What AED Donate does

AEDdonate is a UK registered charity (Charity No. 1162634), founded in May 2014 by Jamie Richards MBE, a former Staffordshire Fire and Rescue Service officer. Headquartered in Stone, Staffordshire, the organisation helps UK communities fund, install, register, and maintain public access automated external defibrillators (AEDs) through a branded F.I.R.M. (Fund, Install, Register, Maintain) service methodology. Its core operational product is a portfolio of AEDs sourced from multiple manufacturers (Cardiac Science Powerheart, ZOLL AED 3/Plus, Physio Control Lifepak CR2, Defibtech Lifeline View, Philips Heartstart HS1, Heartsine Samaritan PAD, CU Medical IPAD, Primedic HeartSave, Mediana HeartOn, ViVest PowerBeat), priced between £800 and £2,500, plus accessories such as outdoor heated cabinets and wall mounts. The charity has installed more than 500 defibrillators since founding, with 93+ donated to UK schools, and manages 191 devices under a formal maintenance partnership with Staffordshire Moorlands District Council at a 97% availability rate.

The business model is multi-stream and community-led. Revenue is generated from one-off and monthly donations (tiered at £3, £5, £10, £20 per month), retail sales of AEDs and accessories via a WordPress e-commerce site, a charity lottery ('One Lottery', £1 weekly tickets with a £25,000 weekly jackpot, of which 50% is remitted to AEDdonate), community fundraising campaigns (often part-funded by the charity), and five physical charity shops in Stone, Market Drayton, Newport, and Leek that sell donated goods. The go-to-market is primarily direct-to-consumer and grassroots community engagement, supplemented by institutional relationships with local councils and the All-Party Parliamentary Group (APPG) for Defibrillators. All supported devices are registered on The Circuit, the UK national defibrillator network that connects to ambulance services during 999 calls, creating a live operational layer between the charity's deployments and the emergency response system. AEDdonate is governed by a board of trustees including a clinical lead who is a consultant anaesthetist and air ambulance doctor, and is a recipient of The King's Award for Voluntary Service (2023).

Name

AED Donate

Legal name

AEDdonate

Website

https://aeddonate.org.uk

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

AEDdonate is a UK registered charity (Charity No. 1162634) that helps communities across the United Kingdom fund, install, register, and maintain public access defibrillators (AEDs) through donations, retail sales, a weekly lottery, and five charity shops.

Ownership category

akta.pro rank

Product category

Public Access Defibrillator Charity Services

NAICS

Voluntary Health Organizations (813212)

SIC

Electromedical & Electrotherapeutic Apparatus (3845)

akta.pro primary industry

Emergency Medical Response & On-Campus EMS/AED Programs (EDAEACAO)

Keywords

• Public access defibrillators
• AED retail sales
• CPR training services
• Medical device distribution
• Charity fundraising services

Headquarters

HQ city

Stone

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations: One-off and recurring donations from individuals, corporations, and community groups. Options include general donations, monthly giving, memorial/dedication donations, and workplace giving. Donations fund defibrillator placement, maintenance, and training programs.
2. Charity Lottery: One Lottery scheme - tickets cost £1 per week with £25,000 weekly jackpot. 50% of all ticket sales go directly to AEDdonate, with 78.2% of every ticket going towards worthy causes and prizes.
3. Retail Sales: Sale of defibrillators, cabinets, accessories (batteries, electrode pads), and related equipment. Online shop with prices ranging from £800-£2,500 for defibrillators. Also includes charity shop retail at 5 physical locations.
4. Fundraising Campaigns: Community fundraising support - helping communities raise funds for defibrillator installation. Includes guidance through fundraising journey and part-funding support from the charity.
5. Charity Retail: Five charity shops in Stone (two locations including Home & Furniture), Market Drayton, Newport, and Leek. Revenue from sale of donated goods.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels9 records

Core offering

AEDdonate is a UK registered charity that helps communities across the UK fund, install, register, and maintain public access defibrillators (AEDs) following its proprietary F.I.R.M. approach (Fund, Install, Register, Maintain). The charity sells AEDs, cabinets, and accessories through an online shop, accepts one-off and monthly donations, runs the One Lottery fundraising scheme, operates five charity shops, delivers CPR and AED training, and manages maintenance partnerships such as the SMDC scheme covering 191 devices.

Product overview

AEDdonate is a UK-based defibrillator charity offering a comprehensive portfolio of products and services focused on community defibrillation. The core product offering includes Automated External Defibrillators (AEDs) from multiple manufacturers including Cardiac Science Powerheart G5, ZOLL AED 3, ZOLL AED Plus, Physio Control Lifepak CR2 (available in USB, Wi-Fi, and Cellular variants), Defibtech Lifeline View, CU Medical IPAD SP1, Philips Heartstart HS1, Primedic HeartSave Y, Mediana HeartOn, Heartsine Samaritan PAD, and ViVest PowerBeat AED. Supporting products include outdoor locked defibrillator cabinets and universal wall hangers. The charity also facilitates donations (one-off and monthly), operates the One Lottery fundraising scheme, and provides services including community defibrillator funding support, CPR/AED training, SMDC Defibrillator Maintenance Scheme, and APPG for Defibrillators advocacy. The organization follows a F.I.R.M. approach (Fund, Install, Register, Maintain) for community defibrillator support.

Differentiator

Problem solved

Functional benefit

Products and services

• ZOLL AED 3 Defibrillator Advanced Automated External Defibrillator featuring Real CPR Help technology, RapidShock Analysis, Wi-Fi connectivity, and a high-resolution LCD touchscreen; available in fully-automatic and semi-automatic variants and sold to communities, schools, sports clubs and workplaces seeking a connected AED.
• ZOLL AED Plus Defibrillator Cost-effective AED with Real CPR Help technology, adaptive metronome, automatic self-testing, and real-time visual guidance on compression depth; sold to UK communities, workplaces and organisations needing a reliable entry-level AED with voice and visual CPR feedback.
• Physio Control Lifepak CR2 Defibrillator Defibrillator available in USB, Wi-Fi and Cellular variants with cprINSIGHT technology that analyses heart rhythm during CPR, a child-mode button and ClearVoice technology; sold to communities and organisations needing a connected AED with optional cellular monitoring.
• Defibtech Lifeline View Defibrillator Defibrillator featuring a bright full-colour LCD display with on-screen video instructions, IP55 rated for challenging environments; sold to UK communities, sports clubs and workplaces where video-guided operation is preferred.
• Cardiac Science Powerheart G5 Defibrillator Automated External Defibrillator available in fully-automatic and semi-automatic variants with optional CPR feedback; priced £989.99–£1,234.80 exc VAT and sold to UK communities, schools and businesses.
• Philips Heartstart HS1 Defibrillator with Carry Case Defibrillator bundled with a slim carry case; sold for community, sports and travel applications from £809.99 exc VAT.
• AEDdonate Secure Outdoor Defibrillator Cabinet Locked outdoor cabinet for AED storage, yellow option, priced £475.00 exc VAT (£570.00 inc VAT); sold to communities and organisations needing weather-protected, secure 24/7 external access to a defibrillator.
• One-Off Donation Single donation made by individuals, companies, or community groups to support AEDdonate's mission of placing and maintaining public access defibrillators in UK communities.
• Monthly Donation Recurring monthly donation with preset tiers of £3, £5, £10 or £20 per month, supporting ongoing community defibrillator placement, maintenance, training and education programmes.
• One Lottery Fundraising Scheme Charity lottery with a £25,000 weekly jackpot; tickets cost £1 per week with 50% of ticket sales going directly to AEDdonate to fund defibrillator programmes across the UK.
• SMDC Defibrillator Maintenance Scheme Partnership service with Staffordshire Moorlands District Council managing all Community Public Access Defibrillators in the district (191 devices), including consumables funding (pads and batteries), initial health checks, consumable replacement, loan units for repairs, education sessions and deployment management at a 97% availability rate.
• CPR and AED Community Training Free CPR and defibrillator training delivered to communities, schools, sports clubs and workplaces, including online training included with defibrillator purchases and First Aid at Work courses; provided by Community Trainer Julie Lawton and the wider AEDdonate team to build bystander confidence during sudden cardiac arrest.
• AEDdonate Charity Shops Retail Operations Five physical charity shops in Staffordshire and Shropshire selling donated goods, with all retail proceeds supporting AEDdonate's community defibrillator placement, maintenance, and training activities.
• F.I.R.M. Community Defibrillator Programme AEDdonate's complete end-to-end community defibrillator service: Fund (fundraising support and part-funding), Install (correct placement guidance), Register (on The Circuit national network for ambulance-service visibility) and Maintain (ongoing support to keep devices operational); delivered to UK communities, schools, sports clubs, workplaces and councils seeking a full-service AED deployment.

Quantifiable outcome

• Using a defibrillator within 3-5 minutes can increase survival rates to 50-70%
• +6 more outcomes

Named customers9 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• Keele UniversityminorStrategic or Co-development Partner · 1 January 2026Partnership for pharmacy student placements at AEDdonate. Students gain practical experience while supporting the charity's mission to increase defibrillator access.
• The Circuit (National Defibrillator Network)coreStrategic or Co-development Partner · 1 January 2025The Circuit is the UK-wide database that connects every registered defibrillator directly with ambulance services. When a 999 call is made for suspected cardiac arrest, ambulance operators use The Circuit to instantly locate the nearest available AED. AEDdonate registers all supported defibrillators on The Circuit, ensuring they are visible to emergency services 24/7.
• APPG for Defibrillators (All-Party Parliamentary Group)coreStrategic or Co-development Partner · 1 January 2025Cross-party group of UK Parliament Members working to raise awareness, influence policy, and promote best practice in defibrillator provision. AEDdonate contributes expertise and community insight, advocating for greater access to defibrillators in public spaces and supporting national policy development.
• Staffordshire Moorlands District Council (SMDC)coreStrategic or Co-development Partner · 1 January 2024Partnership to fund consumables (pads and batteries) for all Community Public Access Defibrillators across the Staffordshire Moorlands. AEDdonate manages 191 defibrillators under this scheme with 97% availability rate. Services include initial health checks, consumable replacement, loan units for repairs, education sessions, and deployment management.
• American Ukrainian FoundationminorStrategic or Co-development Partner · 1 January 2023Partnership to respond to urgent requests for defibrillators in Ukraine. Donated two fully serviced pre-loved defibrillators with electrode pads to field hospitals in Donetsk. Coordinated through David Longworth.
• Leek Town, Parish, and District CouncilscoreStrategic or Co-development Partner · 1 January 2022Multiple councils agreed to funding package to maintain and manage 130+ AEDs registered with The Circuit across the Leek region. Led by community champion Dave following successful fundraising campaign.
• Co-operative Supermarket (Stone)minorStrategic or Co-development Partner · 1 January 2014First external AED installation at local Co-operative supermarket, covering Stone High Street against risk of sudden cardiac arrest. Marked the beginning of AEDdonate's community deployment program.

Scale indicators11 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• St John Ambulance: National first-aid charity delivering CPR/AED training and defibrillator placement across the UK. Overlaps directly with AEDdonate's community training, school programmes, and workplace AED services.
• London Hearts: UK charity dedicated to placing defibrillators in schools, sports clubs, and community spaces. Directly comparable in target segments (schools, sports clubs, communities) and product offering.
• Arrhythmia Alliance: UK heart-rhythm charity focused on raising awareness of cardiac arrhythmias, sudden cardiac arrest, and AED access. Closely aligned mission in community defibrillator advocacy and survivor support.
• Cardiac Risk in the Young (CRY): UK charity focused on young sudden cardiac death, cardiac screening, and defibrillator awareness in schools and sports clubs. Comparable mission and overlapping target segments with AEDdonate.
• British Heart Foundation: The UK's largest heart charity, running the 'Nation of Lifesavers' campaign with mass CPR and defibrillator training programmes and community AED placement. Most directly comparable UK charity working to expand public AED coverage.

Others

• Resuscitation Council UK: UK body setting clinical standards for CPR and defibrillation. AEDdonate's involvement in The Circuit and APPG puts it adjacent to this standards-setting ecosystem.
• Philips HeartStart: Global manufacturer of the HeartStart HS1 AED, stocked in the AEDdonate shop. Adjacent supplier whose UK go-to-market for community AEDs parallels AEDdonate's distribution channel.
• ZOLL Medical Corporation: Major global AED manufacturer whose products (AED Plus, AED 3) AEDdonate resells. As a key supplier and ecosystem participant, ZOLL is a relevant peer for supply-chain and product-strategy benchmarking.

Broad incumbents

• British Red Cross: Major UK charity with broad first-aid training and emergency preparedness programmes, including AED awareness. Larger and more diversified, but operates in the same community safety and training space.

Regional players

• Welsh Hearts: Wales-based charity placing defibrillators in communities and schools. Closely comparable operational model (community fundraising, school donations, training) but geographically focused on Wales.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/aeddonate
• YouTubeyoutube.com/@aeddonate
• Facebookfacebook.com/AEDdonate
• LinkedInlinkedin.com/company/aeddonate-charity
• Instagraminstagram.com/aeddonate

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

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 AED Donate