Seafarers’ charity The Royal National Lifeboat Institution has appointed direct marketing agency TDA to handle retention appeals for 2013, following a three-way pitch.
The agency, which earlier this week also landed the Cineworld account, is tasked with developing and implementing the charity’s appeals programme which seeks to raise additional funds from existing supporters.
The main focus for 2013 will be the development of a new all-weather lifeboat production and maintenance facility.
The warm individual fundraising programme comprises three major direct mail appeals throughout the year, integrated with digital and social media activity. TDA will also be responsible for supporting activity in the charity’s supporter titles, Lifeboat magazine and Lifeline newsletter.
The RNLI is one of the biggest charities in the UK and has a large warm database of more than 400,000 supporters. It was forced into a review of the fundraising business following the demise of its agency Whitewater, which shared the business with Proximity London.
RNLI head of marketing Clare McDermott said:”During 2012 we carried out a series of integrated appeals to raise funds to trial and develop a new design of all-weather lifeboat, the Shannon class.
“TDA brought some exciting ideas to the table outlining how we can take this activity to the next level as we switch our focus to the new All-weather Lifeboat Centre. Many of our services are provided by volunteers, but we do need to invest in modern equipment and amenities so we can continue in our mission to end preventable loss of life at sea while protecting those who risk their lives for others.”
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