RNLI’s bold fundraising strategy sees income rise


Other income sources are compensating for projected loses through new strategy  

11th April 2019 by Robert Armour 0 Comments

Income at the RNLI is rising despite the lifeboat charity moving away from its biggest direct fundraising method.  

Legacy income over the past three years is now compensating for a drop in other forms of donations to the organisation.

Its fundraised income amounted to £184.7 million in 2017, up from £175m in 2015.

RNLI was the first big charity to take the bold step to stop cold calling donors, deciding instead to only contact those who expressly allowed the organisation to do so.

Last year however it was revealed more than 500,000 people had signed up to receive communications from it. 

The move to opt-in fundraising on 1 January 2017 was projected to cost it around £50m in lost donations over three years, such was the reliance on the method.   

However it said that as well as a rise in legacy income there had been a £4m reduction in the charity’s fundraising and marketing costs because it was sending fewer communications to donors as part of the strategy.

"Following two years of declining income from donations and trading income – primarily resulting from our opt-in activities – it is good to report that this year’s combined total is in line with 2016 levels," the report said. 

"This continuing generosity from our supporters allows us to spend more on protecting those who save lives and spend more on saving people’s lives."

Lotteries run by RNLI contributed to a 62% increase in trading income since 2016 amounting to £5.5m.