Celebrity Endorsement Impact on Non Profit Organizations: A Case Study of Angelina Jouli's visits to Syrian refugee Camps in Jordan

Jamil Samawi*
American University of Madaba, Jordan, Marketing Department

Abstract: in a world torn by natural disasters and human conflicts, Non-Profit Organizations spare no effort in deploying all available resources to create a distinct brand identity. In essence, this competitive advantage helps in achieving NPOs goals and objectives, generally framed into raising public awareness, soliciting donations and influencing decision makers. In this paper, qualitative and quantitative research has been conducted to measure the impact of Angelina Jolie’s endorsement on the United Nations High Commissioner for Refugees (UNHCR) operating in Jordan, and the impact of her numerous visits to Syrian refugee camps and host communities in Jordan. Empirical findings concluded that although celebrity endorsement drastically raises public awareness and increases visibility, but could not successfully nor significantly act as a sole mechanism for fundraising. Yet, it has been deducted that, in this particular case, individuals with high involvement with the NPO were more likely to donate funds and volunteer as a result to celebrity endorsement. Hence, it is recommended that UNHCR invests more time and effort in raising awareness to those less involved, to convert them into supporters and potential donors. For this case study, it has been concluded that Source Attractiveness was the most important element for respondents, whereas UNHCR’s selection model had largely relied on the four models combined; Source Credibility, Source Attractiveness, the Match-Up Hypothesis and the Meaning Transfer Model. Through this study, it has been established that the celebrity endorser in this specific case overshadowed the agency. It is therefore highly recommended to enhance UNHCR’s visibility during such activities.

Keywords: Celebrity Endorsement, Non Profit Organizations, Jordan.