The article deals with the interpretation of such related concepts as efficiency and productivity, the application of the concept of “efficiency” to different social spheres. The paper presents author's position on the applying concepts of efficiency and productivity in the demographic field, formulates the position that it is methodologically wrong to apply “efficiency” concept to those processes where costs and benefits are characterized by heterogeneous gauges. The paper suggests ways of isolating the direct impact of measures on the effectiveness of population policies, that is calculations showing effectiveness of implemented measures to stimulate the birth rate in Russia since 2007. For this purpose, in addition to statistical information and sociological data, by means of which assessed was significance of various measures aimed at increasing the birth rate, including such as the federal and regional maternity capital. In conclusion it is stated that approaching demographic hollow “attenuation” of productivity of the applied measures in the field of stimulating birth rate threatens future demographic development of Russia.