The Role of Charity Ambassadors
Nowadays, using a celebrity face to front a charity is a given, with celebrities chomping at the bit to be a charitable organisation’s ambassador. Yet, with a host of household names at their fingertips, the obvious question is what value do these relationships have and are they a key ingredient to the success of a modern-day charity?
In a world where celebrity talks, the obvious answer is yes they are. The media has never been more celebrity focused and using a popular face to front a project can more often than not guarantee column inches.
Their creativity and appeal can transform a campaign and allow a charitable organisation to reach audiences they could not have reached without their support. Charities are often guilty of ‘preaching to the converted’ and bringing a celebrity profile into the mix can open new doors to different audiences. In exceptional cases, such as Bob Geldof’s Band Aid, they can even be the real driving force behind a project.
Yet, many remain sceptical about a celebrity’s real intentions. Is it simply a gimmick and what are they hoping for at the end? Like with any other aspect of the charity, choosing a celebrity ambassador wisely is important. Popular figures with a genuine interest in the sector, either through their profession or for personal reasons, are more likely to stay with a charity. Their natural affinity to the cause resounds with the public and, from a purely commercial view point, they are more likely to keep ‘on message’.
The need to reach and inspire bigger audiences, year on year, arguably requires the pulling power of a celebrity, and can charities really afford not to use celebrities to promote their cause?
“Gizzajob” Job seekers helped by Lottery players
Northcall's "Gizzajob" programme helps unemployed people find jobs - with a little help from People's Postcode Lottery players!
In these tough employment times, looking for work can be a difficult task. If you have been out of the labour force for a long time, finding a job can be even harder. That’s why Northcall started its “Gizzajob” programme, which recently received a big funding boost from players of People’s Postcode Lottery.
CAVRA sends “floods” of thanks to our players
With funding from our players, The Cardiff and Vale Rescue Association was able to buy much-needed water and safety equipment for rescue purposes.
In 1998, flooding in Cardiff looked like it might overwhelm emergency services. To this day, flooding remains a serious and sometimes deadly problem for Wales and the Midlands.
In response to the 1998 floods, the voluntary search and rescue organisation Cardiff and Vale Rescue Association (CAVRA) was created – and with the help of our players, they now have the safety equipment they need to continue their search & rescue work in the community.
