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Congratulations to the Royal Flying Doctor Service Victoria, Winner of the 2010 Resource Alliance Global Awards ‘Big Idea, Small Budget’ category and Fundraising In Australia ‘Budget Renewal Division A’ category!

In an Emergency there is only one way to fly – by jet!

When the Royal Flying Doctor Service is called upon to evacuate critically ill people in regional and remote Australia, time is of the essence.

From the advances made in medical science over the last 15 years we know that for the best chance of survival and good long term outcomes we must get patients from remote areas to specialist intensive care facilities in major city hospitals in the fastest time possible.

An average trip normally takes 6 hours and 20 minutes. We needed to improve. To do this the RFDS needed a jet.

A jet aircraft would reduce the flying time for patients by half and would be possibly the most significant advance in the RFDS since it was established in 1928. A jet would herald a new era in how we provide an airborne emergency service and would provide a quantum leap forward in our ability to help Australians who find themselves the most distant from the specialised hospital care they require.

Our fundraising goal from the annual tax appeal was $690,000 from 25,000 donors. The final result was $1,042,759.

The Annual Appeal in May 2009 is the major fundraising appeal for the Victoria section. We had a clear goal and we knew our donors were very loyal. It was important to create a concept that would make this appeal stand out. Traditionally we have a mailing in May followed by a newsletter in June. This year we moved the newsletter to July and introduced a reminder mailing in June to give donors more opportunities to give to this very unique project.

And give they did. We were able to raise over $1,000, 000 in one campaign to support the jet project, instead of funding it over the year and still be able to fund other projects at the levels of previous years.

What we were asking for was very new and very different. Never before had donors been asked to fund a jet and play such a pivotal role in saving lives. We had agreed to fund $1,000,000 this year. $3,000,000 over three years. It was very exciting and a fundraising challenge.

The creative development challenge was to cut through, get attention, create excitement and provide proven direct response triggers to facilitate the donations.

The initial campaign introduced donors to the jet and explained the medical reasoning behind the need as well as an actual story. Major donors were also provided with a copy of the funding proposal from Western Operations.

Wave 2 followed up with a simple reminder letter. Wave 3 was the regular donor newsletter. Donors who had given to the appeal were not asked again with wave 3 yet 750 responded again by cutting the coupon out of their colour newsletter.

The appeal package:

We created a direct mail pack to stand out in a very competitive market.

The red envelope with the double window face envelope instantly grabs the donor’s attention as the jet shows clearly through the rear window. It was new and exciting for donors and it reinforced the key proposition that time is critical in an emergency.

The letter, coming from the Executive Director, shared with the donor the excitement and future impact that a jet would have on health care in Australia.

The die-cut jet shaped brochure was designed to reinforce the proposition that a donation towards a jet will save lives. The campaign was successful for a number of reasons. Major donors who make up 2.1% of the audience, were engaged and challenged with the high level information shared with them from Western Operations  (i.e. from ‘the field’). The major donors contributed a massive 28% of the income. We gave donors three opportunities to give and many of them gave multiple times.

The mail pack stood out in a time of high fundraising activity. Back to the latest news.

To talk more about your next appeal,
call +61 3 9522 8500 or email us.