Took this photo on a recent trip to Lands End. The Cornwall Air Ambulance have an eye-catching replica model of one of their helicopters on display, which attracts lots of attention and even on a wet Wednesday had loads of tourists taking photos.
They have a collection box for donations (the red and white box above), but completely miss the most of the opportunity to raise funds for their cause. There are a couple of main reasons for this:
The box has no sign on it asking for donations, so I’m sure most people don’t know what it is for.
The information board explaining the Air Ambulance is a charity and needs funds is hidden away behind the helicopter.
In the 20 minutes I was observing (over a lovely warming hot chocolate!) 16 people took a photo of the ambulance, not one person donated and only one person had a look at the board.
By making a few low cost changes I’m sure this site could be a real cash cow for them and raise tens of thousands of pounds for the cause.
Here’s what I’d do differently:
Clear signage. A picture of one of the crew (preferably a close up showing the eyes, as studies have shown people are more likely to be honest and pay up when there is someone watching them) with a message clearly calling for people taking a photo to make a donation. Also, draw people’s attention to the info board showing the difference there donation will make.
Make it obvious that the collection box is a collection box and that donations are encouraged.
I’d also investigate getting a couple of face-to-face fundraisers there on weekends or during the holiday season. I’m sure the visitors would be interested in contributing to them and they could present a compelling story for support.
