# RNLI announces switch from opt-in to legitimate interest

- Link: https://fundraising.co.uk/2019/10/02/rnli-announces-switch-opt-in-to-legitimate-interest/
- Published: 2019-10-02T07:12:55+01:00
- Author: Melanie May

**RNLI has announced that it is to move from its opt-in approach to marketing and
communications, to one based on legitimate interest.**

The charity adopted the opt-in approach in 2015. Its summer appeal in 2016 was the
first appeal that went out to its opted in supporter database, and beat targets 
to raise £545,000 with a response rate of 32% compared to a target of raising £200,000
and a response rate of 10%. Its 2017 Christmas appeal exceeded its income target
by almost £300,000 and last February [RNLI](https://rnli.org) announced that it 
had successfully signed up its [500,000^(th) opted-in supporter](https://fundraising.co.uk/2018/02/08/500000-supporters-now-opted-rnli/).

However, despite these successes, the approach has had a bigger impact than anticipated
in a number of areas, including reducing the charity’s ability to attract new supporters
and raise funds. As a result, it is to change its approach as of this Thursday, 
3 October.

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In a statement, Fundraising Director Jayne George said:

>  “When we took the decision to move to an opt-in approach to marketing and communications
> in 2015, we said that we would need to constantly review our approach – and that’s
> exactly what we’ve done. While well intentioned, our move to opt-in has had a 
> bigger impact than anticipated in reducing our ability to attract new supporters,
> raise vital funds, share safety advice and engage with people.
>  “From Thursday
> 3 October 2019, we’ll be moving to a Legitimate Interest-based approach to marketing
> and communications, which is fully compliant with data protection regulations 
> and is in line with the approach taken by many other major charities.  “We’ve 
> always been transparent about our approach to opt-in and are committed to sharing
> what we’re doing with others. We understand that this is a significant change,
> but we must take action to meet the challenges that the RNLI is facing today.”

 

Image: Jayne George, RNLI Fundraising Director. Credit: RNLI

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