Celebrities - who needs them?

by Eileen Hammond, author of Patrons, Presidents and Personalities

Despite cynicism from some sector leaders about celebrity involvement in charities, the number of advertisements for Celebrity Managers and the weekly reports in Celebrity Watch indicate that many charities believe celebrities make a valuable contribution to their work.

But all too often, charities fail to take a strategic approach to choosing the right personality, believing that anyone will do, just so long as they are famous.

We are well accustomed to looking for donors with whom we can develop a relationship and likewise, we should consider why celebrities might wish to be associated with us.

The internet has helped us to find contact details for actors, models, singers, and TV presenters. But establishing contact is only the beginning - the key to success is having a clear idea of what it is that we want them to do and what we hope they will achieve for us.

Consider whether what you are asking them to do is within their field of experience and expertise. Make sure you reach a mutual agreement about the nature of the relationship and the time commitment. Agree the basics in writing, clarifying the expectations on both sides, including levels of support and PR opportunities.

The key point is to be realistic about what you are expecting of them. Are they likely to be willing to develop a long-term relationship as a Patron or President of your charity, or would they be happier sending you an auction item, a signed photograph or endorsing an appeal?

Don’t be deterred from aiming high when approaching famous figures. They may prefer to forge links with local or lesser-known charities where their association can make a significant difference.

Celebrities, like donors, will want to know who of their peers have a relationship with your charity and whether or not such an association would be helpful for their own reputation.

It is important is to have an appropriate match of personality for your brand, and for the proposed activity, and to consider how you can harness the full potential of that relationship.

Your reputation and public profile is a highly valuable commodity and it is your responsibility to protect it. Research the celebrity thoroughly - skeletons have a nasty habit of jumping out of the closet at precisely the wrong moment!

Finally, remember that celebrities are people and, as such, have exactly the same feelings, sensitivities, vulnerabilities and range of opinions as the rest of us. Behind the name and the famous face is a real person. Treat them like one.

Eileen Hammond is the author of Patrons, Presidents and Personalities (£18.95) available from Directory of Social Change.