Royal National
Lifeboat Institution

RNLI boost return on investment by segmenting their supporters.

Key Results

The outcome in numbers

Saved in Christmas Appeal
Increase in responders to summer campaign
Increase in donations in summer campaign
Response rate in summer campaign

The Challenge

The RNLI wanted to change the focus of their fundraising to place the supporter at the heart of their activities. Shifting control of the supporters’ relationship away from individual teams and placing it in the hands of the supporter was key to achieving success.

By putting the supporter in control of their relationship with the RNLI, levels of engagement and response could be improved with carefully engineered marketing messages specifically targeted and personalised to the individual supporter.

In addition, the RNLI wanted to use this new approach to reduce campaign costs whilst maintaining response and income levels.

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