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In spite of top-notch efforts, many social-change initiatives fail. What goes wrong? How can the initiatives be presented more effectively? Analyzing the costs and benefits of the proposed change from the perspective of the targeted community can help marketers answer those questions. The authors present a framework to facilitate such an analysis and to help form effective marketing plans. When the proposed behavior change involves little cost to the targeted community and provides a significant personal benefit, conventional marketing methods--such as those used for marketing consumer goods--can be effective. When the proposed change involves a high cost, in terms of either money or some other measure (difficulty, for instance, in quitting smoking), the social marketer''s job becomes harder. Social marketers face their greatest challenge in cases where the cost is high and the personal benefit is intangible.