Tiger and Temptation

I started this blog a few minutes ago.... then I thought, get a life, that's so easy. Tiger Woods gossip even hit CBC!
Then I found this http://www.fastcompany.com/magazine/141/do-something-b-list-star-a-list-do-gooder.html and I thought, wait a minute, celeb endorsement is a reality in much of our work.
Nancy puts a neat spin on choosing the B level celeb. She has great insight into making the endorsement work for the celebrity and the organization -- key to a successful win-win relationship.
We know that celebrities draw attention to products and non-profit causes. They also are hard to manage, quirky and moody. Choosing a celebrity that resonates with your cause or product is critical. Documenting that relationship in writing is equally important. For-profits have that down pat. Non-profits often come to the table with hat-in-hand hoping for the graciousness of the celebrity.
Non-profits have to remember that they are giving back to the celebrity.
First of all, they give them personality, integrity and compassion. The celebrity seen doing humane and compassionate acts increases their own humanity and their relationship with their fans.
Fans are intrigued when the glitter comes off and the celebrity travels into areas of need as a real person. For a moment the fan feels a strong emotional link to the celebrity.
The non-profit also introduces the celebrity to real people -- people they don't meet in their normal life. When working with the non-profit organization they have the opportunity to give back in ways they are unable to do in their "day job."
But, as we have seen in the media over the past few days, celebrity endorsement is risky.The risk to product endorsement is blatant as companies are dropping Tiger like he has H1N1.When your celebrity makes a very public mistake the clean up is costly.