"Animal Impact" is a behind-the-scenes look at how some of today's most respected animal protection advocates are making a difference. Using this book's how-to framework, newcomers to the field can get a fast start to move the public, businesses, and government to act for animals. Veterans will benefit from fresh ways of thinking. Students of social change will gain perspective on strategies, campaigns, and programs and learn to apply social marketing theory to craft successful efforts. "Animal Impact" has garnered praise from movement leaders, including Peter Singer, author of "Animal Liberation." Why do some animal protection efforts succeed while others fail? "Animal Impact" presents a seven-step system with techniques that are transforming advocacy ... and the world. Find out what it takes to be effective personally and in organizations from grassroots to global. Engaging stories and practical how-tos from more than 80 leading advocates make "Animal Impact" a must-read for anyone who cares deeply about helping animals. An innovative, easy-to-remember framework helps readers translate new ideas into immediate action. The lessons are useful for individual advocates, volunteers, frontline staff, program and campaign managers, executive directors, board members, and funders. Though written for people seeking to influence others, the insight on what separates winning efforts from disappointments will also interest movement observers and students. The seven-step system applies to other social movement issues, such as advancing change for human rights, social justice, or the environment. For more than a decade, Caryn Ginsberg has helped leaders do more for animals. Her experience includes spay/neuter, adoption, emergency animal services, humane education, vegetarianism and veganism, wildlife, and more. She has been an instructor for Humane Society University and spoken at numerous conferences and events. In these settings, and in "Animal Impact," she reveals powerful approaches for achieving the results that advocates, animal-lovers, and the animals deserve.