Client: Wiltshire Air Ambulance

Flying high with a new target audience

We helped to raise the charity’s profile, donations and their game through gamification with a new donor audience

  • Digital Strategy
  • User Experience
  • Website design and development 
  • Fundraising platform
  • ThankQ CRM integration
  • Mobile app design and development
  • Gamification




new donations
in 3 months

Barbara Grey

Director of Income Generation & Communication

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.

They know that we have limited funding for these types of projects, because it’s our supporters’ money that is paying for projects like these, and they’re very mindful of that. When we went through the wish list together, Digital Wonderlab were very good at coming up with alternative solutions that were within our budget, but that achieved the same objectives.

The brand story

Our client since 2018, Wiltshire Air Ambulance is a registered charity whose mission statement is simple – “We Save Lives”. 

Flying the skies of Wiltshire for over 30 years, the team are operational for 19 hours daily and on average undertaking 3 lifesaving missions each day – typically within 11 minutes of emergency contact. 

They are entirely funded by donations received from supporters, so driving awareness and relevance are vital to the on going running of the service. 

Wiltshire Air Ambulance
Wiltshire Air Ambulance
The challenge

Wiltshire Air Ambulance need to raise funds of £3.75m a year (or £8904 per day) to keep serving the community.

The website is the key point of contact for supporters – from understanding the charities mission, news, volunteering options and latest events to help fundraise right through to simply donating and staying in touch on going and deliver information in an easily digestible way.

The charity also seeking to encourage a new younger audience to engage in their purpose and support fundraising. 

The solution

We focused upon bringing clarity to the vision and helping to define the digital strategy. evolving ways of connecting and collaborating with donors by understanding their digital journey.

A new road map of digital projects was needed to enhance the user experience, this was delivered through improved Umbraco 8 website with UX navigation and accessibility improvements to create a fully articulated and consistent brand experience across multiple devices. 

We also made a series of improvements to the infrastructure including a more stable integration with CRM, and by refreshing the home page to help support a number of user journeys with calls to action and functionality to donate.  


Wiltshire Air Ambulance Website
The result

The success spearheaded the move into the first gamification project to develop an app appealing to the Millennial generation to garner their interest, and to avoid the risk of fundraising fatigue by creating something exciting. ”Helifun” provided a digital platform to help tell the charity’s story and give them a way to interact with supporters of all ages. Download it now on Android and iOS

Tech stack

For the core content management we utilised Umbraco CMS which gave the charity a feature rich and easy to manage new website.

The frontend of the website is built using a Bootstrap framework.

We integrated with thankQ for the CRM to allow user data to be fully utilised by the team.

The fundraising solution is a combination of bespoke development and integration with the Eventbrite API. Donations are taken care of using the Braintree in page solution which offers payments via card, PayPal, Google Pay and Apple Pay. We also integrated with Rapidata so the charity could offer Direct Debit donations.

Wiltshire Air Ambulance HeliFun

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