TY - JOUR
T1 - The Impact of Peer, Politician, and Celebrity Endorsements on Volunteering
T2 - A Field Experiment with English Students
AU - John, Peter
AU - James, Oliver
AU - Moseley, Alice
AU - Ryan, Matt
AU - Richardson, Liz
AU - Stoker, Gerry
PY - 2019
Y1 - 2019
N2 - Endorsement is used by charitable organizations to stimulate public support, including monetary donations. This article reports a field experiment that examined the effect of leader and peer endorsement on student volunteering. The experiment was conducted with over 100,000 students from five UK universities and compared the effect on volunteering rates of email endorsements by politicians, celebrities, and peers, to a control group that received an email but no endorsement. We examined outcomes seven weeks after the original e-mails, including click-throughs to volunteering unit websites, attendance at volunteering training, registration with volunteering units, and actual volunteering. Peer endorsements reduced click-throughs to volunteering unit websites. There were positive treatment effects for endorsement by politicians on subsequent training but no significant effects of any of the endorsements on our other outcome measures. Overall, we found little support for the provision of leader and celebrity endorsement, and confirm negative effects for peer endorsement.
AB - Endorsement is used by charitable organizations to stimulate public support, including monetary donations. This article reports a field experiment that examined the effect of leader and peer endorsement on student volunteering. The experiment was conducted with over 100,000 students from five UK universities and compared the effect on volunteering rates of email endorsements by politicians, celebrities, and peers, to a control group that received an email but no endorsement. We examined outcomes seven weeks after the original e-mails, including click-throughs to volunteering unit websites, attendance at volunteering training, registration with volunteering units, and actual volunteering. Peer endorsements reduced click-throughs to volunteering unit websites. There were positive treatment effects for endorsement by politicians on subsequent training but no significant effects of any of the endorsements on our other outcome measures. Overall, we found little support for the provision of leader and celebrity endorsement, and confirm negative effects for peer endorsement.
U2 - 10.1080/10495142.2018.1526743
DO - 10.1080/10495142.2018.1526743
M3 - Article
SN - 1049-5142
VL - 31
SP - 328
EP - 346
JO - Journal of Nonprofit & Public Sector Marketing
JF - Journal of Nonprofit & Public Sector Marketing
IS - 3
ER -