The outside of the envelope pictures a person actually rescued by the RNLI's lifeboat service. Inside, the addressee will find copies of the thank you letter written by the survivor to the crew who rescued him and the rescue report written by the crew. A tear-off form is enclosed for sending donations in to the RNLI.
Proximity developed the creative after testing three different ideas. The pack is being mailed out to 2.5m potential donors who were sourced from a range of cold lists.
Geraldine Cetin, RNLI supporter marketing manager, said: "We hope this new pack will appeal to potential supporters and give a real insight into the work of the RNLI's volunteer lifeboat crews."
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