Background
Wiltshire Air Ambulance has been a lifesaving presence across Wiltshire for over 30 years, operating 19 hours a day and carrying out an average of three critical missions per day — funded almost entirely through public donations.
With an annual fundraising need of £3.75 million, driving supporter engagement, raising awareness, and securing new donations is essential to their survival.
Since 2018, we have partnered with Wiltshire Air Ambulance to define and deliver their digital strategy — helping them better understand their supporters, their needs, and their digital journey. This collaboration led to a roadmap of digital projects designed to enhance the supporter experience and internal efficiency.
Our work focused on:
Creating a user-led website with enhanced UX and accessibility
Integrating a new CRM system to streamline supporter journeys
Developing Helifun, a gamified mobile fundraising app to engage younger audiences
Solution
We began by reimagining their digital touchpoints, delivering a new website that became a vital hub for supporter engagement — from discovering volunteering opportunities to registering for events and making donations.
Key website improvements included:
Enhanced UX navigation and accessibility standards
A fully consistent, device-responsive brand experience
Simplified donation processes tailored to different supporter segments
CRM integration with thankQ for more strategic supporter management
Following the success of the new website, we helped Wiltshire Air Ambulance expand their reach to a younger audience through their first gamification project — the Helifun app. Designed to combat fundraising fatigue, Helifun provided an interactive, playful way for supporters of all ages to connect with the charity’s mission.
Impact
Our partnership delivered tangible outcomes that helped Wiltshire Air Ambulance soar to new fundraising heights:
£10,000 in donations raised within the first 3 months post-launch
A fully integrated donor journey, enhancing supporter engagement and operational efficiency
Significant uplift in public awareness and supporter interactions through both the website and the app
Attracted a new younger audience through the Helifun app
By focusing on user experience, accessibility, and supporter engagement, we helped Wiltshire Air Ambulance future-proof their fundraising capabilities and continue saving lives across Wiltshire.
Results
“It was very apparent that Digital Wonderlab understood the world of charity and our needs – they just get it. We drew up a wish list of solutions, but the main thing was that they understand the charity perspective.”
