Traditional fundraising tactics are no longer enough. Charities are increasingly adopting creator, talent and celebrity partnerships to reach audiences, raise awareness and drive measurable action. What started as occasional ambassador activity is becoming a strategic operating model.
Why talent is now a core part of charity strategy
There are two major forces behind this shift.
- Audience expectations have changed
Younger audiences expect authenticity and storytelling. They want to hear about causes through people they trust, not through institutional messaging. A 2025 charity social media review found that almost half of organisations now produce content that does not directly promote their own services. That content, often fronted by creators, athletes or celebrity supporters, makes up over 60 percent of their output. - The creator economy is mature and scalable
Influencer marketing in the UK is projected to reach around £930 million this year, an increase of nearly 50 percent from 2023.
The budgets are there. The results are measurable. This is no longer experimental; it is becoming standard practice.
Proof it works
Charities are already seeing the impact.
- RSPCA reported that an influencer-led Instagram reel drove a 5000 percent increase in click-throughs in 24 hours.
- Third Sector reported that charities are moving away from rigid ambassador programmes and instead partnering with a mix of creators, athletes and VIPs to reach more niche, more engaged audiences.
- Media Trust research showed that nearly a third of influencers regularly support charities, and most state that raising awareness for causes is a priority.
The approach has shifted from “get a familiar face” to “find the right voice”.
What this means for talent and the industry
For talent managers and agencies, this is new territory. These partnerships are no longer about a photo opportunity. They require strategy, storytelling, and long-term engagement.
For talent and creators, the appeal is clear. Purpose-led campaigns offer impact, new audiences and a break from purely commercial work. Many are prioritising value-driven partnerships over one-off brand deals.
For charities, working with creators and public figures offers something traditional marketing cannot: cultural relevance and access to communities that care.
How to make these partnerships work
Three principles consistently drive success.
Alignment
The cause and the talent’s values must align. Audiences can spot a mismatch instantly.
Content first
The best results come when talent tells the story in their own voice rather than reading a script.
Measurement
Track engagement, click-throughs and conversions. One charity described tracked URLs as their primary measure of success.
The momentum is building
Charities across wildlife, health, sport and youth development are already embracing this shift. The appetite is there, the outcomes are clear and budgets are growing.
At Sumo, we are seeing increasing demand from senior talent and partnership professionals who want to move into charity and purpose-led roles. Charities are actively recruiting for people who can manage creators, athletes and VIP relationships in a strategic way.
For any organisation managing public figure relationships, now is the moment to think beyond one-off posts and build a long-term partnership model. This isn’t a passing trend. It is a new era for purpose-driven influence.
Case Studies
- Teenage Cancer Trust
Work with creators such as GK Barry generated more than two million views and over 60,000 likes on a single campaign, supported by musicians and sports ambassadors. - The Brain Tumour Charity
Backed by a network of celebrity and athlete supporters including Tom Felton, Rachel Riley and Lando Norris, improving awareness and driving donations. - Cancer Research UK
Partnerships such as Love Not Landfill blend sustainability, fashion and purpose, using influencers and public figures to reach new and diverse audiences. - RSPCA
An influencer-led reel achieved a 5000 percent increase in click-throughs in 24 hours. - Run for Heroes
The challenge sparked a global movement, raising over five million pounds for NHS Charities Together, powered by creators, public figures and elite athletes.
