The role of celebrities in fund raising and in non-profit events

Thèmes abordés

Non profit, célébrités, fund raising, anglais, marketing, stars, endorsement, publicité, levée de fond, association, caritatif

Résumé du document

Stars have a magical aura in our society and they are prominent in every part of our culture. The concept of celebrities being present in every generation is nothing new. It began with the queen Nefertiti, Cleopatra, Helen of Troy, kings and queens, gladiators and army commanders, Olympic athletes, etc. Since the 60s, celebrities have taken different forms: singers, dancers, painters, actors, models, politicians, artists, etc.

The major concept is celebrity endorsement. Celebrity endorsement is defined as an "advertising which uses the credibility associated with a celebrity to carry the message. The greater the celebrity's influence on a particular target audience the greater the wish to mimic that celebrity", by Egan (1999). Marketers, companies and associations saw the power of such a strategy and such individuals and began to use it as an integrated tool in the communication and marketing campaigns. Hollywood celebrities are the ambassadors of non-profit organizations and charity events.

This paper will explain the role of celebrities in non-profit organizations and events. It will answer questions like "Do celebrities have an impact on donations?", "Do they take part by conviction or just for their image?", "Do charity events benefit from them?", etc.

Extraits

[...] That is why making the right choice in terms of celebrity is essential. Celebrities can be involved at different scale into not for profit organizations, events or causes. Their role is to bring visibility to the philanthropic brand or cause. Because the public is interesting by the celebrities, thanks to the media mostly, they will become interested in the causes and the organizations and it will bring donation. Even if the main target is increasing the donation, charities seek for visibility which can be bring in an effective way by celebrities. [...]

[...] The mission of this foundation is to collect funds in order to help the researches to find Parkinson's remedies. This foundation uses the image of a popular celebrity who is sick. They organized fundraising and galas, articles, book broadcast, information broadcast, etc Organization of events: In order to collect fund for helping a cause or a not for profit organization celebrities can organize events in which they are playing a role. As an example, the tennis man Roger Federer organized a tennis game with different tennis celebrities and athletes and raised money though the tickets sales, in order to help Haitians. [...]

[...] The celebrity helps the cause and participates to events. The Hollywood actor Leonardo Dicaprio is an active member of several eco friendly not for profit organizations as Global Green USA. He participates to events as press conferences, and communication and even launched a movie. Donate: Some celebrities endorses a cause by simply donate a large amount of money to a non for profit organization. Most of the time the fact that a celebrity donate is made public as fans and the audience can also be influenced by such donation and then donate. [...]

[...] Marketers see in this tool a great strategy to use, so as not for profit organizations Celebrity endorsement as a marketing tool In order to be use effectively, such a tool has to follow certain rules, especially concerning non for profit organizations. The organization and the celebrities have to be in accordance. Indeed, celebrity endorsement posses risks organizations have to take into account Pros and cons of using celebrity endorsement 3. The choice of celebrity and what she/he represents The choice of celebrity in order to endorse a brand or a company is an important issue. [...]

[...] The organizations become more aggressive in terms of collect of fund and management of the competitors. Then using celebrity endorsement become a marketing which can be exploited in order to distance a cause from another But an ambiguity still exists concerning the celebrities who are related to causes. The main question is if it benefits more to the celebrity or to the charities. Even if people seems to believe that it add more value to the celebrities, we can say that it has major impact on causes, which cannot be neglected. [...]