The Story: Scotland’s Charity Air Ambulance (SCAA) was looking to further develop individual giving through dedicated warm and cold cash appeals. These would be distributed in June and be centred around summer - their busiest time of year operationally.
This will be the first time they are doing a standalone cash appeal with warm donors outside of a newsletter campaign, or a cold acquisition campaign (except digital).
The Story: Scotland’s Charity Air Ambulance (SCAA) was looking to further develop individual giving through dedicated warm and cold cash appeals. These would be distributed in June and be centred around summer - their busiest time of year operationally.
This will be the first time they are doing a standalone cash appeal with warm donors outside of a newsletter campaign, or a cold acquisition campaign (except digital).
The Brief: To create a big creative idea for an appeal that would work across both a warm DM pack and a cold door drop. Also to create the individual packs.
The central message is to revolve around the urgent need for funding to support SCAA in conducting life-saving emergency air ambulance missions across Scotland this summer – the fact that nobody in Scotland should have to suffer or die because they didn’t receive care in time.
Our Response: We created the SOS concept - Save Our Summer Appeal. The appeal identity was shown as a stamp to bring the SOS to life and to create recognition.
We created 2 packs for a warm and a cold audience – the creative was a similar style but the messaging and format were tailored to make it more relevant to each audience e.g. the gift ladder on the warm DM matched the specific donation form asks for general, middle and high value supporters.
Why it Works: Using SOS is powerful – this is a universally recognised ‘call for help’ to show the critical nature of the appeal, but made relevant to the people of Scotland - SCAA’s current and potential supporters.
The creative really draws out the emotion with the donor, by using real life case studies to show the life-saving impact of their donations. The emphasis is on the critical role of SCAA’s rapid response in saving lives and show the necessity of individual support in funding more callouts this summer.
The bold colours and imagery makes it a very visual pack, giving great standout on the mat.
Results: So far…over 1500 donations raising £118k income between warm and cold packs, against a target of £80k. Over 50 RG sign ups.
Appeal Door drop & DM