Impact of Digital Tools on the Relationship between Trust and Performance in Swiss Non-Profit Organisations

Can digital tools revolutionise Swiss non-profit organisations? An examination of the relationship between digital tools, trust and performance.

Topic
Within organisations, trust refers to the positive expectations individuals have about the intentions and behaviours of organisation members. To foster trust, leaders must create a culture of transparency, honesty, and accountability. In today’s era of increased public scrutiny and heightened expectations, organisations must demonstrate their commitment to ethical behaviour and open communication. By examining the role of digital tools in trust-building and organisational success, this study fills a gap in the existing literature on non-profit management.

Relevance
In the non-profit sector, the achievement of organisational goals and the delivery of member value heavily rely on the participation of a large network of voluntary stakeholders. This task is complicated by several factors, including differences in motivation, availability, and skills. Digital maturity has become a key determinant of success among non-profit organisations. Only one in eight non-profits worldwide is considered digitally mature. However, digitally mature organisations outperform their counterparts in terms of mission achievement and operational efficiency regardless of revenue, staff size, or geographic location. Specifically, they are four times more likely to achieve their mission goals and twice as likely to improve operational efficiency.

Results
The results of the study indicate that utilising accurate data has a significant and positive impact on trust-building in Swiss non-profit organisations. Leveraging the knowledge and skills of organisation leaders was also found to be positively correlated with trust. The analysis supports the theory that trust plays a crucial role in the success of non-profit organisations, as it positively influences organisational outcomes by increasing cooperation and collaboration, improving communication, reducing transaction costs, and enhancing overall performance. However, no definitive conclusion could be drawn regarding the effect of utilising digital tools on trust-building in Swiss non-profit organisations. This could be due to factors such as organisational culture, uncertainty, and institutional readiness for digital tools.

Implications for practitioners

• Building trust requires competent leaders, organisational development, and a culture of transparency and accountability.

• The strategic utilisation of accurate data can enhance trust-building and lead to better performance.

• Adaptation to the digital landscape is essential for non-profit organisations to maintain effectiveness and better engage with stakeholders.

• This can be achieved by (1) leveraging data, (2) enhancing communication strategies and (3) fostering skills and knowledge development.

Methods
The study utilised a mixed-methods approach, combining quantitative and qualitative data collection methods. A survey was conducted to collect quantitative data from a sample size of 104 participants, and semi-structured expert interviews were conducted to gather qualitative data. The data was analysed using correlation analysis and multiple regression analysis for the quantitative data, and content and thematic analysis for the qualitative data.