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Many sexual and reproductive health programs operating in a limited-resource setting face a challenging balancing act between making services accessible and affordable to clients, including those most in need, and remaining financially sustainable. To achieve these dual objectives, the Population Council, with Marie Stopes International in Burkina Faso (MSI BF), launched a willingness-to-pay (WTP) study that examined the current situation and numerous pricing options, proposing optimal prices for products and services. The process of implementing the WTP survey was insightful for MSI BF as it provided evidence on client satisfaction with services and willingness to contribute to the cost of their implant or IUD. In light of the findings, MSI BF decided to increase prices for implants and IUDs both in centers and on outreach. However, balancing the benefit from slightly increased revenue with the risk that some poor clients might be dissuaded by higher prices from seeking family planning services, MSI BF decided to implement only an incremental price increase.