This insight brief presents findings on behavioral barriers to increased investment in social and behavior change for family planning and reproductive health programming. The analysis focuses on the barriers and needs of three key groups: (1) country offices of government assistance agencies (e.g., USAID Missions and the Netherlands Ministry of Foreign Affairs), (2) private foundations (e.g., the Bill & Melinda Gates Foundation and the William and Flora Hewlett Foundation), and (3) country decision makers (e.g., staff in the Ministries of Health or Finance). Social and behavior change practitioners can develop more effective, evidence-driven advocacy strategies by understanding the characteristics and factors that influence these agents of change in their investment choices.