RNLI
Strategy / UI / UX / Development
To future-proof the RNLI’s life-saving mission, we led an enterprise-scale digital transformation. We replaced a cluttered legacy system with a high-performance Sitecore platform, integrating real-time maritime data and sophisticated UX to deliver a £1.6M YOY increase in online donations.
- 1.6m
increase in online donations YOY
- 400,000+
microsite visitors attracted
Digital direction for the RNLI roadmap.
The Royal National Lifeboat Institution (RNLI) is the frontline of maritime safety, but their digital presence was struggling to keep its head above water. To secure their fundraising future, they needed to move away from a cluttered, inflexible legacy system and put digital at the heart of their mission. This wasn't just a redesign; it was an enterprise-level overhaul designed to turn their website into a powerhouse for donations and life-saving information.
Strategic focus
Enterprise-Level Re-platforming
We selected Sitecore as the robust backbone for the new RNLI.org. This allowed us to consolidate fragmented back-end activity into one flexible, high-performance platform.
Data-Driven Design
Every creative concept was put through rigorous external user-testing. We ensured the brand’s strength was mirrored in a UI that felt modern, trustworthy, and incredibly easy to navigate.
Real-Time Technical Integration
We managed a sophisticated web of third-party feeds, integrating live lifeboat launch data, Met Office weather updates, and complex tidal information into a seamless user experience.
Navigating complexity with precision.
As the lead digital agency, we navigated a complex landscape of stakeholders and technical requirements to build a future-proof foundation. We didn't just want to build a site; we wanted to build a scalable ecosystem that could handle everything from high-stakes fundraising to real-time tidal data.
Delivering ROI on a Global Scale.
Using an agile approach, we guided the project from initial strategy through to a staged, successful launch. Beyond the core site, we delivered high-impact campaigns like The Shannon - an online campaign to raise funds for a new lifeboat and Respect the Water - a high-profile summer campaign targeting 16 to 39-year-old men.. The latter didn't just drive traffic; it changed behavior, with 80% of the target audience reporting they would take more precautions near the water as a result of our digital work.
This is an innovative and scalable solution that transforms the RNLI customer experience and operational efficiencies, which will result in more lives saved at sea. The new site is a great step forward and a key piece of our digital transformation strategy is now in place.
Gallery
- 14%
over target raised in donations
- 183%
increase response rate
- 1.6m
increase in online donations YOY
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