Research Article

Nostalgia and giving to charity: a conceptual framework for discussion and research

  1. Altaf Merchant†,*,
  2. John Ford‡

Article first published online: 17 AUG 2007

DOI: 10.1002/nvsm.300

Issue

International Journal of Nonprofit and Voluntary Sector Marketing

International Journal of Nonprofit and Voluntary Sector Marketing

Volume 13, Issue 1, pages 13–30, February 2008

Additional Information

How to Cite

Merchant, A. and Ford, J. (2008), Nostalgia and giving to charity: a conceptual framework for discussion and research. Int. J. Nonprofit Volunt. Sect. Mark., 13: 13–30. doi: 10.1002/nvsm.300

Author Information

  1. Department of Business Administration, College of Business and Public Administration, Old Dominion University, USA

  1. †

    Doctoral Student in Marketing.

  2. ‡

    Professor of Marketing and International Business, Old Dominion University.

*Department of Business Administration, College of Business and Public Administration, Old Dominion University, Norfolk, VA 23529, USA.

  1. †

    Doctoral Student in Marketing.

  2. ‡

    Professor of Marketing and International Business, Old Dominion University.

Publication History

  1. Issue published online: 19 JAN 2008
  2. Article first published online: 17 AUG 2007

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Abstract

  • Academic work involving nostalgia has shown it to evoke a basket of emotions. This paper proposes a conceptual model that links nostalgia to charitable giving. We argue that the nostalgia evoked by certain NPOs (not-for-profit organizations) is likely to have a bearing on both emotional and familial utility derived by the donor. This in turn is likely to drive the donor commitment to the NPO. Thus by evoking nostalgia, certain NPOs are likely to emotionally engage their current and potential donors, which could facilitate the creation of long-term intimate relationships between them and their donors. However, the extent to which the NPO can evoke nostalgia is likely to depend upon the nostalgia proneness of the donor, the emotional importance of the past experiences evoked by the NPO, and the characteristics of the NPO such as the extent to which the NPO can alleviate the feelings of alienation, discontinuity, and the need for authenticity experienced by the donor. The paper provides a series of research propositions and proposes a research agenda.

Copyright © 2007 John Wiley & Sons, Ltd.

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