Donating blood is an act of altruism for the survival of the needy. Through the experience gained during blood donation, these blood donors will form the prosocial self-identity. This positive identity can encourage blood donors to continue this activity consistently. Therefore, it is important to understand the aspects of self-identity among blood donor. This study aims to explore the aspects of blood donors’ identity from the viewpoint of the Regular Blood Donors (RuBDs), namely as the individuals who have consistently donated blood in five times for two recent years. This qualitative study interviewed twenty (20) informants RuBDs that were recruited through purposive sampling among blood donors at the National Blood Center (PDN), Kuala Lumpur. Information were analyzed thematically which lead to two major themes of identity, namely i) I-blood donor and ii) we-blood donors. For theme one, informants perceived themselves as individuals who have the sense of cohesioness towards material such as blood donation record books or souvenirs, and the feeling of being appreciated and positive image in networking. Next, for the second theme, the informant associates the excitedment to be with other blood donors during blood donation campaign as they share similarities in term of identity and experiences. These findings imply that blood donation retention program should highlight the sense of respect and pride as these aspects are closely related with donor’s self-identity. Future research could identify programs that could foster the self-identity among blood donors.