Air Ambulance Direct Mail

Posted on Sep 22, 2011

Brief: Create an acquisition campaign to recruit new donors for WNAA and DLRAA in the form of a direct mail campaign sent out to 50,000 households.

Solution: The DM pack included a personalised letter speaking directly to the recipient informing them of the need for donations, as well as a lift devise to uplift response, a simple to fill in donation form and reply paid envelopes.

We included a case study to demonstrate the great work that DLRAA and WNAA do and also to engage the recipient emotionally with the cause. The campaign landed in the run-up to Christmas so emotionally highlighted the fact that lots of people would not be enjoying Christmas with their family this year if it wasn’t for service the Air Ambulance provide.

With this campaign we wanted the recipient to think the following… It is great that the local Air Ambulance we have in this area is so good… The Air Ambulance is a vital service that I must support… I would want the WNAA / DLRAA to be there if my family or my friends or I were to ever need the help of an Air Ambulance. We wanted them to feel proud that the local area has such a good Air Ambulance service and feel inspired by the great work of the crew.

In keeping with percieved best practice when creating charity direct mail, there was be a direct ask for donations within the initial paragraph of the letter and that was repeated throughout. The pack asked the reader to “Donate £25 today so your air ambulance can save more lives tomorrow.”

The objective was to convince people to make a donation to their local Air Ambulance today by filling in and returning the attached donation form.