Executive summary
For more than 40 years, Philips Search and Rescue Trust has supported one of the largest rescue helicopter networks in New Zealand’s central North Island ensuring aircraft are available when communities need them most.
To strengthen donor relationships and reduce growing administrative pressure, Philips partnered with Hot Leads to deliver a more human, conversation-first telemarketing approach across corporate, individual, and legacy campaigns.
The partnership delivered tangible results. As Philips shared, “Those campaigns have been very successful in terms of donor engagement,” while also “significantly reducing internal workload and protecting the donor experience.”
About Philips Search and Rescue Trust
Philips Search and Rescue Trust is responsible for fundraising and marketing for rescue helicopters based in Waikato, Tauranga, Taupō, and Palmerston North.
Operating alongside government funding, Philips ensures life-saving services remain ready across a boundary-less dispatch system throughout the central North Island.
The challenge
Telemarketing needed to do more than deliver a message – it needed to feel like a genuine conversation. At the same time, Philips was experiencing significant internal strain.
Previously, staff were required to manually send follow-up emails after every call, creating what they described as “admin overload.” Beyond efficiency, protecting donor experience was critical: “Our donors are everything to us.”
Philips needed a partner that could work collaboratively, adapt to different campaign types, and act as a true extension of their internal team.
The solution: a human-centred partnership
Hot Leads used a conversation-first calling model supported by strong operational discipline. This included thorough pre-campaign preparation, clear briefing documentation, and follow-up emails sent on behalf of Philips.
Rather than feeling outsourced, the relationship quickly became collaborative:
“It’s more of a partnership… they (Hot Leads) just feel a part of the team, which is very important to us.”
The approach prioritised warmth, listening, and responsiveness – backed by systems that ensured nothing was missed: “The systems at Hot Leads are really thorough.”
Conversational calling (not scripts)
A key differentiator was having real conversations. Callers are trained to listen first, adapt naturally, and meet donors where they are.
As Philips explained: “The conversation approach is the main difference… they’re not reading off a script asking for money – they’re having conversations with people.”
This focus on authenticity paid off. Donors frequently believed they were speaking directly with Trust staff: “Donors think it’s us – which is definitely the goal.”
Campaigns delivered and results
Corporate reactivation and seasonal donors
Hot Leads supported invoice follow-ups, re-engagement of dormant corporate supporters, and seasonal donor calling. These campaigns proved particularly strong.
Results:
- 27% conversion of contactable corporate leads
- $69,000 pledged through reactivation activity
Philips commented: “Those campaigns have been very successful in terms of income.”
Individual donors: lapsed, inactive and regular giving
For individual supporters, Hot Leads reconnected with donors who had not given for 2–5 years and invited existing regular givers to increase their contributions.
The regular giving upsell stood out: “We had great results for our regular giving upsell campaign. Their (Hot Leads) expert approach encouraged donors to increase monthly contributions, boosting revenue and strengthening donor relationships.”
Result:
- 38% conversion on regular giving upsell calls
Legacy calling (post direct mail)
Following a legacy direct mail campaign, Hot Leads conducted follow-up calls and short surveys with long-standing donors. These conversations were handled with care, given the sensitive and complex nature of legacy giving.
Philips noted both the quality and depth of engagement:
“Really, really nice conversations,” even when discussing the dual model of helicopter funding and long-term support.
Result:
- 29% conversion of contactable legacy leads
Quiz funnel pilot
An innovative quiz-based lead generation pilot was trialled to attract new supporters and start meaningful conversations. While not primarily a revenue driver in its initial phase, it delivered valuable relevant engagement and data for future use by Philips.
Results:
- 11% conversion of contactable quiz leads
- A substantial, engaged new marketing database for four regions.
Operational impact and donor experience
Beyond income, the operational lift for Philips was significant.
Previously, internal staff handled all follow-up communications: “We were sending follow-up emails ourselves… the admin overload was crazy.”
With Hot Leads managing follow-ups on behalf of Philips: “They’ve definitely not added any work – they’ve taken away workload.”
Importantly, donor experience remained protected throughout: “The fact that we haven’t had complaints with Hot Leads reiterates the warmth and passion they bring.”
Issues or questions were addressed immediately: “Nothing’s an issue… they raise red flags instantly.”
Conclusion
By blending human-centred conversations with operational excellence, Hot Leads helped Phillips Search and Rescue Trust deepen donor relationships, lift campaign performance, and significantly reduce internal workload.
As Philips summed it up: “It hasn’t felt like hard work because they’ve taken a lot on for us.”
The result is a fundraising partnership that feels less transactional and more relational – creating space for Philips to focus on its core mission: keeping life-saving helicopters ready for the communities they serve.
Talk to the experts at Hot Leads on 1800 623 311 or book a meeting time that suits you.
