Objective  To explore the influencing factors of the willingness of residents to donate organs in Yantai City and to devise an effective propaganda mode for organ donation.

  Methods  The residents of 10 districts and counties in Yantai City were chosen for survey investigation by convenient sampling method. The survey items included socio-demographic characteristics, ways to obtain organ transplantation and organ donation related knowledge, relevant factors affecting the willingness to donate organs, and relevant issues of potential apprehension, etc. During the survey, a novel propaganda mode of organ donation called Chengguang mode was established.

  Results  The awareness of organ donation of Yantai residents was relatively low and 44.6% of residents were willing to donate organs. Age and educational level affected the residents' willingness to donate organs (both P < 0.05). Most residents learned the knowledge about organ donation through TV, radio and internet. The correct rate of residents to answer the questions related to organ donation was relatively low. Traditional ideas (38.1%) and public opinions (25.9%) were the main factors affecting the residents' willingness to donate organs. The opposition of family members significantly reduced the organ donation rate of residents, whereas financial compensation and social assistance greatly increased their willingness to donate organs. Only 16.3% of the residents knew the way for organ donation through Alipay, suggesting the propaganda was insufficient. In the process of survey investigation, a novel propaganda mode, Chengguang mode, initiated by local medical college and university and then gradually promoted nationwide, was established.

  Conclusions  The willingness to donate organs of residents in Yantai City is mainly influenced by the cognition level of organ donation. It is necessary to strengthen the propaganda of organ donation. A new propaganda mode started by local medical college and promoted throughout the nation is established to enhance the understanding and participation in organ donation, thereby probably improving the organ donation rate across China.