Bringing stars to your event can be a dazzling way to attract attention and money, drawing in people who may have been unaware of your cause. But it can also create a disaster of stellar proportions.
Before deciding on a celebrity event, consider the myriad hidden costs and requirements attached. It may be worth the extra effort, but remember that along with making magic, star power can create a black hole where your budget used to be. The key at every step is to make sure you communicate clearly and spell out your — and the celebrity’s — expectations.
If you’re considering having a celebrity at your next fundraising event, think about the following.
Research and Preparation
Make a realistic entertainment budget. Be sure to include all incidentals, like the costs of special staging and lighting.
Determine what type of celebrity can you afford. It’s often far less expensive to have a comedian walk on stage, a chef demonstrate a cooking technique, or a sports figure sign autographs than it is to bring in a singer or dancer. If the star appears with a 20-piece band, it is likely to cost your group more than you expected.
Watch television, check tabloids, and monitor entertainment websites to see which celebrities support or have an interest in your cause. Stars often discuss their interests as well as their upcoming schedules.
Check with area performance centers to see who is scheduled to appear around the date of your event. Make a seasonal or yearlong schedule of celebrities who will be at local venues.
Harnessing Star Power
Schedule your event around the itinerary of the celebrity you hope to engage. For example, in New York, many charity events take place on Monday nights because Mondays are typically off nights on Broadway, and thus performers are available for special appearances.
Plan your strategy for inviting the celebrity. If you know him or her, make personal contact. If not, locate the celebrity’s personal manager. Avoid booking agents, if you can, because they take a percentage of any appearance fee.
Make a brief, businesslike proposal. State clearly what’s in it for the celebrity. If you have done your homework, mention why you know the person might want to help. Note that he or she will be in town, or nearby, the day you are planning the event.
After the Star Says ‘Yes’
Follow up the verbal commitment with a written contract or letter of agreement that clearly details what services you will and will not provide. If you don’t plan to pay for damaged hotel furniture or room service, state this clearly in the agreement.
Check the celebrity’s standard contract requirements carefully. Note details on specific needs for additional performers, lighting, sound, staging, travel, lodging, or entourage.
Have an attorney or concert promoter review the contract. Celebrities typically have complicated contracts with 20- to 30-page riders listing their individual requirements to appear.
Seek donated services from hotels, airlines, limousine services, and others. Make sure these arrangements can be canceled or changed.
Look for individual and corporate underwriting. For example, reach out to local radio stations or brands that the celebrity sponsors to see if they would also like to sponsor the event.
Harry Freedman is president of Strategic Initiatives, Inc. He provides one-day reviews and evaluations of special events to improve their fundraising results.
This checklist was adapted from Mr. Freedman’s book Black Tie Optional: A Complete Special-Events Resource for Nonprofit Organizations, which includes more information about bringing celebrities to nonprofit events.