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Royal National Lifeboat Institution appoints TDA to handle appeals programme


By Ishbel Macleod, PR and social media consultant

January 23, 2013 | 2 min read

The Royal National Lifeboat Institution (RNLI) has announced the appointment of TDA to handle the appeals programme for the charity, with the aim of raising more funds.

The RNLI relies on donations for 98 per cent of its income.

The main focus for the direct marketing agency will be three major direct mail appeals throughout the year, integrated with digital and social media activity; as well as supporting activity in the charity’s supporter titles, Lifeboat magazine and Lifeline newsletter.

Clare McDermott, head of marketing at RNLI, 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.”

The agency was appointed following a three way pitch.


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