The study aims at discussing the significations apprehended by the non-blood donators, considering the context and the consequences of the acting of the nurse in hemotherapy.It is a qualitative approach, with theoretical frame of Symbolic Interactionism and Grounded Theory method. The data production was carried out by intensive interview with subjects of three sample groups of a University Hospital of Rio de Janeiro City.The phenomenon originated two analysis categories: "Perceiving the blood matter" and "Reflecting about the blood donation campaigns". It was observed that the environment of the donor is not composed by contact with the other and the information that it can achieve, including the media.These were the main basis for the knowledge of blood donation according to their beliefs, culture and values. Therefore, all these aspects must be considered by the nurse acting on donors capture.