Humanise your brand! 

The National Sea Rescue Institute (NSRI) is a non profit volunteer organisation. It relies on support from the public for funding. 

It also relies heavily on the good will and dedication of individuals who volunteer their time to ensure the NSRI is able to operate. These are people who spend hours in training in all aspects of sea rescue and who often risk their lives to help others who are in trouble. 

This is the story of one volunteer, Spencer Oldham who is a family man, business man and yet has voluteered an enormous amount of his time to the organisation. His personal story creates an emotional connection with the audience because we realise the organisation only exists because of hundreds of people like Spencer.

The NSRI becomes humanised when we hear the stories of the people who are prepared to dedicate themselves to a cause out of a belief in altruism.

Click here to listen to Spencer's  story: The Story Teller

In his story Spencer talks about the many hours spent training for all kinds of eventualities, the dangers they face at sea (and on land), the satisfaction of a successful rescue and his continued dedication despite the impact of Covid-19 on sea rescue operations and his personal life. 

Every individual who volunteers for the organisation has a story to tell that creates empathy for the brand. These are the stories worth collecting as part of a marketing strategy to differentiate your brand in a highly competitive market.