ESA Member Spotlight: RNLI

What's your name and position within the organisation?

Hi, my name is Emma Beeson and I'm the Senior Partnerships Manager here at the RNLI (Royal National Lifeboat Institution) charity. I focus on developing our brand partnerships and sponsorships as well as ensuring that our cause-related marketing and licensing programmes help drive the charity forward, building a sustainable future.

In brief, what does the RNLI do and what is your approach to sponsorship and partnerships?

'It's imperative that there is a genuine value exchange for all involved'

The RNLI is a search and rescue charity that exists to save lives at sea, a mission we've upheld for 200 years through unwavering courage, dedication and innovation.

We have saved over 146,000 lives since our inception. In 2023 alone, our lifeboats launched nearly 10,000 times and our lifeguards undertook nearly 3 million preventative actions. I think sometimes there is a misconception that we are government funded, which isn't the case.

Our approach to sponsorship and partnerships has evolved over the past few years, moving from traditional models such as Charity of the Year, to more integrated partnerships that emphasise shared values and long-term impact.

Our charity is powered by over 30,000 volunteers and with generous donations from the public. We have a board of Trustees and swathes of supporters along with 200 years of heritage. Given our reliance on public trust and volunteer support, any partnership that compromises our values could undermine the very foundation of our work, so our approach is always one of careful consideration.

We recognise that brands and industry can support a multitude of good causes, but for us it's a balance of pushing forward whilst ensuring there is alignment, and that activities are a natural fit. It's imperative that there is a genuine value exchange for all involved, or it simply doesn't work.

What approach differentiates the RNLI and makes your sponsorship strategy unique?

The unique element is that, as a charitable organisation, any monies we receive through partnerships or sponsorships directly support our lifesaving work. The funds are used for the provision of lifeboats and lifeguards, or our international and educational programmes.

Our recent partnership with INEOS Automotive is testament to that - being able to use the Grenadier vehicle with its best-in-class combination of off-road and on-road driving performance at selected stations will allow us to position, launch and recover our D-class lifeboats. This is industry expertise making a real difference to our operational capabilities, ensuring that we are able to continue our lifesaving work.

What do you see as current trends within sponsorship, and how are they affecting how you work and how you deliver on strategy?

'Emotional storytelling and activation play a huge part'

The most successful partnerships and sponsorships have moved away from being a very 'reach and revenue' focused relationship to something that is far more concerned with genuine, authentic alignment. It's been there a while but there's a continued and growing expectation that brands have a wider social purpose in addition to simply providing a product or revenue. Which is great for the RNLI - in some of our most successful partnerships we have been able to marry this together and create genuine success for all.

Emotional storytelling and activations play a huge part in making any partnership or sponsorship work, and it's the creativity in this space, helped through the rise of digital channels, that enables us to share our volunteers' incredible stories more widely. The benefit is deepening engagement, which allows both ourselves and brand partners to garner and drive the support of audiences of all ages.

How has sponsorship changed for the RNLI over the past few years, and what predictions can you make about how it's going to change in the next five years?

'It's the transformational support that partnerships and sponsorships can help us achieve that's exciting'

As a charity, we recognise that partnership and sponsorship activities need to be a key part of our strategy.

Yes, it's true that from a brand's perspective, we have access to a huge audience who are some of the most loyal 'fans' out there. Research shows the RNLI charity is incredibly trusted, and can provide a wide range of touchpoints where brands can strike up conversations and intersect with our supporters. Alongside this, it's the transformational opportunities that partnerships and sponsorships can unlock which are really exciting for us.

As an organisation we are continually evolving and innovating, but advancements in technology is something that we can't invest in alone, and this is where partnerships and sponsorships can really make an impact.

In addressing our sustainability goals, we're committed with the help of partners to reducing our carbon footprint. As an example, we're exploring hybrid or electrification in our fleet, aiming for a greener future without compromising our emergency response capabilities.

Other areas of our infrastructure provide opportunities for us in the future. Our sea survival college not only trains our crew and lifeguards, but also serves as a hub for conferences and events with a beautiful restaurant and a 60-bedroom hotel that is open to the public. This is an unseen benefit offering brands a unique opportunity and setting to engage with a dedicated audience.

In the next five years we anticipate a greater emphasis on sustainability and digital innovation in our partnerships, allowing us to extend our reach and impact even further.

Is there anything else you would like to add?

We are looking forward to collaborating with ESA members to forge partnerships that save lives. Join our crew - whether as a volunteer, supporter or partner - and be a part of our lifesaving mission. Every day, our volunteers risk their lives to save others and it's that spirit of selflessness that we seek to embody in every partnership.

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