Jon Bon Jovi Forbes – Justin Bieber may be more famous than Jon Bon Jovi, Paul McCartney and Bono, but he doesn’t give as much and donates a smaller portion of his celebrity to his causes of choice, according to a study byÂ research firm General Sentiment and Forbes.
But when it comes to generating publicity for worthwhile causes, his inexperience shows. Bieber ranked dead last in a survey of the most valuable celebrity charity relationships.
The study was conducted by New York based research firm General Sentiment. It aimed to determine which stars confer the highest percentage of their personal fame on good causes. The publicity Bieber generated for nonprofit ‘Pencils of Promise,’ which builds schools in the developing world and trains young leaders, totaled $82,887–or 0.002% of his personal publicity value.
“He’s the perfect storm for generating high media value: lots of publicity in high impact sources, and an audience eager and able to spread that content,” says Mark Iafrate, a senior analyst at General Sentiment. “The amount of discussion, along with the quality of the sources, all push him way above everyone else … if he just spent a little more time on [causes], he could do a lot better.”
On the other end of the spectrum, the star who lavished the largest percentage of personal publicity on a cause was Jon Bon Jovi. The Jersey rocker and his band generated $449,932 in press for his pay-what-you-can restaurant Soul Kitchen; that number represents over 2% of Bon Jovi’s own media value.
Second on the list is Paul McCartney, who conferred $1,065,013 on PETA. That’s about 1.4% of his personal publicity value. McCartney’s older audience, although smaller than Bieber’s, likely has more disposable income to give to charity.
U2 rounds out the top three, donating publicity worth $1,021,768–or 0.72% of frontman Bono and rest of the group’s total media value–to the ONE campaign.
It’s important to note that efficiently directing a relatively large portion of one’s fame toward a cause isn’t the only way celebrities can give. There is, for instance, cash. Oprah Winfrey’s connection to the Oprah Winfrey Foundation ranked 19th in General Sentiment’s survey–the best of her many charitable relationships–yet her Angel Network has raised over $80 million for good causes across the globe.