Royal National Lifeboat Institution hires Partners Andrews Aldridge to lead its supporter retention strategy
Royal National Lifeboat Institution has brought in Partners Andrews Aldridge as its CRM agency to create and deliver its supporter retention strategy.
Partners Andrews Aldridge won the account following a four-way pitch run by Tina Fegent, and has been tasked with providing a strategic overview of RNLI’s supporter base ahead of a three- year mission to engage with current supporters and develop long-term relationships.
The move represents a change in step for the charity which over the past two years has worked with a variety of agencies while reviewing its roster arrangements.
The agency will report directly to Clare McDermott, head of marketing at the RNLI, who 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.”
The agency said it will focus on creating effortless connections between the charity and its supporters, by engaging with them in unique ways that will deliver sustainable income.
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