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The RNLI uses digital-led supporter prize draw to push Christmas appeal

By Katy Young, Intern reporter

December 9, 2015 | 2 min read

The Royal National Lifeboat Institution has launched a Christmas appeal to raise funds for a new Shannon Relief 4 lifeboat, using a combination of direct mail and digital channels.

As part of the RNLI’s campaign, supporters can donate to the charity via a microsite and have their name placed in a prize draw. Once the £1.4 million needed for the lifeboat is raised, 20,000 supporters will be picked and their names added to the hull of the lifeboat.

The appeal is a collaboration between Proximity London, which is running the direct mail campaign and YoYo Design, which created the microsite to act as the destination point for offline and email marketing.

John Treacy, executive creative director of Proximity said: “We’re taking RNLI supporters even closer to the cause they’re passionate about. The winners will literally be there for every single rescue mission. It’s a very personal way of saying thank you to those who are dedicated to the RNLI, and help fund their life-saving work.”

Sara Thompson from the RNLI added: “We loved the concept of offering our supporters the chance to be with our crews on every rescue right from the beginning. Proximity’s passion and enthusiasm has been evident all the way through the campaign and they have been instrumental in creating what is hopefully our most engaging Christmas appeal yet.”


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