London's Air Ambulance Charity: A Study on Value, Aims, and Funding

This report provides an overview of London's Air Ambulance Charity, including their mission, aims, funding sources, and challenges. It also offers recommendations for the organisation to enhance their operations and serve the community in a better way.

London Air Ambulance
Charity

Contents
PURPOSE OF THE REPORT ........................................................................................................4
INTRODUCTION OF THE ESTABLISHMENT .........................................................................4
Aims And Objectives Of Establishment .........................................................................................5
Organisation's mission aim and objective ...................................................................................5
Structure and governance of an organisation ..............................................................................5
FUNDINGS OF THE ORGANISATION ......................................................................................6
Exploration of funding and source ..............................................................................................6
KEY CHALLENGES AND OPPORTUNITIES OF AN ESTABLISHMENT .............................7
RECOMMENDATIONS ................................................................................................................9
REFERENCES ...............................................................................................................................9
APPENDICES...............................................................................................................................10

PURPOSE OF THE REPORT
Social enterprise is described as a method of describing an organisation which majorly
focuses on environmental or society-related issues (Borsay, 2019). This can be bifurcated into a
charity or a private organisation. In relation to social enterprise profits are primarily used for the
purpose of reinvesting them for community good instead of maximizing value for shareholders.
This report principally based on describing value, aims and objectives of a charity organisation
which is situated at London. Main purpose of this report is to access the knowledge about their
workings and how they manage their funds for attaining their social objectives. This project
report will also highlight varied challenges as well as issues that they have to face in performing
their operations. This project report is considered as important as it help individuals into gaining
knowledge about charity organisations and their workings.
INTRODUCTION OF THE ESTABLISHMENT
London Air Ambulance Charity operates their operations providing emergency medical
services through using helicopters. This services are essentially dedicated to serious trauma
emergencies in London and nearby places. London Air Ambulance Charity performs medical

interventions with their advanced technology at life-threatening as well as time-critical
circumstances. This was founded in 1989 and it serving areas is London and nearby places. Their
helicopters are hangared at Royal Air Force Station. They operate their operations from the base
which is situated at Royal London Hospital. Their team consists of experts of medical team
whereby they can perform open heart surgery, anaesthesia and blood transfusion (Buratti, Sillig
and Albanese, 2022).
London Air Ambulance Charity serves those who suffers serious accidents from falling,
shooting, road traffic collisions and many more. They serve 10 million people within London
Orbital Motorway which is considered as their catchment area of serving people. Their team
reach to patients at London Orbital Motorway which is a major road that have encircled most of
the parts of Greater London. On an average, this service can treat 5 patients every day. They can
bring the hospitals to the patients who are severely injured.
London's Air Ambulance Charity has several number of volunteers and employees which
majorly involves medical team, crew members, consultants, research team, HR executives and
many more. London's Air Ambulance Charity has 73 employees, 7 trustees and 167 volunteers
(LONDON'S AIR AMBULANCE LIMITED. 2021).
London's Air Ambulance Charity has a world class reputation for providing advanced
clinical innovations as well as pioneering treatment to the severely ailing people at roadside (Di
Domenico, Tracey and Haugh, 2020). Until recently, team members of London's Air Ambulance
Charity has been using peen and paper for preparing checklists and medical logs. But they have
moved through digital solutions whereby they can easily perform their manual work through
mobile phones and tablets. They run their programmes through television advertising and
creating local stories of patient that help them to get people informed about their operations.
London's Air Ambulance Charity arrange varied events from time-to-time in order to raise funds
and attracts many members to take part in their activities. They are arranging marathon event
which has to be completed by cycle to ride 100 miles on roads which are traffic-free. Through
making people to register in this event in exchange of some fees, they gain income. Their next
event is London to Brighton Challenge 2022 whereby nearly 2000 adventures are planned for all
ages. With the help of these events, London's Air Ambulance Charity has targeted to raise funds
in a significant manner.

AIMS AND OBJECTIVES OF ESTABLISHMENT
Organisation's mission aim and objective
Vision statement of London Air Ambulance Charity is to curb the preventable deaths in
London and its nearby places from their injuries which are life-threatening and needs emergent
medical help.
Mission statement of London Air Ambulance Charity is to save more lives through
advanced medical treatment and can bring hospitals to the severely injured persons in order to
avoid wastage of time.
Main aim of London's Air Ambulance Charity is to make quick intervention as well as
reach to severely injured persons in a timely manner as every second counts in those type of life-
threatening and critical situation.
Structure and governance of an organisation
Governance in charities organisation can be described as role of trustees in setting of
objectives and vision that help them to gain organisational goals (Gladden, 2018). It is important
for charities organisations to adopt good governance system. This practices enables them in
making compliance with framed rules and regulations. It also help in creating an environment
which promotes a culture whereby everyone supports and work towards achieving vision of
charity organisation. Fundraising activities of London's Air Ambulance Charity are regulated by
fundraising regulator and they are also committed to follow code of conduct for these operations.
Organisational structure of London's Air Ambulance Charity encompasses of its trustees,
employees and volunteers. They have entered into a partnership with Barts Health NHS Trust
which essentially provides them doctors and an expert team of paramedics.
FUNDINGS OF THE ORGANISATION
Exploration of funding and source
In the year of 2020 and 202, consolidated income of London's Air Ambulance Charity
was almost £14 million which they have raised through their supporters as well as partners
(London's Air Ambulance Charity. 2022). At the time of pandemic, they have also suffered as
losses like all other business organisations. At that time, their expenditure was reduced to a large
extent as they were unable to organise numerous fundraising activities. Their sources of
fundraising essentially encompasses varied sources such as donations, gift in kind and their gala

events. This fundraising helps them to grow their sustainable practices and develop their
operations in an effective manner. For collecting varied donations of small denominations, they
use their website covering this feature and provides people of London to donate. They believe in
getting support from the community for serving them in a better way. Their charity functions are
regulated through Charity Commission and fundraising regulator. In order to understand its
funding sources and activities a graph is taken into consideration. For raising their funds, they
work with public as well as fundraiser professional. They does not got involved with any
commercial participator.
For raise funds for their operations, they have bifurcated their fundraisers in following
groups:
Tower lotteries are considered as their longest-standing agency for fundraising. They are
specialists in hiring lottery players for the purpose of air ambulances in country (Gorman and
Ennis, 2022).
Gemini Fundraising recruit fundraisers for London's Air Ambulance Charity and they
are placed at retail sites for asking people to donate.
Purity fundraising are specialised in fundraising through the use of telephones. This
organisations has been working for London's Air Ambulance Charity from 2 years and provide
quality calls in order to determine best supporter experiences.
BriteVox Limited is a fundraising agency which raise funds on the behalf of London's
Air Ambulance Charity on private sites or going door-to-door. They carry out a combination of
lottery and regular fundraising.
Impact on society or immediate community
London's Air Ambulance Charity is needful for society as they cases of severe injuries
are increased in England due to traffic accidents and assaults. It is needful for the people to have
a service which provides them emergency medical treatment in an emergency situation. These
have a positive impact on society as they not get panic after accidents and know that there is
someone to help them. They are impacting their immediate community in a sizeable manner
which leads them to have better serve them. London's Air Ambulance Charity are planning to
adopt more methods to treat more complex situations which leads them to serve the community
in a better way. They are also planing to reduce their time in making their reach to patients in an

effective manner which results in getting positive impact. They are also providing education and
training to varied people for providing first-aid in treating people in road accidents.
KEY CHALLENGES AND OPPORTUNITIES OF AN ESTABLISHMENT
PESTLE analysis refers to strategic tool which is used by organisations to gain a macro
picture in relation to environment of industry (Gregory, 2021). This analysis is conducted by
organisations for evaluating the impact of macro forces on business operations. It is considered
as significant as it help establishments in identifying variations that can impact their operations
in a significant manner. Varied forces of PESTLE analysis in relation to London's Air
Ambulance are as follows:
Political factors are concerned with aspects such as rules and regulations framed by
government, administrative system political stability of a specified country (Gutiérrez and Gant,
2018). In relation to UK, political landscape is considered as stable which leads companies to
operate their operations in an effective manner. In relevance with London's Air Ambulance
Charity, political stability helps them to flourish their fundraising activities. It is an opportunity
for London's Air Ambulance Charity as they can operate strategically without government
interventions.
Economic factors involves high GDP, inflation and unemployment rates that affects
businesses of a specified nation (Huckfield, 2022). In relation to UK, due to global pandemic,
people are become aware of their spending patters. It can impact negatively and can create
challenges for London's Air Ambulance Charity as people want to save for building their future
secure rather than donating. Although donation is a good cause but people will readily participate
in this if they earn a stable income.
Social factors are concerned with changing perceptions, tastes and attitudes of people in
relation to products or services. In UK, most people are indulgent in nature and willingly enjoy
their life. In relevance with London's Air Ambulance Charity, their organised events can attract
more people. This practice help them in gaining more funds which they earn through sold tickets.
Social factors are considered as an opportunity for London's Air Ambulance Charity as this led
them to grow their fundraising activities.
Technological factors are concerned with bringing new technology-driven innovative
practice for making the business successful in a particular country (Nistor, 2018). UK is
considered as a leading country which support business houses to use ample number of

technology for making their operations effective. In context to London's Air Ambulance
Charity, they are appreciating digital technology slowly in their operations. Avoidance of
adopting digital technology in their operations can poses as a challenge for them.
Legal factors encompasses varied legislative practices and regulations which are to be
addressed by organisations of a particular nation (Oham, 2019). In UK, government frame varied
legislations for protecting interests of people. In context to London's Air Ambulance Charity,
they make compliance with legislations laws and follow the code of conduct of fundraising
community in order to perform in a better way. Proper compliance with laws and regulations
creates an opportunities to develop and perform their operations in an effective manner.
Environmental factors consists of formulation of policies and tactics that are used for
conserving the environment as well as surroundings (Roy, 2021). In UK, government has made
strict laws that are needed to be followed by companies for fulfilling their corporate social
responsibilities. London's Air Ambulance Charity also has indulges in activities in collaboration
with their partners regarding carbon emission and environmental protection.
SWOT analysis can be understood as a study that is undertaken by organisations for
identifying their strengths as well as weaknesses (Van Den Berg, Braun and Otgaar, 2018). This
practice help them in making use of varied opportunities as well as mitigating risks. SWOT
analysis in accordance with London's Air Ambulance Charity are as follows:
Strengths Provides timely treatment- London's
Air Ambulance Charity provides timely
treatment to patients who are struck in
life-threatening situations. Aids significantly in preventing
deaths- London's Air Ambulance
Charity brings hospitals to ailing person
as they believe that every second
counts in time-critical situations. Advanced medical instruments-
Medical team of London's Air
Ambulance Charity use advanced
Weaknesses
 Lack of digital technology- London's
Air Ambulance Charity has not adopted
digital technology in their operations
till now.
 Lack of proper resources- London's
Air Ambulance Charity need to bring
changes in their operations through
adoption of more resources like cars
and helicopters.

technology in their medical treatment
and are able to perform critical
surgeries at the accident site only.
Opportunities Organised events- London's Air
Ambulance Charity's organised events
are successfully created awareness for
their fundraising activities. Medical advancements – This would
help London's Air Ambulance Charity
in performing their operations in a
strategic manner ans led them to save
more lives.
Threats
 Bad weather conditions- This can
poses as a threat for London's Air
Ambulance Charity as they have to
reach patients through the use of
helicopters.
 Economic threats – Global pandemic
has impacted the operations of
London's Air Ambulance Charity and
will influence them for a long time.
RECOMMENDATIONS
It has been recommended to London's Air Ambulance Charity to adopt digital channels
and ways for meeting the diverse needs of ailing people of London. It has been advisable to them
to increase their assets in relation to helicopters and cars. As London is a busy Country which
does not allow for many helicopters to fly. However, it is recommendable to managers of
London's Air Ambulance Charity to make their reach to patients through helicopters who are
struck in life-threatening situations. For more fundraising, they can collaborate with other
agencies in order to cover most of the public in their operations. It has been recommended to
them to market their services through social sites which helps them to inform massive number of
people regarding their operations. Through use of digital channels, they can perform
crowdfunding activities in an effective manner. It has been recommended that there is a need of
more services of such type and only one charitable institutions can not satisfy diverse needs for
massive population.

REFERENCES
Books & Journals:
Borsay, A., 2019. Medicine and charity in Georgian Bath: a social history of the general
infirmary, c. 1739–1830. Routledge.
Buratti, N., Sillig, C. and Albanese, M., 2022. Community enterprise, community
entrepreneurship and local development: a literature review on three decades of
empirical studies and theorizations. Entrepreneurship & Regional Development, pp.1-
26.
Di Domenico, M., Tracey, P. and Haugh, H., 2020. Theorizing corporate-social enterprise
collaboration. Organizational Collaboration: Themes and Issues.
Gladden, J., 2018. Social work leaders through history: lives and lessons. Springer Publishing
Company.
Gorman, J. and Ennis, G., 2022. Community engagement in Aboriginal enterprise development–
Kakadu plum as a case analysis. Journal of Rural Studies. 92. pp.109-119.
Gregory, J. R., 2021. Social work as a product and project of whiteness, 1607–1900. Journal of
Progressive Human Services. 32(1). pp.17-36.
Gutiérrez, L. M. and Gant, L. M., 2018. Community practice in social work: Reflections on its
first century and directions for the future. Social Service Review. 92(4). pp.617-646.
Huckfield, L., 2022. New Labour, co-ops and social enterprise. In How Blair killed the co-
ops (pp. 93-145). Manchester University Press.
Nistor, P., 2018. The charitable foundations of social assistance. Eastern-European Journal of
Medical Humanities and Bioethics. 2(2). pp.15-30.
Oham, C., 2019. Faith-Based Social Enterprise and Value Creation in Communities.
In Handbook of Research on Value Creation for Small and Micro Social
Enterprises (pp. 109-125). IGI Global.
Roy, M. J., 2021. Towards a ‘wellbeing economy’: what can we learn from social enterprise?.
In The New Social and Impact Economy (pp. 269-284). Springer, Cham.
Van Den Berg, L., Braun, E. and Otgaar, A. H., 2018. City and enterprise: corporate community
involvement in European and US cities. Routledge.
Online:
London's Air Ambulance Charity. 2022 [Online] Available through:
<https://www.londonsairambulance.org.uk/about-us/how-we-are-funded>
LONDON'S AIR AMBULANCE LIMITED. 2021 [Online] Available through :<https://register-of-
charities.charitycommission.gov.uk/charity-search/-/charity-details/801013>

APPENDICES
PESTLE analysis is a technique which is used by organisations for scanning and
evaluating macro forces that have impact on their operations. Factors of PESTLE analysis are as
follows:
Political factors- This force is considered as an opportunity for London's Air Ambulance Charity
as stable landscape supports them.
Economic factors- These poses as challenge for London's Air Ambulance Charity as spending
patterns are changed.
Social factors- These are considered as an opportunities for London's Air Ambulance Charity as
their organised events are led them to raise more funds.
Technological factors- These poses as challenge for London's Air Ambulance Charity as they
have not adopted digital; technology in their operations.
Legal factors- These are considered as an opportunities for London's Air Ambulance Charity as
they comply with stated rules and follow code of conduct.
Environmental forces are opportunities to them as they have indulged in programmes for
conserving environment.
SWOT analysis
SWOT analysis is as follows:
Strengths of London's Air Ambulance Charity are their staff and advanced medical instruments.
Weaknesses of London's Air Ambulance Charity are lack of proper resources and digital
technology.
Opportunities of London's Air Ambulance Charity are their gala events and medical
advancements.
Threats of London's Air Ambulance Charity are bad weather conditions and related to economy.

Source: LONDON'S AIR AMBULANCE LIMITED. 2021
Illustration 1: Data related to income and expenditure