Share

Royal Horticultural Society aims to broaden its appeal

Royal Horticultural Society aims to broaden its appeal
News

Royal Horticultural Society aims to broaden its appeal

IT | Kirsty Weakley | 21 Feb 2013

The Royal Horticultural Society (RHS) hopes to broaden its appeal, become more relevant to ordinary gardeners and aims to grow its membership in the next year.

To achieve a deeper understanding of its members and consumers the charity carried out a review of its core systems and has implemented a new integrated customer relationship management (CRM) system from Blackbaud to better understand how people are engaging with it.

Dan Wolfe, director of members, art and media said: “We recognised that one of the weaknesses in our brand is our relevance to ordinary gardeners.”

He told civilsociety.co.uk that RHS wants to “understand how our disparate group of customers are engaging with us at the moment so that we can hopefully become more relevant to them.”

RHS previously had separate databases for its membership, retail and fundraising systems – but these did not talk to each other.

Wolfe said that the charity’s number one objective is "to continue the growth of our membership – it’s our single biggest income channel". Income from membership came to about £16m in its last financial year. RHS broke the 400,000 membership milestone for the first time last year and aims to gain another 35,000 members next year.

As part of its mission to become more relevant RHS is also planning a relaunch of its website which will have “a different tone of voice for the organisation” according to Wolfe.

RHS is also hoping to become less London-centric in the next five years. This year the charity is piloting two RHS regional centres, in Yorkshire and Scotland, with a view to opening 13 covering every UK region in the next five years.

 

Comments

[Cancel] | Reply to:

Close »

Community Standards

The civilsociety.co.uk community and comments board is intended as a platform for informed and civilised debate.

We hope to encourage a broad range of views, however, there are standards that we expect commentators to uphold. We reserve the right to delete or amend any comments that do not adhere to these standards.

We welcome:

  • Robust but respectful debate
  • Strongly held opinions
  • Intelligent relevant discussion
  • The sharing of relevant experiences
  • New participants

We will not publish:

  • Rude, threatening, offensive, obscene or abusive language, or links to such material
  • Links to commercial organisations or spam postings. The comments board is not an advertising platform
  • The posting of contact details for yourself or others
  • Comments intended for malicious purpose or mindless abuse
  • Comments purporting to be from another person or organisation under false pretences
  • Gratuitous criticism, commentary or self-promotion
  • Any material which breaches copyright or privacy laws, or could be considered libellous
  • The use of the comments board for the pursuit or extension of personal disputes

Be aware:

  • Views expressed on the comments board are left at users’ discretion and are in no way views held or supported by Civil Society Media
  • Comments left by others may not be accurate, do not rely on them as fact
  • You may be misunderstood - sarcasm and humour can easily be taken out of context, try to be clear

Please:

  • Enjoy the opportunity to express your opinion and respect the right of others to express theirs
  • Confine your remarks to issues rather than personalities

Together we can keep our community a polite, respectful and intelligent platform for discussion.

Free eNews

Golden Lane Housing: Social investment can be 'absolutely the right thing' to do

24 Oct 2014

The director of Golden Lane Housing, the issuer of the first charity bond to be listed on the London Stock...

BeatBullying's technology CIC has not filed accounts with Companies House

22 Oct 2014

A software community interest company set up by the BeatBullying Group in 2012 is almost a year late filing...

Charity Commission to get £9m funding boost and new powers to tackle tax avoidance and terrorism

22 Oct 2014

The Charity Commission will receive £9m of extra funding over the next three years, as well as new powers...

Age UK spends £1.8m in latest round of redundancies

21 Oct 2014

Age UK spent £1.81m on 120 redundancies in 2014, on top of £1.17m last year, as part of a review of...

Stand Up To Cancer raises over £14.5m

21 Oct 2014

This weekend's Stand Up To Cancer event has raised over £14.5m so far, and that figure is continuing...

Charities 'must continue to fight for the right to influence policy'

20 Oct 2014

Civil society organisations must not give up the fight to influence policy and governments, the international...

Demonstrate effectiveness or risk losing public trust, charities told

24 Oct 2014

Charities must demonstrate their effectiveness better to the public or face losing trust, David McCullough,...

Volunteers no longer happy to 'do what they are told', says report

24 Oct 2014

Volunteers now expect more from their experience and charities must do more to recruit and retain them,...

Relationship between government and charity 'has lost its way', says Nandy

23 Oct 2014

There needs to be a rebalancing of the relationship between the voluntary sector and government, shadow...

Join the discussion

Twitter button

@CivilSocietyIT