Transforming Digital Fundraising for the Great North Air Ambulance Service
- Impact-led development: Prioritised enhancements that increased donation value, simplified user journeys, and empowered GNAAS to grow digital fundraising without increasing headcount.
- Strategic website evolution: Transformed a legacy WordPress platform into a streamlined, donor-focused site through sophisticated UX, CRM and functionality improvements.
- Seamless CRM integration: Delivered a complex integration with Donorflex to automate supporter data, Gift Aid processing, and internal workflows.
The ambition
The Great North Air Ambulance Service (GNAAS) provides vital emergency care across Cumbria, the North East, and North Yorkshire, all funded entirely by donations from the public. With a growing supporter base and increasingly complex digital needs, GNAAS needed a partner to help modernise their website and improve the digital donation experience. Enigma stepped in to support the charity with a tailored approach to website adoption, optimisation, and evolution; scaling up their fundraising ability and future-proofing the organisation at a time of increased uncertainty for non-profits.
Enigma adopted the existing GNAAS website - a WordPress platform with extensive custom functionality. Over time, the site had grown increasingly complex: managing donations, selling merchandise and event tickets, handling raffle entries, and integrating with Donorflex (a third-party fundraising CRM). GNAAS needed the site to support their ambitious objectives, including:
- Growing the number and value of donations
- Improving efficiency without increasing headcount
- Streamlining internal admin and supporter data management
- Enhancing the supporter experience with simpler user journeys
- Increasing the percentage of giving managed online
With multiple fundraising mechanisms and a critical integration with Donorflex, GNAAS needed a partner who could help evolve the platform while supporting its day-to-day operation. Enigma began by formally adopting the site from the incumbent agency, ensuring we could provide continuity of service. From there, we took a two-pronged approach: ongoing support and maintenance to keep the site stable and secure, and a parallel programme of iterative development to evolve functionality in line with GNAAS’ strategic goals.
What we did
Technical Collaboration from the outset
GNAAS is a technically literate client, and our collaboration with their internal teams has been critical to success. Right from the start our Enigma team worked closely to align technical roadmaps, coordinate release cycles, and support complex hosting environments.
Navigation updates
We overhauled the site’s navigation to reflect supporter journeys, making it easier for users to find what they need, whether that’s making a donation, signing up for a fundraising event, or learning more about GNAAS’s life-saving work - all with the aim of increasing individual giving to the organisation and ultimately keeping GNAAS in the air.
Clearly communicating impact
Improving how GNAAS shares its mission and impact was central to our UX enhancements. Clearer calls to action and streamlined content pathways help supporters understand the difference their donation makes.
User journey improvements
We reimagined the donation journey to make giving quicker, simpler, and more emotionally resonant. Instead of treating a donation like a transactional 'product in a basket', the new flow leads users straight from intent to impact, removing unnecessary steps and creating a more intuitive, meaningful experience. By focusing on streamlined form design, clearer language and a seamless path to the thank-you page, the Enigma team reduced friction at every stage. The result is a smoother, more human donation experience that feels less like checkout and more like contribution to the charity’s mission.
Streamlining Internal Processes
We implemented backend improvements to streamline data collection, ensuring donation information and Gift Aid records land where they need to, with minimal manual effort from GNAAS staff. Previously they would have to manually process information from the site and manually put it into an external system. With the push of a button it now sends all of the info where it needs to be on the CRM.
Third-party integrations and external CRM
Integrating seamlessly with third-party systems was an essential part of the process. Whether for CRM, payments, or ticketing, we ensured GNAAS’s digital infrastructure works together behind the scenes.
The website’s specialist functionality is made possible by a range of custom-built features designed to support the unique needs of the organisation. From online raffles and prize draws to fundraising events and supporter initiatives, we’ve developed a flexible, bespoke platform that enables the GNAAS team to manage and promote their activities with ease. Our ongoing support ensures this functionality remains secure, stable and fully aligned with the charity’s operational goals, giving them the tools to engage supporters, raise vital funds and deliver critical care across the North. A major milestone was the integration with Donorflex, a specialist fundraising CRM. This allows for automated Gift Aid processing, robust supporter tracking, and improved campaign management.
Complex testing
With multiple staging environments and mission-critical features, we implemented rigorous testing processes to ensure stable, secure releases that meet the needs of both supporters and staff.Managing a large suite of complex plugins within a WordPress environment required careful configuration, testing, and ongoing support, ensuring the site remains both flexible and functional.
Support, Maintenance and Evolution
Our partnership with GNAAS combines ongoing platform maintenance with proactive development. This hybrid approach meant we could respond to immediate needs while building long-term digital capabilities.
Fundraising tracker
To support GNAAS’ £2.5m appeal to secure initial funds for a new helicopter, we designed and built a dynamic fundraising tracker that could be deployed quickly and integrated seamlessly into their existing website. Working to a tight deadline, we created a bespoke WordPress block featuring an illustrated “flight path” across the North East and Cumbria, with a helicopter icon that moves in line with real-time fundraising progress.
The tracker automatically updates as donations are processed through GNAAS’ Donorflex CRM, ensuring supporters always see accurate, live figures. Offline donations are incorporated once entered into the system, keeping totals fully aligned. The component has been built so GNAAS can easily reuse and reskin it for future campaigns, offering long-term value beyond the current appeal.
Results
The new website marks a step change in how the Great North Air Ambulance Service uses digital to drive its mission forward. Designed with flexibility at its core, the platform gives the team far greater control over their content, empowering them to create more dynamic, visual, and engaging pages without relying on developers. With a library of highly configurable content blocks, GNAAS can now tailor stories, campaigns and supporter experiences in ways that truly reflect their voice and values. It’s not just a newly developed platform, it’s a new way of working, giving the charity the tools to build deeper connections with supporters and respond quickly to new opportunities.
View live site
The ongoing workflow has allowed the Enigma team to develop the GNAAS site strategically, balancing urgent updates with long-term capability building. Key indicators that the website is performing well include increased average online donation values year-on-year, increased repeat donors and raised awareness of the importance of the work being carried out by the charity along with the vital need for continued donations.
The way that the Enigma team approached and managed the project allowed GNAAS to remain agile, responsive and donor-focused, increasing the bandwidth of the team by making the website work hard. Since the launch of the website the number of donations being processed by staff has significantly decreased while the number of donations being placed directly through the website has increased, easing the pressure on the internal team and allowing skills to be reallocated elsewhere in the charity.
The next stage of development includes rolling out a seamless quick-donate feature accessible site-wide, continuing to streamline internal workflows, and improving accessibility and mobile responsiveness. As the charity sector continues to face funding challenges, GNAAS is now better equipped to grow support, increase impact, and future-proof its digital fundraising strategy.
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