Getting on famously

Some independent schools recruit famous figures to help drive fundraising campaigns or to raise the school’s profile. Eileen Hammond looks at some of the key issues to consider before embarking on this pursuit

Leading figures (celebrities, politicians, sports people, entertainers, TV personalities and so on) can give credibility and stature to enhance fundraising, marketing and PR for any organisation – and schools are no exception. Chosen after careful consideration, they can be real assets.

They may be high profile in a particular field or recognised within a specific community, without being necessarily internationally famous. They could be used to speak to wealthy potential donors and to motivate staff, pupils and parents. Personalities are often influential communicators whose voices can be instrumental in increasing donations and awareness of the cause.

Why do you want them?
It is vital that at the outset there is clarity among the key stakeholders why the involvement of a leading figure is desirable, as this will significantly influence your choice.

If you are about to launch a capital appeal to build a theatre, sports centre or library, these are specific projects that will appeal to different sectors of society. The personalities heading up such an appeal need to reflect that. Or do you plan to establish an alumni society or develop your bursary programme? All these factors will have a bearing on your choice of personality to inspire others to follow their lead.

The length of their involvement is another issue to consider: do you want them to be associated with a one-off appeal or is an ongoing relationship envisaged? Some personalities seek an organisation with whom they can develop a long-term relationship, while others prefer to commit to helping several for short periods throughout different stages of their personal life and career.

What do you want them to do?
It is important to consider what you actually want them to do. As a patron of an appeal, for instance, will it be sufficient to use their name on the appeal literature, or are you expecting them to get involved with the actual asking process? If the latter then, to have credibility with potential donors, it is important that they are willing to make a donation before encouraging others to give.

Could the personality help to attract supporters to events to mingle with the glitterati? Or are your potential donors or parents not the sort of people who would be influenced by such opportunities? Do you need to attract the interest of the media, locally or nationally? In which case, will it be important for your personality to speak about your school from personal experience; this might limit your choice, but will give greater credibility to the message.

Think of the tasks
In approaching your leading figures, have a clear idea of the tasks their involvement will require. Reach a mutual agreement about the form of the relationship and the commitment of time you both expect. Agree the basics in the form of a written agreement, clarifying the expectations on both sides, including levels of support and PR opportunities. At the very least, this should take the form of a note confirming what was agreed in telephone conversations, meetings or by email with them or their agents.

In particular, ensure you have their agreement about how you can use their name and how and where they can refer to their association with your school. Will they provide images for fundraising materials? Are they happy to work with the local media? Will they make personal appearances at fundraising events and be willing to visit the school to meet the pupils?

Provide them with a full briefing each time they are involved: the information they will need to know about your school in any specific connection, to ensure that you can speak with one voice and share the same values, without overcomplicating the message.

Who would be right for you?
This will depend on your target audience. No personality will appeal to everyone, and don’t be influenced by your own likes and dislikes. A key question to consider is: will your vision be in safe hands?

Your chosen personality will influence who picks up your message, but the relationship must be right for them too. A few years ago, a school was developing an appeal for a theatre and engaged the services of a well-known actor to run master-classes. However, when he was approached to become a patron of the appeal, he declined on the grounds that he didn’t want to be publicly perceived as approving of independent education. Personalities have their own views like everyone else.

Will the governors, staff and parents feel comfortable being associated with a particular personality, or is there a danger that they might feel that their interests are being overlooked just to get somebody famous on board? The input of governors and the parents’ committee is of great importance to the ongoing life of the school. There’s no value in gaining the short-term help of a celebrity if your core supporters start leaving.

Set your sights high
Aim high when considering approaches to famous or distinguished figures, where their association can make a significant difference. If they live locally, better still as it will make less of an impact on their time. It is important not to fall into the trap of thinking that anyone will do, just so long as they’re famous: you need personalities whose name will be recognised, rather than people who are simply famous for being famous.

Consider also whether what you are asking them do is within their field of experience and expertise. They need to feel comfortable and you need to feel confident. It is important to have an appropriate match of personality for your brand and for the proposed activity – and to consider how you can harness the full potential of that relationship. Your reputation and public profile is a highly valuable commodity and it is your responsibility to protect it.

Eileen Hammond has worked in the voluntary sector for over 30 years and can be contacted on hammondassociates @lineone.net or 01372 379678.