Is program self-sufficiency something to strive for? Funding for social market ing efforts, as with most if not all public social programs, continues a historic decline. For programs where revenues are present, self-sufficiency (or at least the possibility of covering some of the program’s costs) may be a real possibil ity. Is this a reasonable goal? Should self-sufficiency and/or cost recovery be a delineated objective where it might be possible? If it is, how can/might/will this parameter affect the strategy and tactics of the program both positively and negatively?