RNLI appoints Acxiom to beef up donor database

by Jacquie Bowser, Brand Republic 27-Feb-08, 14:25

LONDON - Lifesaving charity the Royal National Lifeboat Institution has signed an agreement with Acxiom to use its data services.

Acxiom will provide lifestyle, demographic and geo-demographic information to enhance the profiling of the RNLI's existing donors.

The move comes as part of an ongoing overall strategy for the RNLI to gain greater insight into the habits and preferences of its donors.

Acxiom will match the data in its InfoBase Lifestyle Universe database to the RNLI's existing data, allowing the RNLI to segment donor profiles for more targeted campaigns.

John Turner, supporter marketing manager at the RNLI, said: "It's important to us that each supporter feels part of our organisation. We want a communications programme beyond that of a purely transactional nature.

"The breadth and depth of Acxiom's database and profiling technology will help us enhance our knowledge of our supporters, leaving us better placed to deliver more timely, relevant and targeted messaging."

The RNLI receives no UK government funding and is 99% reliant on voluntary contributions such as donations and legacies. Maintaining awareness of the work of the charity's volunteer lifeboat crew and beach lifeguards is, therefore, crucial to retaining existing levels of support.

Geri East, Acxiom's charities account director, said: "Using our vast data repository, the RNLI is investing in getting to know its supporters better.

"Maintaining good relations with supporters is vital to any charity's existence and the RNLI is leading the way in understanding what motivates donors in order to keep gifts flowing and, ultimately, save more lives."

The RNLI's volunteer lifeboat crews provide a 24-hour life-saving service with more than 230 lifeboat stations around the coast of the UK and Republic of Ireland and lifeguards on more than 70 of the busiest beaches in England.