by Katy Snyder, JVA Consulting

When most of us decide to open our wallets and give to an organization, we usually do so because of a personal connection, a family history of giving, or word-of-mouth that tells us the cause is worthwhile. Increasingly, however, some of the wealthiest donors—celebrities—are turning to “philanthropy consultants” to guide their donations.

A recent L.A. Times article says that such big names as John Legend, Demi Moore, Rachael Ray and Ben Stiller have turned to this particular brand of consulting to help determine where their gift can make the most impact or how to set up a foundation. On the other hand, some feel that focused giving strategies—like hiring a philanthropy consultant—by celebrities are more reflective of a “particular desire to be associated with the sort of serious activism that has transformed celebrities like Angelina Jolie and Bono from mere entertainers to global power players.”

Others cited in the article, and celebrities themselves, point out that without an advisor, they don’t have the time or expertise to filter through the many requests they get for donations, or to “do their due diligence” as John Legend, who was interviewed for the article, pointed out. Philanthropy advisors can also make sure that celebrities are directing their money toward a worthy and legitimate cause, and that if they set up a foundation, it has staying power.

One philanthropy consultant pointed out that without advice, celebrities are prone to appointing members of their entourages to direct their charitable foundations—often to disastrous results like those that befell Wyclef Jean and his ill-fated Yéle Haiti charity, which funneled money to companies owned by Jean and his cousin.

Whatever celebrities’ motivation, I’m not sure it matters. While I’ve never been entirely convinced that Bono or Angelina Jolie are as committed to their respective causes as they may seem, and I am certain that their star power has received a boost because of these types of associations, it’s undeniable that they’ve brought enormous attention and funding to the causes of preventable disease, landmines and rural poverty. And if philanthropic advisors can make sure that legitimate causes are funded and that celebrity foundations have staying power, I say more power to them.