In episode 41 of The Charity Show, Tim Beynon and Piers Townley dive into one of the most intriguing (and intimidating) areas of charity communications: working with celebrities, influencers and content creators.
Joining Tim for a deep-dive conversation is Rachel Braier, a PR and celebrity consultant who specialises in matching public figures with charities in ways that are authentic, strategic and genuinely effective. Rachel brings a refreshingly honest, human take on what really works – and what definitely doesn’t – when charities try to harness influence.
The episode kicks off with Tim and Piers reflecting on the long slog of January, the realities of freelance life, and what’s been keeping them busy across the sector – from Brain Tumour Awareness Month planning and celebrity partnerships, to the growing power of the charity freelance community.
From there, Rachel helps demystify the world of celebrity engagement. She explains why the definition of “celebrity” has fundamentally changed, why lived experience matters more than follower numbers, and how charities – especially small and medium-sized ones – can stop feeling “cap in hand” and start recognising the value they bring to the table.
The conversation also tackles some of the trickier realities charities face, including:
Why influencer and celebrity engagement isn’t just about reach anymore
How charities should approach agents (and why timing and instinct matter)
The rise – and serious underestimation – of micro-influencers
How to think about stewardship, not just one-off asks
Managing reputational risk, cancel culture and crisis moments
Supporting staff wellbeing when working closely with celebrities with lived experience
Alongside the main interview, Tim and Piers break down the latest charity sector news, including:
A new £11.5 million government fund aimed at strengthening partnerships between charities and local authorities
Fresh insights from the Mass Participation Pulse report on the future of charity fundraising events, rising costs and shifting motivations for fundraisers
As always, the episode wraps up by shining a spotlight on small charities doing brilliant work with limited resources, including Canine Partners and the Children and Young People’s Cancer Association, reinforcing why smaller organisations deserve more visibility across the sector.
Whether you work in comms, fundraising, campaigns or leadership, this episode offers practical insight, reassurance and a confidence boost for any charity wondering whether celebrity or influencer engagement is really “for them”.
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