Celebrity ambassadors can bring visibility and credibility to your cause, but you don’t need star-studded connections to secure one. With a little prospect research and a clear strategy, even smaller charities can attract high-profile support. Here’s how to get started.
From Amelia Dimoldenberg and Joanna Lumley launching Red Nose Day, to David Beckham getting behind the Football Families for Justice (FFJ) campaign, there’s no denying that celebrity endorsement can raise your profile.
If you haven’t considered bringing a celebrity ambassador on board, maybe this is because you think it’s out of reach for a smaller organisation, or you don’t have the right connections? Luckily, this isn’t the case. You don’t need to be a household name charity to find a celebrity who is happy to get behind a cause that aligns with their values. But how do you find the right celebrity partner for your charity? That’s where prospect research comes in.
Define your goals and audience
Before you start your research, have a clear understanding of your charity’s goals and the audience you’d like a celebrity ambassador to help you reach. What kind of support do you need? And who would be most relevant to your cause? Answering these questions will help you narrow your search and focus on the most relevant potential ambassadors. It’s also important to take into account what you can offer the celebrity – what might they be looking for in the relationship with you? A partnership is two-way, so keep this in mind from the start.
Identify potential celebrity ambassadors
Now that you have a clear idea of your goals and the audience you want to reach, start researching potential celebrity ambassadors. Look for people who have a history of supporting charitable causes and have expressed interest in causes similar to yours. You can also search for celebrities who live close by or are connected with the community you serve.
Evaluate their suitability
Once you have a shortlist of potential celebrity ambassadors, evaluate their suitability for your charity. Do some due diligence to assess their values and actions and ensure they align with your organisation’s work. Consider their previous charitable work, causes they’ve publicly supported and whether these align with your charity’s values and mission. At this stage, also look at their level of engagement with charitable work and whether they have previously shown commitment to making a positive impact. Do they have commercial interests? Are these in line with your charitable goals?
Make use of your existing network
Now for the fun part. Once you have identified potential celebrity ambassadors and evaluated their suitability, reach out and build a relationship. Use your existing network to see if anyone can make an introduction. Once you have an introduction or have researched the right person to approach, send them information about your charity and its mission to start the conversation. Be very clear about the support you’re asking for, the commitment it will require and how it will help the people your charity serves. Also, make it clear that you will support them in their role as an ambassador for your cause.
Building a relationship takes time and effort, but it can help you bring on board an ambassador who is passionate and committed to your cause.
If you’re looking for a celebrity ambassador to support your cause, we can help. Our team has 25 years of experience providing research, wealth screening, consultancy, regulatory compliance, and training support to charities of all sizes, making fundraising more effective and successful.
To find out how we can help you on your fundraising journey, get in touch with us today.