Methodology for researching the impact of the conflict on vulnerable categories of the population of Ukraine using the charity marketing approach
Authors:   Odessa Polytechnic National University, Filyppova S. , Fox Leah ,   University of Portsmouth, Svinarova H. ,   Odessa Polytechnic National University
Published: January 2024

The aim of the article. The purpose of this article is to solve two problems simultaneously. Firstly, highlighting the research methodology of the general impact of the current conflict with the Russian Federation on women and children of Ukraine, as well as evaluating the existing level of support and services provided to these vulnerable groups by specialized governmental and non-governmental organizations. Secondly, substantiating the expediency of using the charity marketing approach, its principles and tools by strategic leaders directly or indirectly responsible for post-conflict strategy and social security planning, in the activities of relevant structures and organizations. Analyses results. The methodological aspects of the research of directions of the strategy of reintegration of internally displaced persons in the conditions of military conflict using the approach of charitable marketing are considered. The study is based on the analysis of the results of interviews of strategic leaders directly or tangentially responsible for the strategy and planning of social security (Odesa City Council, territorial united communities in Odesa, Mykolaiv, and Kherson regions). During the research, the project team reached two important conclusions regarding: a) the need to change the methodology of this kind of research in the direction of "mixing" methods of research on socio-economic changes. This is appropriate because expanding and combining or mixing methods of socio-economic change research improves understanding and definition of complex interactions in modern society and rapidly changing environment; b) the application of the charity marketing approach, its principles and tools by strategic leaders directly or indirectly responsible for the strategy and planning of social security, in the activities of relevant structures and organizations, in the development of post-conflict strategies and solutions to support the economic reintegration and resocialization of affected women and children. Charitable marketing tools include partnerships with charitable organizations, social entrepreneurship, supporting charitable events, information campaigns, transparency and reporting, social media, internal social responsibility, and promoting environmental sustainability. A description of the applicability of charity marketing elements for social research and the development of post-conflict strategies and solutions to support the economic reintegration and resocialization of affected women and children is given. It is substantiated that the charity marketing approach strengthens the methodology of researching the impact of the conflict on vulnerable categories of the population of Ukraine at all stages of research, including when substantiating proposals for the development of post-conflict strategies and solutions to support the economic reintegration and resocialization of affected women and children. Conclusions and directions for further research. It is substantiated that the charity marketing approach strengthens the methodology of researching the impact of the conflict on vulnerable categories of the population of Ukraine, both at the initial stage of field research and at the final stage - when substantiating proposals for the development of post-conflict strategies and solutions to support the economic reintegration and resocialization of affected women and children, creating positive influence and contributing to the social development of society. Partnerships with charitable organizations, social entrepreneurship, support of charitable events, information campaigns, transparency and reporting, social media, internal social responsibility and promotion of environmental sustainability - this is the toolkit of charity marketing, which will allow you to positively influence society, while simultaneously expanding the client base of state and regional partners , city, territorial community and strengthening the brands of all participants of charity programs, projects and promotions. The named tools of charitable marketing and their application in post-conflict strategies represent a perspective for further research.