RNLI reaches 500,000 opted in supporters

The RNLI became the first major UK charity to move to an opt-in communications approach from 1 January 2017 – only contacting supporters if they have given their consent for the charity to do so.

Anjie Rook, Director of Business Services and Support at the RNLI, said: ‘When we made the decision to switch to an opt-in style of communications, we knew it was the right thing to do. Having the trust of our supporters is absolutely vital to us and we’ll do everything we can to protect and maintain that trust.

‘We are delighted to reach the milestone of having 500,000 opted in supporters. Without their support, we simply wouldn’t be able to carry out our vital lifesaving service.

‘We’ve already seen some incredibly positive impacts of moving to opt-in communications. Our summer appeal in 2016 was the first appeal that went out to our newly opted in supporter database. It far exceeded our expectations, raising £545,000 with a response rate of 32% compared to a target of raising £200,000 and a response rate of 10%.

‘Also, our 2017 Christmas appeal has exceeded its income target by almost £300,000. We believe these results were achieved as the appeals – like all of our communications activity now – went only to people who’d actively given their consent to be contacted by the RNLI.’

With the General Data Protection Regulation (GDPR) becoming law in May, the RNLI is encouraging the Fundraising Regulator to release greater clarity around the use of Legitimate Interest in the new regulation.

Anjie Rook continued: ‘From internal awareness raising activity and staff training, to carrying out reviews of all of our systems, applications and processes that involve personal data, we’re doing everything we can to make sure we’re ready for the switch to GDPR.

‘However, we feel it is important that the Fundraising Regulator provides more clarity to charities to define what constitutes an acceptable use of Legitimate Interest. The current wording contained within the Code of Fundraising Practice is open to interpretation and may not serve to discourage unethical fundraising practices.

‘The more clarity and guidance that can be provided, the better prepared charities will be for this major change in regulation. Of course, there are justifiable uses of Legitimate Interest for charities, but it’s important that there is no confusion around how it should be used. It’s vital that charities take an ethical approach to fundraising and look after supporters’ data in a responsible way. This is what we’re striving for at the RNLI.’

When opting in to receive communications from the RNLI, members of the public can choose how they want to be contacted – by post, email, phone, or a combination of all three. To find out more, or to opt in, visit: RNLI.org/Support-us/keep-in-touch.

Notes to editors

Anjie Rook, Director of Business Services and Support, and John Bines, Director of Fundraising, may be available for media interviews. To request an interview, please contact Luke Blissett, RNLI National Media Manager, on the contact details provided below.

RNLI media contacts

For more information, please contact Luke Blissett, RNLI National Media Manager, on 01202 336497 / [email protected]. Alternatively, call the RNLI Press Office on 01202 336789 or email [email protected].

Key facts about the RNLI

The RNLI charity saves lives at sea. Its volunteers provide a 24-hour search and rescue service around the United Kingdom and Republic of Ireland coasts. The RNLI operates 238 lifeboat stations in the UK and Ireland and more than 240 lifeguard units on beaches around the UK and Channel Islands. The RNLI is independent of Coastguard and government and depends on voluntary donations and legacies to maintain its rescue service. Since the RNLI was founded in 1824, its lifeboat crews and lifeguards have saved over 146,000 lives.

Learn more about the RNLI

For more information please visit the RNLI website or Facebook, X, TikTok and YouTube. News releases, videos and photos are available on the News Centre.

Contacting the RNLI - public enquiries

Members of the public may contact the RNLI on 0300 300 9990 (UK) or 1800 991802 (Ireland) or by email.