Useful Past Tips: CELEBRITY: Using Star Power Celebrities - Athletes

1. Using Star Power
It seems as if there's a celebrity spokesperson for every business and nonprofit. Heck, even the shaggy, '80s celebrity puppet ALF is now extolling the virtues of making collect calls.

Nonprofits and celebrities may seem like a natural match, but when it comes to consistently increasing revenues celebrities generally have the clout of a Peter Scolari rather than a Tom Hanks. How do you make sure that your Bosom Buddy continues to shine the brightest?

Think of celebrity as a premium, such as return address labels. They are eye-catching and interesting for a limited amount of time.

Remember that the cause is what drives fundraising. Do not lose sight of the cause just because you've secured today's flavor of the week as a spokesperson.

Capitalize on the media exposure brought by the celebrity. Involve direct mail packages designed to move people from a personal attachment as the link (the celebrity) to the organization's mission. Those who are not attached to the mission will only remain loyal for the finite period of time that the celebrity is on board.

Celebrities often like to set goals but avoid doing so frivolously. The clout of an actor, athlete or musician is mostly effective in raising awareness and funds, not research or implementation of a service. Promising results that you cannot deliver will only frustrate and alienate donors.

2. Celebrities - Athletes

The fight between the Detroit Pistons and the Indiana Pacers is national news. Many organizations, for-profit and nonprofit alike, have benefited from using athletes as representatives, taking advantage of the athlete's high profile and established popularity with fans. In addition to their star appeal, many athletes are in a position to make significant financial contributions to a nonprofit.

As tempting as it is to recruit athletes, it is well to use caution when selecting an athlete as a spokesperson. Eugene R. Tempel, executive director of the Center on Philanthropy at Indiana University, offers several steps that can make the experience of using an athlete a truly rewarding one.

• Do the research. Make sure the athlete's story, achievements and values match those of the organization.

• Approach athletes based on the organization's mission. If athletes believe in the mission, they will have a much greater effect over time.

• Because reaching high-profile athletes personally is difficult, identify people in their circle of trusted advisers who can influence their decisions. These include agents, marketing people, financial advisers, accountants and other athletes. In addition, family members and professional teams' community relations departments can be helpful.

• Build relationships gradually, especially with younger athletes, to forge long-lasting partnerships.

• Make expectations clear from the outset in order to avoid misunderstandings or disappointments down the road.

• Make giving back fun for the athletes. Many are excited about charitable work and seek creative ways to become involved.

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