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Background Voluntary blood donation (VBD) is critical to adequate blood supply. Public health facilities in Nigeria rely mostly on replacement blood donation. Motivation for blood donation among hospital donors was assessed, and factors that influence VBD were determined in Kaduna, Nigeria. Methods This is a cross-sectional study on 361 blood donors in three selected hospitals. A structured questionnaire was used to collect information from respondents. Logistic regression was used to identify predictors of VBD at P < 0·05. Results The major motivator (86·9%) for respondents was when relatives or friends required blood transfusion. About 86% (310) of the respondents had good attitude towards VBD. Having primary or no formal education [adjusted odds ratio {AOR} (95% CI): 0·35(0·12-0·98)] and those who were not in marital relationships [AOR (95% CI)]: 0·45 (0·21, 0·97) were less likely to have good attitude to VBD. Additional factors that hinder VBD were concerns that donated blood might be sold [AOR (95% CI)]: 0·11 (0·05, 0·24) and poor phlebotomy technique by personnel [AOR (95% CI)]: 0·10 (0·03, 0·41). However, repeat blood donors were more likely to have good attitude to VBD [AOR (95% CI)]: 4·22 (1·79, 9·94). Conclusion The main motivator for respondents is when a family member or a friend needs blood transfusion. Low educational attainment, not been in a marital relationship, concerns that donated blood might be sold and fear of phlebotomy technique were deterrents to VBD. Appropriate blood donor education and providing conducive setting with skilled personnel could convert eligible replacement donors to voluntary donors. [ABSTRACT FROM AUTHOR]