This is going to be the first of a series of articles on how to sell social change by adopting some of the ideas and practices of an advertiser. If you want to sell social change of any kind, you are a marketer and can benefit from using some of the tools companies use to market themselves. Evaluating the Marketplace: How many people are open to going vegan, ditching their cars for mass transit, or donating money for an anti-poverty program in the city? What types of people are there who might appreciate your message and how do you connect with them. Your program goal is to convert people into vegans. These are some questions you need to ask: What types of people might be interested, and what are their interests? What challenges in their lives might make them resistant to going vegan? What misconceptions do they have? How much do they know about the vegan lifestyle? What values do they have that are relevant? Perhaps they think they'll have to live on b...
A blog devoted to marketing for nonprofits, which also offers some ideas on designing strategies, developing program plans, and similar topics of interest to creating social change.