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See the IRS article on "Charitable Contributions - Quid Pro Quo Contributions" - specifically addresses your situation - a museum is selling charitable event tickets for a special tour of the museum led by a famous person. Museum tours with normal tour guides are free. IRS said FMV of the famous person tour is therefore also zero (free). This result changes if the person normally does readings on a commercial basis for which people can buy tickets to attend. In that case the FMV would be whatever tickets to the person's commercial readings would cost.