Using celebrity endorsement in appeals can have a profound effect. A national treasure, someone who is trusted and loved by millions, can be responsible for attracting over half the responses to an appeal

However, in tests comparing endorsements from celebrities against those of donors able to talk with authority about the work of the charity, the donors always won.

Sometimes, celebrity endorsement appeals can absolutely bomb. Just because someone is famous doesn’t mean we’ll listen or be influenced by them. But how do we know who might be best to include in this campaign?

Mark Phillips shares some tips to help you find the right celebrity for your appeal.

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