In the Russian Federation, the demand for donated oocytes significantly exceeds the supply. Active advertising in this field is not common in Russian society. Objective. To study the features of attracting and selecting potential donors, as well as motivating factors from the perspective of all stakeholders: reproductive centers, medical practitioners, and donors. Materials and methods. The study was based on expert interviews (n = 12), in-depth semi-structured interviews with oocyte donors (n = 21), and content analysis of reproductive centers’ websites. Results and conclusion. In the struggle for donors, clinics tend to place information on their official websites detailing the benefits of donation and financial rewards, avoiding mentioning the risks and drawbacks of the procedure, forming an image of donation as a highly moral, socially approved act, for which a reward is still due. In this case, acting physicians prefer a clear pragmatic motivation, while female donors themselves are almost always polymotivated. For many women, oocyte donation becomes a way of self-affirmation, an opportunity to feel their importance and autonomy. © 2023, Dynasty Publishing House. All rights reserved.