Comment: Is Knowledge Transfer the answer to challenges faced by the charity sector?
By Dr Anh Nghiem
Charities play a vital role in our communities, yet many face growing pressure from reduced funding, increased service demand, and the need to innovate. So how can they remain resilient? And what role can universities play in supporting them?
As academic institutions, we often hold within our walls the very expertise—whether in business strategy, marketing, finance, or wellbeing—that charities and businesses need to navigate today’s complex landscape. And as the challenges and pressure mount, it’s more important than ever for Universities to support the third sector. Knowledge transfer is both an opportunity and a responsibility of universities to make a real difference to society.
In 2022, Buckinghamshire New University (BNU) was presented with the opportunity to work with The Oasis Partnership, a local charity that was transitioning from a recovery-focused service into a broader community wellbeing organisation. They were looking to move away from reliance on grant funding and towards developing more sustainable business models.
Through a Knowledge Transfer Partnership (KTP), our team of academic staff within the fields of business and marketing, and KTP Associate, an employed graduate of the University’s School of Business and Law, worked with the charity to co-develop two new initiatives: the Destination Café—a welcoming social enterprise space—and the Oasis Business Partnership (OBP), a programme designed to deliver staff wellbeing and employability support to local businesses. From branding and pricing strategies to agile project management and financial planning, we provided targeted support through academic expertise, hands-on training, and a dedicated KTP Associate embedded within the charity’s team.
The outcomes were significant. Staff were trained in financial forecasting and strategic planning, new income-generating service models were designed, and student projects brought fresh perspectives to the charity’s branding and communication. We translated academic knowledge into practical tools the charity could implement immediately. At our wrap-up event in May 2025, stakeholders from across the region came together to celebrate the success of the partnership. Feedback highlighted the value of academic collaboration in building sector resilience, and the Associate’s successful transition into a senior NHS management role underscored the personal and professional impact of KTPs.
For me, as Academic Supervisor and Senior Lecturer in Marketing at BNU, this project was also an invaluable opportunity to apply my research on social marketing and business transformation in a real-world context. Working alongside the Oasis team allowed me to test and tailor frameworks like Agile Project Management and the Social Business Canvas to meet the needs of a third-sector organisation. This partnership deepened my understanding of how academic knowledge can make a tangible difference. It was incredibly rewarding to see our models evolve through genuine collaboration—and to watch our students engage in live briefs that directly supported the charity’s growth. The experience also shaped my teaching and research. It informed new assessments, inspired future PhD projects, and contributed to a growing body of applied research that shows how universities can work hand-in-hand with community organisations to co-create impact.
What is arguably most exciting about this approach is its adaptability and how easily it can be modelled throughout the sector. Many third-sector organisations face similar challenges—limited resources, inconsistent income streams, and gaps in strategic planning. Knowledge Transfer Partnerships can help address these by embedding structured, university-led support within an organisation’s daily operations.
For universities, KTPs also offer a route to research impact, student engagement, and curriculum enhancement. At BNU, case studies, live projects, and real-world problem solving are now integrated into our business and marketing modules as a direct result of this work.
Our KTP with The Oasis Partnership shows the real value of knowledge exchange. It’s a partnership model that transforms not only the charity but also the academic institution. At a time when the sector needs new approaches, KTPs offer a powerful bridge between research and community impact.
If you're interested in exploring how a Knowledge Transfer Partnership could support your organisation, please contact the KTP Manager at Buckinghamshire New University at KTP@bnu.ac.uk, or visit https://www.bucks.ac.uk/working-business/knowledge-transfer-partnerships to find out more.
