About the client
Air Ambulance Kent Surrey Sussex (KSS) is an independent emergency medical charity providing 24/7 helicopter-based critical care across three counties.
Challenge
With £9m annual income from lottery players and increasing revenue from legacies and individual giving, KSS needed to diversify income streams. However, its CRM system lacked the capability to provide a unified, strategic view of supporter data. Campaign planning, cross-sell evaluation, and lifetime value tracking were manual, slow, and insufficient for insight-led decision making.
Our solution
Wood for Trees conducted a foundation audit to restructure KSS’s supporter data and expose immediate opportunities (e.g. lottery upsell, email opt-ins).
InsightHub was deployed to centralise reporting and enable real-time campaign and cohort analysis, with overview and engagement bundles configured for KSS’s fundraising model.
Custom reports and bookmarks were set up to rapidly calculate regular giving attrition, assess lifetime value, and monitor cross-channel behaviour.
Results
- Centralised multi-source data for cross-campaign supporter interaction tracking
- Regular giving attrition and LTV reporting now immediate, with flexible date filters
- Strategic cross-sell reporting supports income stream diversification
- Door drop test during Covid-19 is now trackable for cumulative value over time
- Evaluation and planning significantly accelerated with 30-second access to key reports
- InsightHub’s iterative development allows KSS to evolve reporting as data quality improves
KSS now operates with a supporter-centric lens, using live data to inform campaign planning, segmentation, and performance evaluation.
