RNLI
RNLI: ‘stand behind these men’ press ad
![Just days later, the newspapers were headlining a very different story.](https://classy-cobra.transforms.svdcdn.com/production/images/Case_Studies/Press_Advertising/192RNLI2.jpg?w=250&h=192&auto=compress%2Cformat&fit=crop&dm=1403169118&s=72328626cd5d6122716bd8c4241ba9af)
by SOFII
The message is simple and direct – it tells who the RNLI is, what it does, and gets straight to the point by asking what the reader will contribute. It also uses a photograph of a crew member at the top of the page – a tradition that continues today.
Read moreRNLI: Britain’s first-ever street collection, 1891
![](https://classy-cobra.transforms.svdcdn.com/production/images/Case_Studies/Best_of_the_best/hero-9622-rnli-britains-first-ever.png?w=640&auto=compress%2Cformat&fit=crop&dm=1703822595&s=e2aa342b137d26728fa817f0e664f8ac)
by Carolina Herrera
An appalling loss of life in 1886 leads to the invention of a fundraising classic that's still raising millions today. A horrific double tragedy brought about Britain’s first-ever street collection for a charitable cause. It was a significant milestone in the history of voluntary action in the UK and elsewhere.
Read moreRNLI: the legacy letter
![](https://classy-cobra.transforms.svdcdn.com/production/images/Case_Studies/DM/3312-the-rnli-legacy-letter-hero.jpg?w=640&auto=compress%2Cformat&fit=crop&dm=1658400447&s=a8838bfe5314287005bd3c06e9da38a2)
by SOFII
This is a classic example of a direct appeal to supporters, asking for information that will help plan future income. The candid, plain-speaking, respectful copy reminds supporters that RNLI relies heavily on legacies to fund their work. You can read the whole thing here.
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