Human Reproduction vol.12 no.10 pp.2330–2335, 1997 Semen donor recruitment strategies—a non-payment based

1To whom correspondence should be addressed Actual and projected prohibition of payment for semen donation in the UK and Canada has increased the need to examine alternative methods of donor recruitment. Evidence from a number of sources suggests that there is a large group of current and potential donors who are motivated more by meeting esteem needs than by payment. We develop an argument for using social marketing tools to create systematically an esteem-based approach to donor recruitment as an alternative to the payment approach. We conclude that esteem is a useful method of reciprocating the gift that donors make. Key words: donor insemination/payment/recruitment/semen donors/social marketin