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What Do We Have in Common??
What Do We Have in Common??
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What’s in a Name?
Celebrity Endorsements and The Charitable Sector
By: Nora MacLeod
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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)
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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
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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
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Young Celebrities
http://www.youtube.com/watch?v=rwC87ZKF1dQ
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Targeting a Group
• Justin Bieber brings an audience of young female fans
• Would you want this for your organization? What could be the benefits?
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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?
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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/
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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?
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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