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RNLI uses e-mail to create online community

RNLI uses e-mail to create online community

The Royal National Lifeboat Institution (RNLI) is using e-mail to reach younger people.

The RNLI is working with direct marketing agency Other Response to use e-mail to drive more young people to visit its Web site. The charity hopes to create an active online community.

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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