Artez Interactive

It’s hard not to notice when companies use celebrities to promote their products or champion their cause. Our heads turn when we see faces we recognize whether we respect them as an authority on an issue or not. There are many notable examples of celebrities promoting charitable causes as well. Chances are, you have noticed Bono and his work with (red) and Live8, Brad Pitt’s commitment to help rebuild New Orleans, or Mike Holmes’ campaign for SOS Children’s Villages.

Many charities are hopeful that a celebrity, or recognizable influencer of some kind, will advance their cause in a positive way. There is plenty of evidence to suggest they can!

At Artez, we get a lot of questions about this. People ask: "Is it a good idea? How can we maximize the opportunity? Should we approach them or wait to be approached? How do we align with a celebrity who believes as deeply in our cause as we do? Will we look like sell-outs?"... and so on.

This is a juicy and timely topic and worth a much broader discussion! For the purposes of this post, however, I offer my Top 5 Tips for Working with Influencers. These will be relevant to any group that is considering engaging with a celebrity to promote their cause in some way. Read on!

1. Above all else, it has to be genuine. We react differently to a celebrity reading dispassionately from a teleprompter message than we do to a celebrity speaking from the heart about a cause s/he truly believes in and connects with. Whenever possible, work with a celebrity who really cares about your cause and wants to work with you. Avoid working with celebrities who simply want to look good for caring or someone who requires payment to support you and remains distant from the cause. Most celebrities – like most people – genuinely want to give back. It’s just a matter of finding the right one - for you!
2. Often, the reason that people look up to public figures is because they actually dream of having their own 15 minutes of fame. So, ask yourself: Is there a way to provide THAT kind of experience for your supporters? For instance, the opportunity for a donor to appear on TV with a celebrity for having done something great for your cause is likely more powerful than simply watching that celebrity speak about it. It'll also do a lot more to build the active engagement of your core supporters.
3. Be respectful of the time celebrities offer you. They are people too – very busy people! You wouldn’t necessarily choose to have dinner with your top donors, so why would they? Try to engage celebrities in activities they are already doing so you can minimize the extra effort required on their part, and maximize the benefit for you. For example, offering backstage passes or a chance to appear in an upcoming music video might be a lot easier for an artist to offer up than performing a special concert at your donor’s school.
4. Develop a clear call to action with your celebrity supporter. What's the ask to accompany that famous face? For R&B artist Eve and MAC Cosmetics, it’s ‘buy Viva Glam lipstick, look beautiful, and help support the global fight against AIDS’.
5. Work with a celebrity who understands the importance of making their own contribution, and is willing to donate time and money to your cause. They'll speak far more convincingly to your constituents, and be better able to share their own story and commitment. You may even be able to craft a matching gift program or campaign that leverages – and amplifies – the contribution they’ve made. Often this involves some education on your part – the same way you might have had to convince your board and staff that they all need to be donors too.

If you've got a celebrity (minor or major!) who's eager to help your cause, then you have a potentially fabulous resource at your fingertips. Start with the list above, create yourself a solid strategy for engagement, and remember, we're always here to help!