You CAN Change The People That Matter (Nonprofit Style)

Marketing is about change — changing people’s actions, perceptions or the conversation. Successful change is usually specific. It’s hard to get someone to support your cause, help a devastated region or volunteer for good. But when you ask her to give $5 to provide a schoolbook for a child or sign up now to staff the domestic violence hotline for a 60-minute shift next Sunday afternoon, that usually works, if you’re talking in the right way to the right person at the right time.