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RNLI feeds back to raise funds

RNLI feeds back to raise funds

The Royal National Lifeboat Institute’s recent newspaper appeal is a commendable example of reporting back to supporters and would-be supporters. There is virtually no direct appeal: the results of charity’s rescue work stand powerfully for themselves.

The Royal National Lifeboat Institute’s recent newspaper appeal is a commendable example of reporting back to supporters and would-be supporters. There is virtually no direct appeal: the results of charity’s rescue work stand powerfully for themselves.

On Friday 22 September, for example, the charity’s advert in The Independent reported 104 launches this week, featuring short reports on three of those, plus an update on the number of people rescued or assisted so far this date.

The appeal comes in the form of a graphics box indicating the daily cost of operating the RNLI and the amount met by the taxpayer – £0. The call to action is simply “find out more @ www.lifeboats.org.uk.”

The RNLI’s Web site incidentally won this year’s award for best site from a non-profit organisation at the Yell UK Web awards.

Howard Lake is a digital fundraising entrepreneur. Publisher of UK Fundraising, the world's first web resource for professional fundraisers, since 1994. Trainer and consultant in digital fundraising. Founder of Fundraising Camp.

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