It has been reported in Professional Fundraising that The National Council for Voluntary Organisations (a lobbying organisation that campaigns on generic issues affecting the whole of the voluntary sector) is to launch a celebrity-backed campaign to encourage the public to donate £2 a month to charity.
The plan is to feature celebrities making statements such as “I believe that all children should be able to grow up free of fear. What do you believe in?”, or “I believe in equality for disabled people. What do you believe in?”.
The campaign will promote generic causes, such as the environment or human rights, rather than singling out specific charities and might also encourage people to volunteer as well as donate.
Tania Mason over at Professional Fundraising reports on this as it lends support to her post earlier this month asking umbrella bodies to do a Don’t Stop Giving Campaign (read it here) Adam Rothwell at Intelligent Giving couldnt have diagreed more.
I am truly on the fence about a generic giving campaign. I am yet to be convinced it is a good idea but at the same time dont have any data of my own to counter the arguements for it.
However I am not a big fan of this celebrity led idea. I just dont think its believable. I know people pay attention to celebrity but I think when it comes to causes we need to believe that they care and they are putting their money where their mouth is. Do I believe a Hollywood actor is donating 2 pounds a month, or am I happy to hear someone who clearly isnt affected by the recession telling me what to do.
I know they have done some testing so I would love to hear how that has gone. Maybe I have got this all wrong? I don’t know…but for this to work it has to feel real.
Check out my related post When Celebrity Doesn’t work