Celebrity altruism: the good, the bad and the ugly in relationships with fundraising charities

Sean P. Kelly, Gareth G. Morgan, Tracey M. Coule
  • International Journal of Nonprofit and Voluntary Sector Marketing, April 2014, Wiley
  • DOI: 10.1002/nvsm.1487

Celebrity Altruism

What is it about?

This study explores the altruistic and egoistic reasons why celebrities choose to support fundraising charities.

Why is it important?

The study is unique due to the large population of celebrities who took part. The findings will assist all non profit organisations looking to work with celebrated individuals and anyone with an interested in celebrity endorsement and advocacy.

Perspectives

Mr Sean P Kelly (Author)
Sheffield Hallam University

This study brings together numerous perspectives of the celebrity/charity relationship and most importantly, the views of the celebrities themselves.

Read Publication

http://dx.doi.org/10.1002/nvsm.1487

The following have contributed to this page: Mr Sean P Kelly and Dr Tracey M Coule