By Sarah Vizard

The move will see the RNLI shift to a model where it only contacts individuals if they have expressly given permission for the charity to do so. That is different to the standard ‘opt-out’ system used in the charity industry where anyone that engages with or donates to a charity is automatically added to their database unless they expressly opt out.

The RNLI says the strategy shift will have a significant impact on its ability to fundraise, predicting that it will result in a £35.6m loss of income over five years – starting at £11m in 2016 and falling to £4m Read full story ›

Source: Marketing Week