Celebrity Charity: Use Research to Enlist Stars to Your Cause

By Sherry · Friday, June 26th, 2009

Michael Jackson in 1984 while visiting Pres. Reagan

Occasionally I’ll have a conversation with a non-profit attempting to build awareness of their gala by inviting a well-recognized actor or musician to its event. The charity’s goal is multi-faceted. The presence of a star could draw others to attend their gala … or the star himself might donate to the auction, thereby raising funds in a more direct way. The recent passing of both Farrah Fawcett and Michael Jackson – both active in charitable causes – make this topic particularly current.

Contacting and cementing a relationship with a star can be a lengthy process, so targeting the right celebrity upfront is important. It would be a waste of time to send correspondence to a star who has no interest in supporting your cause.

A critical point is to research celebrities before you reach out. Only contact those who have a direct tie to your charity’s mission.

Questions you might consider include: Where was the celebrity raised? What city do they identify as their “home town?” Were /are they close to anyone who has a particular condition or illness (such as a brother with Down’s Syndrome, or a Mom recovering from breast cancer)? Do they themselves have a unique condition, like dyslexia or diabetes? Have they been photographed attending any specific charitable events? The answers to these questions might provide clues to whether the celebrity is a logical person for you to approach.

Actress Farrah Fawcett’s charities of choice were cancer and domestic violence organizations.

Fawcett was a survivor of domestic violence, so her work with the National Domestic Violence Hotline was a natural extension of her life experience. Her work on cancer-related issues began in the 1980s when she served as chairperson for Women Against Cancer, an awareness campaign launched by the American Cancer Society. Her tie to cancer-related causes solidified in the last years of her life as she sought treatment for anal cancer. Fawcett brought awareness to her illness – and related charities like the Cancer Council – via her documentary “Farrah’s Story.” The film was released a few weeks prior to her death, and chronicled her life with cancer. The tie between her life and chosen charities was unmistakable.

Michael Jackson’s philanthropy rewarded children’s charities.

Yet Fawcett’s contributions pale in comparison to Jackson’s, whose own donations earned him a listing in the 2000 Guinness Book of World Records for most charities supported by a pop star. Although he clearly enjoyed an elaborate lifestyle, he was just as quick to lavishly donate his time or money to causes which caught his heart.

Jackson gave widely to many causes, but a look at his donations and involvement in various groups clearly indicates he had a soft-spot towards children’s charities and making the world a better place for kids. Groups like Childhelp USA, The Juvenile Diabetes Research Foundation, and YMCA enjoyed Jackson’s attention. No doubt other youth-oriented non-profits reached out to him with their own stories. Given that his own rocky childhood has been documented widely, we can’t be too surprised that Jackson’s philanthropy reflects a desire to improve the childhood for someone else.

When seeking star support at your benefit auction gala, do your homework.

Take the time to learn the backgrounds of your targeted celebrities and understand their unique life circumstances.

Contacting a celebrity might prove to be incredibly worthwhile for your organization and could develop into a long-term relationship, but spend time time upfront researching individuals before you pick up the phone.

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