Royal Flying Doctor Service Victoria

In 2018, Royal Flying Doctor Service (RFDS) Victoria launched the Flying Doctor Support Crew — a regular giving acquisition program using face to face fundraising, a first for the brand. Members are welcomed ‘on board’ as crew helping to save lives across Australia.

Support Crew aimed to diversify the RFDS Victoria supporter base and boost the number of regular givers to provide long-term financial stability for the organisation and expand services in regional/remote areas. As Australia’s most reputable charity eight years running, and with a risk-averse executive and Board, all aspects of brand reputation needed to be considered before moving ahead with the program.

The fundraising team knew communication with internal/external stakeholders would be essential to program success. They provided regular stakeholder updates, ensuring program engagement. RFDS Victoria also maintained a regular dialogue with other RFDS sections, regional bases, volunteers and auxiliaries to encourage buy-in. Through tendering, the team found passionate/creative agencies to implement the vision. They also consulted PFRA for guidance on face to face campaigns and reviewed FIA’s Code to ensure best practice.

Before campaign launch, RFDS Victoria had 1,300 active regular givers. Thanks to Support Crew, the team have more than doubled the size of the regular giving program with just over 2,300 members recruited. A flying success!