The conservation charity is bringing together the remit for communications and fundraising into one division to create a more consistent brand and fundraising message.
Paul Lewis, RSPB acting director of communications says that with separate functions, there is a “potential danger that that there isn’t a clarity of purpose and that [the charity] isn’t making the best of [its] resources.”
By bringing together marketing and fundraising into one role RPB hopes to ensure that the whole organisation is approaching its aims with the same perspective.
RSPB hopes that Thoren’s expertise in new media and digital will help the charity “up its game” in this area.
At Digital UK, Thoren was responsible for the communications strategy for the digital TV switch-over. Previously she was head of digital marketing at the BBC.
The RSPB is Europe’s largest wildlife conservation charity and counts more than a million members and 20,000 volunteers. Its income last year was £89.3m.