The Royal National Lifeboat Institution has launched its first national fundraising challenge. TFN looks at what wasinvolved in planning and creating the campaign.
Social media has proved essential for this campaign by generating interest, sharing content and giving volunteers a chance to engage with other volunteers as well as the charity as a whole
The Royal National Lifeboat Institution (RNLI) is asking the public to give up all drinks except water for two weeks from Tuesday 27 May.
The goal is to help RNLI save lives, but the challenge is also an exercise in self-control. The charity has developed the H2Only app, which will help participants fundraise, share the experience with friends and keep track of their personal success in exercising self-control. The RNLI is asking participants to get friends, family and colleagues to sponsor them in the challenge to raise money for the charity that saves lives at sea.
The funds raised will support RNLI volunteers, who put their lives at risk to help others. The RNLI provides a vital lifeguard service on over 200 beaches and volunteer lifeboat crews on call 24/7 at 235 lifeboats stations across the UK and Ireland. Their lifeguards and volunteer lifeboat crews save hundreds of lives each year. However, with a massive 92% of the RNLI’s total income coming from donations and legacies, it is hugely dependent on the public.
Organiser
Royal National Lifeboat Institution
Supporter quote
Chris Speers, volunteer crew member at the RNLI’s Poole lifeboat station, is taking on the challenge: “Through taking part or sponsoring participants in this challenge, the public will help raise vital funds to support RNLI lifesavers across the UK and Ireland.
“As a crew member, I know just how important every pound raised is. It pays for the lifeboats we use, our kit and our training – all of which keeps us safe when we’re out on a shout.
“I can’t say I’m looking forward to giving up all drinks except water for two long weeks during the H2Only challenge, but I know I’m raising money for a great cause.”
What’s the aim?
The aim of H2Only is, to raise as much money as possible for the RNLI. As a charity, the RNLI relies on the support of the public to continue saving lives at sea.
This is the first year the RNLI has run the H2Only campaign, and much of the work delivered will be of great benefit to the charity when running the campaign again in future years. A key aim of the H2Only campaign is to connect the RNLI with new, younger supporters.
What has been the biggest challenge so far?
Even taking a year to develop this campaign, it has been a real challenge to get everything ready and out there in time for the launch date. There will be lots of learning and new elements for year two. Fortunately the whole of the RNLI, including the executive team, has got behind the H2Only campaign to give us a great start.
How will you measure success?
Ultimately, success will be measured by the amount of people participating in the H2Only campaign and the amount of money raised. However, as this is the first year the RNLI has run the H2Only challenge, the success of this year’s campaign will be linked to the build and development of the campaign for future years.
Top tip
Our top tip to other charities is to maximise every element of your support network, especially your volunteers. Also, social media has proved essential for this campaign by generating interest, sharing content and giving volunteers a chance to engage with other volunteers as well as the charity as a whole.
The brains
It has taken over 12 months for the RNLI to develop the H2Only campaign, with a wealth of research and development being carried out. Charity sector insights show that younger age groups engage with denial products and our research showed that these groups of people like to take part in these challenges for the social currency they offer. They like to use social to promote their achievements, for example.
Digital dimensions
Website: h2only.org.uk
Facebook: facebook.com/rnli
Twitter: @H2OnlyHQ
Apps: H2Only app for iPhones and Android
