Training course on working with celebrities announced
Howard Lake | 26 October 2004 | News
“A complete nightmare” is how one former head of a large national charity described working with celebrities. Yet most charities are desperate to get endorsements from celebrities and all the attendant publicity. So why can it turn into such a nightmare? A new training course from MIDAS aims to offer ./guidance.
Many celebrity endorsements work very well. The charity gets a raised profile and the celebrity feels good about helping a worthy cause. Celebrities are happy to wear the wrong pair of trousers, attend concerts, take part in bingo sessions, wear pink ribbons and visit treatment centres if by doing so they bring much needed publicity to the charities concerned.
However on occasions things can go wrong. From the charity’s point of view this can include the celebrity not turning up when agreed (a TV game show host turning up very late), bringing his own camera crew unannounced (a racing driver!) and making endless changes to arrangements.
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Then there is the worry that they will use a charity for their own image-raising rather than the charity’s. From the celebrity’s point of view, a charity may forget to thank them, expect them to hang around waiting for a photo-call, and ask them to do things that are frankly tedious after a day’s heavy schedule.
David Williams, Chief Executive of the Willow Foundation, is well placed to know about the dilemmas of using celebrities because the charity has used them exceptionally successfully and, with their support and assistance, has developed an income of over £1m per year within five years.
The Willow Foundation was founded by Arsenal and Scotland goalkeeper, and then sports commentator, Bob Wilson and his wife, Megs, following the death of their daughter. This charity has received much support and encouragement from celebrities, and they have helped to publicise its events.
Bob explains that: “Part of the problem is that the arrangements for a celebrity’s involvement need to be exactly the same when seen from both the celebrity’s and the charity’s viewpoint. Whilst they may seem clear and similar to both sides, often, in actuality they are not. If one side or another has expectations from the endorsement which cannot be met, then relations can sour and deteriorate.”
The Institute of Fundraising has suggested that, in order to prevent problems, some type of formal contract or letter of agreement should exist between charities and celebrities to clarify their roles and responsibilities. When first mooted, it was regarded as completely unworkable by several major charities.
David Williams’ reaction is: “To make a contractual arrangement with a celebrity, out of something which is usually the result of a gesture of support for a good cause, could be difficult and impractical. In my view, talking to the celebrities concerned and ensuring that there is good communication at all times is the key to a good relationship.
Bob Wilson, of course, has seen it from both sides. “It’s great to have the support of high profile people, but in order to avoid problems on either side, it is vital to ensure that there is understanding on both sides of the other’s needs.
“You need to make sure a celebrity feels comfortable, is fully briefed, looked after and importantly, thanked.
Both David and Bob will be discussing how to get the most out of celebrities at a workshop at Help the Hospices, London WC1, on 4 November 2004
The fee is £125. Contact Ian Kerr at Midas Charity Appeals Service for details on 01480 431 112.
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.