The RNLI will also limit the use of the telephone to its donor base, whose age and values make them.

The RNLI will also limit the use of the telephone to its
donor base, whose age and values make them highly sensitive to privacy issues
and less comfortable with the phone than young people. Most recruitment is done
at a loss: the Charity Aid Foundation’s figures found that the average return
on investment for acquisition activities is about 0.7:1. Break-even on
acquisition is considered good.

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