Denzel Washington

Wouldn’t it be grand to have a celebrity spokesperson for your charitable organization! Just imagine what that famous face could do: generate support for your capital campaign, recruit a legion of new volunteers, raise the profile of your organization or encourage the population to embrace your mission.

You would think that after a hundred years, a nonprofit could kick back a bit and maybe even rest on its laurels. After all, it’s been there, done that — right?

Not necessarily so, says Kurt Aschermann, senior vice president and chief marketing and development officer of Atlanta-based Boys and Girls Clubs of America, which was founded in Boston in 1906.