COVID-19 has posed unprecedented challenges to health systems around the world, including bloodcollection agencies (BCAs). Many countries, such as Canada and Australia, that rely on non-remuneratedvoluntary donors, saw an initial drop in donors in the early days of the pandemic followed by a return tosufficient levels of the blood supply. BCA messaging plays a key role in communicating the needs of theblood operator, promoting and encouraging donation, educating, and connecting with the public anddonors. This paper reports on discourse analysis (Bloor and Bloor, 2013) of BCA messaging in Canadaand Australia from March 1-July 31, 2020 to understand how BCAs constructed donation to encouragedonation during this period and what this can tell us about public trust and blood operators. Drawing onmultiple sources of online content and print media, our analysis identified four dominant messagesduring the study period: 1) blood donation is safe; 2) blood donation is designated an essential activity;3) blood is needed; and 4) blood donation is a response to the pandemic. In Canada and Australia, ouranalysis suggests that: 1) implicit within constructions of blood donation as safe is the message thatBCAs can be trusted; 2) messages that construct blood donation as essential and needed implicitly askdonors to trust BCAs in order to share in the commitment of meeting patient needs; and 3) thepandemic has made possible the construction of blood donation as both an exceptional andcommonplace activity. For BCAs, our analysis supports donor communications that are transparent andresponsive to public concerns, and the local context, to support public trust. Beyond BCAs, healthorganizations and leaders cannot underestimate the importance of building and maintaining public trustas countries continue to struggle with containment of the virus and encourage vaccine uptake.