Bold move by RNLI. But should others follow at the cost of millions?
Should charities follow RNLI’s lead and abandon cold calling?
One of the country’s best loved charities is set to lose £35 million over the next five years by only asking for money from donors who give prior permission. In effect the Royal National Lifeboat Institution (RNLI) will run an opt-in fundraising scheme instead of the current opt-out system.
It shifts the onus from donor to fundraiser, meaning those who don’t ask to be contacted don’t get cold called. The tactic will cost it dear: over the next five years the charity says it will use part of its £97m in reserve to shoulder the estimated cost. Is this the way forward?
Should other charities now follow the RNLI’s lead and create an opt-in policy and abandon cold calling altogether?