This paper provides donors, program developers, program managers, researchers, and others in the social marketing field with a practical approach to guide conceptual thinking and sustainable program design. This paper focuses on the application of social marketing principles to the sustainability of health programs, in particular to reproductive health and family planning projects. For donor agencies this paper offers practical suggestions for moving donor-dependent social marketing programs along the path to sustainability. While there is no one formula for accomplishing this goal, the paper suggests steps that will strengthen programs’ long-term viability and help ensure their success.