The Story: Sky Shout is the flagship Lincs & Notts Air Ambulance (LNAA) supporter magazine which is produced and sent to supporters twice a year (Spring & Autumn). Traditionally, the mailing consists 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 their 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 magazine which is produced and sent to supporters twice a year (Spring & Autumn). Traditionally, the mailing consists 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 their 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 12pp newsletter mailing to go to 55,000 supporters. 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 by embracing engagement devices to motivate response and offer alternative interactions to just donating.
Our Response: An all-new look and feel newsletter. We knew that LNAA admired RNLI’s style of communication which is generally quite informal but feels passionate and dramatic when talking about real life stories, along with their tone of voice which has a sense of urgency. We definitely brought an element of this into our creative concept supported by powerful case studies and compelling stats.
Why It Works: We developed a ‘futureproof’ Sky Shout design framework that can be continued throughout future editions, growing and adapting with the charity.
LNAA currently see much higher engagement from Lincs (vs Notts) supporters so we tailored messaging in the covering letter to reflect their location with the charity, with a goal of increasing engagement and support, particularly from Notts supporters.
Results: The first new-look edition of Sky Shout generated over £20,000 in postal donations from 455 supporters. Online donations and regular-giving sign ups are still being collated. Following the same overall design framework, the second edition of Sky Shout is mailing out in November 2022.
Supporter Newsletter