The lifeboat charity has briefed Whitewater, which won the business following a three-way pitch, to increase its voluntary income by enhancing its supporter experience. Whitewater will also provide strategic planning and handle creative across all marketing channels.
The first of the planned activity is due to break in late June, targeting the RNLI's 370,000 existing supporters with a mailing intended to raise awareness that last year was the RNLI's busiest ever. One version of the mailer will ask supporters to increase their monthly donations, while a second will aim to convert occasional donors into regular givers.
The agency has also begun to redevelop the RNLI's legacy fundraising activity.
The lifeboat charity last year announced plans to increase its marketing budget by about 25% to £9m in a bid to double its membership and modernise its fundraising methods.
The RNLI has about 230 lifeboat stations around the UK and Ireland, as well as a seasonal lifeguard service on about 60 beaches. Last year its vessels launched 8273 times, representing a year-on-year increase of 8%.
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