Each year, the highlight of the Cannes Film Festival is not the viewing of the films, or the starlets in their magnificent gowns, or even the endless gossip. It’s the charitable event that raised more than $35 million for AIDS research last year… an event many people don’t even realize happens. B
when you get together a group of people that include Oscar winners, Hollywood legends, and glitterati from across the entertainment spectrum, the wallets come out in a big way.Funds are received via auction or donation, and every guest is there on purpose and with purpose. But, they also take the opportunity to press the flesh, and network with other A-listers and powerbrokers.

So what does all this have to do with your non profit PR? Ronn Torossian explains.

The principle to learn here is the power of celebrity, and the core lesson is that this power is scalable. If you are a national organization, you should look for a way to connect with someone well known in living rooms nationwide. But if you are a local group, you should find a way to connect with the local celebs and powerbrokers in your area.

This is simply having an understanding of the principles and politics of fundraising. People are more apt to pay attention when they recognize the “face” talking to them. The celebrities at the Cannes fundraiser are willing to give, and mentioning them in no way implies that they have ulterior motivations. There is nothing wrong with having fun and enjoying yourself when you give.

Likewise, there is nothing wrong – and a good many things right – with connecting with those who can help your charity achieve influence and connection commensurate with its size and scope.

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.