Celebrities and Charity

Tuesday, August 26, at 12 noon, U.S. Eastern time

Marshall Stowell is deputy director of Population Service International's YouthAIDS program, which enlisted the actress Ashley Judd to advocate on its behalf.

Marc Pollick is founder of the Giving Back Fund, an organization that helps celebrities and athletes with their philanthropy.

Myrlia Purcell publishes Look to the Stars http://www.looktothestars.org, a Web site that chronicles the work of celebrities who give time and money to charities.

A transcript of the chat follows.

Peter Panepento (Moderator):
    Greetings. This weekend marks one of the most notable, long-running charity-celebrity collaborations -- the annual Jerry Lewis telethon to benefit the Muscular Dystrophy Association. This annual TV event, of course, is just one example of how celebrities donate their time to charity. But it gives us a great opportunity to discuss the growing involvement of celebrities in charitable efforts -- and to discuss some best practices for making the most of events that are tied to celebrities.

Peter Panepento (Moderator):
    To help discuss this topic, we have enlisted three experts who are available to answer your questions. Because we have such a large panel, we expect to be able to make it through a healthy volume of questions during the next hour -- so please don't be shy.

Peter Panepento (Moderator):
    To ask a question, simply click on the "ask a question" link on this page and type in your query. We will post an answer as soon as it is available.

Myrlia Purcell:
    Hi, everyone. Hope you're all doing well. I'm Myrlia Purcell, co-founder of the celebrity charity news site, LookToTheStars.org. My husband and I created the website to amplify the positive messages of celebrities, raise awareness for charities, and try to reach the celebrity-watching crowd and get them excited about making a difference in the world.

We currently list over 1400 celebrities and the charities they support, currently over 1100. We publish 5 news stories every week day, and we are continually updating our database.

I'm looking forward to offering what information I can during this next hour, and hope to be of some help to you now and in the future!

Peter Panepento (Moderator):
    A quick note. Marc Pollick is unable to attend today's discussion. Stephanie Sandler, Senior Vice President of The Giving Back Fund, is taking his place on the panel.

Question from Elise Baker, small Brooklyn non-profit:
    What are the best ways of approaching a celebrity once you have located someone who you believe is a good fit with your organization? For example, let's say you have no connections to this celebrity and you want to offer to highlight them at your upcoming benefit.

Marshall Stowell:
    Here are a couple of ways you might consider to locate a celebrity:

1. You can subscribe to sites like Who Represents? which will tell you who represents celebrities.

2. You can google the celebrity and look for names of spokespeople who represent the celebrity - usually their publicist and then contact the pr firm or publicist.

3. Since you are based in NYC, I'd suggest you call some of the major PR firms and talent managment companies and ask for a meeting to discuss your organization and what you'd be asking of the celebrity.

Marshall Stowell:
    Glad to be here with everyone today. At YouthAIDS (the global HIV education and prevention program of PSI), we have worked with Ashley Judd as our global ambassador for the past 6 years. In addition, we have worked with dozens of celebrities for campaigns, concerts, cause marketing programs, events, trips and visits to political leaders.

Looking forward to providing some insight into working with celebrities.

Question from Brenda C. Siler, Independent Sector:
    How do you end a relationship with a celebrity if desired and clearly stated outcomes are not realized? Another reason to end the relationship is if there's a scandal that is revealed about the celebrity.

Stephanie Sandler:
    We have learned over the years that this is best if it is a slow process. As it becomes apparent over time that the relationship isn't a good fit, we begin to guide the celebrity toward alternatives that are a better match. For us, the goal is to help the celebrity remain involved in philanthropy in some way that is rewarding to him or her and helps to maintain a positive relationship with the celeb.

Luckily, we have never had to end a relationship due to a scandal. I'm sure our response would have to be customized to the type of scandal and the seriousness of the issues involved.

Question from Jeff Muddell, Arnold Palmer Medical Center :
    Celebrities are pulled in a million different directions and are bombarded with requests from countless non-profits. Understanding that, what are the best ways to get their attention amidst the clutter?

Stephanie Sandler:
    Ah, the ultimate question. Be brief. State exactly what you want from the celebrity. An appearance? A signed item? Use of their likeness and image? What are the time commitments involved?

Answer why you want this particular celebrity's involvement.

We are in a unique position of both making requests of celebrities and screening requests on their behalf. A generic letter rarely gets attention.

A letter that demonstrates you have realistic expectations will go a long way---you'd be surprised at how many letters don't.

And, whenever possible, approach the celebrity through any means other than a publicist.

Question from Sharon Schneider, via Twitter:
    Is there a downside to having people turn out to your event for the celebrity factor instead of passion for the cause?

Marshall Stowell:
    Great question.

It depends is the answer. We try to think strategically about those we engage...

Do they have a history of supporting our work or similar work? Are they credible? Do they have appeal to media we are trying to reach or to our target audience? Do they makes sense to have at the event?

One downside is that they may overshadow your issue if they are not properly briefed.

Question from Jeanine, Canine Companions:
    What is the average target market or demographics of people motivated by celebrities to make donations? Some are probably influenced by celebrities more than others.

Stephanie Sandler:
    Young people and sports fans, respectively, are the most influenced. But the public is savvy. Authenticity is key. Recently we helped Yao Ming establish a Foundation for earthquake relief. The day of the announcement we received around $10,000 in online donations.

Question from Sharon-small non-profit :
    You have discovered the celebrity is from the same area you support but currently are not engaged -What is the best way to approach them ect... and then get them to actually follow through with the commitment.

Marshall Stowell:
    If you have a connection, use it.

If not, try to make contact through their publicist or manager. It takes time and celebrities get many, many requests. Passion and diligence pay off.

When we work with celebrities, we map out the campaign or program or year in writing. We agree to what each party will provide and after each engagement we debrief - sometimes with the celebrity, sometimes with their staff.

Question from Alyse Booth, PR to Pro Mujer :
    I know celebrities receive large fees from corporations. Do they provide these services free to nonprofits whose cause they are alligned with. If so, I understand you still are expected to pay all of their expenses for travel etc. Please elaborate on this.

Myrlia Purcell:
    There is no hard and fast rule. Many celebrities do expect to receive some sort of compensation regardless of the event. But there are always going to be celebrities who are also philanthropists, and who are happy to donate their time and name for the right cause, often because they have a personal connection to it.

Only once have we come across a celebrity who wanted to be paid for doing an interview with us, the other celebrities with whom we have spoken are happy to give a little time for free. We didn't pay that one, as we know there are plenty of stars out there with a desire to help others as much as they can.

Question from Shannon Zapf, Food Bank:
    An earlier post said to contact the publicist, but another said try all other avenues. Why the difference of opinion? Thanks.

Marshall Stowell:
    It depends on whether you have any other connection.

If you have a direct link to the celebrity, use that. One note of caution is that usually celebrities won't want to say no themselves. They make that the job of those supporting them, publicists, managers, etc.

Additionally, if your request is media heavy and will require cooperation with the publicist, they may not appreciate you going around them.

Lastly, if the request will garner press for the celebrity it may be in the best interest of the publicist to present and sell the idea to the celebrity.

Question from Sharon Schneider, via Twitter:
    What do the experts think celebrities are looking for in a nonprofit that they would partner with?

Stephanie Sandler:
    Flexibility and understanding that they often literally do not have control over their schedules. They want the involvement to fit as seamlessly into their lives as possible because they have very little wiggle room.

Of course, this is a sweeping generalization:) In some cases, celebrities really do want to feel like they are stepping out of their regular lives for a little while.

I believe all want to feel like they are making a difference and that they are appreciated---just like any donor or volunteer.

Peter Panepento (Moderator):
    We've hit the halfway point in today's discussion and we've received some excellent questions thus far. To join the discussion, click on the "ask a question" link and type in your question or comment. We hope to hear from you.

Question from Marc A. Pitman, FundraisingCoach.com:
    Many people seem to think finding a celebrity spokesperson will be the cure-all to their fundraising woes. Do charities find this to be the case? Do other donors really make choices based on what a celebrity is a spokesperson for?

Myrlia Purcell:
    I don't think a celebrity spokesperson is absolutely vital to a charity, but we have spoken with several non-profits who will only hold fundraisers when a celebrity guest will be present, as they have noticed a big difference in the success of these events.

Established donors don't really let celebrities tell them where to donate - surveys show that friends and relatives are more influential in this regard - but celebrities do help raise awareness, thus attracting new donors.

Question from Michelle Larkin, large nonprofit:
    How do you approach the celebrity with regards to compensation for their involvement so that the costs dont outweigh the benefit?

Marshall Stowell:
    Really good question. While some organizations may pay celebrities for appearances, we have a practice of not paying celebrities for appearances.

We will cover travel costs.

If the appearance is tied to a bigger campaign with a corporate entity, there are times the corporation will make a payment of some type to the celebrity.

We look at every opportunity strategically...what is the role of the celebrity, what is the expected outcome, etc?

Question from Sarah, Small nonpfofit:
    What is the standard for celebrity appreciation? As a small nonprofit in the midwest that does have some celeb connections it is difficult to afford the things that come along with hooking a celebrity into our mission. First class air-fare, car service, nice hotel, etc. If we can afford all of that I worry that it could seem to the celeb that we may not urgently need financial support.

Stephanie Sandler:
    Many nonprofits struggle with this question. We certainly have. It's a difficult decision to make. Car service is almost always a good idea because you can help make sure the celebrity is on time and in the right place. Personally, I never feel 100% comfortable paying for these types of items out of charitable dollars. However, sometimes it is necessary.

Most likely, you are making the arrangements with the help of an assistant or publicist. There's nothing wrong with just flat out stating that you want to make the celebrity as comfortable as possible but you do need to watch your bottomline.

If this makes the celebrity or the assistant angry or annoyed, you can be pretty sure that you are going to have bigger issues down the road anyway.

Question from Peter Panepento:
    Myrlia -- Your site devotes a lot of attention to highlighting celebrities and their charitable work. Are you seeing any trends in the type of involvement celebrities are most interested in? Do they prefer one-time events or longer-term relationships? Do certain types of celebrities prefer one type of giving over another?

Myrlia Purcell:
    Everyone is different, though I think they are all putting their best skills to work. So, billionaire businessmen are donating their money and business skills, and people in the media spotlight are using their fame to raise awareness.

Many of these celebrities are truly dedicating themselves to the long-term solutions, often creating their own foundations to deal with the issues. These foundations frequently partner with established charities.

Numerous bands are greening their tours, and changing their entire way of performing.

Stars such as Angelina Jolie, Matt Damon and George Clooney are traveling the world, seeing with their own eyes and taking action with their own hands and funds.

Question from sharon:
    What do most celebrities offer to do free for the cause or in support of the mission. Is there a standard in what is expected a non-profit should do for the celebrity?

Stephanie Sandler:
    It really varies from person to person. My suggestion would be to offer various options of involvement so that the celebrity can choose.

The only standard would be to assure the celebrity (depending on her level of fame) that they will have a "safe place" to retreat to if they need a break.

Question from Michele Ozumba, G-CAPP:
    what are pros and cons of involving more than one celebrity in your organization/cause?

Marshall Stowell:
    Pros of involving more than one celebrity is that you spread the work and garner more media attention. It's very hard for a celebrity to commit to an appearance or date as their schedule changes day by day - so having a few supporters can help.

A con would be possibly diluting ownership. Some celebrities may want to be "the" face of your organization.

One thing we do is to carve out appropriate roles for celebrity supporters based on their time, schedule and availability and dedication.

Question from Meghan Donaghue, small nonprofit:
    Is it worth the time for small nonprofits to reach out to very popular and sought after celebrities like high profile political figures, Oprah, etc. or should we set our sights lower in the interest of our time and energy? In other words, how high can small nonprofits reach and still expect results?

Myrlia Purcell:
    For the most part, it is hard to get past the gatekeepers and reach the bigger names, even if they might be interested in your cause. For that reason it is usually not worth reaching out to those celebrities unless you have a personal connection or a very targeted appeal.

However, it is not unheard of for small organizations to gain the support of big names. Johnny Depp, Geri Halliwell and the Beckhams have all become personally involved with small, local causes.

Writing a few letters doesn't cost too much, and can be worth a try, but focus most of your energy on people you can reach more easily - especially those who are known to have philanthropic interests in your field.

Question from Kathy Smith, Director of Development, The Immigrant Learning Center, Inc.:
    What protocol should non-profits be "schooled" in when approaching celebrities/agents, cultivating a relationship with them and how to "handle" them if they are fortunate to capture their interest and get them involved with their mission?

Stephanie Sandler:
    Publicists are the most difficult because they often have more clients than they can reasonably handle. It's easier for them to turn you down then to say yes. Demonstrate that you are going to make this as easy as possible for them. Don't waste their time---they don't have any to spare. Get right to the point.

A big no-no is to act like you are doing them a favor, offering their client a great opportunity, etc. You should indicate the benefits of involvement (media coverage, etc.)but telling a celebrity handler that you have a "great PR opportunity for them" will be a big turn-off.

If you feel that the celeb may not have even been asked, you may want to consider seeking an alternative way of reaching out. But this can backfire so you need to decide whether it's worth the risk or you'd be better off trying again some other time.

Question from Miriam, Oceana:
    I would like to know if you have models of Celebrity Engagement. In other words, is there any type of contracts or written agreements in order to place boundaries or limits in their relationship with the organization? Thanks

Marshall Stowell:
    Hi. Good question.

We have legal agreements with celebrities for appearances, campaigns, etc. Usually the shorter, the better (where possible). But the agreements cover things like use of name and likeness, length of campaign, who is paying for what, what is expected of the celebrity.

Usually, if this is related to a cause marketing campaign the celebrity management will want this as they may have endorsements which may be a conflict or they may be in discussion with a company for an endorsement deal.

There also may be insurance issues if the celebrity is traveling with you - so we have standard releases for those instances.

Question from Elise:
    What are some of the ways that you could ask a celebrity to assist at a benefit event that would require differing levels of time-commitment on their part?

Marshall Stowell:
    You could invite them to emcee the event.

You could invite them to visit your program and make a fundraising appeal at your event.

You could honor them for work they are doing in your issue area.

You could invite them to attend as a special guest, present an award, host a private reception.

Question from Elise, One Heartland:
    What would you guess the retention rate for a donor who has only gotten involved with your organization through a celebrity appearance? Can celebrities really bring in "big" donors or even committed donors?

Stephanie Sandler:
    Yes, celebrities can bring in big donors. But certain factors make it more likely. If the public feels that the celebrity has a personal connection and commitment to the mission you are far more likely to see donations. Sometimes donors give to help the celeb bring attention to an underserved cause.

One difficult factor to measure is how the media attention you receive because of the celebrity's involvement may help you be seen by a big donor who otherwise might not have paid attention to your cause. In that case, the celebrity may not be at all important to the donor. But the celebrity's involvement can certainly be credited in part for the donation.

Question from Marc A. Pitman, FundraisingCoach.com:
    Thanks Myra. My experience with "honorary" chairs of capital campaigns usually is a ton of work for little benefit to the nonprofit.

So, for a charity new to getting a "star" would it make the most sense to have the celibrity involved in an event? I could see people buying a ticket or coming just out of curiousity.

Myrlia Purcell:
    It is a very good starting point.

The key questions in this case are: Does the celebrity reflect well on your cause? How much publicity can you get? Will the draw of this specific celebrity's presence significantly boost the attendance of donors?

This also gives you and the celebrity a chance to feel each other out without a big commitment, opening the door for possible future collaboration.

Question from Colleen Flynn, National Student Partnerships:
    I'm with National Student Partnerships, a small nonprofit where college students help low-income families navigate their way out of poverty. We have an upcoming engagement with a young news anchor where she'll be touring our offices across the country for a week and going to college campuses. Are celebrities normally excited or deterred to appear at an event with other celebrities? (Not A-list celebs, college campus events)

Stephanie Sandler:
    If she is just starting out, she would probably appreciate the other celebs' involvement and may even be excited to meet them. You just need to make sure she feels appreciated and not overshadowed by the others.

Question from Colleen Flynn, small nonprofit:
    Are there any good resources for finding celebrities with a particular background, besides arbitrarily reading bios? If you're looking for a celeb whose focus is the environment, anti-poverty, education, animals, etc., where do you find them?

Stephanie Sandler:
    Well, one of the other panelists runs a web site www.looktothestars.org that has some very useful information. You can also try www.contactanycelebrity.com. The latter charges a monthly fee but also offers names of the celebrity's agents.

Question from Michelle Larkin, large nonprofit:
    what are some suggestions on strategically planning the publicity of celebrity involvement so that the mission of the organization is foremost in the mind of target audience?

Marshall Stowell:
    One thing that we do is to visit our programs in the field with Ashley Judd, our global ambassador. We have visited 13 countries together and have co-produced 3 documentaries. One with VH-1, one with Discovery and the latest one with The National Geographic Channel.

We publicize the visit in country, helping our program - film the documentary and then pitch Ashley for morning shows, news shows, after the trip and around the time of the airing.

This is one way.

You could also invite key media to join your celebrity support on a tour of your work. Host press conferences at key times for your organization.

We also try to dovetail our celebrity engagement so that it fits within the strategic plan of the organization.

And, we provide detailed speaking points for every appearance.

Question from Conrad Mandsager, ChildVoice International:
    We have been trying for two years to reach a professional athlete whose family is from the country where we are working in Africa. We are fairly convinced that he will be interested in our cause based on interviews with him by national media. We have tried numerous means of reaching him -- going through the team's PR office, his former college, etc. and have not been able to even get an acknowledgment of our communication. Do you have any other advice as to how to get his attention?

Marshall Stowell:
    That's a tough one. It sounds like you have tried several ways to reach him.

Have you sent letters directly to him at the team's office?

Also, what are you requesting? Sometimes it may be in the request. Are you asking for something too big or too general?

Perhaps ask for a signed item, and then follow up with what it raised, how the funds will be used, photos, etc...start small.

Question from Peter Panepento:
    Oprah, Bono, Angelina Jolie, Richard Gere, and others are among the most visible faces of celebrity charity. Are there any up-and-coming stars who appear poised to follow in their footsteps and incorporate charity work into the professional efforts?

Myrlia Purcell:
    Nate Parker is a man we are watching - we are just about to add him to our site. I also expect Dakota Fanning to do some great things. Musicians appear to be in the vanguard. Joss Stone and Katie Melua have caught our attention. John Legend is already doing really fantastic work in Africa, and Five For Fighting's John Ondrasik has shown a great deal of dedication to a variety of causes.

Ultimately, we've got over 1400 celebrities listed on our site, and only a few of them are at the peak of their careers, so we're as excited as anyone about what's to come.

Question from Cheryl, small arts organization:
    Our organization was founded by a now-deceased celebrity famous for a particular form of visual art. Will his name help us to reach out to celebrities in different media, or would we be best served by sticking to our genre? Like many small groups, we are in the middle of a funding crisis and are looking for new ways to reach out. Thank you!

Stephanie Sandler:
    Interesting dilemma. I would use both. Some celebrities will be fans of his work and will want to get involved for that reason. But I would also make it clear that you have substance behind the name---programs and results.

Peter Panepento (Moderator):
    What a fun discussion. Thank you to everyone who took the time to join us today. A special thanks to our three guests, who shared some great information that I hope will be useful to those who are looking to explore charity partnerships in their work.

Peter Panepento (Moderator):
    A quick note to highlight that we host these discussions every Tuesday at noon Eastern time. Next week, we'll be debating whether foundations should offer more money in the form of operating support for charities. Paul Shoemaker, executive director of Social Venture Partners Seattle, is among those who will participate in the discussion, which can be found at http://philanthropy.com/live/2008/08/operating_support/