Communication using celebrities in the non-profit sector: determinants of its effectiveness

Nowadays celebrity endorsement has become a popular marketing technique in the non-profit sector. However, there is still a degree of light and shade as regards the determinants of the effectiveness of this communication strategy.

Communication using celebrities in the non-profit sector: determinants of its effectiveness

Maria del Mar Garcia de los Salmones, Rafael Dominguez and Angel Herrero

University of Cantabria

Introduction

Many things have changed since Kotler (1979, p. 38) said ‘Third Sector administrators must begin to think like marketers’, in the sense that the same tactics and strategies employed to market goods and services can be used to sell social ideas (Hill & Moran 2011). Nowadays, the non-profit sector is becoming a very competitive and a fast-growing advertising area (Wheeler 2009), and organisations are positioning themselves, communicating their values and...

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