These donors typically hold ‘conservative’, traditional values of honour and chivalry, and are…

These donors typically hold ‘conservative’, traditional
values of honour and chivalry, and are attracted to the qualities of bravery
and calmness under pressure that are attributed to the RNLI crews. An example
of the material that has worked well with this audience is shown in Figure
14.6. Over two-thirds of the database are over 65 years old, and 75 per cent
are male. They may typically read the Daily Telegraph and have some prior
connection with the navy, civil service or similar organisation with
traditional values. However, this membership is facing slow decline. There are
a number of reasons for this. The ‘middle Britain’ and wartime generation – the
core demography

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Figure 14.6

of the members – is in decline. Another problem is that the
RNLI is increasingly in direct competition with other charities for donors’
income.