Digital Media and Charity Shops: A Case Study Approach
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Authors
Gogia, Ashima
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Degree
Master of Applied Management
Grantor
Southern Institute of Technology
Date
2024-03
Supervisors
Bodkin-Allen, Sally
Type
Masters Dissertation
Ngā Upoko Tukutuku (Māori subject headings)
Keyword
Charity shops
Digital media
Engagement
Donations
Volunteers
Digital media
Engagement
Donations
Volunteers
ANZSRC Field of Research Code (2020)
Citation
Abstract
Purpose: This research aims to explore the role of digital media in charity shops in New Zealand to elevate sales, engage volunteers, and facilitate usable donations.
Methodology: This research adopts a case study design and employs a mixed-methodapproach. The quantitative data was collected through two questionnaires, one for volunteers and the other for shoppers and donors who have engaged in charity shops within the last 12 months. Additionally, qualitative data was obtained through document Analysis of nine charity organisations' websites and Facebook pages. This research was undertaken as per the ethical guidelines set by the Southern Institute of Technology (SIT).
Findings: The study revealed the current landscape of digital media usage in charity shops in New Zealand. While findings confirm a general awareness of charity shops’ digital media presence, they also reveal a notable lack of effective engagement strategies by charity shops across these channels. Facebook and Charity Organisation’s websites emerged as the most preferred medium for seeking information among shoppers. However, a significant gap is noted concerning volunteers’ appreciation, updates on new merchandise, and donation guidelines.
Conclusion: Charity shops as social enterprises serve their parent organisation to raise money by selling donated goods with the help of supportive volunteers. Effective digital media utilisation on the part of charity shops should be considered a viable option for creating engagement.
Recommendations: The research highlights the significance of addressing the digital literacy gap, providing staff training, and implementing centralised strategies to leverage the maximum impact of digital media in charity shops in New Zealand.
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CC BY-NC Attribution-NonCommercial 4.0 International