Relationship Marketing Strategy and implementation

The customer market domain: Managing relationships with buyers 133

Membership

The most important group is the membership. Members give the RSPB their time through volun-

teering, financial support and popular support of our work. For all these reasons we will aim to

harness the support of as many people as possible. In addition, we will increase the opportunities

for volunteering in line with the recently published volunteers’ strategy.

Our members are vital to our work and we will commit more resources to finding out their

opinions of the RSPB and our work, to developing improved ‘member care’ and to communicat-

ing well with the membership.

Values

As we grow we mustn’t lose sight of the values that have been our strength in the past. These

values include the high standards we adopt in our dealings with our supporters, and with the com-

munities with which we work, conducting our activities in a business-like and environmentally

conscious way and our fundamental insistence on well researched rational argument.

Implementation

How will the corporate strategy be translated into real change and positive action?

Implementation of the strategic objectives will take place through the RSPB’s annual planning and

budgeting process. Work programmes will outline the annual steps we are taking towards achiev-

ing the corporate strategy.

The team

There is much to be done. This summary highlights some important aspects of the corporate

strategy. A fuller version is available on request.

There’s a role for all of us to take to make it happen. The strategy can only be achieved if we

all work corporately towards meeting its objectives.

We look forward with excitement to the commitment we know you have to the RSPB’s future.

But the RSPB must also make a commitment to you.The success of our work depends ultimately

on the quality and enthusiasm of you, the staff. So we plan to invest substantially in training and

developing staff to help deliver the objectives we all believe in.

Together and with a membership that is stronger, more aware and active, we will pursue our

future direction with boldness and make a real difference to the challenges that lie ahead for birds,

the environment and all of us.

Chief Executive

February 1993

RSPB,The Lodge, Sandy, Bedfordshire SG19 2DL.

Tel: 01767 680551 Fax: 01767 692365

RSPB Northern Ireland Office, Belvoir Park Forest, Belfast BT8 4QT.

Tel: 01232 491547 Fax: 01232 491669

RSPB Scottish Headquarters, 17 Regent Terrace, Edinburgh EH7 5BN.

Tel: 0131-557 3136 Fax: 0131-557 6275

RSPB Wales Office, Bryn Aderyn,The Bank, Newtown, Powys SY16 2AB.

Tel: 01686 626678 Fax: 01686 626794

Figure 2.6.1 (continued)