The acquisition of a sufficient and safe supply of blood products is r
equired to support medical care; in most countries this has a reliance
on voluntary, nonremunerated donors. Recent reported shortages in the
States and elsewhere have highlighted the need for a method to measur
e and evaluate blood donor return behaviour. This paper describes a fr
amework within which standard time-to-outcome methods can be used to a
nalyse blood donor return behaviour. Survival curves and relative risk
estimates derived from a proportional hazards analysis of a large adm
inistrative dataset are reported. In addition to assessing the effect
of sex, age and other key donor demographic factors on the probability
of a subsequent donation attempt, the analysis reveals that the relat
ive risks are time-dependent. This suggests that the likelihood of att
empting a subsequent donation may also depend on the time since the in
dex donation attempt. The implications for blood collection agencies a
nd transfusion researchers of this new perspective on donor behaviour
are discussed.