Software house Marketingunity is implementing its web-based marketing suite for the Royal National Lifeboat Institution (RNLI).

The first phase, scheduled to launch in April, will involve their online ‘Web to Print’ system. That will enable the charity’s community fundraisers to order marketing material '24/7', and customise it to boost the fundraising potential of local events.

The system will automatically generate the material, and route it to the RNLI’s in-house production unit, saving administration and production costs.

Later phases will also bring benefits across other areas of the RNLI’s marketing processes – from the design and approval of artwork, through to print procurement and campaign management. . 

The charity identified a need for a system to provide these services during a review of its marketing processes early last year.

Kelly Keating, the RNLI’s Change Implementation Manager explains: -

“We knew we could find software packages to manage the individual functions we needed, but our vision was to find a single, integrated solution. We just didn’t know if one existed”.

The search for a solution

A thorough search of the market began in May 2011, leading to a long list of potential solutions. A rigorous selection and tender process followed, which established that Newbury-based Marketingunity could indeed address all the RNLI’s requirements.

“We were delighted to find that there was an end-to-end solution,” continues Kelly. “The Marketingunity suite is very comprehensive, and they were the only company with an existing product offering a total solution that met our requirements.”

“The whole suite is designed for ease of use over the internet, by untrained users. That was one of our mandatory requirements, because our fundraisers are in such dispersed locations, delivering training courses wasn’t practical. If the fundraisers didn’t find the system easy to use, they wouldn’t use it, and the time and cost savings wouldn’t be achieved. That concern was addressed when we trialled Marketingunity and the users all loved it.”

Chris Hopwood, Marketingunity Managing Director commented – “We are proud that the RNLI selected our solution in the face of stiff competition from so many respectable vendors, many of them much larger than us. We have never worked for a more worthy cause, and are really looking forward to helping the RNLI achieve their goals.”

Key facts about the RNLI

The RNLI charity saves lives at sea. Its volunteers provide a 24-hour search and rescue service around the United Kingdom and Republic of Ireland coasts. The RNLI operates over 230 lifeboat stations in the UK and Ireland and has more than 160 lifeguard units on beaches around the UK. The RNLI is independent of Coastguard and government and depends on voluntary donations and legacies to maintain its rescue service. Since the RNLI was founded in 1824 its lifeboat crews and lifeguards have saved over 139,000 lives. A charity registered in England and Wales (209603) and Scotland (SC037736). Charity number CHY 2678 in the Republic of Ireland.