We’re By Your Side

The Story: Lincs and Notts Air Ambulance (LNAA) were anticipating an increase in demand for their services over the summer holiday period as a result of the pandemic driving more ‘staycation’ holidays. So the Charity needed to raise funds to provide a second helicopter and additional resources over the summer.

The Brief: To create an integrated campaign to reach new audiences in the Lincs & Notts region – testing new acquisition channels for the first time in order to raise vital funds and learn more about what resonated with these audiences.

Our Response: We created, planned and managed the campaign consisting of a door drop, mailed to 100,000 households in the local area and a digital campaign of display and YouTube advertising, for which we created two 15-second videos to split test.

As the appeal was going to cold audiences who wouldn’t necessarily know LNAA, and given the short formats of the creatives, we had to get the audience to very quickly understand what LNAA do and the importance of the emergency services they provide.

Why it Works: The door drop allowed us to target prospects in the area with an attention-grabbing mail pack. The ‘Beachside. Roadside. Countryside. In a crisis, we’re by your side’ headline concisely communicates that wherever and whenever members of the community need help, LNAA will be there for them. This quickly establishes a feeling of trust and reinforces that accidents can happen to anyone, and one day you may need their help.

As LNAA didn’t know a lot about their audience, we adopted a programmatic approach to the digital campaign whereby we broadly targeted prospects at first and optimised the campaign to allow us to build an understanding of their audience for future campaigns.

Results: LNAA received nearly 450 responses to the door drop, of which 73% were newly acquired supporters – including over 20 new regular givers. The digital campaign gained hugely valuable insights into their audience, to allow for more accurate targeting in future campaigns.