Whitewater to handle RNLI's supporter retention and development
Howard Lake | 22 May 2006 | News
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.
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“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”.
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.
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.