TO MARK this week’s Gift Aid Awareness Day Midlands Air Ambulance Charity is showcasing the incredible impact of a simple tick box exercise, and how it can save lives.

Thanks to the generosity of its supporters and the power of Gift Aid, the charity received £161,639 in Gift Aid contributions during the 2024/2025 financial year, over an eight per cent increase on the previous year.

According to Gov UK, £1.7 billion was paid in Gift Aid to charities across the UK during the last financial year.

This is a strong testament to the growing awareness of how Gift Aid can help charities like Midlands Air Ambulance Charity, which has a shop in Gloucester Road in Ross-on-Wye.

Michelle McCracken, individual giving lead for Midlands Air Ambulance Charity, said: “Gift Aid Awareness Day, Thursday, October 9, is one of the easiest ways our supporters can increase the value of their donations at no extra cost to them.

“That extra 25p for every £1 donated really does add up and helps us continue to deliver our lifesaving service.

“If you have supported the air ambulance charity within the last four years, we can still reclaim the tax back on those donations too, so please get in touch with our care team and let them know. It may seem a small gesture but collectively it will make a big difference

Gift Aid allows registered charities to reclaim tax on donations made by UK taxpayers. For Midlands Air Ambulance Charity, which receives no Government funding for its daily missions, this additional income is vital.

When donating pre-loved items to the charity’s shops, supporters can register for Gift Aid which means the charity can claim an extra 25 per cent on the sale price of your items, turning your wardrobe clear out or spare furniture into lifesaving funds.