Altruistic sponsors ensure party has a purpose

Orgs funnel coin to worthwhile causes

Like all Hollywood award functions, the real fun often begins once the guys loosen their cummerbunds, the ladies kick off their shoes and the champagne glasses runneth over. But at this post-awards party — sponsored by the Entertainment Industry Foundation, People magazine and Balance Bars — celebration is underscored by a sense of consciousness-raising.

EIF, led by prexy Lisa Paulsen, has raised more than $160 million for hundreds of charities nationwide. The org, working with “Today” show host Katie Couric, has been involved in the fight against colon cancer. Other noteworthy initiatives of EIF include Hunger Free America, Sight for Students and Afterschool Alliance. The non-profit is launching a campaign to help fund research into heart disease.

“The purpose of our being involved is to acknowledge the charitable work the actors do during the year,” Paulsen says. “It’s our way to honor them and say thank you.”

One of the major programs of the SAG Foundation is BookPALS (Performing Artists for Literacy in Schools), where thesps head to local elementary schools and read to students.

“We understand the power of celebrity,” says Nora McAniff, president of People magazine, which has sponsored the gala for the past five years, and, along with EIF, will be making a donation to the SAG Foundation.

“I love to support the SAG Foundation in honor of the countless actors who spend valuable time helping to raise awareness for all kinds of worthwhile causes.”

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