Modern business conditions and expressed hyper competition impose a new strategic approach that focuses on beneficiaries / donors and development of long-term good business relationships. The quality of customer relationships is important for institutional survival, growth and prosperity of the organization, both in profit as well as the non-profit sector. The activities of non-profit organizations express the need for intensification of strategic marketing approach directed towards achieving better relations with donors, although, in practice two approaches are used, transactional approach and approach of establishing long-term relationships with donors. Traditional or transactional approach is based on attracting a large number of new beneficiaries. Unlike transactional approach, approach of establishing long-term relationships is based on a detailed analysis of the behavior of donors, a key indicator of quality of implementation of the strategy is the time value of each individual beneficiary. Transfusion centers are focused on a strategy of attracting new blood donors and retention of existing ones therefore the satisfaction and motivation of loyal blood donors is an important component in achieving strategic objectives. The focus of this thesis is directed towards the analysis of the interrelationship between motivators (primary and peripheral) and loyalty of blood donors, which make up a specific segment of donors. A declared primary motivator for blood donation is altruism, although there are many peripheral motivators that have a strong influence on the behavior of donors. It is therefore necessary to point out that in the Republic of Croatia voluntary blood donors are entitled to paid leave for voluntary blood donations, they are exempt from payment of supplemental health insurance, and blood donors in Zagreb are entitled to a free annual ticket for public transport within the City of Zagreb. Key questions from which the problem of this research originated is: how strong is the influence of peripheral motivators on the attitudes of disloyal blood donors and can a frequently used transactional approach by using mentioned motivators strengthen the commitment of blood donors towards an organization and potentially encourage loyalty towards a nonprofit organization?