Celebrity, charity and youth

Survey shows Beckham, Cole, Cowell and Fry are favoured among young people, but only one in five says celebrity endorsement would make them support a particular organisation

Footballer David Beckham
Footballer David Beckham

Young people have named Cheryl Cole, David Beckham, Simon Cowell and Stephen Fry as the celebrities who would be most likely to persuade them to support a charity, according to new research by the consultancy nfpSynergy.

The organisation asked a representative sample of more than 1,000 11 to 25 year-olds in the UK if they could think of any celebrities whose endorsement of a charity would make them more likely to support it to.

Of the 354 that gave an answer to that question, Cole, Beckham, Cowell and Fry came out as the most popular, in that order.

One in five young people said that, in general, celebrity endorsement of a charity would make them more likely to support it. This increased slightly among the youngest groups.

The survey also found that different celebrities appealed to different age groups and genders. For example, the businessman Sir Alan Sugar appealed more to boys, the boy band JLS more to girls.

Joe Saxton, co-founder of nfpSynergy, said the research showed that even though young people were influenced by celebrities, this was likely to be less of a factor as they grew up.

"It also shows that any charity courting youth support must give very careful thought to recruiting just the right celebrity - one who will most successfully woo its target age and gender groups," he said.

"Not just any celeb will do. This ‘fit’ should be snug, ideally researched."

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