Thinking about thanking Fundraising’s forgotten art
> more on page 13
Simmy Akhtar Chief Executive
There’s something a little bit different in our magazine this month, with a feature on our involvement with the British Touring Car Championship (BTCC) and in particular with driver Árón Taylor-Smith. Several of our corporate fundraising partners this year have been involved in the thrilling BTCC, which has presented us with some incredible opportunities to raise awareness of the lifesaving work of our air ambulance community as well as further funds. We’re grateful to Kwik Fit, Briggs Equipment UK and Smart-Tab Products for their support and to Árón for granting us an exclusive interview.
Read more from Árón on pages 7-9, as he explains about his driving career, motivations, hopes for the future, and why being able to support AAUK and all the air ambulance charities is so very important to him.
Email:
AAUK is fortunate to have secured some outstanding corporate fundraising partnerships this year, and there is news of more new partnerships in our usual news pages (pages 4-6), as well as our reaction to a momentous General Election, news about our flagship Conference and Awards, and much more.
Editor - Nick Campion
E: info@airambulancesuk.org
T: 07958 695778
Fundraising is also the focus of our feature on page 13, by fundraising expert Gill Jolly, who says we should all be thinking hard not only about how we ask for donations but also how we thank donors for them. Gill offers invaluable advice to consider and explains why saying thank you is so critically important.
REGISTERED OFFICE ADDRESS
Association of Air Ambulances (Charity) Ltd., Operating as Air Ambulances UK. International House, 126 Colmore Row, Birmingham, B3 3AP.
The fundraising focus continues to our Member Spotlight feature (p14), which this month is about our new member The Hilditch Group, a company which sells on unused or redundant medical equipment. So if you have boxes – or rooms! – full of old kit, get in touch with them to find out more. The Hilditch Group already works with some AAUK members, as well as the majority of NHS Trusts.
Whilst
Association of Air Ambulances (Charity) Ltd, operating as Air Ambulances UK, is Incorporated and Registered in England and Wales: Registered Company Number 9391251 and Registered Charity Number 1161153. Registered in Scotland SC051021.
Association of Air Ambulances Ltd is a subsidiary of the Association of Air Ambulances (Charity) Ltd and is Incorporated and Registered in England and Wales: Registered Company Number 08341197.
Cover: Árón Taylor-Smith
Finally, we have our inspiring Patient Stories on pages 10-11, which are always an excellent reminder of why we all do the work we do.
Our next issue of Airway will be in December and will report on our Annual Conference and Awards. We are planning a fantastic day and evening for you and encourage you to book your places at the sector’s number one event as soon as you can.
I hope you enjoy the issue.
UPCOMINGEVENTS
SEPTEMBER 2024
9TH-15TH Air Ambulance Week, nationwide 12TH AAUK Golf Day, Redditch
18TH-19TH Emergency Services Show, Birmingham
23RD UK ECPR Summit 2024, London
24TH-25TH Helitech Expo, London
Charlotte Hawkins is AAUK Ambassador TV star
AAUK has announced the appointment of Charlotte Hawkins, the much-admired television presenter and journalist, as an Ambassador. Charlotte will play a pivotal role in raising awareness of the vital work undertaken by air ambulance charities across the UK.
With a distinguished career in television and radio broadcasting, Charlotte has become a familiar face in households across the nation. Her expertise, professionalism, and dedication to journalism have earned her widespread admiration – and as a prominent figure in the media, Charlotte is committed to using her influence to support causes close to her heart.
On becoming an ambassador for Air Ambulances UK, Charlotte said: “I am deeply honoured to join Air Ambulances UK as an Ambassador. The lifesaving missions carried out by air ambulance charities are invaluable, and I am passionate about raising awareness and support for these essential services that make a real difference in local communities.”
In her role as Ambassador, Charlotte will engage in campaigns aimed at highlighting the critical role of air ambulance charities across the UK. Simmy Akhtar, CEO of Air Ambulances UK, said: “We are delighted to welcome Charlotte Hawkins as an Ambassador for Air Ambulances UK. Her significant presence within the broadcasting industry will greatly enhance our mission to support air ambulance charities. Charlotte’s involvement will help Air Ambulance charities to save even more lives and improve patient outcomes across the UK.”
• Safe access to patient data
• Access to, and safeguarding of, hospital helipads and community landing sites
AAUK calls for decisive action
Given how the UK’s 21 air ambulance charities are experiencing both rising demand and rising costs, AAUK is calling for decisive action. The four key issues that AAUK would like to see addressed as a matter of urgency are:
• Support to address increased demand and increased costs
• Oppose the proposed statutory levy on lotteries
The surprise calling of the General Election came shortly after AAUK hosted a Parliamentary Reception at the House of Commons earlier this summer, which attracted support from key political figures to raise awareness of the lifesaving work of the UK’s air ambulance charities. Before the election, AAUK engaged with Prospective Parliamentary Candidates (PPCs) to garner support. This engagement was crucial for identifying potential MPs who could support the re-establishment of the APPGAA. AAUK received over 100 offers of support from those willing to advocate for the sector if elected.
AAUK also launched a five-week campaign to urge the next UK Government to support the sector’s key issues, as outlined in AAUK’s Manifesto. The campaign included digital key messaging, a feature in the Emergency Services Times, an open letter for public support, and a toolkit for the public to use during doorstep engagements with PPCs. These combined efforts aim to ensure that the Government prioritises the vital issues impacting air ambulance charities.
As the dust settles on a momentous General Election, AAUK and its member charities are urging the new Government to address the pressing challenges faced by air ambulance charities across the UK.
Pictured left to right: Patrick Peal, Helen Whately MP, Pete Wishart MP, Simmy Akhtar
Auto-Cycle Union partners AAUK
AAUK has announced a strategic partnership with the AutoCycle Union (ACU), the governing body for motorcycle sport in the British Isles. The collaboration will see the two organisations working together to raise awareness and funds for the vital services provided by air ambulance charities nationwide. With a shared commitment to promoting safety and supporting those in need, this partnership aims to make a tangible difference in communities across the UK.
The ACU has a long-standing history of promoting motorcycle sport, ranging from grass roots level to international competitions. With a membership base of over 25,000 riders and officials, the ACU plays a central role in regulating and organising motorcycle events, ensuring safety standards are upheld at all times.
ACU Secretary General, Matthew Edwards-Wear, said, “Partnering with Air Ambulances UK is a great opportunity for the ACU to give something back to a wonderful charity. Air ambulance services have been utilised at many of our events to support riders in their time of need. The work that Air Ambulances UK and the UK’s air ambulance charities do is amazing, and we are going to be offering an opportunity for our riders to be able to donate to the charity as part of their licence renewal each year. There will be opportunities for Air Ambulances UK and air ambulance charities to attend some of our key ACU events and Championships to do collections around the tracks and circuits.”
The ACU has already made an initial £10,000 donation to mark the start of the partnership with AAUK.
Air Ambulance Week: Today’s supporter, tomorrow’s lifesaver
This year’s Air Ambulance Week will run 9-15 September with a theme focusing on Today’s Supporter, Tomorrow’s Lifesaver, which is a reminder of how actions today can shape lives tomorrow. Each act of support today becomes hope for tomorrow, increasing the chances of survival and improving patient outcomes.
Throughout Air Ambulance Week, AAUK and air ambulance charities will celebrate the incredible stories shared by those whose lives have been impacted by the dedicated teams who bring the hospital to the patient at the scene.
Building Light-ups will again feature strongly and this year they will begin on 9 September, the first day of AAW, which also coincides with Emergency Services Day.
Pictured left to right: Stephen Hall, ACU Volunteer, Matthew Edwards-Wear, ACU Secretary General, Carla Yarrow, AAUK Corporate Partnerships Manager, Glen Picknell, AAUK Communications and Marketing Manager
Air Ambulances UK has announced that Kwik Fit, the UK’s leading automotive servicing and repair company, will be the principal sponsor for the 2024 Annual Awards of Excellence.
The event will be held at the Coventry Building Society Arena, home of Coventry City FC, on 28 November 2024. Since announcing its partnership with AAUK in October 2023, Kwik Fit has already raised over £160,000 through a wide variety of initiatives.
Principal sponsors announced
The Air Ambulances UK Annual Awards of Excellence is a prestigious event, dedicated to celebrating the remarkable achievements of those involved in the lifesaving work of air ambulance charities across the UK. This year’s event promises to be an inspiring occasion, set in a new location, and will bring together charity teams, air ambulance crews, volunteers, and young people to recognise outstanding contributions in charity, clinical and aviation excellence.
ejection seats, survival systems, and various personal survival items including life jackets, life rafts, and rescue stretchers. Their expertise in maintaining critical survival equipment ensures air ambulance crews are equipped with reliable gear essential for emergency response operations.
Mark Slade, Managing Director of Kwik Fit said: “Much of air ambulances’ work can go under the radar, but the Awards of Excellence provide an important opportunity for it to be recognised. Kwik Fit is very proud to be supporting the awards, and we look forward to meeting many members of the air ambulance community on the night.”
The AAUK Annual Conference, which will be held during the daytime on 28 November, will be sponsored by SES (Survival Equipment Services), a leading provider in servicing escape systems and survival equipment.
SES specialises in the complete service and overhaul of Martin-Baker aircrew
BBC offers a lifeline
The Annual Conference hosted by Air Ambulances UK is the one opportunity in the year where the air ambulance community comes together for a day of learning, debate, research, and celebration. It serves as a vital platform where professionals from across the air ambulance sector convene to discuss innovative practices, cutting-edge technologies, and the latest advancements in medical care.
The BBC Lifeline Television Appeal, a monthly 10-minute programme aired on BBC One, is scheduled to launch an appeal focused on air ambulances on 15 September 2024 (the closest transmission date to Air Ambulance Week).
Phil Bayliss, Director & Business Development Manager at SES said: “It is a great honour to be sponsoring the Air Ambulance UK Annual Conference this year; we understand the importance of the air ambulances and how critical they are to our communities. At SES, we pride ourselves on providing expert and professional services, combining technical expertise and a commitment to exceeding customers’ expectations. We are tremendously proud to be a part of this community supporting the maintenance of their aircrew helmets and safety equipment essential for any emergency response.”
Following the initial broadcast, there will be two additional transmissions on BBC Two in the subsequent weeks, along with visibility on BBC iPlayer, the BBC website, and Together TV. The BBC is filming three case studies as part of the appeal, which is a wonderful opportunity to further raise awareness across the country through the unrivalled reach of the BBC.
To find out more about how to watch the broadcast, go to www. airambulancesuk.org/bbc-lifeline
To find out more about both the Conference and the Awards, go to www.airambulancesuk.org/conferenceand-awards/
You can learn more about the events, sponsorship opportunities, how to enter the Awards, and how to book tickets for these brilliant events.
NACFB chooses AAUK
The National Association of Commercial Finance Brokers (NACFB) has chosen AAUK as its charity partner for 2024. AAUK was chosen by the trade body’s Board after learning how its local air ambulance was able to support one of the Association’s colleagues. NACFB has set a fundraising target of £15,000 and in addition to raising funds, NACFB plans to help increase national awareness of the charities’ essential pre-hospital critical care.
Driven to succeed
AAUK is fortunate to have secured some outstanding corporate fundraising partnerships and this year, several of those partners are involved in the thrilling, high-speed British Touring Car Championship (BTCC).
BTCC main sponsor Kwik Fit has chosen AAUK as its ongoing charity partner, while Briggs Equipment – which has chosen AAUK as its charity partner for 2024 – sponsors BTCC driver Árón Taylor-Smith. This has created a fantastic series of opportunities for AAUK to raise awareness of all the air ambulance services and to raise vital funds to be shared between the charities. Finally, Smart-Tab Products has also chosen to support AAUK this year and is involved in the Porsche Carrera Cup, which runs as part of the BTCC.
This happy convergence of so many sponsors has resulted in AAUK being deeply involved in the BTCC this year and the organisation has had the pleasure of getting to know driver Árón Taylor-Smith, who is a huge supporter of the air ambulance community.
Árón sat down to speak to us about the championship and the connection to AAUK…
…Árón, thank you very much for taking the time to talk to us.
How did you first hear about Air Ambulances UK?
I’ve always been aware of the air ambulance services because they are heavily involved in a lot of motorsport championships throughout the UK. The work they do is second to none. It seemed to be the perfect synergy when Briggs Equipment UK mentioned that their chosen charity for the 2024 season was going to be Air Ambulances UK because it aligns with Kwik Fit, it aligns with the BTCC and is a charity that is close to my heart. I have loved getting the opportunity to represent a charity that does this great work.
Have you ever encountered the air ambulance services before?
Fortunately I personally haven’t but when I was involved in a pretty significant British Touring Car crash at the 2017 Championships, I know two people were airlifted to hospital. On that occasion I went by land ambulance but I know that the air ambulance literally saved the lives of two drivers - that alone makes this such a worthy cause to me. Without their support and services, maybe those drivers would not have been able to make a full and healthy recovery.
What or who inspired you to become a race driver?
Growing up I was always interested in motor sport - it probably stemmed from my family’s background. One of my brothers actually raced in Touring Cars for a couple of seasons and from a young age I think all I ever wanted to do was be the best driver in my family. That has led to a ten-year career in the British Touring Cars, and being the only Irish driver to win races in over 30 years of the Championships is something that I am immensely proud of. I think we can continue to add to that tally and it really is my childhood dream coming true.
Which is your favourite track in the BTCC calendar and why?
My favourite track on the BTCC calendar is probably Thruxton – it is a track where I have secured a pole position before in the British Touring Cars and it’s one that is super high speed, really demanding, really testing. We run a hard compound tyre there because of how abrasive the surface is and it is one of the best tracks to drive as a driver.
What has been the highlight of your racing career so far?
It has to be taking my first ever win in the British Touring Cars, which was back in 2012. I think that’s a moment where you’ve spent your whole life envisioning it, hoping that it will all come together, and when that win took place at Brands Hatch, it felt like the dream was coming true
Can you share your first experiences competing in the BTCC?
Yeah, my first experience competing in the BTCC was almost a bit surreal. I had grown up watching all the drivers that I got the opportunity line up on the grid beside - and go on to beat, which was quite cool! It’s nerve wracking because you are at the pinnacle of the sport. All eyes are on you, it’s live on ITV, every friend, every family member, every sponsor is glued to the TV - if they’re not trackside - to watch and see how you’re getting on. So it is a pressure cooker environment and over the last ten years, I’ve probably been able to learn to deal with that and direct my attention to improving my performance and not letting that outside noise distract me.
What advice would you give to young drivers aspiring to be in the BTCC?
I think you have to be willing to out-work every single one of your peers, be that on the track, in the gym, in the board room, in a commercial setting. You have to be willing to leave no stone unturned. I think people look at the Touring Car drivers, thinking we do ten Sundays of work in an entire year - but actually those ten Sundays are probably the most peaceful time of my season! When we get to line up on the grid, it is everything that goes into it to get us to that point that makes the Championship the pinnacle of the sport.
I think for young drivers, they may not see that; they might only see the flashy Instagram montages, the cool photos, the celebrations, the trophies. They don’t see the 4:30am starts, the simulator work before everyone gets out of bed, the hours in the gym, the hours looking at the on-board footage, the sponsor meetings, the commercial agreements. But you have to do it and I’d say to any young driver: never let anyone out-work you, be it on track or off track.
How do you think motorsport can support air ambulance charities across the UK?
I think motorsports offer a massive platform for air ambulance charities across the UK. With our trackside following and our TV coverage, it’s a huge opportunity to spread the understanding of the incredible work that air ambulance charities do. You will not find a driver on the grid who isn’t immensely grateful for the support of the air ambulance services because they make life-changing decisions that can make all the difference for a driver.
Scotland’s landmark callout
An emergency response to a holidaymaker who sustained leg injuries after falling 15 feet from a coastal path near St Abbs Head in the Scottish Borders marked the milestone 6,000th call out for Scotland’s Charity Air Ambulance (SCAA).
SCAA scrambled a helicopter from its Perth base to the east coast emergency, landing on the beach at Broadhaven Bay close to the injured woman, before stretchering her to the waiting helicopter and airlifting her to the Royal Infirmary Edinburgh.
Russell Mackay, SCAA’s Operations Support Officer, commented: “We launched in 2013 with one Bolkow 105 helicopter and responded to 289 call outs in our first year,” he explained. “We have just completed our eleventh and busiest year ever with over 1,000 call outs, showing the growing and continuous demand for our life-saving service.”
Record start to 2024
Great Western Air Ambulance Charity (GWAAC) has been called to a record number of incidents in the first half of 2024. They responded to 1,159 people in urgent need of critical care between 1 January and the end of June — an increase of around 21% compared to the same period last year. Operating costs have also been increasing: the average cost per mission is now around £2,200 — an increase of 10%.
GWAAC’s mission statistics from the first half of the year show a significant increase in callouts to babies, children and teenagers. Callouts to young people increased by 52% compared to the same period in 2023 and the crew responded to almost double the number of babies (from 26 to 50). Responses to calls for someone who collapsed or for a stabbing-related incident also increased. The crew travelled to more than three-quarters of patients in a car rather than the helicopter.
Celebrating Blood Bikes
Cornwall Air Ambulance (CAAT) is celebrating a group of unsung heroes who play a vital role in helping save lives. Cornwall Blood Bikes’ riders tirelessly navigate the county’s winding roads to deliver urgent medical supplies when patients need them most.
Whether it’s blood, plasma or vital medications, the dedicated team of volunteer motorcyclists ensure that critical deliveries reach hospitals and patients in need, often racing against the clock.
Like CAAT, Cornwall Blood Bikes doesn’t receive any funding from the NHS or Government, so CAAT is using Blood Bike Day on 9 August 2024 as a focal point for the acknowledgement of the incredible work of these volunteers. Without fundraising and encouraging others to recognise the work they do, the riders could not put fuel in their bikes, maintain them, insure them or continue their freephone number for the NHS to call. All blood bike riders are unpaid volunteers who use their own vehicles.
24/7 Helipad a step closer
East Anglian Air Ambulance (EAAA), Essex & Herts Air Ambulance (EHAAT) and Magpas Air Ambulance have welcomed planning permission for a 24/7 helipad at Addenbrooke’s, the region’s Major Trauma Centre.
Stuart’s Story
The charities are currently using a temporary helipad at Addenbrooke’s Hospital. A recent planning application was submitted and approved by Cambridge City Council to extend the permitted hours of use from 07:00-21:00 to a 24/7 basis. This will ensure that patients can be transported quickly to emergency care facilities during these extended periods.
Agricultural engineer
The 24/7 helipad is a huge, positive step for patients transferred by the air ambulance charities: it will reduce the need and time for additional transfers by land ambulance, ensuring critically injured and unwell patients can receive quicker treatment from the Major Trauma Centre, regardless of the time of day or night.
Stuart was at his grandfather’s farm in Gloucestershire, chopping down some trees for firewood, when he fell 15ft.
“I remember the feeling of uncontrollably falling and being unable to stop myself from hitting the trailer beneath me.”
Stuart landed on an exposed strut sticking out of a rusty trailer beneath him, causing him life-threatening injuries.
Mr Jai Rawal, Clinical Director for Major Trauma Centre at Cambridge University Hospitals NHS Foundation Trust, said: “CUH welcomes the extension of the helipad’s operating hours at Addenbrooke’s. It is anticipated that there will only be a slight increase in the number of flights to and from the helipad, but each flight will have an enormous impact for the patient.”
H“I was in immense pain and I now know my condition was critical. I had broken my femur and I was bleeding out from my femoral artery.”
Stuart’s girlfriend ran to the neighbours for help and called 999. Great Western Air Ambulance’s (GWAAC’s) Critical Care Team was dispatched to the scene, with Critical Care Doctor Glyn, Specialist Paramedic Pete, and Trainee Critical Care Doctor Jamie on board.
Stuart had heavy internal bleeding and was in a lot of pain. GWAAC’s crew needed to stabilise his condition before they could move him. They administered blood-clotting drugs, antibiotics and advanced pain relief before moving Stuart into the back of a land ambulance and escorting him to Southmead Hospital’s major trauma centre.
“I do not remember being moved from the trailer into the ambulance but I remember waking up and seeing the ambulance roof and a number of paramedics and Critical Care doctors looking over me. I am pretty sure that the fast-acting Critical Care doctors saved my life that day.”
Upon arrival, GWAAC’s crew handed Stuart over for emergency surgery.
“I was told that there was a high chance that my leg would be amputated. I was in theatre for six hours where the amazing
surgeons managed to save my leg. I had an artery transplant to regain blood flow to my leg.”
Stuart then had a tense few weeks of not knowing whether he would ever regain movement in his leg, but just days before Christmas, he was allowed back home having been taught to walk again.
“I was worried because my job as an agricultural engineer is fairly physical and relies on being able-bodied. I feel so thankful for the support I received on the ground from the air ambulance as well as the surgery and aftercare the NHS provided me.”
Just eight weeks after his accident, Stuart was able to return to work on light duties, with extensive physiotherapy. He subsequently visited the GWAAC base with his partner, Millie, where Critical Care Doctor Jamie Vassallo and Specialist Paramedic Pete Reeve enjoyed catching up with him and were thrilled to see him doing so well.
“I felt privileged to visit the base and to have the opportunity to thank the team that saved my life last year. They truly are heroes!”
Rebuilding after disaster
Jogging through the streets of Portsmouth on a cloudy New Year’s morning, 30-year-old Dale was embracing the start of a new year. As he stepped out to cross the road, he was hit by an oncoming car.
Police units and paramedics arrived on scene, quickly followed by the Hampshire & Isle of Wight Air Ambulance (HIOWAA) Critical Care Team in one of its Emergency Response Vehicles. Dale was stabilised at the scene and transported to University Hospital Southampton (UHS), the region’s Major Trauma Centre.
“I loved my old life; I used to exercise five or six times a week. I recently cycled 100km in four and a half hours. I was an incredibly active person, which is probably one of the reasons I survived. But my life is so different now. It doesn’t have to be bad, just different. That’s my attitude.”
Among his injuries were broken bones in his vertebrae, ribs, sternum, scapula and skull, causing two bleeds on the brain, a punctured lung and a bruised liver. “The T12 vertebrae essentially exploded, causing my spinal cord injury, meaning I am now paralysed and have no sensation in the lower half of my body,” he explains.
Dale spent 17 days in a coma and a further three weeks in UHS before being transferred to Salisbury Spinal Treatment Centre, where he stayed until 16 March.
Throughout his 75 days in hospital, Dale was only able to see his then fiancée, now wife, Rachael, for an hour and a half. “That was tough,” says Dale. “You wake up from a coma, paralysed, and you just want to see your family.”
Though he is determined to walk again, when Dale was in Salisbury Hospital that goal was seemingly out of reach: “They thought I had a complete injury, meaning I wouldn’t get any movement back,” Dale continues, “but it was only when I started attending private physiotherapy that they found there’s a chance I can get movement back and that I should be able to walk again.”
At his first hydrotherapy session, Dale regained movement in his leg as he pulled his knee up to his chest. “It was very slight but it was movement. It was unbelievable,” says Dale. With his wedding fast approaching, Dale’s new aim was to stand for the first dance. “We chose Stand by Me by Ben E. King, and we just stood together. It was amazing.”
Described by his friends as ‘annoyingly positive,’ Dale wasn’t one to shy away from the challenge ahead. He says, “In a lot of ways, the mental health side of it is a lot more important than the physical side. If you’ve got a good frame of mind and the right attitude, everything is a lot easier.”
While the support from loved ones, Rachael in particular, has helped Dale “get through it quite well,” he has tried his hand at something new to help him process what has happened, as well as to be there for others going through a similar ordeal.
“I’ve started a YouTube channel called ‘thewheeldalemuffett’ talking about spinal cord injuries and all the stuff that comes along with it and a new online community platform, Spinal Chat”, says Dale. “I knew nothing about spinal cord injuries before my accident. You have this perception of people in a wheelchair that they just can’t walk. But the paralysis is just one of maybe 10 other things that are going on.”
Dale came to understand how he owed his life to the HIOWAA crew and those who have looked after him. “I didn’t expect to need the air ambulance, but here we are. How I survived is just amazing, which is why I’m eternally grateful to them, as are my friends and family.”
“But without the support and generosity from the public, who knows what might have happened. No one knows who is going to end up needing the air ambulance today, tomorrow or the next day. It could be any one of us.”
Thinking about thanking
How often do charities not fully appreciate the commitment of donors and supporters? Fundraisers spend an enormous amount of time concentrating on the ‘ask’ – but when it comes to thanking, often it doesn’t get the same effort or attention.
Donors and supporters want more involvement with charities these days –but want it to be much less transactional. An initial thank-you communication is a sign to the supporter of how a relationship is viewed and how it will develop. The thank-you needs to be sent very quickly as this is an indication of how much it’s appreciated (and needed). It should also be personalised as much as possible, with the details of the gift, acknowledging if it was an additional gift to previous support, and reflecting anything that the donor shared as to why the gift had been made. Ideally it should say how the money may be used. Then, before any further ask is made, donors should be informed how their gift has helped.
Times are tough, not just for charities, but for donors and supporters as well, so if they don’t feel valued charities risk losing their support – but a satisfied donor will give again, give at a higher level and encourage others to give. If donors are looked after they become loyal to the charity and they can be taken on a journey that’s very much a two-way relationship. To do this successfully, donor and supporter motivations need to be understood and then reflected in the relationship the charity has with them.
In the air ambulance world, gratitude giving is a huge motivational force. Patients and families are grateful for what the air ambulance did for them. Unfortunately, not every outcome is successful, so giving in memory is another strong motivation. Knowing the charity will be there in case it’s needed (the insurance policy) is another huge motivation. Consider, are these motivations reflected in the thanking process not only by what is said in that first communication but also in what you subsequently ask for in terms of support in the future?
Gill Jolly is Director of Achieve Consultants Ltd www.achieve-consultants.co.uk
As a donor to many charities myself I’m often appalled by the thank-you communications I receive. After the fourth year running of a three-figure Christmas gift to one particular charity, I received the same thank-you letter. They received some free consultancy from me as a result… Their letters should have been getting warmer, thanking me for my continued support as well as my gift aid contribution rather than asking me yet again if I could complete the attached so they could claim the tax from HMRC – I’d already signed up to gift aid and ticked the ‘for the current and all future gifts’ box. This just makes donors feel like the charity is treating them as an ATM when they require cash.
Not everyone wants a fanfare, but a little thanks, appreciation and recognition goes a long way. It’s essential to make donors and supporters feel valued at every stage of their journey with a charity. In today’s digital age, building authentic connections with donors has never been more critical. By understanding their passions, values and motivations, approaches can be tailored to resonate with their interests and deepen their engagement.
Even a thank-you letter’s signatory matters. If we have our direct mail appeal written from the perspective of a pilot and signed by them, who does the thank you come from? If it’s not the pilot, then there is a disconnection, which won’t help with long term engagement and support.
Gill Jolly
Turning surplus equipment into vital funds
“Air ambulance charities work so hard to raise funds for their vital work and we can help with that in a completely hassle-free way by selling on their surplus medical equipment,” explains Alex Willis, UK Account Manager and Auctioneer at Hilditch Group.
Hilditch Group manages the resale process for redundant, surplus and decommissioned medical equipment. It works with over 90% of NHS trust hospitals and many other healthcare organisations across the UK and Europe – including UK air ambulance charities.
Alex explains why the service they offer is such a win-win situation for air ambulance charities:
“Medical equipment has a shelf-life – maybe five to ten years –but at the end of that time, it can retain considerable value and traditionally, air ambulance charities have not been realising that. For example, they might have five defibrillator units bought for £30,000 each; when they are replaced, we can sell them for maybe £8-10,000 each and the charity then has an invaluable £50,000 to put towards its missions, new equipment or capital purchases.
“Not infrequently, equipment can sit in store cupboards, often ‘just in case’ it’s needed. Usually it is not – and even if it is, you probably only need one of each piece of kit, not five or ten units.
“As we look after the whole process, it really is simple for air ambulance charities to get rid of redundant equipment, and at the same time make valuable money, contribute to their sustainability goals – and make space!”
Hilditch sells or recycles 100% of the equipment it receives from healthcare providers and is committed to zero landfill, as well as being carbon neutral.
In-house medical engineers check all items and make necessary repairs and refurbishments in order to ensure it is in perfect working order and that resale value is maximised. For some buyers, the company offers ongoing servicing to keep the equipment in use as long as possible.
Hilditch takes a huge range of surplus medical equipment for resale: defibrillator monitors, portable ultrasounds, video laryngoscopes, portable blood testing and pulse oximetry blood analysis equipment, portable ventilation, even stretchers and rucksacks. There are many reasons these pieces of equipment become redundant: there may simply be a policy of keeping equipment for a set number of years; the support and servicing may no longer be sufficient or available; a new model may come out; and for air ambulances in particular, who are at the forefront of medical technology and practice, they may need new equipment to maintain and enhance their service.
Working with air ambulance charities this year, Hilditch have returned over £60,000 in sale proceeds from old and redundant equipment.
What about liability for anything that might happen with the equipment once it’s in the new owner’s hands? The seller has nothing to worry about, as Hilditch takes complete liability for the equipment when it is resold. The company also does stringent checks on its buyers worldwide to ensure they are legitimate businesses and the equipment is for legitimate use. Air ambulance charities carry zero liability.
To find out more about this opportunity to boost your income, email AlexW@hilditchgroup.com
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