Do Better at Doing Good

by V. Kasturi Rangan, Sohel Karim, and Sheryl K. Sandberg

Editor’s Note: Articles throughout this volume explore the variations between effective practices at nonprofit and for-profit organizations. These can play out most drastically in the marketing department: when a social-change initiative provides a significant personal benefit to a buyer, conventional marketing methods—such as those used for marketing consumer goods—can be successful. But when costs are high and personal benefits are intangible (lowering personal carbon emissions, to use a current example), social marketers face their greatest challenges.

In this piece the authors present a foundational framework for designing a social-change campaign. The framework ...

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