Despite already having high ethical standards, the RNLI vowed to put its supporters at the heart of what it did, but how could they reach their supporters more effectively? Especially those that were feeling disillusioned. Research confirmed that only 6% of people claimed they would give their permission for organisations they subscribed to. The RNLI's target was 22%.
The RNLI promised that, from 1 January 2017, it would only contact people who had given their express permission for the charity to do so. The RNLI spent 2016 asking existing supporters for that permission – if supporters didn’t respond by the end of the year, then the charity would lose them forever. And the RNLI would give supporters control over that contact – allowing them to choose between contact by post, email or phone. For a charity with no government funding, this was an incredibly brave move.
Across three waves, this campaign generated over 450k opt-ins from across the globe vs target of 255k.
The original 255k target of opt-in supporters was met during the first wave of activity. Not only that but an amazing figure of 402,002 opt-ins was reached within the first two weeks of wave three (30th Nov).
The campaign not only reconnected with supporters, it connected with the most valuable supporters, and drove value by involving and engaging supporters again.