Avengers assemble: Avenger philanthropy as the new gift opportunity for nonprofit organizations

Abstract

AbstractThis conceptual paper extends theories of gift giving behavior through identifying and defining the emerging phenomenon of Avenger Philanthropy. This manifests when people make individual monetary donations to nonprofit organizations (NPOs) to achieve a collective sense of moral grandstanding, usually underpinned by humor. For the first time, the paper makes sense of this phenomenon theoretically through drawing on a wide range of literature including gift giving, game theory and consumer psychology, and as a result, identifies seven distinctive hallmarks. The paper maps the importance of public expression of personal values, amplified through social media, together with risks for the NPO that benefits from the donations. Emotion underpins the giving behavior, both moral outrage and humor. This investigation contributes to the gift giving literature by identifying, mapping and anchoring current actions that potentially have far reaching consequences for future research and for nonprofit practice.