Setting the scene ‘It’s almost unbelievable isn’t it? Over 75 per cent of our income comes from…

Setting the scene ‘It’s almost unbelievable isn’t it? Over
75 per cent of our income comes from people who have never set foot in a boat
in their lives.’ This comment by one of the fundraising team really summed up a
worry for the fundraising department of the Royal National Lifeboat Institution
(RNLI). Its traditional donor base (recruited and supported by direct marketing
methods) often lived many miles from the sea.

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