Audience led strategy. A specific audience is taken and a close and lasting relationship is sought,.

Audience led strategy. A specific audience is taken and a
close and lasting relationship is sought, often through membership. The group
can be based on attitude and lifestyle. More donations and better relationships
are then sought through offers that are carefully put together to take account
of the sensibilities of the group. In many ways, the RNLI’s approach to its traditional
base fits into this strategy.

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