It seems that whenever a celebrity endorses a product it turns to gold, and more often than not, a celebrity appearance or stamp of approval results in game-changing outcomes for brands. However, that doesn’t always hold true in the case of celebrities supporting philanthropic causes or charities. Beyond the photo opportunities and the initial secured headlines, the celebrity must be committed and engaged in the cause to really make a difference in the fundraising world.
As president and CEO of Miami Children’s Health Foundation, part of my job is to build relationships with donors and influencers, including fostering relationships with celebrity ambassadors that will help raise awareness for the Miami Children’s Health System and our flagship hospital, Nicklaus Children’s.
Based on my experience, I have three key takeaways that are important to focus on when choosing celebrities to help raise awareness for a cause:
1. The connection has to be organic
2. The celebrity has to be committed
3. It has to mean something to the celebrity
An Organic Connection
When a nonprofit organization is looking for a celebrity to support their cause, it must have an organic connection. When the public sees a celebrity supporting a cause, it needs to make sense. Do the celebrity’s image and beliefs match those of the cause? Has that celebrity supported similar initiatives in the past? Does that celebrity have a questionable background that might conflict with your organization?
These are just some of these questions that need to be answered by an organization before the initial outreach to a celebrity. The sole reason for consideration has to be more than just the star factor. If it’s not organic, then—most likely—it won’t be successful.
Every year, we host our signature event, Diamond Ball—a gala that honors a celebrity by inducting them into the Ambassador David M. Walters International Pediatric Hall of Fame, which pays homage to exceptional individuals who, through their actions and achievements, have been outstanding advocates for stronger, healthier communities and the well-being of our children.
In the past, our foundation has inducted notable honorees including Walt Disney, Audrey Hepburn, Gloria Gaynor, Beyoncé Knowles, Dwyane Wade, Gloria and Emilio Estefan, Barbara and Jack Nicklaus, Juanes, and most recently, Romero Britto.
All of those names are very recognizable, but they also all have one thing in common—they align with our goals and our mission. In other words, the connection is organic.
One star-studded event that has been very successful, mostly because of its organic connection, is the Night of Too Many Stars. Much of the success of this philanthropy-based comedy show is owed to the commitment of the celebrities every year and the organic tie into what they do—some of the best comedians hosting a two-hour comedy telethon on Comedy Central to raise funds for National Autism Month. Jon Stewart has hosted the event for several years running, and is always accompanied by big name comedies like Chris Rock, Will Ferrell, Jimmy Fallon, and Paul Rudd to name a few. To date, the event has collected $18 million, which will support autism-related educational programs.
Celebrity Commitment
Well-known entertainers are great assets to fundraising efforts, but it’s not realistic or sustainable to rely solely on them. After all, they have busy schedules and commitments to tend to. An expert on fundraising, Christopher Clinton Conway, takes this concept a step further when he says, "The photo op that matters is not the star behind giant sunglasses with enormous prop scissors cutting a fake ribbon. It’s not the event that matters, it’s the sustained support that stabilizes non-profits."
A great example of a celebrity that’s committed to an organization is Seattle Seahawks quarterback Russell Wilson, who is committed to weekly visits to Seattle Children’s Hospital. Win or lose (even the Super Bowl!), he has had weekly visits to the hospital since 2012.
There’s no campaign. There’s no event. There’s no stunt. It’s a celebrity who truly wants to be committed to his community, and he’s in it for the long run and not just the publicity.
Something Meaningful
You will always get the most out of celebrities if they truly care about the cause they are supporting.
Back in March, Lady Gaga and her fiancé, Taylor Kinney, plunged into Chicago's freezing Lake Michigan in order to raise funds for the Special Olympics. Gaga did the plunge with more than 4,500 other participants, and her appearance wasn’t a part of some big elaborate marketing strategy and photo opportunity. It was a celebrity really feeling moved by a charitable cause and “a very nice surprise,” according to Special Olympics president Casey Hogan.
Every year, thousands of brave swimmers jump into Lake Michigan to raise money for athletes with special needs, and this year, Lady Gaga happened to be one of them. The annual Polar Plunge had already made more than $1 million that morning, according to ABC7.
The most meaningful and successful pairings of causes and celebrities are the authentic ones, where the celebrity builds or comes to a cause because they’ve been touched.
For example, Miami Children’s Hospital recently became Nicklaus Children’s Hospital and its outpatient centers adopted the new name in honor of a $60 million pledge from Jack and Barbara Nicklaus through their Nicklaus Children’s Health Care Foundation. Their support for our system didn’t just come from this pledge—Jack and Barbara have been supporting children’s health for a very long time, not to mention that they have five children and over 20 grandchildren!
It’s a cause that truly matters to them, and because of that, they are committed and their support to our system is organic.
Whether you’re raising funds through an event, running a fundraising campaign or entering into a partnership, always make sure that the celebrity will go above and beyond for your nonprofit.
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