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Royal National Lifeboats Institute (RNLI)

Delivering a high ROI e-commerce solution alongside social media channels and engagement

Digital Strategy, Systems and specification design (inc. prototyping), Requirements, Change management, Creative strategy, Information Architecture (IA), Creative concepts and design, Build, Hosting, Support & Maintenance and ongoing development, Disaster Recovery and Business Continuity


Working from an offline catalogue of ’virtual gifts’ we were asked to develop an online solution to replace the offline channel. Target audiences included not only the RNLI’s traditional online supporter base but also new users who could then be upgraded to ongoing supporters of the RNLI.

Additional work included not only the clear definition of a new web presence but also the development of community and networking tools to increase the rationale for giving.

What we did

The key insight from user understanding was for the need for simplicity – virtual gifting in the not-for-profit sector can be both complex and confusing for the user. We ran a series of internal workshops to gather requirements from a number of departments and reviewed the existing technical infrastructure to ensure best possible use of legacy systems. Our delivery of a user centric, content management solution delivered a flexible and scalable solution.

Before embarking on RNLI’s first forays into social media we undertook user research and insight to understand the appetite for social engagement. Thereafter, we developed YouTube and Facebook channels and applications to build engagement and donations from a socially aware user-base.


The virtual gifts solution paid back within six months of launch and the social media channels had an immediate impact on engagement with supporters – viz, “What a brilliant Facebook page!! Best and Safe Wishes!! Wrap up warm x” C Everett.

Client Comment

“Having successfully launched our virtual gifts catalogue, Panlogic helped us take the plunge and go online. Supporters have been buying products from across the range and generated income for saving lives at sea. We’ll be working with Panlogic to build on this foundation and develop the website further in the future.” eMedia Manager, RNLI


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