Partners scoops RNLI CRM task - DecisionMarketing

Royal National Lifeboat Institution has handed its CRM account to Partners Andrews Aldridge with a brief to create and deliver the charity’s supporter retention strategy.
The move represents a change in step for the charity which over the past 2 years has worked with a variety of agencies while reviewing its roster arrangements.
In January, TDA was appointed to handle retention appeals for 2013, following a three-way pitch.
The RNLI has also worked with The Good Agency, while Proximity, which has been the charity’s lead fundraising agency for more than ten years and works on acquisition, was unaffected by the pitch.
Partners Andrews Aldridge won the account following a four-way contest run by independent consultant Tina Fegent.
The first initiative will be to provide a strategic overview of RNLI’s supporter base as the charity aims to develop and implement a 3-year mission to engage with current supporters and develop long-term relationships. The agency’s multi-channel customer focused approach will centre on engaging a younger and broader supporter base.
Partners will report directly to Clare McDermott, head of marketing at the RNLI.
McDermott said “We are really pleased to get the retention element of our supporter marketing strategy in place. We already work in close partnership with our acquisition agency and are looking forward to further developing a close and successful relationship with Partners Andrews Aldridge. This latest step will bring the charity closer to supporters and ensure the vital donations needed to allow our volunteers to continue saving lives well into the future.”
Partners Andrews Aldridge managing partner Mark Davison said: “The RNLI is a fantastic forward thinking charity, and one which we’re delighted to have the opportunity to work with. The charity recognises the importance of ongoing dialogue with its supporters and we intend to influence and build the RNLI’s long-term retention strategy around this. We will focus on creating effortless connections between the charity and its supporters, by engaging with them in unique ways that will deliver sustainable income, helping the RNLI to continue its life saving work.”

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