Charities warned to vet celebrities

The Institute of Fundraising is educating charities on how to prevent the potential reputation damage caused by using unsuitable celebrities.

The institute has published guidelines for best practice in volunteer fundraising. It recommends that charities research the background of celebrities before embarking on a relationship with them, and suggests celebrities should sign a written involvement policy.

‘It is important to choose the right celebrity for the right cause,’ said Institute of Fundraising PR and comms manager Lucinda Frostick. ‘Charities should find out what the celebrity has been involved with in the past to ensure he or she is not linked with anything that might contravene their objectives.’

She said using a star would not work if the celebrity did not genuinely believe in the cause, citing Cindy Crawford’s decision to star in a recent Blackglama fur ad after backing a PETA anti-fur campaign in 1994.

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