Spare Change

If you run a nonprofit, you know that marketing is essential to your mission. To many nonprofit managers, marketing equals fundraising and nothing more. But your organization exists for more than just bringing in donations. By using social marketing methods, you can boost the effectiveness of programs and activities that are the reason your organization exists in the first place—to make a difference.

Social marketing uses the same tools and techniques of commercial marketing, but its purpose is to bring about positive health and social change. Rather than focusing on sales or funds raised as the ultimate outcome, social marketing's bottom line is behavior change...