The Story: Sky Shout is the flagship Lincs & Notts Air Ambulance (LNAA) supporter newsletter which is produced and sent to supporters twice a year (May and November). The mailing consisted of an A4 24-page colour magazine, covering letter with a very soft ask and a stand-alone donation form.
In summer 2022, LNAA wanted to refresh the look and feel of the newsletter evolving it into a communication which continues to provide updates on their work, but also demonstrates the impact of donations and informs donors of the variety of ways they can get involved (one-off donations, regular gifts, legacies, fundraising activities).
The Story: Sky Shout is the flagship Lincs & Notts Air Ambulance (LNAA) supporter newsletter which is produced and sent to supporters twice a year (May and November). The mailing consisted of an A4 24-page colour magazine, covering letter with a very soft ask and a stand-alone donation form.
In summer 2022, LNAA wanted to refresh the look and feel of the newsletter evolving it into a communication which continues to provide updates on their work, but also demonstrates the impact of donations and informs donors of the variety of ways they can get involved (one-off donations, regular gifts, legacies, fundraising activities).
The Brief: A complete refresh and rethink of the newsletter, adapting to a 12-page newsletter to drive supporter engagement with LNAA, deepen their understanding of the work of the charity and make them feel proud to support it.
This refresh aimed to build more of a two-way relationship between LNAA and their supporters (particularly those from Notts who are less engaged), by embracing engagement devices to motivate response and offer alternative interactions to just donating.
Our Response: An all-new look and feel newsletter, brought to life with powerful case studies and a tone of voice with a sense of urgency.
Why It Works: We developed a ‘futureproof’ Sky Shout design framework that can be continued throughout future editions, growing and adapting with the charity.
A recognisable, digestible format that retains a clear identity for consistency and recognition, that supporters are familiar with and are expecting.
The increased supporter personalisation (to location and or removing donation form to recent donors) helps to further build the ongoing relationship with supporters.
The letter signatory is integral to the key patient story / newsletter content to maximise relevance. Where possible we conduct an interview to really bring their voice to life.
Results: A combined £90k from both issues in 2022.
May 23 raised over £40k and the November issue has recently mailed – so results still to come.
Stewardship Supporter DM