Suchergebnisse

Effective prevention programs are worthy products, but they do not necessarily sell themselves. Social marketing strategies can be used to encourage donors to sustain preventive interventions financially. Viewing potential program funders as the target audience, this paper defines major audience segments, suggests audience research materials, and raises other marketing considerations. Examples of the application of social marketing principles to fundraising are drawn from the experiences gained during the Prevention Marketing Initiative (PMI) Local Site Demonstration Project, as project sites sought ongoing financial support at the end of their federal demonstration funding period.

Individuals from the five sites that participated in the Prevention Marketing Initiative (PMI) Local Site Demonstration Project, an HIV prevention program targeting adolescents, were interviewed in a two-part qualitative case study. This article summarizes lessons learned from 179 community participants on topics ranging from organizing initial planning committees to financially sustaining federal demonstration programs over time. The insights of participants involved in the process may help ensure the success of future Prevention Marketing efforts. Overall, they found the process to be challenging but worthwhile, and felt that the resulting multifaceted HIV prevention programs for young people were successful.