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

CAN and Senscot part ways with UnLtd over its vision for a 'private-profit social sector'

18 Sep 2014

Social enterprise support organisations CAN and Senscot have ended their relationship with UnLtd, set...

Governance code 'no longer fit' for large charities, says CFG trustee

17 Sep 2014

The sector’s code of good governance is no longer fit for purpose for large and complex charities and...

Ring-fencing public service contracts for charities is a bad idea, NPC tells Labour

16 Sep 2014

NPC has warned that introducing charity-only contracts is the “wrong approach to take”, in its response...

Over £11m raised for MND Association and Macmillan from ice bucket challenge

19 Sep 2014

The Motor Neurone Disease Association has raised £6.8m from the viral fundraising craze the ice bucket...

DEC raises £102m in its 50th year

19 Sep 2014

The Disasters Emergency Committee and its member agencies raised £102m through two appeals in the last...

London Marathon runners raise £250m in past five years

19 Sep 2014

A quarter of a billion pounds has been raised by London Marathon runners in the past five years, according...

Lobbying Act comes into force today

19 Sep 2014

The Transparency of Lobbying, Non-party Campaigning and Trade Union Administration Act 2014 comes into...

Devolution 'will affect how charities operate'

19 Sep 2014

The political landscape that charities operate in looks set to change following the Scottish decision...

Some charity leaders see themselves as ‘employees of government’

18 Sep 2014

Voluntary bodies and the state have become so intertwined that some charity leaders whose organisations...

Join the discussion

Twitter button

@CivilSocietyIT