Christian Aid has employed the use of celebrity endorsement to help create traction for their yearly Christian Aid Week. Soap Star Kara Tointon is endorsing “Quizaid” which is a fundraising event for C.A. to raise funds for the worlds poorest communities.
Kara said, “'I hope all the pubs, clubs, churches and community halls up and down the country get quizzing for Quizaid,” she continued, 'Having seen some of Christian Aid’s work myself in Zambia, where I saw children who have been orphaned by HIV given homes and care, I know how vital this money is.”
Celebrity endorsement can have a huge effect on organizations. We see celebrity endorsement ranging from star athletes and actors endorsing the well-known (Nike) to the obscure (used car lots).
The question I ask is should nonprofits be paying celebrities to endorse their “name” so to speak?
Personally, I don’t think they should. Unless the celebrity is willing to do it for free I don’t see the point. As an organization you are raising funds so that you can give to developing countries and those in need financial support. Not to mention money to support a highly underpaid workforce, an underpaid workforce of men and women who are giving up the pursuit of “riches and wealth” to serve the less fortunate. So to give a celebrity money just to endorse your name is not the best use of your finances as a nonprofit. Are there benefits to celebrity endorsement? Absolutely, I’m just against making the rich richer while the ones who you claim to support fail to find food for the day.
Here me out now: I’m not saying this is what Christian Aid is doing this is just a personal opinion of mine. I will have to study more to see whether Kara was paid or not. I’m just against nonprofits who support the less fortunate giving payoffs to already more than fortunate celebrities.
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