Rural Women New Zealand (RWNZ) celebrates its centennial this year, but the declining number of members could put the future of the organisation in jeopardy.

In its heyday, RWNZ boasted 30,000 members.

Currently, that membership sits at less than 1650.

While things seem dire, newly elected RWNZ national president Sandra Matthews is optimistic about the organisation's longevity, provided changes are made to make membership more attractive to younger generations while still meeting the needs of existing members.

"Time is precious to many people, especially those with young children, so we have to adjust what we do.

"It's about not taking anything away from current members, but also creating opportunities for current or future members who want something different."

Matthews was elected in November, taking over from outgoing president Gill Naylor.

Along with her husband, Matthews runs Te Kopae Station, a 536-hectare sheep and beef farm at Rere, near Gisborne.

She has a financial and coaching background and, alongside farming, has her own consultancy, helping farmers grow efficient and viable agribusinesses.

Matthews comes into the role after the results of a regional review, which sought feedback from 260 members on the organisation's operations and direction.

A working group formed to work through the review found that for RWNZ to remain relevant, it needs to better reflect the changes that have taken place in society, cater for broader members' interests, and offer support, social connection and personal development opportunities.

As a result of the review, a new working programme has been developed, 'Evolve – honouring our heritage, embracing our future'.

The working group has transitioned to an advisory group, and regional champions will support the changing face of the organisation while a dedicated manager will oversee the Evolve programme.

"We want to be able to support members on the ground to create new opportunities to grow membership."

The NZI Rural Women's Business Awards and the creation of the Women's Country Collective have been successful in raising the organisation's profile and supporting and promoting female-led rural businesses.

A podcast, "Black Heels and Tractor Wheels," and a new website are intended to appeal to younger potential members.

"We have to try things, and if they work well, we'll keep doing it.

"If they don't, we'll try something else.

"We have to be flexible as an organisation."

Matthews said RWNZ is needed to fill a gap that other organisations don't fit. She considers it RWNZ's purpose to advocate for rural communities, where she says the organisation "can really make a difference."

"We are told that the primary sector and rural communities are crucial for the growth of this country, but at the same time, our post services are being reduced, or in some instances, cut.

"Banks are closing in small communities, and school bus routes are being cut.

"All these things affect farming communities.

"We are the backbone and heartbeat of the country, and we need policymakers and the government to understand that if we don't do well, the country doesn't do well."

Matthews said that in addition to advocacy, she sees the organisation as a support network akin to a sisterhood.

"It's about others knowing that if something happens, someone will be there; Rural Women's has done that well for generations.

"There is a sisterhood growing right around the country, and I want that sisterhood to be under the Rural Women New Zealand umbrella."

By Claire Inkson