ATDI has been proud to help Britain’s favourite charity cut its costs (and I’m not putting ATDI and RNLI in the same sentence because that just looks like a bad hand at Scrabble).

It’s tough running a charity. There’s lots of difficult things you need to do to deliver your service – and that couldn’t be more true than for the lifeboats people – plus there’s the constant challenge of misperception.

In my experience, every charity suffers from the same groundless urban myth. That is, folks believe that only a small proportion of what they might donate to a charity actually gets to the end cause. This conveniently ignores the facts that people wouldn’t volunteer their time and energy to a charity where this was the case, and it pretends that independent auditors and the Charity Commission don’t go through each charity’s accounts with the close scrutiny of a man searching the bathroom floor for his lost contact lens.

It’s a shame that some folks are more influenced by unverified nonsense from a bloke in the pub than the somewhat more illuminating figures in a charity’s accounts (which can be readily accessed online if anybody ever feels the truth is actually worth knowing).

Anyway, ATDI salutes RNLI (see - bad hand at Scrabble) in its efforts to reduce its overheads – and, in particular, its radio network costs - and has been privileged to be part of the process.

Jeff Clark-Meads
PR guru and Author