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Injecting urgency into fundraising through innovative campaign


An ambulance takes around eight minutes to arrive at an emergency.
Lives can be lost in as little as three.
St John Ambulance first responders are able to get there faster - which makes a critical difference.

Because speed is so important, we decided to inject urgency into St John Ambulance's fundraising to land the point interactively and memorably.


We created the fundraising campaign door-drops to have a zip tear, which made the envelope intriguing and very quick to open.


We ensured the reportage photography was more engaging, created drama with yellow and the chevrons, and the copy was brisk and punchy.

The call to action encouraged an immediate donor response.

For living proof of the power of speed, we featured real-life St John Ambulance worker, Stephen, whose prompt action saved Alistair’s life.



The average donation went from £21 to almost £29.

The warm donor mailing got a response of 19.63% - the best St John Ambulance have ever had.

The new fundraising pack immediately became the new ‘banker’ pack for St John Ambulance.

Do Fundraising. Better.