'Sometimes, with other charities, you don't know where your money is going. With the RNLI, 1 know exactly what is happening and where/ Phyl Cleare, lifeboat donorTrust and confidence are essential when companies are persuading the public to become customers. Whether buying a suit, a meal in a restaurant or some financial advice, people are more likely to choose a brand or a supplier that they trust. Customers are protected by many laws and there are various routes by which they can raise their concerns if they are not satisfied with a product or service.

Charities are also regulated by laws - particularly the Charities Act 1993 which gives donors a certain level of confidence about the honesty and openness of the charity asking for their support.

But donors are not often around to see exactly how their money is spent and have to trust that it is used as promised. Also, there is no exchange of goods or services, so the laws that govern a commercial transaction may not apply.

Supporters are a charity's lifeblood, so the trust and confidence of the public is vital if a charity is to be successful in attracting the funds it needs. Even if one charity falls into disrepute it can damage the reputation of others. This can bring potentially disastrous consequences for those who rely on charities for their health, welfare or even their lives.

The government's Performance and Innovation Unit is about to publish a review of the legal and regulatory framework for charities. But, recognising that self-regulation is better than imposing legislation on volunteers, the Institute of Fundraising has developed a code of practice for dealing with supporters.

Known as the Donor's Charter, this code of practice will be adopted by the Institute's affiliated charities, including the lifeboat service. Many organisations have been consulted in its development, including the Charity Commission, the Association of Chief Executives of Voluntary Organisations, National Council for Voluntary Organisations, Charities Aid Foundation and the Charity Finance Directors group.

The charter lists basic standards of care and gives a clear route for supporters to raise theirconcerns, initially to the charily itself but, if necessary, to higher authorities. When a supporter considers making a gift, the charter promises that: • All communications surrounding it will be honest, truthful and will comply with the law • Your right to privacy will be respected and you will not be subjected to any form of pressure • Your gift will be applied to the purpose for which it was originally requested • Your gift will be used in a way that preserves the dignity of the beneficiary • Your gift will be handled responsibly and to the greatest advantage of the beneficiary • Fundraisers and the organisations that they represent will consider how they meet your wishes as a donor and will be transparent in their dealings with you • Fundraisers will respect your needs for confidentiality and will comply with the law relating to fundraising and the use of personal data • Fundraisers will strive to achieve the highest professional standards at all times.

The RNLI has agreed to sign up to the charter but already exceeds the basic requirements - all supporters receive the highest possible level of appreciation and respect. Personal donations manager, Ann Wilkins, speaks to high-level donors who wish to fund a lifeboat or specific piece of equipment and gets an idea of a coastal area that has a special meaning to them. The RNLI then tries to use their donation in this area. Those who are funding a boat get involved with the build programme and are given regular updates on how the boat is progressing. They are also welcome to go and see their boat being built and tested.

Naming ceremonies are proud occasions where donors can officially hand over their lifeboat and give her a name of their choice. Many choose to remember a loved one in this special way. Both lifeboat and equipment donors are asked to supply wording for a commemorative brass plaque for the boathouse.

As a result, a close link normally develops between the station and the donors and, for many, this leads to further support over many years.

Donors also receive details of rescues carried out by their boat and are invited to the Annual Presentation of Awards in London and to visit Poole HQ. Some also get involved in local events.

The majority of donors continue to keep in touch and are kept up to speed with all the latest developments- They are told when their station boat is due to be replaced and are given the option of funding the next if they wish. In short, the RNLI builds strong, friendly, relationships with these special donors that will last throughout their lifetime.The story of Phyl Cleare 'I am often asked why I support the RNLI. It isn't because I have to, it isn't because I was asked to, but because I want to, and happily, I am able to/ Phyl Cleare from Bournemouth is a good and well-known friend to both lifeboat crews and RNLI staff. She has been a supporter for many years and has bought four lifeboats with a promise of a further one.

Phyl and her late husband, Jack, donated money from their pensions to buy their first D class boat, Phyl Clare, in 1990. This lifeboat was first put on relief duty at Happisburgh and Phyl still keeps the card that was sent to her and signed by all the crew.

When the boat moved to Selsey, the Cleares found another friendly crew and were always pleased to recieve the station's excellent newsletter which continues to be sent to Phyl. 'Nobody seemed to mind when we poked our noses in,' grins Phyl, 'and Swanage was another place that made us exceptionally welcome.' So, in 1994 she and Jack decided to fund a permanent D class to be stationed there - Phyl Clare 2- which gave them an even greater feeling of involvement.

*« * The Cleares pulled out all the stops to celebrate their golden wedding anniversary in 1998 and funded the Atlantic 75 lifeboat, Phyl Clare 3. When they discovered that Weymouth was to be home for the lifeboat they were alsolutely delighted. The couple were also invited to the Inshore Lifeboat Centre at Cowes to see the lifeboat during her construction and were treated to a suprise slap-up reception in honour of their anniversary. 'We were bowled over by their kindness,' remembers Phyl.

Sadly, Jack passed away in early 2000 following a sudden illness and Phyl will be funding another lifeboat that will include donations made in lieu of flowers at his funeral. This new boat will replace the present one at Swange and will be named Jack Cleare. Phyl has also made provision for the eventual replacement of the present Atlantic 75 at Weymouth which will be named Jack and Phyl Cleare.

' have always had the greatest admiration for the RNLI and am always amazed at the selflessness and courage of the crews in often horrendous conditions.' says Phyl, showing her treasured photos of naming ceremonies and crew members. 'I never forget their familes either, who are also surely deserving of our admiration. I call them 'my family',' she smiles, 'and I'm so very proud of them all.'.