Life-saving emergency appeals

In recent years, Cherry Tiger and Air Ambulance Charity Kent, Surrey & Sussex (KSS) have worked together to raise funds for a much-loved local charity.

Although the charity has a well-established supporter base, awareness is still building, so over time we’ve tried to help build a brand, as well as raise funds from both cold and warm audiences. Following a brand refresh, our appeals have delivered a consistent look and feel – and focused on the core purpose of the charity – saving lives in the local community.

In the past, appeals tended to rely on compelling patient stories alone. We have tried to ensure that not only are we telling powerful stories but that they support a central proposition aligned to the brand.We emphasise that Air Ambulances are about much more than flying patients to hospital quickly. In fact, it’s more about taking the A&E department to the patient. All of KSS Air Ambulances carry doctors and paramedics specialising in emergency medicine, who can save lives at the scene, and give patients a much better chance of a full recovery.

Key to the case for support is breaking the assumption that air ambulances are NHS funded. In fact KSS receive very little NHS funding and 91% of the £57,000 a day it costs to keep their services running come entirely from the generosity of local people in the community. We make sure donors know their gifts are central to KSS being able to save lives.

In cold channels, including doordrop, we’ve worked to make the same messages even clearer, more urgent and compelling, in order to win new supporters for the very first time. We’ve also worked with the charity to make the appeal propositions lead a range of other seasonal fundraising activities including raffles, lottery and community fundraising.

Together, we’re helping the charity speak with one voice, one ask at a time, consistently generating positive results and ROIs in a tough fundraising environment. Christmas Appeals are particularly strong combining donations with Xmas Card purchases, generally raising over £120,000
from a relatively small donor base.