Using Celebrities - Not Always A Good Thing
16 January 2006 at 12:01 pm
Using celebrities to promote your cause is not always a good thing according to a survey commissioned by the American Marketing Association Foundation, and the American Marketing Association.
Jan Pomerantz, the executive director of the foundation said the survey by was done to measure the various attributes — some brand-related and some not — in consumer decisions about whether or not to give to a Not for Profit.
A consumer perceptions survey reveals that for 78% of Americans, trust in a Not for Profit organisation is the most important factor when considering a donation.
Organisational trust far outweighs personal experience, with factors such as personal knowledge of others having donated and receiving support from an organisation trailing all other factors that could influence an individual’s reason for giving.
When asked about other factors affecting organisational perceptions, having a celebrity endorser appears to carry little weight – 58% of those surveyed found a celebrity endorsement to be “not at all important,” with just 16% of respondents calling it “very important.”
The survey was used by AMA and AMAF to inform the focus and content of the American Marketing Association’s (AMA) 2005 conference.
Cynthia Currence, vice president for international marketing for the American Cancer Society and 2005 conference chairperson says personal belief in an organisation’s mission continues to be a major factor in affecting a decision to give.
However, she says organisational trust topped the list, followed closely behind by reputation.
The survey was carried out by the US research group Yankelovich MONITOR OmniPlus.
If you would like an electronic version of the survey report just send us an email with the words AMAF Survey in the subject line to probono@probonoaustralia.com.au.
