# Good Influence: How to Engage Influencers for Purpose and Profit

- Link: https://fundraising.co.uk/books/good-influence-how-to-engage-influencers-for-purpose-and-profit/
- Published: 2023-03-16T17:16:41+00:00
- Author: Howard Lake

**The power of celebrities and Influencers to create cultural conversations, change
opinions, and ignite action has transformed the marketing world in the past fifteen
years. Yet many businesses and philanthropic organisations have been baffled about
how to engage and work with Influencers to support their causes. The publication
of Good Influence by social entrepreneur Paul M. Katz is designed to change that.

According to its publishers, Good Influence is “the first, comprehensive guide for
creating and executing Influencer‐led, cause campaigns that tap into the exponential
power of the Influencer Effect”.

Katz is CEO of Entertain Impact. He has spent over thirty years as a leader in both
the entertainment industry and philanthropic spheres, bringing his perspective to
more than 100 cause marketing campaigns that he has created with celebrities and
cultural influencers like Kevin Bacon, Ziggy Marley, Angélique Kidjo, John Legend,
Lupita Nyong’o, Mark Ruffalo, Usher, Annie Leibovitz, and Desmond Tutu.

In discussing the Influencer Effect, Katz explains that it happens when celebrities
and Influencers throw their popularity, social capital, and platform behind a cause
to raise awareness, inspire action, and do good. Results are both psychological 
and social, with audiences taking action based on an Influencer’s comments, recommendations,
and choices.

![Good Influence: How to Engage Influencers for Purpose and Profit - book cover](
https://wfay6x.infiniteuploads.cloud/2023/03/good-influence-by-Paul-Katz-3d-cover.
png)

Katz points out that the speed and reach of the Influencer Effect is unprecedented
as an attractor and amplifier, due to recent technological breakthroughs such as
the iPhone, TikTok, and Instagram.

“Whether your goals are purpose, profit, or both, the Influencer Effect will get
you well beyond the finish line,” says Katz.

Filled with case studies, entertaining stories, and professional insights, Good 
Influence is based on Katz’s five-part D.R.E.A.M. method.

“Over the last fifteen years of working with Influencers on more than 100 campaigns,
I have developed, tested, and refined my D.R.E.A.M. method, a combination of science
and art to engage Influencers and ignite the Influencer Effect. I hope that organisations
will use the D.R.E.A.M. method to help their fellow humans and improve our planet.”

> Since its release, my book Good Influence has ranked #1 on Amazon in the Nonprofit,
> Social Media, and Crowdfunding categories. If you haven't, I encourage you to 
> get a copy for yourself or for a social good leader you support! [#GoodInfluenceBook](https://twitter.com/hashtag/GoodInfluenceBook?src=hash&ref_src=twsrc%5Etfw)
> [pic.twitter.com/oI1X3ewyND](https://t.co/oI1X3ewyND)
> — Paul Katz (@PaulKatzNYC) [March 16, 2023](https://twitter.com/PaulKatzNYC/status/1636389673902956546?ref_src=twsrc%5Etfw)

 * **[Closing the Influence Gap](https://fundraising.co.uk/books/closing-the-influence-gap/)
   by Carla Miller
 * **[Influence: The Psychology of Persuasion](https://fundraising.co.uk/books/influence-the-psychology-of-persuasion/)
   by Dr. Robert B. Cialdini
 * **[Beko users influencer marketing to raise €1 million for Unicef](https://fundraising.co.uk/2018/06/21/beko-uses-influencer-marketing-raise-e1-million-unicef/)(
   21 June 2018)**