BACKGROUND AND OBJECTIVES: The global blood product shortage is a persistent problem that urgently needs addressing. Research has investigated the effects of incentives, different interventions and different modes of communication on promoting blood donation; yet, there has been no systematic review comparing interactive communication-based interventions. Identifying effective methods to recruit and retain blood donors could inform future intervention design and improve resource allocation, thereby reducing strain on blood-product supply. MATERIALS AND METHODS: This review brings together relevant literature found on Medline, CENTRAL, Embase and PsychINFO to address the following questions: 'What are the most effective interactive interventions for promoting blood donation?' and 'Are these different between encouraging first-time and returning blood donors?' A total of 36 studies were included in this review. RESULTS: Overall, the quality of research on interactive communication-based interventions was poor, with several studies lacking sufficient detail to make clear conclusions. Evidence for three common interventions (phone calls, educational sessions and motivational interviews) was conflicting. Additionally, there was limited research into web-based interventions and recruitment of first-time donors. CONCLUSION: Reporting of communication interventions for blood donation could be improved, and our review suggests that a more heterogeneous approach to donor recruitment may be advantageous.