X-Message-Number: 9853
Date: Wed, 3 Jun 1998 18:55:55 -0800
From: American Cryonics Society <>
Subject: "Selling Goodness" by Michael Levine

A new book, just out, entitled "Selling Goodness" is on ways to promote
non-profit businesses.  Getting publicity has always been easy for cryonics
organizations.  Making the most of the publicity is something else.

For example, I recently made mention on CryoNet of the fact that it is a
popular misconception that only rich people can afford cryonics.  It would
be nice to be able to use "air time" to correct this misconception.  Levine
suggests that before going in for an interview, you prepare yourself,
including deciding what message you want to get across.  He gives specific
tips on this preparation.

Michael Levine runs a Hollywood public relations firm, and is the author of
"The Guerrilla P.R. Guide."  He contacted ACS about a year ago, as part of
a survey on non-profits in preparation for his book.  In exchanges that
followed I made mention of various techniques we have found helpful with
promotion.  As far as I can tell, he didn't mention these in his book (at
least not to credit them), he did, however, use a brief quote from me on
the book's jacket cover.

Besides specific advice on getting publicity and making the most of
opportunities, my first perusal of the book turns up some interesting
information on non-profits in general.  For example, at a recent ACS Board
meeting the question came up of what kind of overhead costs are experienced
by other non-profits in administration of their programs.  Levine gives a
table which shows that, in 1996 The American Red Cross ranked number one in
keeping down overhead: 91.5% of its income was spent on "programs."
Shriner's Hospital ranked twenty-fifth, spending 54.9% of income on its
programs.

Another interesting page of information and statistics from the book gives
data on California public charities.  There are 120,000 nonprofits in
California! (ACS and Alcor are among that number).  These charities employ
5% of the California work force.  However, over 75% of these organizations
have no paid employees at all!

Selling Goodness is priced at $22.95 and published by Renaissance Books,
5858 Wilshire Blvd., Suite 200, L.A., CA 90036.  Email 

Long life,

Jim Yount


=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+=+American Cryonics Society
(650)254-2001
                      FAX (650)967-4444
P.O. Box 1509
Cupertino, CA 95015
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