Campaign details
Brand: Royal National Lifeboat InstituteClient: Royal National Lifeboat InstituteAgency: Proximity London
Executive Summary
This is not another shiny non-profit story.
This is a story about how planning helped the Royal National Lifeboat Institute (The RNLI) transform its relationship with supporters when its future looked bleak. How brave planning helped a charity make a brave move.
The charity sector was in turmoil, linked to the unethical cross selling of donors' data, aggressive fundraising techniques, emotional blackmail and even the death of pensioner Olive Cooke.
The future of the RNLI depended on standing out from...