Attended the Jonas Brothers concert with my daughter the other night. It was loud, mostly the screaming and then the music. It clearly met the expectations of the young pre-teen and teenage audience judging by the shrieking, texting, photographing, dancing and swinging of glow sticks. This was my first venture into the teenage concert scene and it was memorable.

Nick Jonas (as I was informed by my daughter) took a moment in the middle of the concert to give a personal account of his struggle with diabetes. He played the piano in the middle of the elaborate stage set-up and recounted his journey. For a few minutes the crowd was quiet and listened to his story. The brothers are selling a dog tag at their concerts (http://www.daily-diabetic.com/50226711/nick_jonas_diabetes_dog_tags_to_raise_funds_for_jonas_brothers_foundation.php) as a fundraiser for diabetes support. The dog tags are the equivalent of the LIVESTRONG wristband.

By giving a personal account of his struggles the concert goers seem to take the story as genuine. I believe if Nick had been representing a cause that had not touched him personally his fans would have been less attentive and not as willing to invest in the dog tags.

Who can best communicate the cause your organization is meeting? Are they authentic? Are they passionate? Does the audience trust them?