The RNLI has decided to streamline the number products it uses to communicate with supporters. A range of supporter publications have been condensed into two main offerings – Lifeboat and Magazine.
Magazine, available on the RNLI’s website, is a bi-monthly web magazine freely available for everyone to use – not just RNLI members. In keeping with the RNLI’s focus on engaging with new audiences, Magazine will appeal to younger readers than Lifeboat, offering interactive content with a responsive design that works across mobile, tablet and desktop.
The online magazine will also be a useful engagement tool, providing the charity with valuable data gathering opportunities and offering users the opportunity to make on-the-spot online donations.
The re-invigorated Lifeboat magazine is a key retention tool, providing relevant and useful content to existing RNLI supporters. Lifeboat’s readership is made up of loyal RNLI supporters, and the magazine will now encompass regional content, broken down into five geographical areas of the UK and Ireland.
Mairéad Dwane, Magazine editor, said: ‘We have listened to our supporters’ views and produced a web magazine that we are really excited about. There will be lots of interactive content about the incredible work of our lifesavers for people to enjoy, comment on and share.
‘Magazine gives RNLI supporters the chance to read quality feature-style content online, created just for them. By presenting these stories on the website and not putting them behind a paywall, we are making them available to everybody, including potential new supporters.
‘As the pages are responsive and look great on mobiles, we are delivering our stories in the right way for today’s supporters.’
The RNLI decided to revamp Lifeboat and launch Magazine following research, benchmarking and after analysing the results of a survey sent to 5,800 supporters about the charity’s publications.
The online magazine is available at RNLI.org/magazine, with the first issue of Lifeboat in its new format being received by RNLI supporters this week.
Notes to editors
• Mairéad Dwane, Magazine editor, is available for media interviews. Rory Stamp, Lifeboat editor, and Julia Kennard, RNLI Content and Channel Manager, are also available for media interviews. To request an interview, please contact Luke Blissett, RNLI Public Relations Officer, on the below details.
RNLI media contacts
For more information please contact Luke Blissett, RNLI Public Relations Officer, on 01202 663184 or email Luke_Blissett@rnli.org.uk. Alternatively, call the RNLI Press Office on 01202 336789 or email firstname.lastname@example.org.