For several years, throughout the whole organisation, the strength of the RDA brand has been under discussion. The milestone of our 50^th anniversary seems to have reignited the topic.

With strong feelings – and only limited anecdotal evidence – on all sides of the debate, the RDA Board has decided to carry out a research project to gather some real insight into the RDA brand for the first time.

A brand research company, The Frameworks, has been appointed to carry out this work, with a brief to explore three key questions:

1)            To what extent does our current brand hold us back from achieving our aims?

2)            To what extent does our current brand help us to achieve our aims?

3)            How significant is the RDA brand in creating a sense of belonging among the RDA community? 

The research aims to include the views of as many people with the RDA community as possible, and will involve one-to-one interviews, focus groups and an online questionnaire.

The results of the research will be presented to the Board in June. Depending on the outcome of the research, the Board will then decide whether or not to take any further steps.

We hope that you, your participants, volunteers and supporters will want to take part in this discussion. It is important we end up with a range of views from across the whole organisation.

As soon as the survey is live we will let you know. You may also be invited to join or host one of the focus groups. In the meantime, please see the prepared FAQs below or, if you have any further questions, please contact the office on info@rda.org.uk

FAQs

Why has the RDA Board decided to research the RDA brand?

The strength (or otherwise) of the RDA brand has been under discussion for several years within all parts of the organisation. The milestone of the 50th anniversary seems to have reignited the topic. In order to gain clarity and proper insight into this area – rather than rely on a small amount of anecdotal evidence – the board has decided to undertake this research.

What do we mean by ‘brand’?

It’s important to recognise that a ‘brand’ is more than just a logo and a name. These elements are important, of course, but so is the language we use to communicate, the values we all try to live up to and the way we behave, both with each other and with the people we serve. All of these combine to deliver a public understanding of what RDA stands for and promises, and this is what we mean by a brand.

Are you planning to change the name RDA?

The scope of the brand research is to explore three key questions:

• To what extent does our current brand hold us back from achieving our aims?
• To what extent does our current brand help us to achieve our aims?
• How significant is the RDA brand in creating a sense of belonging among the RDA community?

Only when we have answers to these questions will be in a position to contemplate changes to the name or visual identity. Nothing is off the table, but we’re a long way from making any decisions about significant changes.

Who is carrying out the research?

Following a competitive pitch process, the board has contracted The Frameworks (www.theframeworks.com) to carry out the research. The Frameworks is a specialist design consultancy with a research-focused methodology and an established track record in brand strategy.

What will it cost?

This research project will cost £20,000. We have an ongoing commitment to investing in research, to make sure that we are as effective as possible and that everything we do is based on an identified need. We are currently spending less than 2% of our total turnover on research and this project represents slightly less than half of that cost.

What will happen when the results are in?

The Frameworks will present their findings to the RDA board in June. At this point, they may also present some suggestions for next steps, but this is not within the remit of this initial project.

How can I have my say?

It is vital that we include the views of as many people as possible throughout the whole organisation. There will be some one-to-one interviews and focus groups, which you may be approached to take part in. The best way to ensure your views are counted will be through completing the online survey, which opens in April. We will be advertising this widely when the time comes.

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The 49th RDA AGM took place in Glasgow under the Chairmanship of the charity’s President, Her Royal Highness The Princess Royal. Held within the splendour of Trades Hall, Glasgow, the AGM brought together delegates from RDA groups all over the UK – many of whom enjoyed a traditional Scottish welcome at the previous evening’s Ceilidh.

In her President’s address, The Princess acknowledged that next year’s 50th anniversary would be the time for reflections, but she took time to recognise the experience and expertise within the RDA family, made up of many years dedicated service by RDA’s volunteers and coaches.

Delegates were treated to talks from RDA riders Max Stainton, who recently became the first person with Cerebral Palsy to trek to Everest Basecamp on a horse, and Anne Brown, whose dedication to RDA extends to having the charity moto tattooed on her behind!

When asked about speaking in front of The Princess, Anne Brown said: “I was trying not to see her there but, of course, had to have a few sneaky peeks to gauge how it was going. As I realised she was smiling, then laughing, I kinda relaxed a bit. I was worried that I was overstepping the mark a wee bit, but it seems I wasn’t, so I’m glad that I went for it.”

The AGM also offered the opportunity to acknowledge the achievements of outgoing RDA Chairman, Sam Orde, whose time in office officially ends in April 2019. Sam was presented with an Honorary Life Vice Presidency by The Princess Royal, who thanked her for the nine years she has given to the role.

The lively programme also included a welcome from The Lord Provost of Glasgow, Eva Bolander and presentations from Stewart Harris, Chief Executive of Sport Scotland, Occupational Therapist Rhona Harkness and Hazel Johnstone of People’s Postcode Lottery.

Director of Operations for RDA UK, Claire Milican presented her ‘Top of the Ops’ – a run down of the top ten innovations, improvements and activities delivered by the operations team at RDA National Office during this year.

Communications Manager, Caroline Ward, offered a taster of the proposed celebrations for RDA’s 50th anniversary throughout 2019.

“Thank you to our regional team in West & Central Scotland for hosting this year’s AGM,” said RDA Chief Executive Ed Bracher. “I am also grateful to Her Royal Highness, not just for chairing the business of the day, but for taking the time to meet so many of our participants and volunteers during her visit. We look forward to welcoming everyone to our 50th AGM next year!”

For copies of any of the day’s presentations please email Angela Sly at asly@rda.org.uk

Awards
• Honorary Life Vice Presidents – RDA UK Chairman Sam Orde and Deputy Chairman Sheila Saner
• President’s Award – Patricia Wilding of Clytha RDA
• Dudley Smith Award – Joan Jack and Alison Mackintosh – Brae RDA
• Loriners Education Award – Moray RDA
• Birt Spooner Cup – Max Stainton