Sperm and egg donation allows people who cannot have children naturally to become parents. However, in many countries there is a shortage of donors. Therefore, it is important to assess the factors that influence donation. Across two studies, we assessed the role of social‐cognitive and emotional factors in promoting and deterring sperm and egg donation. Study 1 (N = 138 men) found that feeling anxiety toward discovering a fertility problem and pride positively predicted sperm donation intention and information seeking behavior. By contrast, feeling anxiety toward the process of donation negatively predicted sperm donation intention and information seeking behavior. Study 2 (N = 193 women) found that pride positively and the anxiety toward the process negatively predicted egg donation intentions, but not information seeking behavior. These results suggest that it is important to consider the role of emotions in motivating and deterring people from becoming a sperm and egg donor.