Tag Archives: identification

JUDGING THE GOSPEL

When a celebrity’s reputation tanks, what happens to his charity? “Nine times out of 10, the charity suffers when something bad happens to the famous person it’s associated with,” according to Ken Berger, head of Charity Navigator. “But Livestrong has been the exception to the rule.”
Identification has powerful implications, as Ken Berger indicates. When people think about the charity, they think about the celebrity. If the celebrity has acquired a negative reputation, those negative thoughts are transferred to the charity. The charity may have an impeccable reputation, but transferred feelings often have no rational basis. Continue reading

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