RNLI Summer Appeal 2018

Multi-channel seasonal fundraising campaign


June 2018

Web / Print

Produce a series of materials for the RNLI’s 2018 summer appeal that could be used for printed DM and digital marketing purposes.

The RNLI runs four seasonal appeals each year: spring, summer, autumn and winter. Summer is the charity’s busiest season, when more people flock to the coast, and more lifeboat launches and rescues happen than at any other time of year. After the target-smashing success of the Spring Appeal (which I also worked on, albeit not as comprehensively), the pressure was on to deliver a campaign with a seasonal feel, which also lent the right level of gravitas and urgency – all while staying on brand.

The work
I worked on writing, editing and proofing for everything you see below. This included working with designers and other editors from the concept stage, right through to the final versions that were sent to supporters and published online. It also included working with internal stakeholders from around the RNLI to agree and iterate on feedback. In addition, it also involved gathering quotes by interviewing people in different volunteer and professional roles across the UK and Ireland. (It was a big campaign!)

The result
At the time of writing, the campaign is several weeks in and already well ahead of its financial target.

See for yourself
Browse below to see the printed DM content I worked on for this campaign. Or to see my work on the digital side of the campaign, visit the RNLI’s Summer Appeal 2018 webpage.




Direct Mail Envelope

UK Lift Piece

ROI Lift Piece

UK Address Carrier

ROI Address Carrier

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