When I think of the changes occurring in celebrity philanthropy these days, I am reminded of the line from that commercial, “This is not your father’s Cadillac . . . !”
The long-standing norm in Hollywood has been for celebrities to appear at charity events as their way of contributing to the betterment of the world. No one can or should doubt the power of celebrity to raise money or attract attention to a cause. As Bob Costas once stated, “Celebrity is the number one currency in America today.” But showing up, or lending one’s famous name and likeness to a cause, while it can have positive impact and ramifications, should never be confused with, or mistaken for, philanthropy. It is volunteering, and while volunteering is important, it is not the same as giving. And, in the spirit of truthfulness, when a celebrity agrees to “show up,” it is not always volunteering; many celebrities charge charities a fee just to show up.
The tide began to shift when some of Hollywood’s “old guard” stepped forward with some high-visibility, high-impact acts of benevolence. Hollywood icon Paul Newman parlayed a 50-year career in film into a multi-million dollar revenue generator for charity by slapping his famous face on a series of products that we all use anyway, so why not buy his and feel good that 100% of the proceeds go to charity? More than $300 million has been raised thus far and counting. Legendary director Steven Spielberg donated all $185 million in profits from Schindler’s List to the Shoah Project, preserving oral testimony from Holocaust survivors for future generations. Music moguls David Geffen and Herb Alpert have donated hundreds of millions each to a variety of charitable endeavors and have become exemplary role models to their peers in doing so. And Oprah . . . , well, Oprah has topped The Giving Back Fund’s Giving Back 30 list of most generous celebrities in three of the first four years the list has been published!
Today, a new generation of stars is leading the way by hands-on and authentic demonstrations of philanthropic intent through both social media and more traditional avenues. Undoubtedly, “doing good” has become linked to “doing well” in many interconnected and mutually beneficial ways. Angelina Jolie, for instance, has transformed her public image from wild child, to savvy, world-renowned philanthropist and activist through the millions she has donated to charities as well as through the spokesperson roles she has assumed. But it is the authenticity of her commitment that has made it possible.
Natalie Portman, Andre Agassi, Olivia Wilde, Maria Bello, Matt Damon, and Edward Norton are leading their peers by example, giving of their money, time, likeness and image in support of the causes for which they care. And it is that very authenticity which sets them apart and makes of them role models for a new generation of celebrities and fans, who will come of age in a world of transparency that distinguishes between real philanthropy and merely “showing up.”
Marc Pollick (mpollick@givingback.org) is president and founder of The Giving Back Fund, a national public charity that helps athletes, entertainers, and others establish and maintain charitable foundations and philanthropic programs.
Real Role Models
Giving More Than Their Names
Today’s celebrity philanthropy has entered anew level of involvement. In myriad ways, public figures are raising the bar for a new kind of celebrity giving, emphasizing both personal and financial commitment. The following are five examples of celebrities that have raised the bar and are keeping it high.
A
ngelina Jolie & Brad Pitt Actors
Donations $12,420,688 in 2009
Giving Philosophy “To actually feel like you’ve done something good with your life and you’re useful to others is what I was always wanting, and was always looking for.”
Focus The Jolie-Pitt Foundation distributes grants to wide range of charities in the U.S. and abroad. Favorite charities include Pitt’s Make It Right Foundation, supporting the rebuilding of New Orleans’s Ninth Ward in the wake of Hurricane Katrina, Human Rights Watch, and Doctors Without Borders.
Impact Hollywood’s most glamorous couple is also one of its most generous. The Jolie-Pitt Foundation has distributed millions of dollars to various causes throughout the world, often focusing on poverty and human rights in the developing world as well as issues in the U.S. Jolie serves as a UN Goodwill Ambassador and has received numerous accolades for her humanitarian work, and both she and Pitt are highly active in a range of issues.
Edward Norton Actor
Donations Recently raised $1.2 million for the Massai Conservation Wilderness Trust.
Giving Philosophy “Technology has allowed for a kind of engagement between people with a public life and the people who are interested in them which is entirely new and potentially very powerful.”
Focus Encouraging philanthropy through fundraising website Crowdrise, co-founded by Norton. Personal causes include environmental conservation, support for the arts, and others.
Impact Crowdrise users create charitable profiles to communicate, network and collaborate to raise funds for their causes of choice. Rather than focusing on a particular cause, the site is about getting people excited about giving and engaging with each other to make a difference. With its tongue-in-cheek logo, “If you don’t give, no one will like you” and prizes encouraging healthy competition, Crowdrise represents a new generation of social, tech-savvy giving in the Facebook era.
Oprah WinfreyMedia Mogul
Donations Winfrey donated $41 million through Oprah Winfrey Foundation in 2010 alone. She has also donated millions to the Hurricane Katrina response and other causes.
Giving Philosophy “I don’t think you ever stop giving. I really don’t. I think it’s an ongoing process. And it’s not just about being able to write a check. It’s about being able to touch somebody’s life.”
Focus The Oprah Winfrey Foundation, supporting educational programs and women and children’s issues in the US and abroad.
Impact Winfrey has been a mainstay atop GBF’s Giving Back 30 list of most generous celebrities since the ranking began in 2007, with donations to The Oprah Winfrey Foundation, the Oprah Winfrey Leadership Academy, and other causes. Oprah’s Angel Network, which encouraged donations from fans and celebrities, distributed more than $80 million during its operation from 1998 to 2010.
Paul Newman Actor / Director / Entrepreneur
Donations As of 2010 the Paul Newman and Newman’s Own Foundation had donated more than $300 million to charities around the world. In 2009, Newman posthumously topped The Giving Back Fund’s Giving Back 30 list of most generous celebrities with $20,857,000 in donations he made prior to his death in 2008.
Giving Philosophy “We’re very effective recyclers; we take money and give it back.”
Focus Newman’s Own Foundation distributes grants to thousands of charities around the world. The Hole in the Wall Gang group of camps for ill children is a major recipient and was especially close to Newman’s heart: he founded the camps in 1988 and frequently dropped by to spend time with the children.
Impact Although he passed away in 2008, Paul Newman still holds the distinction of the quintessential celebrity philanthropist. In 1982 he founded Newman’s Own, Inc., channeling 100% of the company’s net proceeds and profits after taxes to a wide range of charities. Newman’s Own remains firmly committed to donating all proceeds to charity.