Celebrity endorsement and NGO

  

Stephen Fry raising money
for Red Nose Day

NfpSynergy by publishing its new survey, questions one of the most effective and quickest methods of bringing attention to an organisation’s cause, which is celebrity endorsement. The research shows that only one in five young people aged 11-25 would support a charity because a celebrity happened to endorse it. Furthermore, the number of people supporting charities because of the person representing it decreased with age. Two of the most ideal celebrities to support an organisation’s cause are Stephen Fry and David Tennant. 

As the ‘Celebrity Endorsement and support for charities’ survey shows it is not enough to put a ‘face’ to a charity’s cause in order to get funds. A celebrity’s popularity changes quickly and today’s ‘in’ celebrity might quickly become liability. That is why when deciding to use a celebrity for a campaign it is essential to select the person carefully. 

The demand for celebrity endorsement will not pass, even though there is proof that it is not as profitable as people think. After the survey was been published, PRWeek at the begging of February revealed that Cancer Research UK is seeking an agency to launch a celebrity campaign, while Save The Children appointed House PR for a brief that includes celebrity engagement. The question is why celebrity endorsement is so popular within charities? The answer is obvious, we are live within a celebrity culture. Charities have had to become more commercial, because society has become more commercially orientated and as a result the charities have had to adapt to this.

What to look for when choosing a celebruty for your cause: