RNLI

Shoreworks

We work with the Supporter Development team at the RNLI to help them develop target-beating appeals for their supporters, to maintain and grow both supporter income and supporter loyalty.

One of our recent issues has been to develop ways to engage a changing target audience – with very different wants and needs from our traditional audience – whilst maintaining or increasing lifetime value.

To achieve this we developed a new way to leverage our supporters’ interest in the crew members. We wanted to do this in a way that was more relevant to them and would improve their experience of the RNLI as a supporter locally.

• As a result of this we have continually beaten targets and produced the best ever appeal results (in income and response terms) in RNLI history. This of course reflects the fact that supporters are now more engaged with the charity and less likely to attrite.
• We recognised that, as interested as all supporters are in the volunteer crew, the Baby Boomer audience is far more motivated by crew local to them. The RNLI is a national charity that can legitimately claim a local and regional presence. Every warm appeal, conversion or upgrade that an RNLI supporter receives now features information about the crew in their region. We recognise that, whilst it is hard work putting together the statistics, interviewing multiple crews and creating a segmentation that allows for this hyper-personalisation, the results more than justify the extra resource.