| By Kate Tremills The photos. The banners. The big smiles. Glossy coverage of charity events is common in the opening pages of magazines these days. With so many events and so many celebrities, it's hard to know who is there for the cause and who is there for the photo opportunity. The truth is, of course, that there's a broad range of commitment. But some celebrities stand out as truly committed. Their names come up again and again. People like Susan Sarandon, Paul Newman, and Whoopi Goldberg. Even with families and careers and grueling schedules, these philanthropic stars make time to speak out, sit on advisory boards, and even start their own organizations. These true philanthropists don't just go to galas; they make a long-term promise to their causes. People like Julia Ormond, who was so impressed with the work that Caroline Baron was doing at FilmAid International (FAI), she joined forces as the co-founder. Anne Hathaway, Charlize Theron, Jessica Alba, and Leslie Linka Glatter have repeatedly contributed to the STEP-UP Women's Network as Goddess Day volunteers, event hosts, and advisory board members. And Project Angel Food has benefited from the participation of Tom Cruise, Maura Tierney, Annette Bening, Tom Hanks, and Rita Wilson as spokespeople, donors, and board members. Some of the trouble with believing that wealthy and famous industry people truly care is that we live in jaded times. We're pummeled daily with blatant photo ops displaying people we don't trust. Between political campaigns and spin doctors, how can we be expected to distinguish the true philanthropist from the player? The irony is that the celebrities who deeply care about a cause don't generally worry about media coverage. They donate money anonymously. They appear at the women's shelter without the cameras. They lobby the government without any recognition in the press. Publicity does, however, matter to the charities. Exposure breeds attention. And attention inspires contributions. As basic as it sounds, education and money are the life-blood of every charity. Publicity is the spark that fires up involvement. Whether people relate to the cause or adore a specific celebrity, evoking strong emotions brings them to a charity's door. The first step for any charity is for people to know they exist. Hence the power of celebrity endorsement. Celebrities bring public exposure, but even more importantly, they bring trust. Like it or not, we live in an age that respects celebrities above civic leaders, teachers, and parents. When a famous person endorses anything - from potato chips to a genuine cause - we believe the object must be worthy. Charities must choose carefully, though. Besides the obvious fact that celebrities are inundated with requests, charities prefer to build quality relationships with a star. Instead of just getting a simple endorsement or one appearance, an organization wants someone who advocates, networks, and even donates some of his or her own income. When celebrities connect with a cause, they are far more effective spokespeople. Many charities wait for celebrities to come to them or only approach celebrities that have spoken out about a specific cause. Camille Levee, Director of Development at Haven House, a shelter that helps women and children targeted with abuse, explains their approach. "Sometimes a celebrity approaches us because they have heard of us - and our mission - and feel strongly about it. We also target celebrities who have experience, and verbalize their experience, with our cause. Erin Gray is our celebrity spokesperson and she received services from Haven House." The second consideration is that different celebrities represent different images. As callous as it sounds, charities must be as cautious about image as any corporation. Maybe more so because their financial situation is more tenuous. Respect from both the community that donates and the community being served is on the line. Lyndsay Cruz, press officer for Oxfam America, explains that they "carefully vet the celebrities and do a brand assessment before approaching a celebrity. Often their public image wouldn't be an appropriate match with Oxfam." (Oxfam is an international development and relief agency that works worldwide to combat poverty.) Once a celebrity is on board, the big question remains: How do they help? As with any significant project, there are levels of involvement. On the charity scene, the range of contributions is more complex than you'd first think. Donations range from autographs to Emmy dresses to a personal check. Actions include giving awards at an event, attending protests, and sitting on the advisory board. All contributions are welcome, but some make a longer-lasting impact. Julia Ormond does more than draw press attention to FAI, an organization that brings films to refugee camps around the globe. She actively lobbies governments and recently spoke at the World Economic Forum. As a woman who intimately understands the power of film, she can elegantly articulate what her organization brings to refugee camps. This message also resonates deeply with celebrities from the film industry. Emily MacDonald, a spokesperson for FAI, articulates the attraction. "There's nothing more powerful than seeing a picture of 34,000 people gathered to watch a documentary on Mandela. Stars get an instant connection with what they do and what FilmAid is doing. It changes the dynamic somehow. They are already aware of the power of film and you already believe in it. Otherwise they wouldn't dedicate their lives to it." When one star feels passionate about a cause, they tell other stars. The connections that run the film industry end up benefiting the non-profit sector. And the ripple effects are profound. FAI has been supported by many names, but the people who have made a major difference are Jane Rosenthal, Susan Sarandon, Paul Newman, and Hugh Jackman. These stars have donated their names, time, speaking ability, and personal finances. STEP-UP Women's Network, an organization dedicated to strengthening community resources for women and girls, has also leveraged strong connections to the film industry. The president and founder, Kaye Popofsky Kramer, started in the industry as an agent and continues to work as a producer. It's easy to understand why the list of supporters reads like movie credits. Kaye is mindful of the strength that celebrities bring to her organization, but also of the difference their participation makes to the girls they help. "These are people that the girls would never come into contact with," she says. "To hear them talk about themselves really demystifies what it means to be a celebrity. The girls learn that they don't have to be too skinny or look a certain way in order to be successful. It's unbelievably inspirational." Project Angel Food, whose mission is to nourish all people affected by HIV/AIDS and all serious illnesses, also benefits from a well-known founder, though one from the literary world. Marianne Williamson launched the meal outreach program for people with life-threatening illnesses. What began as a tiny organization serving fifteen meals a day has grown into an impressive force that serves over one thousand meals a day. They honor stars that make significant contributions, such as Elizabeth Taylor and Whoopi Goldberg, with the Angel Award. Project Angel Food's Executive Director John L. Gile explains that many celebrities have come to them over the years because of a connection to their work. "Celebrities have been donors and volunteers because they have known people involved. Whoopi Goldberg, Elizabeth Taylor, Sharon Stone, Eric McCormack, Shirley MacLaine, Anjelica Huston, and others got involved because they knew a volunteer or a client served by our agency." On the other end of the charity spectrum are organizations that approach celebrity endorsements with a little more caution. Groups such as Oxfam America and the American Friends Service Committee tend to shy away from hosting big celebrity galas, while Haven House deeply believes in the anonymity of its contributors. Oxfam America is an affiliate of Oxfam, an organization formed by Quakers, activists, and Oxford academics to respond to the plight of refugees. Celebrity contributors include Helen Mirren, Minnie Driver, Rupert Everett, and Colin Firth, but Oxfam has always been very conscious of putting the work first. They place a strong emphasis on taking celebrities into an affected region, then supporting the star to speak out about the issues from first-hand experience. As Lyndsay Cruz states, this stance is as much about respecting the people they assist as it is a philosophical approach. "A lot of times the people in the communities don't know who Chris Martin or Minnie Driver is but they definitely notice the cameras that follow! I believe most instances have been helpful because of the amount of awareness that is brought to the issue. We try to assure those that we meet that it isn't about such publicity but about the follow-through that Oxfam provides after the trip, such as lobbying governments." The American Friends Service Committee (AFSC), an organization founded by Quakers, actively advocates for peace and social justice. The AFSC has worked with people like Matt Damon, Bonnie Raitt, Mimi Kennedy, and Shiva Rose McDermott. Their philosophy for working with celebrities extends beyond just donating, and aims toward building a relationship. Karen Hayes, a major gift fundraiser, has worked with many celebrities and explains, "The overarching goal is to develop a partnership between the AFSC and the particular person. We have a conversation to find out what that person's interests are and try to find the most meaningful way to partner. Meaningful for them as well as for us." She elaborates that "Matt Damon did a poster for our anti-death penalty work a couple of years ago. People have spoken at our press conferences. Bonnie Raitt has raised funds for us through ticket sales to a concert. And a number of high profile people are actual donors to the AFSC." The use of celebrities is actually a delicate matter. More so than the publicity shots may suggest. At the end of the day, these organizations are working for change. Involving a celebrity can give the impression that they are more concerned about media coverage. Especially when a group's mission is rooted in achieving a purpose without expecting fanfare. Shady Hakim, the Middle East program coordinator for the AFSC, puts it eloquently. "Historically, the [AFSC] culture is one of quiet, behind-the-scenes work. I don't know how far back the AFSC's history with celebrities goes, but I think in some contexts it can be a struggle for people about whether they want celebrities involved. Do you do something because your conscience dictates that you do it? Or do you do it for attention from the press? It affects the kinds of choices you have to make." In addition to pondering their choices, charities have to deal with people's assumptions. The more stars associated with their organization, the more money people think they have. Not so. MacDonald from FAI explains that "people are often very surprised to learn, when we have all of these celebrities that stand behind our work, that in fact we operate on such a shoe-string budget. Volunteers represent half of our organization. People easily get the impression that things are far rosier financially than they actually are." In some cases, charities choose to protect the identity of their celebrity participants. Camille Levee from Haven House states, "While we have several celebrities who support us, I really feel comfortable only naming Erin. There are many others who prefer to maintain a low profile." Then pondering the plight of being a celebrity who cares, she adds, "It is interesting that the star comes to have fun or help. Then has the added onus of being the star that people expect to sign autographs and be famous instead of just another person helping Haven House." True celebrity philanthropists know that their participation can have a profound affect on a charity. They don't turn up at a gala to make a series of bad press incidents go away or to sell their latest project. Stars like Julia Ormond, Susan Sarandon, Whoopi Goldberg, and Paul Newman commit to seeing these organizations thrive. They know very well that where they tread, the cameras follow. The difference lies in their conscious choice to leverage their fame and good fortune to make a genuine difference in the world. Illustration by Eric Howle | 
