Royal National Lifeboat Institute: Can we have your permission to save lifes?

Jodie Armstrong-Downes

The Royal National Lifeboat Institute (RNLI), a British non-profit lifeboat rescue service, transformed its relationship with supporters when its future looked bleak.

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...

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