# Whitewater to handle RNLI's supporter retention and development

- Link: https://fundraising.co.uk/2006/05/22/whitewater-handle-rnli039s-supporter-retention-and-development/
- Published: 2006-05-22T23:00:00+01:00
- Author: Howard Lake

![](https://www.fundraising.co.uk/files/images/news/4233.jpg)

Following a three-way pitch, the RNLI has selected Whitewater to develop and implement
a new strategy for member and donor retention and development.
Whitewater will provide
strategic planning and creative implementation across all aspects of the charity’s
offline and online supporter communications programme, including membership reactivation
and renewals, fundraising appeals, and legacy marketing.

“The fundraising marketplace is becoming ever more complex and competitive and we
are very aware that we need to develop more sophisticated supporter communications
programmes to take account of this,” said Amanda Mitchell, the RNLI’s Marketing 
Manager – Planning & Development.

“Whitewater’s approach of using consumer insight-led planning to deliver highly 
engaging creative makes them the ideal partner for us as we embark on our new supporter
marketing strategy”.

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Work has already begun on the agency’s first two RNLI campaigns – a 370,000 supporter
appeal to be mailed out in June, and the re-development of advertising supporting
the charity’s legacy fundraising activity.

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