What does it mean to be a charity ambassador?

On 13 March 2023, Fiona Bruce stepped down from her role as an ambassador of domestic violence charity, Refuge. Her decision was prompted by an episode of the BBC’s Question Time.

 

Yasmin Alibhai-Brown, a panellist on the show, referred to Stanley Johnson (father of former UK Prime minister Boris Johnson) as a “wife-beater.” As Question Time Host, Bruce provided some context for the comments. She referred to an incident of alleged domestic violence by Johnson as a “one off”.

 

In a statement, Refuge said, “Refuge’s position was, and remains, clear – domestic abuse is never a ‘one off’, it is a pattern of behaviour that can manifest in a number of ways, including but not limited to physical abuse. Domestic abuse is never acceptable.”

 

Domestic violence survivors commenting on Refuge’s Facebook post about the statement described Bruce’s comments as minimising domestic violence.

 

When a charity ambassador speaks about the charity’s cause, their comments reflect on the charity, no matter the context. If there is a clash between the ambassador’s comments and the charity’s values, there may be a risk to its reputation. 

 

Of course, the reverse is true as well. Celebrity ambassadors can do a lot to boost a charity’s brand awareness and fundraising efforts. 

 

 

How to manage risk in ambassador programmes?

 

Here are a few tips to help you manage risk and get the best from your high-profile ambassadors. 

 

 

Look at their other brand and charity partnerships

 

If you are in conversation with a possible celebrity ambassador or considering making an approach, start your due diligence by looking at what they’ve done before.

 

Do some research to find out which brands they have partnerships with and consider whether they are a good fit for your charity’s values.

 

Find out if they have worked with other charities. If they have, try reaching out to your sector colleagues to find out what the celeb is like to work with and anything to be aware of. 

 

 

Learn as much as you can about their connection to the issue

 

This may come out through desk-based research looking at the celebrity’s website, news sites, or making use of a celebrity database. A conversation with the celeb’s agent is likely to be the best source of information, but is not always possible!

 

The closer the celebrity’s connection with your cause, the more likely they are to have lived experience or a commitment to learning more. 

 

 

Question whether they will attract the right audience

 

Ask yourself who the celebrity’s fans are. Are they likely to be a relevant audience for your charity? If there’s a high chance that they will have a connection to your cause – because the celebrity does – the partnership could be really valuable. If they are only likely to get involved with your organisation because they’re a fan and then shift allegiance if the celeb does, ask yourself: is the short-term gain worth it?

 

 

Provide a role description or agreement

 

Be clear about what you want your ambassador to do and what you don’t want them to do. Creating a role description or agreement can help to set out expectations on both sides. 

 

 

It doesn’t need to be specific and binding like a contract. Instead, you can set out your hopes and aspirations for the partnership. But you can also be clear about behaviours and associations that would lead to termination of the role. 

 

 

Create learning opportunities for your ambassadors

 

Events and campaign launches are good opportunities for your ambassadors to learn more about your work and the communities you serve. Sending them regular, personalised updates will also help them to get closer to your work out of the glare of the spotlight.

 

 

What if a crisis happens anyway?

 

Talent Advocate, Paul Cullen from Paul Cullen Partnerships says, “even the most robust due diligence can’t cover every risk scenario.

 

If the association with your ambassador does present a risk to your reputation – and this isn’t always the case – a considered approach is necessary, remembering that honesty with all supporters is critical and so it’s important to talk with your ambassador prior to responding publicly”.

 

Like any supporter relationship, the association you have with celebrity ambassadors will shift over time. Having continued, open, and honest dialogue with your ambassadors and their agents can help them to grow with you.

 

 However, it’s also important to have regular reviews of your ambassador programme to keep it relevant, saying thank you and goodbye to relationships that no longer serve your community.