The Story: Given the organic growth of Scotland’s Charity Air Ambulance (SCAA)’s regular giving programme, the Charity was keen to trial a more targeted approach to promoting regular giving. SCAA was already planning a value exchange regular giving campaign (offering a small booklet of lifesaving advice) and wanted to dovetail this with a DM regular giving conversion campaign, targeting existing cash donors.
The Story: Given the organic growth of Scotland’s Charity Air Ambulance (SCAA)’s regular giving programme, the Charity was keen to trial a more targeted approach to promoting regular giving. SCAA was already planning a value exchange regular giving campaign (offering a small booklet of lifesaving advice) and wanted to dovetail this with a DM regular giving conversion campaign, targeting existing cash donors.
The Brief: To produce a DM pack to go out to 4,000 existing cash donors including outer, letter, donation form, BRE and uplift leaflet – asking them to convert to giving a regular monthly gift via Direct Debit.
To motivate supporters to become part of something special and establish SCAA as a guardian who is there for the people of Scotland when needed the most.
Our Response: Our concept highlighted the fact that SCAA is the only air ambulance service servicing ALL of Scotland. ‘We’ve got you covered… every square mile of Scotland’.
The impactful hero piece was a leaflet which opens up in the format of a map to make the visual link with covering all of Scotland. Emotional connection is made in the form of short case studies, which are highlighted on the map to show the breadth and depth of the service the donor can fund.
Why It Works: The large map fold-out highlighted SCAA’s scale but personalised regional stats also showed local relevance.
A thank you postcard was included for the donor to write a message to the crew, helping to make a personal connection and increase engagement.
Results: £10,000 raised from 65 donors. With a fixed ask of £5, £7.50 and £10 (£7.50 highlighted and also shown as just 25p/day), we achieved an average gift £8.40.
Regular Giving Conversion Campaign