Case study: Devon Air Ambulance

In 1986, following the tragic death of her son, Ann Thomas launched the ‘Ceri Thomas Appeal’ to raise funds to get an air ambulance in Devon.  Today, Devon Air Ambulance has 2 helicopters, critical care cars, and 200 community landing sites.

Vickie Headon, Supporter Services Assistant, shared their recent story of connection and growth with in memory supporters.

Taking stock of their in memory journey

In 2023, DAA decided to review their in memory offering.   

“Previously we had thanked families and confirmed donations to funeral directors, but there was no stewardship journey, so it was not a good experience for the family.”  

Online donations increased during and since Covid, and the team wanted to review their processes.  They felt they could do more for families and funeral directors. In September 2023, DAA joined MuchLoved as an Optimum partner after finding out what the service could offer them. 

Insights from MuchLoved and other charities 

Vickie explained that they learned a lot from other charities through MuchLoved webinars, and other in memory giving events.  These insights informed what they focused on next:   

• Reviewing all written and verbal communications to bring the tone and language up to date 
• Introducing more touch points and ensuring they engage with supporters with kindness and care – keeping their loved one at the heart of what they do 
• Communicating with funeral directors in a friendly but professional way, and building relationships 

A new supporter journey 

Vickie outlined DAA’s new supporter journey: 

• Contact the tribute owner to let them know we are thinking of them, setting a timescale for when we will next be in touch.  Also signpost them to the GriefChat service  
• Explain how the page works, including the various features and that it can remain open indefinitely 
• Schedule a virtual candle for the date of the funeral, or as soon as possible to say we’re thinking of them 

Thanking families for donations 

• Write to or email the tribute owner to thank them. This will be a ‘soft thank you’ if further donations are expected.  DAA have found this reduces the number of queries from families  
• If there are no donations, still send a card or a virtual ecard to the family.  Engagement and showing gratitude are as important as donations 
• When all the anticipated donations have been received send a final thank you letter which explains the impact of their donations 
• If there is no tribute owner a letter is sent for the family c/o the funeral director

Marking milestones during the first year 

DAA light a virtual candle at Christmas and on the anniversary of the death or funeral and this provides a natural ending point to the supporter journey.

Data recording

The team use Donorfy to manage their tribute data.  Tasks and reminders help them to ensure families are thanked in a timely manner and some automation has allowed them to thank more people.  However, they like to maintain a personal touch by handwriting cards, and refreshing their messaging and impact statements regularly.

Impressive results  

Vickie says that the changes haven’t cost a lot, but their biggest investment has been in time.  They are delighted with the results: 

1. More interactions with supporters and funeral directors 
2. The number of tributes has increased and donations through MuchLoved almost doubled between 2023 and 2024 
3. The number of tributes without an owner has reduced considerably, as well as the number without any donations 
4. With a focus on providing the best possible supporter experience, engagement from family members has increased over time 
5. In memory giving has continued to grow which is very pleasing given the economic climate 

Looking to the future 

Vickie says, “There is still so much more that we can do with our in memory giving scheme to ensure the families and next of kin are receiving the best supporter experience.”   

They are not yet using everything that MuchLoved can offer but believe our service will help them with further developments. 

Ideas for your charity’s in memory scheme 

If you are a MuchLoved partner, your account manager will be happy to help you with new ideas and activities to improve your processes and make your in memory scheme even more impactful.    

If you are interested in partnering with MuchLoved, please get in touch.  We would love to discuss your in memory programme with you.  

If you would like to hear more about Devon Air Ambulance’s experience, watch the webinar.