Thursday, May 21, 2009

Who is your idol?

Now that all the hoopla about Kris Allen winning American Idol 8 over Adam Lambert is dying down (or is it increasing?), I'd like to shift today's post to celebrity endorsers.

Some experts have different views about celebrities endorsing non-profits. The American Marketing Association and its Foundation conducted a survey of donors in the Spring of 2005. It found that trust in the organization was far-and-away the most important consideration. At the same time, 58% of the respondents said that celebrity endorsements were "not at all important" in their decisions to give.

An online article supporting the idea of celebrity endorsers can be found in this link:

Here in the Philippines, there is a good chance that having a celebrity endorser can help increase your non-profit's public awareness. Obviously, because our country is so easily bedazzled by them stars. This is probably the reason why WorldVision in the Philippines has racked up quite a few celebrities to help them get the word out, Miriam Quiambao, Karen Davila, Christian Bautista, and most recently, Leah Salonga.

UNICEF has Mr. Pure Energy Gary Valenciano as their National Ambassador. He is now on his tenth year with the children's rights agency.

So, does this work for everyone? Well, probably a "Yes" and "No".

Yes, becuase it will surely help you get people to your events and other activities. No, because their presence may not necessarily mean people will give. You do get top of mind recall from these people, so that when the time comes that they are ready to give, your non-profit will be on the top of the list.

One thing to make sure is that your non-profit should have the utmost dedication to integrity and service to its constituents. Your good work will most likely be remembered rather than the celebrity endorsing you. Another is that there is no assurance that your celebrity will always be in the positive side of the limelight. When they make a mistake, along with them goes your non-profit.

God bless!

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