Bold move by RNLI. But should others follow at the cost of millions?
Should charities follow RNLI’s lead and abandon cold calling?
- Yes
- 78
- No
- 9
One of the country’s best loved charities is set to lose £35 million over the next five years by only asking for money from donors who give prior permission. In effect the Royal National Lifeboat Institution (RNLI) will run an opt-in fundraising scheme instead of the current opt-out system.
It shifts the onus from donor to fundraiser, meaning those who don’t ask to be contacted don’t get cold called. The tactic will cost it dear: over the next five years the charity says it will use part of its £97m in reserve to shoulder the estimated cost. Is this the way forward?
Should other charities now follow the RNLI’s lead and create an opt-in policy and abandon cold calling altogether?
