What’s in a Name? Celebrity Endorsements and The Charitable Sector By: Nora MacLeod
Celebrity Culture “people want to be associated with a celebrity, and do so by purchasing the goods or services or donating money or time to a cause the celebrity recommends” (Domino, 14)
Recent Story • Vancouver Sun Article (Oct. 7 2010) • Food Network Chef Ned Bell • Raising funds for breast cancer research • “Celebrity volunteers like Bell are the public face of a fundraising machine that takes in donor dollars and directs the money into life-saving research.”http://www.vancouversun.com/health/public+face+fundraising/3636064/story.html#ixzz12qPHSHoS
The Connection • “Celebrities are most effective when their life experience is connected to the message” (Domino, 17) • Example: Michael J. Fox • Raised awareness for stem cell research for debilitating diseases (West, 9) • A Credible Celebrity
Young Celebrities http://www.youtube.com/watch?v=rwC87ZKF1dQ
Targeting a Group • Justin Bieber brings an audience of young female fans • Would you want this for your organization? What could be the benefits?
Considerations • Costs – is there any cost to having a celebrity endorser? • Relevance – are they relevant to the cause? • Sustainability – is their fame lasting? Watch out for scandals! • Managing – who will manage the needs of a celebrity?
What to Make of This? • “Charities can benefit from celebrity endorsements because stars can bring publicity to a cause by creating an emotional attachment with the public” (The New York Times Magazine, 2008 qtd in Park & Cho) • Resource: http://www.looktothestars.org/
Discussion • Who can you think of is directly connected with a cause that they endorse – do you find this lends credibility to the cause? • Can celebrity endorsement become too overwhelming? Is one celebrity better then many or vice versa?
Works Cited • http://www.raisingfunding.co.uk/celebrity-endorsements-your-fundraising-drive.html • West,Darrell M. “Angelina, Mia, Bono: Celebrities and International Development.” Brown University.http://www.brookings.edu/events/2007/~/media/Files/Programs/Global/brookings_blum_roundtable/2007west.pdf • Domino, Tracie M. “Toward An Integrated Communication Theory For Celebrity Endorsement In Fund Raising.” http://etd.fcla.edu/SF/SFE0000149/Celebrity_Fund_Raising.pdf • http://www.looktothestars.org • Shore, Randy. “The Public Face of Fundraising.” The Vancouver Sun. Oct. 7 2010. http://www.vancouversun.com/health/public+face+fundraising/3636064/story.html