We have developed a number of fundraising appeals for RNLI Lifeboats. Changes in the way people use the sea have increased demand of the RNLI service. Therefore the need to replace outdated RNLI Lifeboat stations around the coasts of Great Britain and Ireland is paramount if they are to continue saving lives at sea with even greater efficiency. From regional research, it was identified that Lifeboat crews are not only well-known and respected members of the community, but due to their selfless, voluntary bravery for the service they provide, are also held in great esteem. In order to appeal to the sensitivities of the local community and drive donations, we focused our ‘Generations’ campaign on the crew and their needs. Commonly within the RNLI, there is a great family tradition, with many crews consisting of grandparents, fathers and sons often on the same boat. We wanted to provide an opportunity for the community to give something back to the people who give so much.