Up in the air with HIOWAA
Hampshire and Isle of Wight Air Ambulance (HIOWAA) came to us with an exciting brief – produce an appeal that donors could climb on board with, testing response to a direct mail-only ask. The charity had created appeals before – but nothing quite like this.
The ‘Kit Out Our New Crew’ appeal asked donors to support the charity’s three newest doctors, ensuring they were ready to take to the skies. Crucial supplies, like specialist uniforms, boots, shears and flight helmets made the wish list; in the end the charity’s income was over £90k, not only kitting out each new doctor but paying for their full training programmes and much more!
“The goal for this appeal was to generate immediate income but also to help us better understand our donors; shining a spotlight on those who would support us with significant gifts if asked in the right way. The appeal achieved both of those goals. Equally, in opening up a completely new dialogue with our supporters, it has created a unique opportunity for the charity to create lasting, long-term relationships with some of its most generous and committed donors.”
Keith Wilson | Director of Income and Engagement | HIOWAA
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