YNPN Boston’s email list is a treasure trove. I’ve already attended several events I found out about via the list, and a few days ago Lady Gaga’s Born This Way Foundation will be launching February 29th. Lady Gaga has a strong, focused record of supporting LGTB organizations and causes, so this will be a good way to formalize her advocacy and build new kinds of relationships and campaigns.
It got us thinking though…when is it a good idea for a celebrity to start their own nonprofit linked to their image? When isn’t it a good idea?
The Good
- Livestrong – A huge impact, and a new model for marketing driven nonprofit. See also, Stillerstrong.
- The Bill and Melinda Gates Foundation has vast financial resources and extremely capable, results oriented leadership.
- J/P HRO – Formed in response to 2010′s Haiti disaster, so far has a good track record of partnership and capacity building.
The Trouble
- Demi & Ashton Foundation – will it survive their split?
- Yele Haiti – in hot water in 2010 for accounting irregularities.
- Heal The World Foundation – disbands in 2002, the Michael Jackson estate sues a similarly named organization in 2009.
- Greg Mortenson’s relationship with the Central Asia Institute becomes problematic.
We certainly know that a few bad apples shouldn’t tarnish the reputation of all celebrity driven organizations. Nor is this a rigorous analysis of the overall investment in, and benefit from, these organizations. Nonetheless, here’s our advice:
- Don’t have a scandal! Imagine reading about everything your organization does on the front page of a newspaper. Does it look good in that context?
- Have a structure that can survive a scandal, death, or loss of interest by the celebrity. Document a clear path to unwind or make sure the organization’s resources can still be used for good.
- Is there a company that specializes in providing accounting and legal support to celebrity founded nonprofits? If not, there should be!
- Only create a new nonprofit after at least 5 years of sustained interest and advocacy on behalf of a particular cause.
- Focus on marketing, awareness, and using media and press to drive financial support. Then, efficiently use those funds to support experienced programs and existing organizations.
Good short intro to the topic!
You know those children’s magazines that show 6-10 drawings and asks readers to find the one that does NOT belong? Your listing above begs the same question…
…and the answer is: Greg Mortenson! He’s the only one who became famous years AFTER he began his charitable work and founded his organization.
In fact, he got famous doing exactly what you propose in your Advice #5! He marketed his charity by marketing his books, he went to schools to help kids understand Pennies for Peace founded by his mother, he developed relationships with various people who came to his presentations, many attendees in turn donated and bought copies to give away, and he brought in MULTIPLE millions MORE than he spent doing the marketing. This allowed CAI to establish its first endowment of some $20M, so they can work off the interest instead of the principal.
Your readers will enjoy a visit to ikat.org, CAI’s site, especially to see their master list of all 250+ projects, then also the guest postings on their blog.
Thanks,
Susan Hale Whitmore (small donor
Silver Spring, Maryland
Hi Susan – thanks for the additional info! A scandal in the news can wipe out years of hard work and good deeds in people’s minds. I think the point I was making is that if the personality of any individual is very strongly linked to your brand, it’s much more difficult for the organization to recover if the individual has a scandal.
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