How ditching fundraising targets has led to income growth for one charity

Lucinda Rouse and Dami Adewale are joined by Keith Wilson, director of income and engagement at the Hampshire and Isle of Wight Air Ambulance.

Keith explains how depressed fundraising revenues during the Covid-19 pandemic prompted a major restructure that saw corporate, community and individual fundraising roles merged into supporter engagement officers.

He describes how removing income targets and scaling back one-off, transactional donations, such as merchandise sales and the charity’s lottery, has stimulated a culture of engagement that has increased regular giving.

He outlines the practicalities of this approach in the face of a £3.6m capital appeal to build a new air base, with external targets retained for supporters and the public.

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