Individual Giving Campaign of the Year 2024

Royal National Lifeboat Institution (RNLI)

The RNLI’s In-house Face-to-Face Fundraising relaunch was an extremely effective and impactful Individual Giving Campaign that demonstrates the power and benefit of face-to-face fundraising as a mass engagement fundraising and awareness tool. It fundamentally changed how this widescale team operated, switching from a Summer focused campaign to a year-round model, recruiting a far more diverse demographic of fundraiser.  

The campaign beat all expectations with over 36,000 new direct debit donors recruited, the average amount given more than doubling to over £80 per annum and the overall pledged income being almost £2.9 million per annum. The campaign also delivered over 300,000 water safety messages which had a demonstrable impact on keeping people safe and even saving lives. The campaign was delivered with only two complaints, a low cost per acquisition of £110 per donor and has built the foundations for ongoing development and success for the RNLI in-house Face-to-Face team. 

You can watch their winner video here.