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High hopes for charitable partnership

The West Brom will be fundraising on behalf of Midlands Air Ambulance Charity for the next 12 months.

Colleagues at the West Brom are hoping their fundraising plans will really take off having chosen Midlands Air Ambulance as their charity of the year.

Building society staff were invited to nominate their preferred good causes, with Midlands Air Ambulance Charity being selected for a 12 month partnership.

The charity serves the communities of six Midlands counties – the West Midlands, Staffordshire, Shropshire, Herefordshire, Worcestershire and Gloucestershire, making it one of the busiest air ambulance organisations in the country.

It runs three air ambulance aircraft and a critical care car, carrying out an average of 2,000 missions every year in response to emergencies where there is a potential fatality or major trauma injury.

Fundraising activities are already underway, with the West Brom organising a golf day at the Staffordshire club in Wombourne which generated more than £5,000. The building society is also making a donation for every vote cast by members in its forthcoming annual general meeting.

Fun runs, cake bakes, raffles and a five-a-side football tournament are among the other events lined up for the coming months.

Jon Cottrell, corporate development executive for Midlands Air Ambulance Charity, said: “Our charity is funded entirely by donations and therefore relies on the support and generosity of local people and businesses in order to continue our vital work.

“We are thrilled to have the backing of the West Brom, which has a brilliant reputation around the region for community involvement. 

“We know our partnership will be successful and have a hugely positive impact on the patients we help.”

Ashraf Piranie, the West Brom’s group finance and operations director, added: “Supporting the community is integral to the West Brom and this comes across powerfully in the commitment and compassion shown by our colleagues in raising money each year for a nominated charity.

“It is also important to focus on a cause that is closely aligned to our West Midlands heartland, making Midlands Air Ambulance Charity a perfect choice.”


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