MAAC Promotes Commitment To Safe Fundraising

As part of Midlands Air Ambulance Charity’s commitment to the highest standards of fundraising excellence, the charity’s Life Saving Lottery canvassers have recently undertaken a Dementia Friends Session to better understand signs of Dementia. 

The initiative was taken to enable the charity’s lottery team to recognise potential symptoms of the disease and to guard against signing up vulnerable people.

Midlands Air Ambulance Charity’s Life Saving Lottery generates over £3 million each year, with over 60,000 members each week paying just £1 with the chance of winning £1,000. Following the session provided by the Alzheimer’s Society, the charity’s canvassers now have ‘Dementia Friend’ status, and will wear a distinctive badge when recruiting new members.

While the lottery is a much relied upon source of income for the service, Midlands Air Ambulance Charity always promotes responsible fundraising. The new Dementia Friend initiative is part of the charity’s wider commitment to its supporters, as detailed in its Code of Canvassing Practise and Donor Promise, which can be found at

Jason Levy, fundraising and marketing director for Midlands Air Ambulance Charity, said: “The Dementia Friend initiative has been welcomed by the Lottery team and our donors alike. If one of our canvassers believes a person they are speaking to has dementia, they will leave our Life Saving Lottery application with them to speak to a family member about rather than signing them up straight away. This has given our supporters and their families further peace of mind.” 



Missions completed since 1991: 50,563 | On average we airlift a child every four days | Road traffic collisions make up around 35% of the incidents we attend | The service airlifts on average four horse riders each week.