Are you willing to offer a helping hand to a life-saver? The Royal National Lifeboat Institution (RNLI) hopes 60,000 people targeted in a new campaign will respond positively to the message contained within its mailshot and become first-time regular givers.
The campaign is designed to appeal to groups that are familiar with the peril of the sea such as sailors, motorboat owners, anglers and windsurfers.
Marketing company Proximity Media, in its first creative for the RNLI since taking over the account in April, selected the water enthusiasts from a database. They are encouraged to join Offshore, the RNLI's membership grade reserved for people most likely to need the charity's services, at a cost of £4 a month.
RNLI spokeswoman Geraldine Cetin said: "The mail-shot shows a lifeboat crew member making a personal approach, which we know is a method that generates a response. It talks to people who use the sea recreationally and shows the danger they might experience."
The mailing is supported by inserts including Yachting World, Motor Boat Monthly and Practical Boat Owner.
RNLI membership stands at 220,000. Each year the charity raises £100 million, which enables it to provide 24-hour rescue services for up to 50 miles offshore of the British Isles from 224 lifeboat stations. It launches on average 19 boats a day at a cost of £282,000 and receives no government funding.