The mailing, created by Proximity London, aims to raise awareness of the services the charity provides through its Offshore membership.
Offshore members are kept up to date on essential sea safety advice and receive special offers and discounts from various marine suppliers. In addition to The Lifeboat magazine, they receive their own newsletter, Offshore News, three times a year.
The RNLI is paid for entirely by voluntary contributions and receives no funding from the UK government.
Membership to Offshore costs 拢4 a month, which goes towards raising the 拢282,000 needed daily to maintain the lifeboat service.
The mailing is being supported by inserts in magazines such as Yachting World, Motor Boat Monthly and Practical Boat owner.
Media planning and buying is through Proximity Media, formerly Prager Proximity.
Proximity London was appointed in April to handle the RNLI's 拢2.5m integrated creative account. The appointment followed a review by the RNLI, which the incumbent agency of seven years Lion declined to repitch for.
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