Which Stars Walk The Walk?

In addition to cash, many stars give back using another currency: Their fame. In theory a celebrity endorsement raises a charity’s profile and the donations follow. The star gets a sure thing (social credibility) — but how does this work out for the non-profits? To determine who confers the largest percentage of their fame on good causes, Forbes had research firm General Sentiment track every news, online and Twitter mention of the top 20 stars from our Celebrity 100 list for the past year — as well as how many times they were mentioned in association with their top charities — and assign a media value to each.
—ZACK O’MALLEY GREENBURG