RNLI: Communication Saves Lives

Royal National Lifeboat Institution (RNLI), a charity that saves lives at sea around the coasts of the British Isles, successfully convinced 450,000 British people to allow it to communicate with them despite concerns over unethical data usage among charities.

Agency: Proximity London

Objectives

Charities were being named and shamed for unethical use of data. The RNLI vowed never to contact vital supporters again unless given renewed permission. This risked somewhere in the region of a £36 million loss over 5 years - enough to train and equip lifeguards for over a decade.

We had 12 months to persuade 255,000 people to keep the RNLI afloat. Research said only 6% of people would renew permissions - we needed 22%!

Strategy

Traditional data capture formulae focuses on rational value exchanges, like transparency, intent and competence. But these only tackle barriers...

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