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The real banking crisis: recruiting men to donate sperm

The London Sperm Bank

Under headlines of "the real banking crisis", the London Sperm Bank (LSB) launched a new innovative recruitment drive in 2010 designed to encourage more men to donate their sperm.  The campaign, unlike previous attempts, focused on the recruitment and retention of donors through quirky, humorous branding, unique communication and a customer service focus.

Despite the sperm donor "crisis", results proved better than ever imagined, with an 85% increase in donors visiting the sperm bank and a 93% increase in retention rate.  Now, the LSB is able to meet over 50% of the UK demand for donor sperm.

The new catalogue

With the first phase of the recruitment campaign complete, the LSB announced at the Alternative Families Show last year that the full range of LSB sperm donors would now be anonymously presented in a new online catalogue. 

The catalogue features a large variety of donors, and all with healthy, good quality sperm which has been screened and stored to the highest possible standards required by the HFEA.  The catalogue's own staff impressions give a unique insight into the donors' personalities.  Unlike other sperm banks, the LSB through its links to London Women's Clinic, can provide high quality, affordable fertility treatment across the UK.

Harley Street News: 12 March 2012