Speaking to potential supporters, the issue became clear. One-off donations offered an immediate sense of achievement. Regular giving didn’t. We would have to reframe a specific cause so that it represented a long term need. Something that was both emotionally charged and made the giver feel involved.
RNLI protective clothing constantly needs replacing. It’s also iconic. We would invite people to become ‘Kit the Crew’ donors. Their £4/month could provide lifesaving kit – from head-to-toe! We used real wellies from real rescues to tell real stories. They were a visible outcome of the givers’ generosity. The creative brought the need to life in a truly authentic way, whilst also demonstrating the impact a regular gift really makes.
The mailing went to all lifestages on the base. To our delight, the most engaged group were the youngest. Delivering a RR% up to 42% above target, and an average gift up to 45% higher than the £4 prompt. Kit the Crew continues to create long term relationships with supporters.