Celebrity

The Best Use of Your Resources

Tom Brady’s recent car crash uncovered some interesting facts.  He was driving an Audi that was donated by local car dealer in response to his willingness to serve as honorary chairperson of the Best Buddies nonprofit in the Boston area.  It raises interesting questions.

  • What is the best use of your organization’s limited resources?
  • How do you engage a high-level celebrity to represent your cause?
  • Was the Audi dealer willing to consider an alternative form of contribution or were the three cars on lease the only option?
  • What does a celebrity spokesperson say about an organization’s values?  Do they believe what you believe?  Do they understand your social enterprise’s purpose?
  • Does your brand suffer/gain measurable when the spokesperson has personal challenges or success?


How have you used celebrities to further your enterprise?

Beat Coach Pete

I ran in the Beat Coach Pete fun run this morning.  Coach Pete, the Boise State Football Coach hosts the 5K running race that starts on campus and finishes in the football stadium.  The race raises money for the general scholarship fund at the college by allowing participants to make a donation at the time of registration and Coach Pete pledges to contribute $5 to the general scholarship fund for every competitor who beats him in the race.  

What I like about the event is that is that it uses the coach’s celebrity to benefit the whole community.  The race has a grassroots feel.  The course map appeared only the morning of the race.  Buster, the Bronco’s Mascot was riding a tricycle around the start area.  Participants ranged from collegiate cross-country team members to families out for a walk.  Finishing in the stadium was a nice celebration as the crowd grew as each minutes passed and more finishers arrived.


I can only assume that Coach Pete does not have the time to join a nonprofit board or serve on many committees.  What he does have is the status and ability to create an event by being present.  Many causes wonder how to manage individuals who have high community profiles or even reach celebrity status.  This event took two hours of Coach Pete’s time and the return on investment from a monetary and experience measurement was positive.  

How can you partner with high profile individuals to benefit your efforts and maximize their participation?