Why donating blood is so important and the reason for the shortage right now Unmute LA CROSSE, Wis. (WXOW) - Right now there is a blood shortage and health officials say many people don't realize the importance of donating and how they could be saving a life. Emalea Cogdill, Account Representative with Versiti Blood Center of Wisconsin, said there is always a need for blood donation no matter what, the demand never changes. "We are always in need of donors because we can't make human blood. The only way we can receive blood for patients in our community hospitals is through donations that come from our blood donors," said Cogdill.