How personal nostalgia influences giving to charity |
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Authors: | Altaf Merchant John B. Ford Gregory Rose |
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Affiliation: | a University of Washington Tacoma, 1900 Commerce Street, Tacoma, WA 98402, United Statesb Old Dominion University, Norfolk, VA 23529, United States |
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Abstract: | Personal nostalgia provides an emotionally engaging means for bonding a donor to a nonprofit organization. Yet, little is known about the relationship between personal nostalgia and charitable giving; this research seeks to fill this gap. A review of the extant literature is integrated with the findings from thirteen focus groups (Study 1) to develop a conceptual model. This model is tested in Studies 2 (using 457 older public television donors) and 3 (with a broader sample of 502 donors) using structural equations modeling. The findings indicate that discontinuity, recovery from grief, and loneliness, along with previous life experiences influence the level of personal nostalgia felt by a donor and associated with a charitable organization. This personal nostalgia provides emotional and familial utility to the donor. The research establishes that the effect of personal nostalgia on the donor's commitment is mediated by the emotional and familial utility that the nostalgia generates. |
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Keywords: | Personal nostalgia Charitable giving Not-for-profit marketing Fundraising |
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