Project:

Royal National Lifeboat Institution
(RNLI)

The Mission:

The RNLI wanted to place supporters at the heart of its fundraising strategy. However, fundraising activity was organised around individual products and departments, creating siloed teams, fragmented supporter insight and communications that often prioritised short-term campaign objectives over long-term supporter relationships.

Working with Euler, the RNLI set out to develop a more supporter-centric approach to fundraising. The goal was to better understand supporter behaviour, improve engagement through more relevant communications and reduce campaign costs, all while maintaining or increasing fundraising income.

The Approach:

Understand how supporters engage with the RNLI

Segment audiences based on behaviour and value

Use insight to shape supporter journeys

The Solution:

Euler helped the RNLI develop a more sophisticated understanding of its supporters by combining behavioural insight, engagement data and supporter profiling.

Rather than viewing supporters through the lens of individual products or campaigns, the organisation gained a complete view of how people engaged with the charity over time.

Building on this foundation, Euler helped the RNLI create meaningful supporter segments and personas that could be used to inform fundraising activity across the organisation. This enabled more relevant communications, better supporter journeys and a more strategic approach to engagement, ensuring supporters received messages tailored to their behaviours and relationship with the RNLI.

Inside the Solution:

How did the RNLI gain a better understanding of its supporters?

Euler helped the RNLI bring together behavioural, transactional and engagement data to create a more complete picture of how supporters interacted with the charity over time.

How were supporter segments developed?

Supporters were grouped according to shared behaviours, engagement levels and characteristics, enabling the RNLI to better understand different audience needs and opportunities.

How did personas improve fundraising activity?

By combining data analysis with supporter research, the RNLI gained deeper insight into supporter motivations, helping teams create more relevant communications and campaigns.

How did the new approach change supporter engagement?

The new framework enabled the RNLI to move away from product-led fundraising and towards supporter-led journeys, creating more personalised and meaningful experiences.

Performance Highlights:

Here's what we achieved through a combination of data, technology and expertise.

53.3% Increase in Campaign Responders

Supporter-led segmentation and personalisation significantly increased engagement across the summer campaign.

£285,756 Increase in Donations

More relevant communications helped generate substantially higher fundraising income.

£25,000 Saved in Campaign Costs

Improved targeting reduced campaign circulation while maintaining strong fundraising performance.

Hear from
RNLI:

Partnering with Euler was a breath of fresh air. They listened to our needs, understood how we worked and built a solution using the technology we already had. We're saving hours each week, reducing errors and feeling much more confident about delivering successful campaigns. I'd honestly recommend Euler to any organisation looking to modernise the way they work and free up their teams to focus on what really matters.
Hannelie Beacham Campaign and Selections Team Leader

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