2. What Do We Have in Common??

3. What’s in a Name? Celebrity Endorsements and The Charitable Sector By: Nora MacLeod

4. Celebrity Culture “people want to be associated with a celebrity, and do so by purchasing the goods or services or donating money or time to a cause the celebrity recommends” (Domino, 14)

6. Recent Story Vancouver Sun Article (Oct. 7 2010) Food Network Chef Ned Bell Raising funds for breast cancer research “Celebrity volunteers like Bell are the public face of a fundraising machine that takes in donor dollars and directs the money into life-saving research.”http://www.vancouversun.com/health/pu blic+face+fundraising/3636064/story.html#ixzz12q PHSHoShttp://www.vancouversun.com/health/pu blic+face+fundraising/3636064/story.html#ixzz12q PHSHoS

7. The Connection “Celebrities are most effective when their life experience is connected to the message” (Domino, 17) Example: Michael J. Fox Raised awareness for stem cell research for debilitating diseases (West, 9) A Credible Celebrity

8. Young Celebrities http://www.youtube.com/watch?v=rwC87ZKF1d Q

9. Targeting a Group Justin Bieber brings an audience of young female fans Would you want this for your organization? What could be the benefits?

10. Considerations Costs – is there any cost to having a celebrity endorser? Relevance – are they relevant to the cause? Sustainability – is their fame lasting? Watch out for scandals! Managing – who will manage the needs of a celebrity?

11. What to Make of This? “Charities can benefit from celebrity endorsements because stars can bring publicity to a cause by creating an emotional attachment with the public” (The New York Times Magazine, 2008 qtd in Park & Cho) Resource: http://www.looktothestars.org/ http://www.looktothestars.org/

12. Discussion Who can you think of is directly connected with a cause that they endorse – do you find this lends credibility to the cause? Can celebrity endorsement become too overwhelming? Is one celebrity better then many or vice versa?

13. Works Cited http://www.raisingfunding.co.uk/celebrity-endorsements-your-fundraising- drive.htmlhttp://www.raisingfunding.co.uk/celebrity-endorsements-your-fundraising- drive.html West,Darrell M. “Angelina, Mia, Bono: Celebrities and International Development.” Brown University. http://www.brookings.edu/events/2007/~/media/Files/Programs/Global/brookings _blum_roundtable/2007west.pdf http://www.brookings.edu/events/2007/~/media/Files/Programs/Global/brookings _blum_roundtable/2007west.pdf Domino, Tracie M. “Toward An Integrated Communication Theory For Celebrity Endorsement In Fund Raising.” http://etd.fcla.edu/SF/SFE0000149/Celebrity_Fund_Raising.pdf http://etd.fcla.edu/SF/SFE0000149/Celebrity_Fund_Raising.pdf http://www.looktothestars.org Shore, Randy. “The Public Face of Fundraising.” The Vancouver Sun. Oct. 7 2010. http://www.vancouversun.com/health/public+face+fundraising/3636064/story.ht ml http://www.vancouversun.com/health/public+face+fundraising/3636064/story.ht ml