THE RNLI has been selling souvenirs for well over half a century. The word 'souvenir' indicates what the main purpose originally was.

Small items which were expected to appeal to visitors to lifeboat houses were put on sale, and these served to remind visitors of the work of the lifeboat service. Souvenirs were also sold by branches and at various functions.

The range of items sold as souvenirs grew steadily over the years, and in time an appreciable income was derived. Indeed the point was reached when it was thought advisable to establish a special department whose task would be to market goods for sale.

An important step was taken when it was decided to establish a trading company.

This came into being in 1972 and Douglas Brown was appointed trading manager. Over the years the scope of the trading company has been extended greatly.

In 1976 an illustrated catalogue was produced showing the items available.

At the same time we formed a small selection committee representing a cross section of lifeboat people to improve the range of souvenirs. We had to bear in mind that sales would be directed not only to lifeboat stations catering for casual holidaymakers but also to serious buyers who were looking for something for their own homes or, indeed, for presents to take back to their families.

There is now a range of 94 items varying in cost from a few pence to several pounds, as well as eight Christmas cards. The next logical step was to offer a mail order system to supporters who are not necessarily members of our branches and guilds.

It could well be argued that a commercial mail order firm could take over this business and offer a much wider range of items without the RNLI providing the capital costs. You have only to look at the various catalogues available to see that other charities offer for sale a large variety of goods from dusters to decorated table ware. But with our system all the profit goes to the lifeboatmen and not to financing a commercial firm. In addition our small staff gives a personal service and our supporters are not greeted with a shower of computerised invoices with which it is virtually impossible to argue.

This year we shall be selling £lm worth of goods and, even after deducting every conceivable expense, souvenir and gift trading will provide the cost of a new lifeboat.

Our aim now is to increase the value of, say, 20 per cent of the goods available so that with the same numerical turnover and without additional handling and warehousing the financial return will be greater. At the same time we must retain a range of smaller items wide enough to satisfy the visitor to fund-raising events and the holidaymaker.

—E.F.P..