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RNLI feeds back to raise funds
Howard Lake | 10 October 2000 | News
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.”
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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.
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About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.