Using celebrities for charity fundraising and campaigning is counterproductive, according to a new report from the Development Engagement Lab, which monitors public attitudes around aid.
In a poll of over 2,000 people across all social classes in the United Kingdom, messages from front-line aid staffers were found to be the most impactful with the public. Celebrity entertainers serving as spokespeople decreased the chance of Britons saying they were likely to sign a petition. Respondents were 7% less likely to make a donation if being asked by a celebrity.
The most effective messengers were those seen by respondents as both “warm” and “competent”: volunteers, front-line workers, and a group the report labeled “iconics” — famous people who aren’t entertainers, such as Malala Yousafzai.