Midlands Air Ambulance Charity

What Midlands Air Ambulance Charity does

Midlands Air Ambulance Charity is a registered UK charity (charity number 1143118, company number 07683841) founded in 1991 that funds and operates pre-hospital emergency medical services across the largest air ambulance region in England. The charity runs three H-145 helicopters from airbases at Cosford (Shifnal), Strensham, and Tatenbill, alongside a fleet of critical care cars, covering six primary counties — Gloucestershire, Herefordshire, Shropshire, Staffordshire, West Midlands, and Worcestershire — with secondary cover into Warwickshire and Mid Wales. Crewed by helicopter emergency medicine doctors and critical care paramedics, the service delivers hospital-level care at scene with an average ten-minute response time; the charity has completed over 80,000 missions since inception and is rated 'Outstanding' by the Care Quality Commission. Clinical equipment includes ZOLL X Series Monitor/Defibrillator units and body-worn cameras for crew safety.

The charity is funded entirely through voluntary income and does not receive government funding for daily operations. Revenue streams include individual donations, regular giving, gifts in wills (funding approximately one in four missions), the Gambling Commission-licensed Lifesaving Lottery, a portfolio of 11-12 high-street charity shops, corporate partnerships (including a dedicated savings account with Tipton & Coseley Building Society), grants and trusts (e.g., Vinehill Trust, NFU Mutual), Gift Aid, merchandise, and events such as the Birmingham Running Festival and Bike4Life. The annual operating cost requirement is £16 million, with average mission costs of £2,950 per helicopter deployment and £288 per critical care car mission. The charity maintains a wholly-owned trading subsidiary, Midlands Air Ambulance Trading Ltd, and operates multi-channel fundraising infrastructure including the High Flyers helicopter-naming campaign, 120+ Cash4Coins drop-off points, telephone canvassing via Unity4, and educational outreach programmes that have produced research published in BMJ Military Health.

Name

Midlands Air Ambulance Charity

Legal name

Midlands Air Ambulance Charity

Website

https://midlandsairambulance.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

Midlands Air Ambulance Charity is a UK registered charity, founded in 1991, that funds and operates three H-145 helicopters and critical care cars delivering pre-hospital emergency medical care across six Midlands counties — the largest air ambulance region in England. It relies entirely on voluntary income, including donations, a licensed lottery, charity shops, and corporate partnerships, to cover £16 million in annual operating costs.

Ownership category

akta.pro rank

Product category

Air Ambulance and Emergency Medical Services

NAICS

Ambulance Services (621910), Other Nonscheduled Air Transportation (481219)

SIC

Services-Health Services (8000)

akta.pro primary industry

Air Medical Transport (Helicopter/Fixed-Wing) (HLAFANAD)

akta.pro secondary industries

Medical Air Transport (Air Ambulance/Patient Transfer) (TLAFABAG), Emergency Medical Services (EMS) & Ambulance Services (BPAIAGAC)

Keywords

• Emergency air ambulance
• Helicopter emergency medicine
• Pre-hospital critical care
• Charity fundraising
• Lottery subscription

Headquarters

HQ city

Stourbridge

HQ country

United Kingdom

HQ region

Europe

Offices14 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Donations and Fundraising: Primary revenue stream from public donations, regular giving, one-time gifts, and fundraising activities. Does not receive government funding for daily missions.
2. Lifesaving Lottery: Weekly lottery draw raising funds through subscription-based entries. Licensed by Gambling Commission (operating licence number 000-042471-N-321934-001). Players must be aged 18 or over.
3. Gifts in Wills: Legacy donations and bequests. Approximately one in four lifesaving missions is funded by gifts in wills.
4. Charity Shops: Ten high street shops selling pre-loved goods including clothing, furniture, bric-a-brac, books, and selected electrical goods. Revenue supports operational costs.
5. Corporate Partnerships: Business partnerships including corporate donations, event sponsorship, Flight Patrons program, and payroll giving schemes.
6. Grants and Trusts: Funding from charitable trusts and foundations such as The Vinehill Trust (£85,096 grant) and NFU Mutual (£7,899 donation).
7. Gift Aid: UK taxpayers can Gift Aid donations, allowing the charity to claim 25p extra per £1 donated from the Government at no additional cost to the donor.
8. Merchandise and Raffles: Online shop selling merchandise and seasonal items. Raffle programs such as Summer Raffle with £3,000 prize.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels10 records

Core offering

Midlands Air Ambulance Charity operates a fleet of helicopters and critical care cars delivering pre-hospital emergency medical care to patients across six Midlands counties. The charity is funded almost entirely through public donations, charitable fundraising, lottery subscriptions, retail operations and grants, and receives no day-to-day government funding.

Product overview

Midlands Air Ambulance Charity operates as a charitable emergency medical service provider with a unified portfolio of lifesaving services centered on its three air ambulance helicopters and fleet of critical care cars. The core offering is rapid pre-hospital emergency medical care delivered across six Midlands counties. Supporting this are fundraising products including the Lifesaving Lottery, High Flyers naming campaign, regular giving programs, and gifts in wills. Retail operations include twelve high street charity shops and an online shop. Additional services include clinical education courses, first aid training, and community engagement events such as airbase open days. The charity does not receive government funding and relies entirely on donations, lottery proceeds, shop revenues, and corporate partnerships.

Differentiator

Problem solved

Functional benefit

Brands

• High Flyers: A naming campaign where donors can have their name or a loved one's name displayed on the chevrons of the new H-145 helicopter (G-HMAA) for a minimum £150 donation.
• Lifesaving Lottery

Products and services

• Air Ambulance Helicopter Operations
• Critical Care Cars
• Lifesaving Lottery
• Midlands Air Ambulance Charity Shops
• High Flyers Fundraising Campaign
• First Aid and Clinical Education Courses
• Online Shop
• Corporate Partnership Programme

Quantifiable outcome

• Responded to more than 80,000 missions since 1991
• +5 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eleven partnerships are on record, tiered minor and core.

• Zebra PRminorGTM or Marketing Partner · 23 March 2026Partnered with Midlands Air Ambulance Charity for International Women's Day 2026 event delivery at airbase and headquarters in Shropshire.
• Shropshire Growth HubminorGTM or Marketing Partner · 23 March 2026Partnered for International Women's Day 2026 event drawing over 60 professional women for networking and panel discussion.
• Invest in TelfordminorGTM or Marketing Partner · 23 March 2026Co-partner for International Women's Day 2026 event themed 'Give to Gain'.
• Invest in ShropshireminorGTM or Marketing Partner · 23 March 2026Co-partner for International Women's Day 2026 event themed 'Give to Gain'.
• Cash4CoinscoreStrategic or Co-development PartnerPartnership for collecting old tender, foreign currency and exchanging it for British Sterling. Over 120 collection points across the Midlands. Free currency collection kits available.
• Tipton & Coseley Building SocietycoreStrategic or Co-development Partner30 Day Notice Midlands Air Ambulance Saver account. Minimum £100 to open, maximum £100,000. Tipton makes annual donation to charity based on average balances held, at no cost to the saver.
• Abraxas CateringminorStrategic or Co-development PartnerDonates £2.50 per gas safe inspection carried out, raising awareness of gas appliance dangers while supporting the charity.
• West Midlands Ambulance ServicecoreStrategic or Co-development PartnerRegional statutory ambulance service that tasks the charity's aircraft and cars. Endorses MAAC as the primary air ambulance operator for Staffordshire.
• Tower LotteriescoreImplementation/ SI/ Consulting PartnerOperates the Lifesaving Lottery on behalf of the charity. Gambling Commission licensed operator.
• Unity4coreChannel Partner/ Reseller/ DistributorSole telephone canvassing organization for MAAC. Calls made from specific numbers only. Adheres to strict guidelines including no weekend calls or calls after 8pm.
• Newent & District Rotary Breakfast ClubminorGTM or Marketing PartnerHosts Newent Community Food and Drink Festival 2026 with all proceeds going to good causes including MAAC.

Scale indicators15 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Wales Air Ambulance: Charity providing helicopter emergency medical services across Wales, overlapping with MAAC's secondary coverage into Mid Wales. Comparable in mission profile, fleet operations, and community-led fundraising approach.
• Yorkshire Air Ambulance: Independent charity operating helicopter emergency medical services across Yorkshire. Directly comparable in fleet size, multi-county regional coverage, and dependence on community donations rather than government funding.
• Magpas Air Ambulance: Charity-funded air ambulance operating in the East of England and overlapping with Midlands coverage. Comparable as a doctor-paramedic HEMS charity with similar clinical model and donation-dependent funding.
• The Air Ambulance Service (Children's Air Ambulance): UK charity operating air ambulance transfers with overlapping supporter base and lottery/shop fundraising infrastructure. Comparable as a national charity-funded helicopter operator in the UK HEMS ecosystem.
• East Anglian Air Ambulance: Charity-funded helicopter emergency medical service covering East Anglia. Directly comparable in operating model, CQC registration, lottery-based fundraising, and reliance on public donations for daily mission funding.
• Great Western Air Ambulance Charity: UK air ambulance charity providing helicopter emergency medical services across the West of England. Direct peer in mission, funding model (donations, lottery, shops), and operational structure as an independent charity operating HEMS.
• Air Ambulance Kent Surrey Sussex: Charity air ambulance serving Kent, Surrey and Sussex with helicopter emergency medical services. Comparable in scale, multi-county operating region, charity shop retail network, and lottery-driven recurring revenue.
• London's Air Ambulance: Charity running rapid response helicopter and car medical services in London. Comparable in delivering hospital-level pre-hospital care via doctors and paramedics, with charity-funded operations and lottery/shop revenue streams.
• Devon Air Ambulance Trust: Independent charity running helicopter emergency medical services across Devon. Comparable in operating model, lottery and shop fundraising channels, and CQC-rated clinical governance.

Broad incumbents

• Babcock Mission Critical Services: Provides spare aircraft to MAAC during helicopter maintenance and operates HEMS globally. Comparable as an aviation services provider in the air ambulance supply chain, though not a peer in direct patient care or fundraising.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/MAA_Charity
• Facebookfacebook.com/MidlandsAirAmbulance
• LinkedInlinkedin.com/company/1890374/admin
• Instagraminstagram.com/maa_charity

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Midlands Air Ambulance Charity