The Story: Lincs & Notts Air Ambulance (LNAA) provide outstanding pre-hospital critical care to give people the very best chance of survival, 24 hours a day, 356 days a year. 2022 was their busiest year yet with 1,620 incidents.
Following our door drop in November 2022 targeting a Nottinghamshire audience, LNAA wanted to gather additional data and insight by replicating this activity in Lincolnshire, in order to reach new audiences and raise vital funds.
The Story: Lincs & Notts Air Ambulance (LNAA) provide outstanding pre-hospital critical care to give people the very best chance of survival, 24 hours a day, 356 days a year. 2022 was their busiest year yet with 1,620 incidents.
Following our door drop in November 2022 targeting a Nottinghamshire audience, LNAA wanted to gather additional data and insight by replicating this activity in Lincolnshire, in order to reach new audiences and raise vital funds.
The Brief: To plan and manage a door drop campaign and tailor the content to a new geographical audience. The focus was the patient story of Bradley, a young boy who had had a bike accident, along with key messages to explain what LNAA do and to show the impact that donations can make.
Our Response: We developed the media targeting and the door drop pack creative. The format remained the same (outer, letter/donation form and BRE) for durability and impact on the doormat. The creative reinforced LNAA’s core messaging of ‘By your side’.
Why it works: As a cold audience, the recipients may not be aware of LNAA. We needed to achieve quick ’buy in’ with the emotive story of Bradley, and the inference that this could happen to you or your loved ones. Plus, the signatory was the Attending Doctor to add real integrity to the story. The donation ask was also very mindful of the current cost-of living crisis.
Results: 101 donations totalling £3,189, with 57% of those from new supporters.
Very targeted acquisition activity