruitment strategy constructed accordingly has reference value for China.