From the pro movements such as literary campaigns and voter registration drives to the anti programs to combat teenage pregnancy and AIDS, thousands of social agencies around the world promote causes. These sponsors find that to attain their goals, they need to exert a series of efforts to influence, change or control their target beneficiaries. This work sets out to provide a systematic marketing framework for understanding social campaigning, targeting consumer groups and applying the broad tools of the marketing mix. The authors attempt to show how organizations devoted to social change can effectively use their resources.