opt-in is coming: are you ready? | the future of public engagement | conference | 23 feb 2017

Opt-in is coming, are you ready? Learning from the RNLI’s move to opt in Sara Thompson, Marketing Manager Ruth Bessant, Public Relations Officer

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Opt-in is coming, are you ready?Learning from the RNLI’s move to opt in

Sara Thompson, Marketing ManagerRuth Bessant, Public Relations Officer

Could we?• Estimated 10-40% of existing supporters would

opt in• Estimated £35M loss in income over 5 years

Should we?• Good financial management• History of innovation• Opportunity for a smaller, more engaged

supporter database• Long term sustainability

Would we….?

Moving to opt-in

Pride

Increased response

Sustainable

Engaged

450kCulture

New support

£350kLower costs

TrustTechnical

75%

Prepared

1500

Ratio

£35.6M

Door to door

Attrition

Legacy237

Scale

Acquisition

500k

Engagement

@saramargaret27

@dorset__girl

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23 February 2017

London

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The future of public

engagementHow will charities need to respond to

changes in supporters, the media and the

wider world over the next five years?

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