The Story: Scotland’s Charity Air Ambulance (SCAA) responds on average to two time-critical emergency call outs, 365 days of the year. As a charity they receive no statutory government funding, so rely 100% on public donations to fuel their life-saving flights.
May 2023 marks their 10th anniversary. To commemorate this, SCAA wanted to offer supporters the opportunity to have their name feature on a SCAA Air Ambulance! This appeal was to be rolled out via direct mail, digital and PR.
The Story: Scotland’s Charity Air Ambulance (SCAA) responds on average to two time-critical emergency call outs, 365 days of the year. As a charity they receive no statutory government funding, so rely 100% on public donations to fuel their life-saving flights.
May 2023 marks their 10th anniversary. To commemorate this, SCAA wanted to offer supporters the opportunity to have their name on a SCAA Air Ambulance! This appeal was to be rolled out via direct mail, digital and PR.
The Brief: To create a truly engaging campaign – a special 10th anniversary newsletter edition DM pack to be mailed to 22,000 supporters and an online campaign to drive online donations.
We already partnered with SCAA to produce their bi-annual DM newsletter - a ‘thank you’ to acknowledge support and provide an update on recent charity news, showing the impact of donations and ways to get involved. This was to be a very special edition of the newsletter and the opportunity to do something really impactful.
Our Response: Creating a campaign identity ‘Make your Mark’ enabled a consistency across the integrated campaign. The newsletter was A4 20pp instead of the usual 12pp to create something unique for this campaign, while containing the usual supporter updates as well as 10th anniversary news. An A5 uplift clearly explained the ‘Make your Mark’ campaign that could be passed on to others. The campaign landing design was simple to make it easier for the reader to donate.
Why it Works: Having a clear identity ‘Make your Mark’ helps with campaign recognition and engagement, while providing a call to action that encouraged supporters to donate.
Creating a double window outer within an A5 format gave the DM pack standout on the doormat. And the simple format for the campaign landing page enabled and maximised online donations.
Results: Total income raised of nearly £115,000 against target of £75,000! There were 3,298 donations, with average gift of £31.87 (ask amount was £20), and 3,208 decal names featured on helicopter.
Integrated anniversary campaign