Discover Project Giving Back at the Chelsea Flower Show

Creating a garden for RHS Chelsea Flower Show can be a very effective way for charities to raise their profile and raise funds. The world-famous event offers a unique platform for good causes to bring their stories to thousands of show visitors and millions more who watch and read about it in the media. But funding a garden requires a sizeable budget, something most charities simply can’t afford. This is why the idea for Project Giving Back was born.

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Project Giving Back is the vision of two private individuals who wanted to support a wide range of charitable causes whose work suffered during the global Covid-19 pandemic and continues to be affected by the cost-of-living crisis. Two RHS life members, they have chosen to remain anonymous but pledged to fund up to 42 gardens at RHS Chelsea over three years from 2022 to 2024. In 2023, PGB announced it would extend its support for RHS Chelsea Flower Show gardens until 2026. It is also a requirement that all of the gardens be relocated to permanent locations after the show, creating a lasting legacy for the charities and their beneficiaries.

Hattie Ghaui, CEO of Project Giving Back, says: “Our founders wanted to do something that would help organisations bounce back and they recognised the power of gardens to connect and engage with people. They had a belief that giving the gift of an opportunity to a charity rather than direct funding would have a ripple effect, bringing positive impact in a variety of ways. All of our charities are making a real difference to people and the planet, and we are honoured to be helping them tell their stories at Chelsea.”

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Project Giving Back at Chelsea 2022 — © Britt Willoughby Dyer

Now established as a charity in its own right, PGB gives UK-based charities the chance to apply for a fully funded garden, subject to the usual RHS selection process. It has received hundreds of applications from designers and charities, which are whittled down by its trustees, all highly experienced in the world of horticulture, and Chelsea in particular. Founding editor of Gardens Illustrated Rosie Atkins was instrumental in the creation of PGB and is Chair of Trustees. Other members are Alex Denman, former RHS Chelsea show manager, Mark Fane of Crocus who has built numerous show gardens at RHS Chelsea during his career, and renowned garden designer Arne Maynard, who designed the Gardens Illustrated show garden with Piet Oudolf in 2000.

The gardens that PGB funds range from large Main Avenue show gardens designed by well-established names to smaller gardens from talented newcomers. The RHS, in partnership with PGB, created the new category ‘All About Plants’ in 2022 specifically for PGB funded gardens. Located inside the Great Pavilion, these are gardens designed by Chelsea first timers, where at least 80 per cent of the garden is made up of plants.

There are already examples of the impact these gardens are having. One charity held a private evening reception at Chelsea and received over £800,000 in donations as a result. Another recorded more than 200 pieces of media coverage during show week alone. And what happens to the garden after Chelsea is just as important as its part in the show. PGB tries to ensure relocated gardens are in a good spread of locations across the country and sets aside a portion of the funding for relocation costs.

Hattie continues: “We like to think of Chelsea as a stopping off place for these gardens on their journey to their permanent home. We want our charities to really make the most of the opportunities at the show, but for their stories and impact to continue and be enjoyed indefinitely.”

Applications for PGB-funded gardens at RHS Chelsea 2024 are now closed.

The 2024 Chelsea gardens supported by Project Giving Back:

The National Garden Scheme Garden designed by Tom Stuart-Smith