Statement from Jayne George, RNLI Fundraising Director

Lifeboats News Release

The RNLI is facing some major challenges. We’re busier than ever but people are still dying and we’re facing a shortfall in funds. We need to take action to reduce our costs and raise more income so we can get back to living within our means and maintain our vital lifesaving service.


Jayne George, RNLI's Fundraising Director
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.

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 142,700 lives.

Learn more about the RNLI

For more information please visit the RNLI website or Facebook, Twitter 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.