RNLI selects Partners Andrews Aldridge as its CRM agency

The Royal National Lifeboat Institution (RNLI) has selected Partners Andrews Aldridge as its CRM agency to create and deliver its supporter retention strategy.

PAA’s first initiative will be to provide a strategic overview of RNLI’s supporter base as the charity aims to develop and implement a 3- year mission to engage with current supporters and develop long-term relationships. PAA’s multi-channel customer focused approach will centre on engaging a younger and broader supporter base.

Clare McDermott, head of marketing at the RNLI said: “We are really pleased to get the retention element of our supporter marketing strategy in place. We already work in close partnership with our acquisition agency and are looking forward to further developing a close and successful relationship with Partners Andrews Aldridge. This latest step will bring the charity closer to supporters and ensure the vital donations needed to allow our volunteers to continue saving lives well into the future.”


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