Relationship Marketing Strategy and implementation

animal and children societies. Some members of the public also believe
that health and medical research should be a Government responsibility
and often refuse to donate to these types of charity.

Competition
Charities do compete with each other for funds and the charities that the
RSPB regards as the closest competitors are the National Trust, the World-
wide Fund for Nature and other wildlife charities. However, the industry

The customer market domain: Managing relationships with buyers 137

Table 2.6.3 Ranking of top 30 charities by voluntary income

CAF ranking Other income

Name of charity 1995 1993 Total voluntary Trading Sales of

income (000s) (000s) goods &

services

(000s)

National Trust 1 1 75 , 929 9100 9038

RNLI 2 3 58 , 231 560 –

Cancer Research Campaign 3 6 55 , 970 954 –

Oxfam 4 2 53 , 735 2070 38

Imperial Cancer Research Rund 5 5 45 , 644 1201 –

Save the Children Fund 6 4 41 , 355 – –

Salvation Army 7 9 38 , 841 875 23 , 946

British Red Cross 8 15 38 , 763 194 20 , 715

NSPCC 9 10 35 , 315 794 1343

Help the Aged 10 8 34 , 829 194 1907

Barnardo’s 11 7 33 , 915 1168 –

Cancer Relief Macmillan Fund 12 13 32 , 329 316 –

RSPCA 13 11 32 , 053 125 1658

British Heart Foundation 14 14 28 , 483 100 –

Marie Curie Cancer Care 15 20 27 , 434 57 –

RNIB 16 16 26 , 060 – 5158

Guide Dogs for the Blind 17 17 24 , 884 593 –

ActionAid 18 22 24 , 646 (218) 85

RSPB 19 21 23 , 983 1958 2223

Christian Aid 20 12 22 , 622 388 –

SCOPE 21 19 20 , 816 114 1347

Tear Fund 22 23 18 , 727 96 –

People’s Dispensary for Sick Animals 23 25 18 , 674 1420 –

Institute of Cancer Research 24 18 18 , 283 – –

Charity Projects 25 32 16 , 198 4081 –

CAFOD 26 30 15 , 659 – –

Worldwide Fund for Nature 27 26 15 , 560 461 –

Royal British Legion 28 27 15 , 511 152 7842

Arthritis & Rheumatism Council 29 24 14 , 875 83 –

BBC Children in Need Appeal 30 – 14 , 056 1607 –

Source: Charities Aid Foundation Report ‘Dimensions of the Voluntary Sector’ (1996).