# How the Mail on Sunday’s criticism of RNLI backfired

- Link: https://fundraising.co.uk/2019/09/17/how-the-mail-on-sundays-criticism-of-rnli-backfired/
- Published: 2019-09-17T15:49:55+01:00
- Author: Howard Lake

**At the weekend The Mail on Sunday highlighted the international work of the the
RNLI. While it stoked up ire, outrage and racist comments, and plenty of claims 
that donations would be stopped, the ‘news’ item also generated outpourings of support
for the charity, its work, and the way it responded to the criticism. **
Below are
just some of the different ways in which people challenged the Mail on Sunday and
its reporting, or campaigning piece.

First, here is the article as posted to Mail Online on 15 September 2019 and updated
later that day: [RNLI buys burkinis for Africans as it axes 100 UK jobs: How £3.3million of donations to lifeboat charity are spent abroad including aid for Tanzania swimmers and creches in Bangladesh](https://www.dailymail.co.uk/news/article-7464961/How-3-3million-donations-RNLI-spent-abroad.html).

The article, based on a news item the previous day in [The Times](https://www.thetimes.co.uk/article/rnli-funding-burkinis-for-africans-while-cutting-jobs-tnctwwl7d),
linked the charity’s international work to the charity’s recently reported annual
loss of £6.3 million and its plans to cut 135 jobs. It also managed to mention the
salary of the charity’s chief executive, describing him as “the charity’s £189,000-
a-year chief executive Mark Dowie”.

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The MoS added that the RNLI’s “overseas spending has now soared from £1.13 million
to £3.3 million over the past five years.”

**Conservative MPs Andrew Brigden and Nigel Evans** were quoted. The former argued
that “‘It is the Royal National Lifeboat Institution, not the Royal International
Lifeboat Institution.” The latter was concerned that the organisation was “risking
the reputation of the charity” by training others in its lifesaving skills. He added:“
I would say 99 per cent of the British public giving money to them have not the 
faintest idea it’s being diverted to projects overseas.” 

With such a plethora of dog whistles presented, the public were more than happy 
to respond. You won’t have far to search to find the disgust, anger, and sense of
betrayal that many people reported on being made aware of:

 * how and where the RNLI spends 2% of its expenditure
 * how it reports on it in its annual report and accounts
 * how it mentions the countries that it works in on its Charity Commission registration
 * how it shares updates with its supporters on its work
 * how it shares updates publicly on this work via its social channels
 * how it partners with the UK government’s DfID on these projects, including on
   matched funding
 * how successful the projects are and why there is a case for expanding this work

At the same time, the vituperative quality of many comments and the threats to stop
donations (cash, not much mention of direct debits, one mention of an upcoming legacy)
stirred many others to come to the RNLI’s defence.

They did so from many different angles. Here is a selection.
 

## 1. It’s campaigning, not news

Scrutinising and rooting out wrongdoing and failures in charities is welcome, and
newspapers have a valuable role to play in this.

But too many ‘news items’ are picking at threads in charities’ legitimate work, 
to see what might unravel. Chief executives’ salaries, ‘political correctness’ policies,
helping refugees and people in other countries, and more. It’s clever, consistent,
and powerful in the responses it generates.

“RNLI buys burkinis for Africans as it axes 100 UK jobs” as a news headline, as 
opposed to an opinion piece, is not news: it is campaigning journalism. And others
are pointing this out.

> Second, it shows again that charities are targets now. And while this is a swing
> and a miss, there may well be legitimate areas of concern where we deserve to 
> have questions asked. We should think hard as a sector about where those might
> be.
> — David Ainsworth (@daveainsworth4) [September 16, 2019](https://twitter.com/daveainsworth4/status/1173624693926113283?ref_src=twsrc%5Etfw)

 https://twitter.com/KristianaWrixon/status/1173304284093603840

> They’ve poked the wrong beast. We didn’t get into this sector because we stand
> idly by while the world goes to shit. You want to come for us? For the people 
> we help? For the children whose lives we are saving? This is a passing anger to
> you. For us it’s an obsession. Bring. It.
> — Ben Swart (@benswart) [September 16, 2019](https://twitter.com/benswart/status/1173489151360032769?ref_src=twsrc%5Etfw)

‘News’ like this is not just about the RNLI.

> This needs to be a big wake up call to ALL charities – in the current political
> climate, every single charity is a social justice charity. 
> Any progressive ideals
> you have are currently under threat and attack. Be loud & proud of your values.
> And call out the bullshit.
> — Dana Kohava Segal (@danaksegal) [September 15, 2019](https://twitter.com/danaksegal/status/1173292863813292032?ref_src=twsrc%5Etfw)

It is about charities as a whole, and campaigning groups. Some made the link clear:

> If you’re starting or upping your donation to RNLI, you could also match it with
> one for Hope Not Hate.
> — Sam Jeffers (@wrklsshrd) [September 16, 2019](https://twitter.com/wrklsshrd/status/1173566574420250624?ref_src=twsrc%5Etfw)

> And as for fault lines, it's no longer about right v left, rich v poor, old v 
> young, than 'closed v open'.
> — reuben turner (@reubenturner) [September 16, 2019](https://twitter.com/reubenturner/status/1173556101947764736?ref_src=twsrc%5Etfw)

Others called out the racism of some people’s comments and of the tone of the two
newspapers’ coverage:

 https://twitter.com/pdkmitchell/status/1173243694910189568

 [[tweet](https://twitter.com/im_keeron/status/1173568179613896706?s=11) no longer
available]

 https://twitter.com/theeyecollector/status/1173340107887304705

 

> Proud of the work our world class charities do around the world, including my 
> own, [@DogsTrust](https://twitter.com/DogsTrust?ref_src=twsrc%5Etfw) 
> If this 
> xenophobia is a new frontier for attacks on charities, let's get on the front 
> foot and be proud of all our international work and collectively shut down these
> attacks. [https://t.co/OmE7uZfaFK](https://t.co/OmE7uZfaFK)
> — Russell Benson (@russellbenson) [September 15, 2019](https://twitter.com/russellbenson/status/1173193938259365889?ref_src=twsrc%5Etfw)

## 2. Data, context and reason

Some of the assumptions of the Mail on Sunday’s piece and of some of those sharing
their support for it were tackled.

For example, the founder of the RNLI had a global vision for its services from the
very outset:

> As a history lover it's worth noting it was in Sir William Hillary's founding 
> documents to do so. See [https://t.co/vKcPhAFn0X](https://t.co/vKcPhAFn0X)
> — Luke W (@alukeonlife) [September 15, 2019](https://twitter.com/alukeonlife/status/1173276442421014529?ref_src=twsrc%5Etfw)

 They spent less than 2% of their annual expenditure outside the UK:

> [#RNLI](https://twitter.com/hashtag/RNLI?src=hash&ref_src=twsrc%5Etfw) [#FundraisingMemes](https://twitter.com/hashtag/FundraisingMemes?src=hash&ref_src=twsrc%5Etfw)
> [#Fundraising](https://twitter.com/hashtag/Fundraising?src=hash&ref_src=twsrc%5Etfw)
> [#DontBeRacist](https://twitter.com/hashtag/DontBeRacist?src=hash&ref_src=twsrc%5Etfw)
> [pic.twitter.com/qjogBQV2jg](https://t.co/qjogBQV2jg)
> — Charity Memes (@Charity_Memes) [September 15, 2019](https://twitter.com/Charity_Memes/status/1173294960772358144?ref_src=twsrc%5Etfw)

> Latest YouGov rating for RNLI.[#FirstFiverDay](https://twitter.com/hashtag/FirstFiverDay?src=hash&ref_src=twsrc%5Etfw)
> [#SwimForLives](https://twitter.com/hashtag/SwimForLives?src=hash&ref_src=twsrc%5Etfw)
> [pic.twitter.com/jwVttEZXLw](https://t.co/jwVttEZXLw)
> — John Thompson, aka Johnny Five (@JTCHANGINGBIZ) [September 15, 2019](https://twitter.com/JTCHANGINGBIZ/status/1173301515320266752?ref_src=twsrc%5Etfw)

The RNLI is a registered charity that has a history of partnering with government
departments, and the Department for International Development in particular in these
projects:

> .[@DFID_UK](https://twitter.com/DFID_UK?ref_src=twsrc%5Etfw) which recently match-
> funded money raised by the RNLI – said: "40 children drown every day in Bangladesh.
> "…
> [@RNLI](https://twitter.com/RNLI?ref_src=twsrc%5Etfw) has almost 200 years of 
> lifesaving experience in the UK and Ireland, and their expertise will now change
> lives globally too."[https://t.co/0VaQQ0oS5V](https://t.co/0VaQQ0oS5V)
> — John Thompson, aka Johnny Five (@JTCHANGINGBIZ) [September 16, 2019](https://twitter.com/JTCHANGINGBIZ/status/1173611236287819777?ref_src=twsrc%5Etfw)

 Both parties have been open about this:

> [#UKaid](https://twitter.com/hashtag/UKaid?src=hash&ref_src=twsrc%5Etfw) is teaming
> up with [@RNLI](https://twitter.com/RNLI?ref_src=twsrc%5Etfw) to save children
> at risk of drowning in Bangladesh, where 40 children unnecessarily lose their 
> lives every day. 
> For every £1 you donate, [@DFID_UK](https://twitter.com/DFID_UK?ref_src=twsrc%5Etfw)
> will donate £1 too.[#CrechesforBangladesh](https://twitter.com/hashtag/CrechesforBangladesh?src=hash&ref_src=twsrc%5Etfw)
> [#UKaidmatch](https://twitter.com/hashtag/UKaidmatch?src=hash&ref_src=twsrc%5Etfw)
> [pic.twitter.com/1xoxuflep7](https://t.co/1xoxuflep7)
> — Matthew Rycroft (@MatthewRycroft1) [February 11, 2019](https://twitter.com/MatthewRycroft1/status/1094960713490141184?ref_src=twsrc%5Etfw)

 https://twitter.com/piterk68/status/1173577553908576257?s=11

   LBC’s James O’Brien tried to elicit why one caller to the radio station was 
so [angry at the RNLI’s overseas projects](https://www.lbc.co.uk/radio/presenters/james-obrien/james-obrien-caller-angry-rnli-foreign-donations/):

A quick look at the messengers:
[[tweet](https://twitter.com/barnabyedwards/status/1173498871110131713?s=11)
no longer available]

> People are angry at the RNLI for…
> *checks notes* …doing a little outreach overseas,
> teaching kids how to swim. This country, I swear! [https://t.co/QrO0e6wi2w](https://t.co/QrO0e6wi2w)
> — Mike Stuchbery 💀🍷 (@MikeStuchbery_) [September 15, 2019](https://twitter.com/MikeStuchbery_/status/1173228687803736064?ref_src=twsrc%5Etfw)

 
[[tweet](https://twitter.com/dankaszeta/status/1173575166825291781?s=11) no longer
available]

 Meanwhile, the RNLI was continuing to do what it does do every day:

[[tweet](https://twitter.com/waterglass60/status/1173710897115815936?s=11) no longer
available]

## 3. Praise for RNLI’s response

The RNLI’s social media and press team worked hard to respond to questions and comments
in a polite and professional manner, and this was recognised by many.

The charity thanked the many people that were moved to donate to show their support,
and explained how others could do so.

> If you'd like to support our work, you can do so here: [https://t.co/fbtKfIQw9G](https://t.co/fbtKfIQw9G)
> — RNLI (@RNLI) [September 16, 2019](https://twitter.com/RNLI/status/1173546855566905344?ref_src=twsrc%5Etfw)

 https://twitter.com/sarahtizzard/status/1173337746884177920

 The RNLI from the start defended its work and in particular its work overseas:

> In response to the [@MailOnline](https://twitter.com/MailOnline?ref_src=twsrc%5Etfw)&
> [@thetimes](https://twitter.com/thetimes?ref_src=twsrc%5Etfw):we are proud of 
> our international work. Its saves (mostly kids') lives. And we haven't kept it
> secret – it's in our annual report, on our website and in the media. We spend 
> just 2% of our expenditure on this work: [https://t.co/STztOxG1OP](https://t.co/STztOxG1OP)
> — RNLI (@RNLI) [September 15, 2019](https://twitter.com/RNLI/status/1173153355897679874?ref_src=twsrc%5Etfw)

It even changed its front page at the weekend to draw greater attention to it:
 

![RNLI's front page on 15 September 2019](https://wfay6x.infiniteuploads.cloud/2019/
09/rnli-international-work-front-page-change-detail-20190916-1024x691.jpg)

_The RNLI changed its front page to highlight its international work, in response
to the Mail on Sunday’s criticism_

As well as donations, many people simply gave their public support for the work
of RNLI.

> Good morning [@RNLI](https://twitter.com/RNLI?ref_src=twsrc%5Etfw) you are awesome,
> kind and passionate people .. I’m sorry for what you’ve been through, hold your
> nerve and stand tall as you have since 1824 – good job from your social media &
> press team too .. awesome
> — Stephen George (@stevgeorg) [September 16, 2019](https://twitter.com/stevgeorg/status/1173501166874976256?ref_src=twsrc%5Etfw)

> This is what a positive response to a negative news coverage looks like. [@RNLI](https://twitter.com/RNLI?ref_src=twsrc%5Etfw)
> responding clearly and thoughtfully [https://t.co/MHRWYRLCTI](https://t.co/MHRWYRLCTI)
> — Jude Habib (@JudeHabib) [September 15, 2019](https://twitter.com/JudeHabib/status/1173283901529370624?ref_src=twsrc%5Etfw)

 [[tweet](https://twitter.com/givepennyuk/status/1173653235862855682?s=11) no longer
available]

 

> Sending huge twitter love to [@RNLI](https://twitter.com/RNLI?ref_src=twsrc%5Etfw)
> today. You're doing amazing work at home and abroad. [#ThankYou](https://twitter.com/hashtag/ThankYou?src=hash&ref_src=twsrc%5Etfw)
> from a lifelong supporter! [pic.twitter.com/bB3eBjEPpf](https://t.co/bB3eBjEPpf)
> — Sarah Goddard (she/her) (@FundraiserSarah) [September 15, 2019](https://twitter.com/FundraiserSarah/status/1173230453391802370?ref_src=twsrc%5Etfw)

[[tweet](https://twitter.com/dankaszeta/status/1173575166825291781?s=11) no longer
available]

  

## 4. Why people support the RNLI

Plenty of people shared stories of what the RNLI means to them and why they support
its work.
 

 https://twitter.com/lindseycape/status/1173705212525252609?s=11

> There's an [#RNLI](https://twitter.com/hashtag/RNLI?src=hash&ref_src=twsrc%5Etfw)
> station outside my mum's house. I grew up hearing the maroons go, indicating a
> life in peril, followed by my dad (DLA) leaving, and multiple neighbours' doors
> slam.
> When my dad died they flew the flag at half mast.He would be proud of their
> work abroad. As am I. [pic.twitter.com/T0HSKiFX1b](https://t.co/T0HSKiFX1b)
> — badly-drawn barbenheimer 🤯 (@soapachu) [September 15, 2019](https://twitter.com/soapachu/status/1173247714110431233?ref_src=twsrc%5Etfw)

 

> What a story this wonderful picture tells. I hope [@RNLI](https://twitter.com/RNLI?ref_src=twsrc%5Etfw)
> receives many more donations and subscriptions than it loses and I’m definitely
> going to give them a few bob. [https://t.co/Bniv4M6hX8](https://t.co/Bniv4M6hX8)
> — Colm O'Dwyer (@colmfod) [September 16, 2019](https://twitter.com/colmfod/status/1173531529382940673?ref_src=twsrc%5Etfw)

> Can't afford to send any extra atm, but [@RNLI](https://twitter.com/RNLI?ref_src=twsrc%5Etfw)
> scattered my Dad's ashes at sea.
> Now every year on his birthday our family sends
> a donation in his memory & we won't stop doing it
> — incrediblyEU (@incrediblyEU) [September 16, 2019](https://twitter.com/incrediblyEU/status/1173626975749070854?ref_src=twsrc%5Etfw)

> Loved this little pop-up on the [@RNLI](https://twitter.com/RNLI?ref_src=twsrc%5Etfw)
> donation page. Yep, that's my great great great grandfather. A lifeboat cox from
> the days when they rowed the boat. Imagine the haters begrudging money spent on
> teaching kids in flood-prone Bangladesh how to swim. [pic.twitter.com/kTeYw25Y4o](https://t.co/kTeYw25Y4o)
> — Matthew Sherrington 💙🧡 (@m_sherrington) [September 15, 2019](https://twitter.com/m_sherrington/status/1173243846894993408?ref_src=twsrc%5Etfw)

## 5. Charities show their support

Too often the charity that is target of the week has to defend its actions alone.
This time other organisations came to its defence and showed solidarity.

> From [@UNICEF](https://twitter.com/UNICEF?ref_src=twsrc%5Etfw)'s Chief of Health.
> Great to see charity sector solidarity with [@RNLI](https://twitter.com/RNLI?ref_src=twsrc%5Etfw).
> [@thetimes](https://twitter.com/thetimes?ref_src=twsrc%5Etfw) and [@MailOnline](https://twitter.com/MailOnline?ref_src=twsrc%5Etfw)
> need calling out. [https://t.co/rTdmhWiusj](https://t.co/rTdmhWiusj)
> — Matthew Sherrington 💙🧡 (@m_sherrington) [September 15, 2019](https://twitter.com/m_sherrington/status/1173331195184259078?ref_src=twsrc%5Etfw)

 

> Great to see so many people across the UK supporting [@RNLI](https://twitter.com/RNLI?ref_src=twsrc%5Etfw).
> Our research shows that UK households gave over £10 billion last year to charity–
> clearly the public has a lot of love for a worthwhile cause! [https://t.co/upwZNgyJBr](https://t.co/upwZNgyJBr)
> — Charities Aid Foundation (CAF) (@Caf) [September 16, 2019](https://twitter.com/Caf/status/1173624617363214336?ref_src=twsrc%5Etfw)

> We stand with and support the [@RNLI](https://twitter.com/RNLI?ref_src=twsrc%5Etfw)
> in their work to support and help children everywhere. All children deserve the
> right to thrive and we are proud to work with our supporters to help them to do
> this. [#RNLI_disgrace](https://twitter.com/hashtag/RNLI_disgrace?src=hash&ref_src=twsrc%5Etfw)
> [https://t.co/ys1coRm9O3](https://t.co/ys1coRm9O3)
> — Save the Children UK (@savechildrenuk) [September 16, 2019](https://twitter.com/savechildrenuk/status/1173564703467036672?ref_src=twsrc%5Etfw)

> Good on you [@RNLI](https://twitter.com/RNLI?ref_src=twsrc%5Etfw). It's the world's
> poorest and most vulnerable people who are facing the devastating effects of [#climatechange](https://twitter.com/hashtag/climatechange?src=hash&ref_src=twsrc%5Etfw)–
> caused primarily by wealthy nations – first and hardest. We must not turn our 
> backs on fellow humans.[#RNLI_disgrace](https://twitter.com/hashtag/RNLI_disgrace?src=hash&ref_src=twsrc%5Etfw)
> [#ClimateEmergency](https://twitter.com/hashtag/ClimateEmergency?src=hash&ref_src=twsrc%5Etfw)
> — Friends of the Earth (@friends_earth) [September 16, 2019](https://twitter.com/friends_earth/status/1173607676384858112?ref_src=twsrc%5Etfw)

> We stand with [@RNLI](https://twitter.com/RNLI?ref_src=twsrc%5Etfw) in their response
> to the unfair criticism they’ve faced – and are heartened to see lots of members
> responding in solidarity. The public reaction shows that lots of people care and
> continue to be generous with their support. [#RNLI_disgrace](https://twitter.com/hashtag/RNLI_disgrace?src=hash&ref_src=twsrc%5Etfw)
> [#RNLI](https://twitter.com/hashtag/RNLI?src=hash&ref_src=twsrc%5Etfw) [https://t.co/Y7czFhLZNV](https://t.co/Y7czFhLZNV)
> — Chartered Institute of Fundraising (@CIOFtweets) [September 16, 2019](https://twitter.com/CIOFtweets/status/1173629379206897664?ref_src=twsrc%5Etfw)

> And while we're on the subject – it would be kinda special if the rest of the 
> sector showed some solidarity with the RNLI on this one. Cos it's only gonna get
> worse. If you see any public acts of solidarity ping them my way. I'm here for
> it.
> — Paul de Gregorio (@pauldegregorio) [September 15, 2019](https://twitter.com/pauldegregorio/status/1173295623585632257?ref_src=twsrc%5Etfw)

 Others in the charity sector were happy to point out their other UK charities 
undertake work internationally:

> Wondering what other charities are doing vital international work the public may
> not know about yet. 
> Here's mine..[https://t.co/BySJFLQbQu](https://t.co/BySJFLQbQu)
> [#RNLI_disgrace](https://twitter.com/hashtag/RNLI_disgrace?src=hash&ref_src=twsrc%5Etfw)
> — Russell Benson (@russellbenson) [September 16, 2019](https://twitter.com/russellbenson/status/1173560159777546242?ref_src=twsrc%5Etfw)

 

## 6. Stepping up to make up for lost donations

In cases like this it has hard to assess how many of those threatening to stop giving
to the RNLI are indeed donors. Let’s assume that every single one of them was, and
that would be reflected in the polite tone evident in the RNLI’s public responses.

Many others were so appalled by the article and/or some of the responses it generated
that they decided to act quickly and positively – by donating to the RNLI. 

> I've just donated to [@RNLI](https://twitter.com/RNLI?ref_src=twsrc%5Etfw) to 
> try to offset a bit of the money that's been withdrawn today by folk who do not
> wish it to save the lives of people with a different skin colour outside the UK.
> Caring about vulnerable people anywhere helps vulnerable people everywhere. [https://t.co/OxIcVtdXxG](https://t.co/OxIcVtdXxG)
> — Sophie Walker (@SophieRunning) [September 15, 2019](https://twitter.com/SophieRunning/status/1173252075830042625?ref_src=twsrc%5Etfw)

> I made my first ever donation to the [@RNLI](https://twitter.com/RNLI?ref_src=twsrc%5Etfw)
> today, and I'm not alone in standing with them to say a life is a life, end of.
> 
> I have a hunch this positive response may create some great new donors whilst 
> whittling off a bunch that don't align with their values 🙂[#RNLI_disgrace](https://twitter.com/hashtag/RNLI_disgrace?src=hash&ref_src=twsrc%5Etfw)
> [https://t.co/3SsGHig5Wg](https://t.co/3SsGHig5Wg)
> — Ben Cohen (he/him) (@cohenburg) [September 16, 2019](https://twitter.com/cohenburg/status/1173577710666420224?ref_src=twsrc%5Etfw)

> I haven't read whatever frothing filth the Daily Mail has vomited up this morning,
> but I gather [#RNLI_disgrace](https://twitter.com/hashtag/RNLI_disgrace?src=hash&ref_src=twsrc%5Etfw)
> shows the marvellous public response. We should all go to [https://t.co/MHSjrIZiie](https://t.co/MHSjrIZiie)
> to show our support (Christians surely will, drawing on the Good Samaritan parable)
> [https://t.co/iEA9I0lLse](https://t.co/iEA9I0lLse)
> — Stephen Fry (@stephenfry) [September 16, 2019](https://twitter.com/stephenfry/status/1173584332864327680?ref_src=twsrc%5Etfw)

 https://twitter.com/fec_62/status/1173217802427273216

 

> Think I know where my [#FirstFiverDay](https://twitter.com/hashtag/FirstFiverDay?src=hash&ref_src=twsrc%5Etfw)
> donation is going. Saving lives and pissing off racists sounds like money well
> spent [https://t.co/2IAww828m8](https://t.co/2IAww828m8)
> — David Burgess (@DavidBurgessFR) [September 15, 2019](https://twitter.com/DavidBurgessFR/status/1173200190511206400?ref_src=twsrc%5Etfw)

> Has just reminded me to restart my direct debit for [@RNLI](https://twitter.com/RNLI?ref_src=twsrc%5Etfw)–
> keep up the fab work [#rnli_awesome](https://twitter.com/hashtag/rnli_awesome?src=hash&ref_src=twsrc%5Etfw)
> [https://t.co/JnHcrJHHJk](https://t.co/JnHcrJHHJk)
> — Shaun Delaney (he/him) (@shaundelaney) [September 16, 2019](https://twitter.com/shaundelaney/status/1173585038912495617?ref_src=twsrc%5Etfw)

 

> Always admired, but never given before – this story completely convinced me I 
> should and I’ve just set up a Direct Debit. Keep up the amazing work, wherever
> it’s needed.
> — James Gadsby Peet (@Gadsby) [September 15, 2019](https://twitter.com/Gadsby/status/1173207058927239168?ref_src=twsrc%5Etfw)

 

> The awful bile from The Daily Fail about [@RNLI](https://twitter.com/RNLI?ref_src=twsrc%5Etfw)
> nearly broke me. Then I read about the compassion and humanity of people donating/
> increasing their support, and realise we outnumber the idiots. We just need to
> be as vocal as they are. [#RNLI_disgrace](https://twitter.com/hashtag/RNLI_disgrace?src=hash&ref_src=twsrc%5Etfw)
> — Wayne Murray (@WayneTheMurray) [September 16, 2019](https://twitter.com/WayneTheMurray/status/1173551491749154816?ref_src=twsrc%5Etfw)

 

 https://twitter.com/JosephFreeman/status/1173522806505660416

 

 https://twitter.com/Skipinder/status/1173287401478926339

> Thanks Dana – just sent [@RNLI](https://twitter.com/RNLI?ref_src=twsrc%5Etfw) 
> fundraising team in Poole a couple of boxes of posh biscuits! Thought that might
> help cheer them up! [#proudfundraiser](https://twitter.com/hashtag/proudfundraiser?src=hash&ref_src=twsrc%5Etfw)
> [https://t.co/5DFuufWBuP](https://t.co/5DFuufWBuP)
> — Lucy Stone (She/Her) (@Lucy_Stone) [September 16, 2019](https://twitter.com/Lucy_Stone/status/1173496760112701441?ref_src=twsrc%5Etfw)

  Others pointed out how easy it was to show support by donating to RNLI:

 https://twitter.com/CatherineRaynor/status/1173343801236172800

> I would encourage anyone who feels strongly about this dreadful racist article
> to ask for your donation (or part of your donation) to be ringfenced for the RNLI's
> International Programmes so they can continue to spread their expertise around
> the world!! [#RNLI](https://twitter.com/hashtag/RNLI?src=hash&ref_src=twsrc%5Etfw)
> [#RNLI_disgrace](https://twitter.com/hashtag/RNLI_disgrace?src=hash&ref_src=twsrc%5Etfw)
> [https://t.co/7RDmXtDHR1](https://t.co/7RDmXtDHR1)
> — Mr Taylor-McKnight he/him/they (@taylorkwinship) [September 16, 2019](https://twitter.com/taylorkwinship/status/1173572787883171840?ref_src=twsrc%5Etfw)

Some even thought up some clever ideas to make such a response even more effective.
Who is going to try and tackle this idea?

> Could someone build a clever tool which tracks anyone saying they'll cancel their
> donation and allow someone to counter-donate against that tweet? [#RNLI](https://twitter.com/hashtag/RNLI?src=hash&ref_src=twsrc%5Etfw)
> — David Hunt (@AtypicalDavid) [September 16, 2019](https://twitter.com/AtypicalDavid/status/1173529737895055361?ref_src=twsrc%5Etfw)

 And here was another opportunity presented to one of the sources of the story,
perhaps as a way to try to make amends:

> How about the [@RNLI](https://twitter.com/RNLI?ref_src=twsrc%5Etfw) given that
> the [@MailOnline](https://twitter.com/MailOnline?ref_src=twsrc%5Etfw) has just
> shafted then with inaccurate prejudice? [https://t.co/idGePWu0LD](https://t.co/idGePWu0LD)
> — Stephen George (@stevgeorg) [September 15, 2019](https://twitter.com/stevgeorg/status/1173219166469406720?ref_src=twsrc%5Etfw)

  

## 7. Simple decency

The foul nature of some of the comments that the news reports generated was tackled
and countered, often in very direct terms.

 https://twitter.com/bythewaves/status/1173272757305577480

 

> I couldn’t control my anger. [https://t.co/fzoMeFtZsc](https://t.co/fzoMeFtZsc)
> — duncan cook (@duncancook) [September 16, 2019](https://twitter.com/duncancook/status/1173737637812875264?ref_src=twsrc%5Etfw)

 [[tweet](https://twitter.com/benfogle/status/1173578885096706048?s=11) no longer
available]   

## 8. Humour and schadenfreude

It became clear that the Mail on Sunday’s attempt to stir up criticism of the RNLI
was backfiring, with many people making donations to show their support and/or disgust
at the newspaper’s actions.

Others have covered the reported rise in donations, although RNLI sources point 
out that it will be a few months before they have a firm sense of the scale of any
increase, once future regular donations are received.

• [RNLI donations surge after Tory criticism of its work overseas](https://www.theguardian.com/society/2019/sep/16/rnli-donations-surge-tory-criticism-work-overseas-lifeboat-charity)(
The Guardian)
• [RNLI Donations See ‘Sharp Increase’ Online Despite Backlash Against Overseas Projects](https://www.huffingtonpost.co.uk/entry/rnli-donations-overseas-projects_uk_5d7f5da6e4b00d69059b8898)(
Huffpost) Some managed to find some humour in the situation:

> The Daily Mail is gonna win all the fundraising awards this year.[#RNLI_disgrace](https://twitter.com/hashtag/RNLI_disgrace?src=hash&ref_src=twsrc%5Etfw)
> — John Thompson, aka Johnny Five (@JTCHANGINGBIZ) [September 16, 2019](https://twitter.com/JTCHANGINGBIZ/status/1173582725317570562?ref_src=twsrc%5Etfw)

> If my timeline is anything to go by this is beginning to look like the most successful
> charity appeal ever run by the Mail and the Sunday Times.
> — David Burgess (@DavidBurgessFR) [September 16, 2019](https://twitter.com/DavidBurgessFR/status/1173525412854583296?ref_src=twsrc%5Etfw)

 

> I literally cannot wait to see RNLI running a sesh at next year's IOF Convention
> about how an awful piece of journalism helped them raise more than ever before
> 🤞😂 [#FingersCrossed](https://twitter.com/hashtag/FingersCrossed?src=hash&ref_src=twsrc%5Etfw)
> [https://t.co/gquIlUDlmn](https://t.co/gquIlUDlmn)
> — Jo McGuinness (she/her) (@JoFundraising) [September 15, 2019](https://twitter.com/JoFundraising/status/1173296849366790145?ref_src=twsrc%5Etfw)

 

> MAIL LATEST: Battersea Dogs Home discovered to contain FOREIGN BREEDS OF DOG.
> — Stephen McGann (@StephenMcGann) [September 16, 2019](https://twitter.com/StephenMcGann/status/1173571732789243905?ref_src=twsrc%5Etfw)

 

> I love it when a plan…
> … to reframe lifesaving humanitarian work by a much-loved
> [#charity](https://twitter.com/hashtag/charity?src=hash&ref_src=twsrc%5Etfw) as
> unpatriotic & wasteful… … Completely and utterly backfires.Shame on [@MailOnline](https://twitter.com/MailOnline?ref_src=twsrc%5Etfw)–
> all power to [@RNLI](https://twitter.com/RNLI?ref_src=twsrc%5Etfw) for claiming&
> owning this debate.
> — Rob Shaw (@r0b_shaw) [September 16, 2019](https://twitter.com/r0b_shaw/status/1173555904840704000?ref_src=twsrc%5Etfw)

 

## WATCH: Simon Scriver on “should you stop donating to the RNLI?”

## Comments

### By: HowardLake

- Link: https://fundraising.co.uk/2019/09/17/how-the-mail-on-sundays-criticism-of-rnli-backfired/#comment-4478
- Published: 2023-04-21T09:04:28+01:00

Britain First has launched a petition to the Charity Commission asking them to remove
the RNLI’s charitable status because…

[https://twitter.com/BFirstParty/status/1646159236093624321](https://twitter.com/BFirstParty/status/1646159236093624321)

And, as the comments to that tweet suggest, plenty of people are confirming their
support for the life-saving charity whose aim is to “save every one” or sharing 
evidence of donations made to them.

[https://www.civilsociety.co.uk/news/rnli-sees-rise-in-donations-amid-petition-to-remove-its-charitable-status.html](https://www.civilsociety.co.uk/news/rnli-sees-rise-in-donations-amid-petition-to-remove-its-charitable-status.html)