Building deeper relationships with supporters

Ginette Tessier, Head of Insight & Performance Andrew Sawkins, Managing Director

Recency – how long ago? Frequency – how often? Value – how much?

R ü F ü V ü R ü F ü V ü Level of commitment? Number of relationships? Propensity to give more / less? Propensity to change giving type? Length, type and frequency of contacts?

RFV Score

Level of engagement

5 4 3

2 1

Clusters

Life

stag

es

RFV Score

Level of engagement

5 4 3

2 1

‘Active givers’

Active givers Active givers Highly engaged Frequent support Multiple contacts RNLI main charity Personal responsibility RNLI ‘essential’

Emotional response Ad hoc behaviour Multiple charities Connected to people Support for volunteers

6% 5 4

3 2 1

Building deeper relationships with supporters

Ginette Tessier, Head of Insight & Performance Andrew Sawkins, Managing Director