Relationship Marketing Strategy and implementation

146 Relationship Marketing

Table 2.6.5a Statement of expenditure for years ending March 1991–96 (£’000s)

1991 1992 1993 1994 1995 1996

Direct conservation:

Acquisition of new reserves 3439 2124 2545 2409 1975 2418

Management of reserves 3821 4103 4665 4948 5448 6386

Species and habitat protection

(including research):

Regional 2445 3242 3703 4043 5130 5191

National 1308 1685 2295 2452 3090 3402

International 610 875 1268 1416 1656 1843

Publications, films and

education 3440 3809 4053 3777 2869 3240

Total 15 063 15 838 18 529 19 045 20 168 22 480

Costs of income generation:

Recruitment of new members 1864 1712 2274 2445 2125 2356

Fund-raising costs 1211 1211 1674 1991 2158 2334

Mail order and retail shop costs 674 788 1113 1318 1220 1327

Support services:

Operating costs 987 1476 1599 1599 1526 –

Capital system purchases 723 347 451 451 360 –

Transport and office services:

Property and maintenance

costs 1043 860 1024 1024 1099 –

Print, post and telephone 729 834 810 853 1023 –

Capital equipment 652 267 353 292 265 –

Total 4134 3784 4237 3644 4273 4325*

Management, finance and

personnel 1360 1535 1636 1636 2030 2162

Irrecoverable VAT 507 279 324 324 183 249

Total 24 813 25 128 29 787 30 832 32 736 35 233

Table 2.6.5b Operating deficit/surplus for years ending March 1991–96 (£’000s)

1991 1992 1993 1994 1995 1996

Total income 22 101 27 800 28 277 30 835 33 480 34 775

Total expenditure 24 813 25 128 29 787 30 832 32 362 35 233

Surplus/deficit (2712) 2672 (1510) 3 1118 (458)

Source: RSPB Annual Reports, 1992–96.

*1996 accounts were presented in a different format and not broken down by auditors, Price

Waterhouse.This figure is a Cranfield estimate.