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Celebrity Endorsements and Donations: Empirical Investigation of Impact on Philanthropic Giving

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  • Nicole Peterson
  • Elizabeth Tripoli
  • Kalie Langenbach
  • Raj Devasagayam

Abstract

This study investigates the effects of celebrity endorsers on donations and views of nonprofits. Celebrity endorsers and their relationships with nonprofits evoke a series of emotions that greatly affect how people perceive and donate to nonprofit organizations. Past research demonstrates the tremendous growth in individual philanthropy and the importance of celebrities as influencers on social media. Data was obtained from a random sample of 277 individuals and subjected to statistical analyses. By studying two different celebrities that come from a different race, gender, and background, we found that our findings and significance values changed depending on which celebrity was tested. Our findings indicated that ads that evoke positive emotions are more likely to convert to donations. Demographic characteristics, such as age, gender, and income also affect donations. In some cases, the nonprofit’s cause and advertising message were powerful enough to override the impact of the celebrity. Our findings can help marketers style their ads to evoke certain emotions, by using celebrity endorsers that will help them increase donations. Furthermore, understanding what drives donors will help nonprofits tailor marketing strategies. It is expected that by targeting their donor base effectively, non-profits will then witness an increase in donations.

Suggested Citation

  • Nicole Peterson & Elizabeth Tripoli & Kalie Langenbach & Raj Devasagayam, 2018. "Celebrity Endorsements and Donations: Empirical Investigation of Impact on Philanthropic Giving," Business Perspectives and Research, , vol. 6(2), pages 79-89, July.
    • Handle: RePEc:sae:busper:v:6:y:2018:i:2:p:79-89
    DOI: 10.1177/2278533718765533
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    References listed on IDEAS

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    1. Johannes Knoll & Jörg Matthes, 2017. "The effectiveness of celebrity endorsements: a meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 45(1), pages 55-75, January.
    2. McCormick, Karla, 2016. "Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 32(C), pages 39-45.
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    Cited by:

    1. Eric Van Steenburg & Nwamaka A. Anaza & Ahmed Ashhar & Andres Barrios & Ashley R. Deutsch & Meryl P. Gardner & Preeti Priya & Abhijit Roy & Anu Sivaraman & Kimberly A. Taylor, 2022. "The new world of philanthropy: How changing financial behavior, public policies, and COVID‐19 affect nonprofit fundraising and marketing," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(3), pages 1079-1105, September.
    2. Adel A. Al-Wugayan, 2023. "Celebrity appeal effectiveness in donating to the cause: Popular Culture vs. Religious Celebrities," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 369-391, June.

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