RNLI says its risky opt-in strategy has now paid off

A charity has welcomed its 500,000th opted-in supporter.

The RNLI became the first major UK charity to move to an opt-in communications approach from 1 January 2017 – only contacting supporters if they have given their consent for the charity to do so.

At the time it admitted it was a risky strategy – but it appears to have paid off as half a million people have now voluntarily signed up.

Anjie Rook, director of business services at the RNLI, said: “When we made the decision to switch to an opt-in style of communications, we knew it was the right thing to do. Having the trust of our supporters is absolutely vital to us and we’ll do everything we can to protect and maintain that trust.

“We are delighted to reach the milestone of having 500,000 opted in supporters. Without their support, we simply wouldn’t be able to carry out our vital lifesaving service.

“We’ve already seen some incredibly positive impacts of moving to opt-in communications. Our summer appeal in 2016 was the first appeal that went out to our newly opted in supporter database. It far exceeded our expectations, raising £545,000 with a response rate of 32% compared to a target of raising £200,000 and a response rate of 10%.

“Also, our 2017 Christmas appeal has exceeded its income target by almost £300,000. We believe these results were achieved as the appeals – like all of our communications activity now – went only to people who’d actively given their consent to be contacted by the RNLI.”