Recruiting and managing celebrities: a guide for non profits

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Video: In search of celebrities – using big personalities to further your cause

In this 12-minute training video, Eileen Hammond, author of 'Patrons, Presidents and Personalities: Working with High-level Volunteers' (and mother of Top Gear's Richard Hammond) explains how charities and non profits can get started in working with celebrities.

Find out:

• why you should use a celebrity in the first place
• top tips for hooking them in and keeping them there
• how good you are at finding your celebrity match
• what the 'trouble' is with celebrities
• what 'Disney dust' is and how to beware of it.

Audio learning (three podcasts): All for a good cause - finding your celebrity, making them love you and loving them back

In three detailed and insightful podcasts, industry experts discuss their years of experience working with celebrities. Excellent practical advice to get you started or help you maintain your celebrity relationships.

Top tips from:

• Max Clifford, PR Consultant
• Bridget Turner, Deputy Chief Executive, Chase Hospices
• David Piner, PR Manager, British Red Cross

1. Approaching celebrities and making your ask (14mins, 56s)

• How to find and contact celebrities and how you can make a cold approach work.

• What to put in your pitch letter.

• How to do your research into celebrities and to maximise the use of your local networks.

• Working with agents and publicists: Who’s best?

• Where and when to have your first meeting with the celebrity. How should you talk/dress/behave with the celebrity?

• How to handle a celebrity doing the right thing for the wrong reasons.

2. Case studies: British Red Cross, Chase Hospices, Children’s Hospices UK (15mins, 6s)

• Examples of working with celebrities such as James McAvoy in Uganda, Simon Cowell with Children's Hospices UK and Theo Paphitis at Christmas.

• How to increase your chances of getting media coverage and the importance of a news hook.

• What celebrities get out of working with a charity and what to do if someone finds a celebrity that's wrong for your charity.

• Thinking about 'brand fit' with a celebrity.

• How celebrities can add value to a digital campaign and improve web traffic.

• Using celebrities in social media, such as Twitter and Flickr.

3. Maintaining the relationship (16mins, 31s)

• Making the celebrity feel engaged and 'part of the family'. Saying 'thank you': Who should do it and how?

• The importance of demonstrating impact and looking beyond the financial return of celebrity support.

• Prioritising the long-term relationship.

• Putting celebrities through 'apprenticeships'.

• The professionalisation of the charity-celebrity relationship.

• Risks and potential conflicts of interest in working with celebrities.

Article: Celebs: who needs them?

A comprehensive checklist of questions you need to ask yourself before associating your organisation's name with a celebrity.

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Thank you

Thank you to everyone involved in producing this guide. Photos are included courtesy of British Red Cross and Chase Hospices.

Contact Eileen Hammond at eileenalanhammond@btinternet.com / 01372 379 678 / 07867 793 413.