"Invaluable. This is THE manual for anyone with a deep commitment or only a daydream about creating a more just and sympathetic world. Nick Cooney has boiled it all down to show how simple it can be to turn compassion, rage or angst into intelligent action. Cooney offers fascinating real life examples that perfectly illustrate how easy it is to triumph over human reluctance to change if you just know how. Contains tried and true strategies that, like ju-jitsu, turn the opponents� and fence-sitters� objections on their head, without a fight. This should be mandatory reading for everyone with a good cause and a good heart."—Ingrid Newkirk, Director, People for the Ethical Treatment of Animals


"Nick Cooney's Change of Heart is a challenge to progressive activists: Are you willing to grapple with the difficulties of psychology, behavior, beliefs, and communication in order to generate more effective, long lasting social change? If you answer yes, then this is the book for you! Change of Heart is sophisticated, accessible, honest, well argued, and beautiful in its practicality—it provides essential tools and tactics for bringing about a more socially just, sustainable, righteous, and compassionate world. This is a great contribution and a must read for all activists."—Jason Del Gandio, PhD, author of Rhetoric for Radicals: A Handbook for 21st Century Activists


"Change of Heart gives activists the psychological toolkit they need to lead the public down a more compassionate road. If you want to create a better world, read this book!"—Rory Freedman, co-author of the New York Times Bestseller Skinny Bitch


"This is a must read for any grassroots nonprofit activist group looking to save the world! My head is spinning with all the ideas and tactics revealed in this book that I want to try out at my organization. �For years psychologists have been accumulating a wealth of knowledge on the key factors that determine whether people will change their beliefs and behavior.� Cooney has done a yeoman's job of plowing through the research and bringing highly practical, easily digestible bits of information back to those of us on the front lines trying to convince people of a better way to live.� Without a doubt, Change of Heart has proven to me that an old dog like my 43-year-old environmental organization can stand to learn some new tricks.� Well done, Cooney!"—Eric Cheung, Esq., Senior Attorney, Clean Air Council


"Change of Heart has helped my understanding of not only how the public reacts to the labor movement and workers rights, but how our own members will be motivated and empowered to take action as well. A concise and complete handbook for anyone looking to effectively get their message to the masses."—Dena Fleno, Council 4 AFSCME Union


"If we want to create a more compassionate world, we need to understand what motivates people to make compassionate choices. Change of Heart provides fresh, research-based insight into how non-profits and individuals can more effectively create social change through a better understanding of the human mind."—Gene Baur, Director, Farm Sanctuary


"Change of Heart is packed with surprising research and straightforward examples that will make advocacy organizations—be they small college clubs or international non-profits—more effective in spreading progressive social change."—Sarat Colling, Political Media Review


"Social justice advocates often lack the research needed to support successful campaigns. Cooney helps fill in this gap by culling through social psychology research and teaching nonprofits and grassroots organizations how to develop more effective campaigns."—Carol Glasser, Humane Research Council


"Finally an effective grassroots activist tells us directly and simply how to win a campaign and the hearts and minds of the public. Read this book and act!"—Anthony J. Nocella, II, co-editor of Igniting a Revolution: Voices in Defense of the Earth

"One thing is clear about this century. We have to fast-track changes in our relations with, and practices toward, other species. Nick Cooney has provided us with important food for thought in examining how we might intensify the process."—Richard Twine PhD, author of Animals as Biotechnology:Ethics, Sustainability and Critical Animal Studies