Investigating the impact of Digital Transformation on micro-charities in Scotland.

There are 9195 charities registered in Scotland with less than £10,000 annual income (OSCR, 2018). Micro-charities tend to be focused within localised areas and are often community based. Digital technology “presents new challenges but also considerable opportunities for charities” (House of Lords, p.73). Digital tools and techniques offers opportunities in raising awareness, encouraging engagement and fundraising, however the aforementioned research notes that charities are generally not as updated as corporate organisations due to limited “capacity, skills and confidence”, as well as limited opportunity to innovate. The report also found that this often attributed to both a lack of funds and lack of resources. This research project will allow for the transfer and exchange of academic knowledge and practice to multiple micro-organisations. The study will focus in the further development of existing theoretical models from the marketing discipline. While the academic literature on third sector marketing tends to focus on more consumer-led discussions, for example motivations for donation (Goswami and Urminsky, 2016), participation (e.g. White and Peloza, 2009), this study will investigate the impact of digital transformation on micro-charities based in Scotland. Taking a methodological approach of action research allows the researcher to investigate the practice undertaken while aiming to change or alter the practice (OU, 2018) all the while contributing to developing transferable knowledge.

Impact
This project focuses on creating useful research. This project emphasises public engagement where stakeholders can be mapped using the AIM framework (Alignment, Interest, Influencer Matrix) to discuss who will benefit, be affected by or interested in your area of research for example businesses, charities, public sector, international agencies.
The findings of this study will be disseminated though the creation of impact case studies shared with academic and industry leaders and influencers, and promoted through social media channels (owned and potentially a blog/website/social media platform set up to disseminate findings). The PhD student will present findings at international academic conferences. Results will be written up for academic journals and submitted for REF.

This project allows for a cross disciplinary approach, sharing and discussing findings with colleagues in the School of Media, Culture and Society, and externally with contacts in other universities in Scotland. This is also the opportunity to develop this project internationally, comparing the micro-charity sector in Scotland with others across the world and demonstrating best practice. There will be a stronger link between the School of Business and Enterprise (and UWS overall) with the Scottish third sector and the wider communities that benefit from micro-charities. This project could encourage people with digital skills to volunteer with micro-charities.