RNLI bolsters budget for fundraising drive

by Lucy Barrett, Marketing 11-Aug-05, 07:00

LONDON – The RNLI is increasing its central marketing budget by 25% to £9m as it attempts to modernise its fundraising methods and double its membership.

The lifeboat charity is seeking to address an imbalance its funding. Last year it raised £73.6m from legacies and £34m from other donations.

The increased budget will be used to boost the RNLI's centrally controlled direct marketing programme and further invest in online and email marketing to boost its donor base.

The charity has previously focused on fundraising via regional collections. On a national level, it has concentrated on using direct mail to encourage donations.

In April the RNLI ran its first DRTV ads for five years, backed by an online campaign. The work was created by Proximity London. The DRTV ads are due to be revised and expanded this autumn as part of the increased marketing spend.

In June the charity launched its first national fundraising day. The Save Our Soles day -- a play on the international distress signal - encouraged people to wear trainers to school or work and donate a minimum of £1 to do so.

The RNLI is considering capitalising on this with the launch of a national lifeboat week to raise funds next year.

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