range of wildlife issues. These activities did much to bring environmental
and conservation issues to the attention of the public through extensive
press, television and radio coverage.
The RSPB entered the 1990s as the largest wildlife conservation charity
in Europe, with over 827 000 members. It manages one of the largest
conservation areas in the UK with over 130 nature reserves, covering
more than 93 000 hectares, including important habitats such as lowland
heath, wet grassland, estuaries and reed beds. Most importantly, the
reserves help to protect 63 of the 77 most rare or threatened breeding birds
in the UK.
Throughout the Society’s history its objectives have always been to gain
support from both members and the general public to achieve a healthy
environment, rich in birds and other wildlife. However, although it deals
with wider issues of conservation, its stated aim has always been to con-
centrate on the importance of birds and especially birds needing special
protection.
The ‘Future Directions’ plan
Young recognized that the charity was a dynamic and successful organiza-
tion but it needed careful planning and guidance to manage growth. It was
important to recognize the need to balance the different aspects that make
up the organization, to allow it to meet the challenges of the next century.
To this end, the development of a new corporate strategy was one of the
first tasks that she addressed.
The Society’s vision of its future direction concentrated on positioning
itself as the foremost bird conservation body as well as continuing to
develop expertise in broader nature and environmental policies. However,
wild birds would always be at the core of the Society’s mission.
Young and her team began by identifying the core corporate values of
the organization. These were that the RSPB should always strive to be:
Visionary Innovative and inspire others.
Achieving Provide real improvements to the environment.
Determined Committed and do not go away.
Reasoned Actions and views are based on sound knowledge.
Open Respect and listen to others and actively seek
partnerships.
Prudent Resources must be used wisely.Once these had been identified a new strategy plan was developed, called
‘Future Directions – the RSPB’S Corporate Strategy for 1992/97’. The plan
unveiled a new strategy which covered all aspects of the organization. It
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