Main News Desk

RNLI keeps donor database afloat

February 01, 2008

In an ongoing strategy to improve the relevance of supporter communications and maintain levels of support, lifesaving charity the Royal National Lifeboat Institution (RNLI) has signed a contract with leading data provider Acxiom.

Acxiom will provide essential lifestyle, demographic and geo-demographic information to enhance the profiling of the RNLI’s existing donors.

The move comes as part of an ongoing overall strategy to gain greater insight into the habits and preferences of donors. By matching their existing data to Acxiom’s comprehensive InfoBase Lifestyle Universe database, the RNLI will analyse and segment donor profiles in order to better communicate with them. Matching to such a large data source maximises the number of supporter records that can be better understood and ensures future targeting can be applied to a higher proportion of the database.

As a charity that saves lives at sea, the RNLI receives no UK Government funding and is 99% reliant on voluntary contributions such as donations and legacies. Maintaining awareness of the work of the charity’s volunteer lifeboat crew and beach lifeguards is, therefore, crucial to retaining existing levels of support. Six out of every ten launches are only possible thanks to gifts left in wills.

“It’s important to us that each supporter feels part of our organisation”, comments John Turner of the RNLI, “as we want a communications programme beyond that of a purely transactional nature. The breadth and depth of Acxiom’s database and profiling technology will help us enhance our knowledge of our supporters, leaving us better placed to deliver more timely, relevant and targeted messaging.”

With over 230 lifeboat stations around the coast of the UK and Republic of Ireland and lifeguards on over 70 of the busiest beaches in England, the Royal National Lifeboat Institutions volunteer lifeboat crews provide a 24 hour life-saving service.

“Using our vast data repository, the RNLI is investing in getting to know its supporters better,” comments Acxiom Charities Account Director Geri East. “Maintaining good relations with supporters is vital to any charity’s existence and the RNLI is leading the way in understanding what motivates donors in order to keep gifts flowing and, ultimately, save more lives.”

Executive quote

“Using our vast data repository, the RNLI is investing in getting to know its supporters better,” comments Acxiom Charities Account Director Geri East. “Maintaining good relations with supporters is vital to any charity’s existence and the RNLI is leading the way in understanding what motivates donors in order to keep gifts flowing and, ultimately, save more lives.”

Customer quote

“It’s important to us that each supporter feels part of our organisation”, comments John Turner of the RNLI, “as we want a communications programme beyond that of a purely transactional nature. The breadth and depth of Acxiom’s database and profiling technology will help us enhance our knowledge of our supporters, leaving us better placed to deliver more timely, relevant and targeted messaging.”

About the company

Notes to Editors – About The RNLI:
1. For further information on the RNLI please visit: http://www.rnli.org.uk
2. The RNLI is a registered charity that continues to rely on voluntary contributions, corporate donations and legacies for income and receives no UK Government funding.
3. The RNLI’s annual running costs are over £122M – approximately £335,000 per day.
4. There are over 230 RNLI lifeboat stations across the UK and Ireland, which are operated by 4,800 RNLI lifeboat crew members, of which 95 per cent are volunteers. About Acxiom

At Acxiom, we make information intelligent. As the global leader in customer information management, we transform data into actionable business insight – and we do it better than anyone else. Our enterprise information solutions help the world’s largest and most successful companies increase revenue, reduce cost, improve profit and lower risk. Working as a trusted partner, Acxiom provides not only outstanding service and results today, but also proactive ideas and innovative solutions to ensure our clients continue to succeed tomorrow. Powered by superior data, technology, services and industry expertise, these multi-channel, client-centric solutions enable better business and marketing decisions that enhance customer acquisition, retention and value. Our lines of business include: Customer Data Integration (CDI), Data Products, IT Services, Digital, Direct Marketing and Consulting. Founded in 1969, Acxiom today has approximately 7,000 associates in offices and data centers throughout the United States. Europe, as well as in Australia, China and Canada.

Contact details

For further information, please contact:
Steve George at LEWIS PR
Tel: 020 7802 2626
Email: acxiom@lewispr.com

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