Oak Creative Brand Story 4: MAF UK

MAF is an international Christian organisation whose mission is to fly light aircraft, to bring help, hope and healing to some of the world’s most remote locations and in some of the world’s poorest communities. Throughout the Covid-19 global pandemic, MAF has continued to conduct their truly humbling work all over the world.

Q: Tell us about your journey through lockdown:

A: As a global charity, MAF has more than 100 light aircraft in 26 countries around the world. As such, our operations were subject to different Covid restrictions and regulations in each country we work in. Overall, our actual flying operations were reduced by 80%. The remote communities we reach may already be experiencing crises, such as flooding or disease, so our essential local teams quickly adapted and worked the risk of Covid-19 to ensure we could still deliver essential medical, aid and faith organisations to those who need them most.

The MAF UK team is dedicated to marketing communications and fundraising. We immediately reviewed our fundraising plan for the year ahead and decided to cancel our scheduled April appeal. The majority of our supporters are 65+, many would be shielding or have other health matters to consider. Instead we changed our approach and sent everyone in our supporter database a stewardship letter, which expressed our compassion and prayers for them at this uncertain time in our country.

The next major fundraising activity was the Summer edition of our Flying for Life magazine, so we made the decision to proceed with that as normal. However we made some changes to the style, we included Covid-19 related coverage from around the world and how we were specifically helping. We also made the bold decision to include an appeal within the magazine and fortunately we received more than a 50% increase in donations.

Read the full story: https://oakcreative.net/blog/b...