Celebrity Endorsements: Why Mark Ruffalo Raised A Lot Of Money For Charity But Most Actors Can't

Celebrity promotion of charities is ineffective at raising awareness, but can make the stars more popular with the public, according to two papers. This will be a surprise to both celebrities and charities, since campaigning for worthwhile groups has always been done by celebrities and charities seek them out because of the belief that people will donate after endorsements when they otherwise might not. Or so it seems. It may be that organizations are biased toward success stories and don't see how often it does little. read more

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