Does your nonprofit really need a celebrity spokesperson?: "According to the article Signifying the Public: Celebrity Advocacy and Post-Democratic Politics published in the International Journal of Cultural Studies, celebrity spokespeople can help nonprofits achieve social and political goals but their ability to influence donors is limited. The researchers found that “people support charities because of personal connections in their lives and families which made these causes important, not because of the celebrities.”
There was a similar finding in the article Analysis of the Value of Celebrity Affiliation to Nonprofit Contributions published in the Nonprofit and Voluntary Sector Quarterly. This study found that “the effect of celebrity affiliation on donations is relatively small and likely secondary to prospective donors’ primary focus on the charity’s core mission, beneficiaries, and activities.”"
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