Our strategy and principles

Our strategy and principles

These four key principles are pursued throughout our work. We commit to being:

Keep the people who’ll be impacted by the strategy involved and meaningfully engaged so they can input and comment as it evolves.
Focus effort on the areas that are likely to change the most – or where we want to put more investment to drive clarity in areas of high risk or opportunity – not on things that work.

Co-create strategy with the people tasked with delivering it, keeping in mind strategy accountabilities: board sets, CEO develops and delivers through the team.

Recognise strategy is not static and must adapt and respond to internal and external factors: maintain a future-friendly framework that will accommodate refactoring, change and new areas of focus.

Applying these principles to every aspect of our strategy helped us to achieve a record-breaking 2019, raising more money and undertaking more missions than ever before.

In total we completed 2,602 jobs, treating and caring for 2,052 patients, more than in any previous year, and through diversifying and growing our resources and skills, supporter base, donors, events and partnerships, we aim to fly even higher in 2020 and beyond.


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