Air ambulance services in the UK play a crucial role in delivering emergency medical care to critically ill or injured patients. These services operate entirely through public donations, fundraising efforts, and corporate partnerships, as they do not receive direct government funding for their day-to-day missions.
From rapid response helicopters to critical care cars, air ambulances save thousands of lives each year by providing pre-hospital care at accident scenes and transporting patients to specialist hospitals. However, sustaining this essential service depends heavily on financial support from individuals and businesses.
Midlands Air Ambulance Services Promotes Payroll Giving
One of the charities leading the charge in this sector is Midlands Air Ambulance Services, which is urging people to consider payroll giving as a means of financial support. This appeal comes in response to a national decline in this donation method, with research from the Charities Aid Foundation indicating a 13 percent drop in employees participating since 2020. Even more concerning is that 59 percent of people are unaware of payroll giving, highlighting a major gap in awareness.
Payroll giving allows employees to donate directly from their salaries before tax deductions, making it a cost-effective way to contribute. For instance, a basic-rate taxpayer donating £5 per month would only see a £4 reduction in their take-home pay. This tax-efficient system ensures that charities receive a steady and reliable source of income.
Payroll Giving Benefits Both Donors and Businesses
For businesses, payroll giving is an excellent way to engage staff in charitable initiatives while enhancing their environmental, social, and governance (ESG) credentials. Supporting Midlands Air Ambulance Services through payroll giving demonstrates a company’s commitment to local communities and makes a tangible difference in saving lives.
Pam Hodgetts, corporate partnerships manager for Midlands Air Ambulance Charity, emphasized the impact of payroll giving, stating: “Participating in our payroll giving scheme provides an easy and meaningful way for businesses and employees to support our service. Even just £1 per week will make a real difference as we do not receive Government funding for our daily missions. Last year, businesses funded two air ambulance missions and three critical care car missions through payroll giving.”
