Whilst the RNLI has a strong supporter base around the coast, they needed to connect with others inland and from younger lifestages, looking for fundraising initiatives that would future-proof their organisation.
Through ethnographic research we helped the RNLI to understand their audience, developing personas to bring them to life and enable more accurate targeting. We then ran Co-Creation groups to build ideas collaboratively with supporters and identify new opportunities.
The innovation pipeline has already launched a number of initiatives, helping transform perceptions of the organisation. From a partnership with Cornish clothing brand Finisterre, to the recent Sandstorm Challenge, a beach based assault course – the initiatives are a radical shift from historic fundraising, welcoming in younger supporters who share a love of life and the great outdoors.