ASCONA GROUP have helped raise an incredible £67,814 in just over six months for the Wales Air Ambulance Charity.

The company has teamed up with the award-winning UK fintech charity Pennies, which enables micro-donation opportunities at checkout, helping create huge impact for charities in need.

Customers are given the opportunity to donate to charity when paying by card or digital wallet which Ascona will be match funding.

Darren Briggs, founder and Chief Executive of Ascona Group said: “Wales Air Ambulance, is such a phenomenal service and our customers recognise that.

“They have been so generous at our tills, whenever they make a purchase, they are given the option of donating 30p to the Charity, which Ascona will match-fund.

“As you can see from the amount raised so far, they think a lot of the service.”

The Wales Air Ambulance is consultant-led, taking hospital-standard treatments to the patient and if required, transferring them directly to the most appropriate hospital for their illness or injury.

It is delivered via a unique Third Sector and Public Sector partnership. The Wales Air Ambulance Charity relies on public donations to raise the £11.2 million required every year to keep the helicopters in the air and rapid response vehicles on the road.

The Emergency Medical Retrieval and Transfer Service (EMRTS) supplies highly skilled NHS consultants and critical care practitioners who work on board the Charity’s vehicles.

This advanced critical care includes the ability to administer anaesthesia, deliver blood transfusions and conduct minor operations, all at the scene of an incident.

As a pan-Wales service, its dedicated crews, regardless of where they are based, will travel the length and breadth of the country to deliver emergency lifesaving care.

Darren said: “It means a lot on a personal level to be able to help support a Charity that helps save so many lives each year.

“One of my longest serving employees, needed the help of the Wales Air Ambulance, and is thankfully still with us.”

He added: “As a helicopter pilot, I also understand the flying element to the service too, it’s unbelievable what they do under such pressure.

“There are so many things that must be considered even before take-off.

“There’s the logistics, navigating the terrain – some patients can be in hard to access areas, and most importantly providing critical care at the scene.”

Ascona Group has 62 forecourts across the UK and serves 300,000 customers a week. It dispenses 5.0 million litres of motor fuel per week – That’s an equivalent of 19 tankers per day.

Valero is a global fuels manufacturer and owns and operates Pembroke Refinery in West Wales. It has taken around 18 months for both companies to rollout the Pennies initiative.

Alison Cousins, Area Sales Manager for Valero Energy Ltd, said: “Valero is proud of our charitable partnership with the Wales Air Ambulance, and is pleased to have been able to support the rollout of Pennies charitable giving across Ascona sites.

“Wales Air Ambulance carry out inspirational, lifesaving work for those who need it most, and we are delighted today to help celebrate the public and Ascona’s generous donation efforts across the communities we are so fortunate to be a part of.”

Customers making a purchase at Ascona’s Valero branded forecourts will see messaging around the campaign on fuel pumps and at the counter.

Geoffrey Harding, Head of Fuel Strategy at Ascona Group, said: “If you pay using the card reader, you will have the option to donate 30p, which Ascona will match up to £100,000.

“For every donation we have seen so far, we have matched, when paid by card.

“We also have donation boxes at the checkout, for anyone paying with cash, who might wish to donate.

“It is totally the customer’s choice, the staff are fully trained to answer any questions the customer has and it’s just a simple ‘yes’ or ‘no’ option on the card reader, if they wish to add a donation on to their transaction, they can with the added bonus that Ascona will match fund the donation.”

Pennies CEO, Alison Hutchinson CBE, added: “Pennies is proud to partner with Ascona, and congratulations to the team and customers for their amazing fundraising efforts.

“The generosity of Ascona customers and Ascona with their match funding has created tremendous impact for The Wales Air Ambulance.

“Thank you to the Ascona team and to all those customers who press ‘yes’ – your small acts of generosity make such a difference.”

Ascona and Valero’s Pennies’ campaign is raising around £1,200 per week on average. Since its launch in 2010, Pennies has facilitated over 255 million micro-donations, raising £62 million for more than 1,060 charities.

Phae Jones, Director of Income at Wales Air Ambulance said: “We’d like to extend a huge thank you to every customer who has donated over the past six months at Ascona sites.

“We are hugely grateful to Ascona for kindly match-funding all money raised to the value of £100,000. That is an incredibly generous amount, which will help save many lives and will be the company’s second £100,000 donation in the last two years.

“The Valero team are also hugely supportive of the work we do and have been fantastic during the rollout of the Pennies initiative.

“As a Charity, we must raise £11.2 million pounds each year, to keep our helicopters in the sky and rapid response vehicles on the road.

“Partnerships like this are key to enabling us to keep doing what we do.”

A WOMAN rescued by Beaumaris RNLI last year has reunited with the volunteer crew who saved her, as she supports the charity’s Mayday campaign showing lifeboats in Wales launched over 1,043 times, saving 53 lives last year.

Across the UK and Ireland the charity’s lifeboats were launched over 9,100 times in 2024, making it the fourth-busiest year in the charity’s 201-year history. Welsh RNLI lifeboat stations’ total number of launches decreased from 2023, however the number of lives saved rose from 38 in 2023 to 53 in 2024.

Angle, The Mumbles and Tenby RNLI had the most launches. Out of the total 1,043 launches in Wales, 719 were by Inshore Rescue Boats and the further 324 were All-Weather Lifeboat launches. Over 96% of all lifeboat launches in Wales in 2024 were within 5 nautical miles of the Welsh coast, and the majority of these shouts were to people in difficulty in the water and to assist motorboats. RNLI volunteer lifeboat crews spent over 1,500 hours at sea, giving up their time to help those in need.

Flint RNLI saved 5 lives last year with neighbouring station Rhyl RNLI launching 47 times and aiding 47 people. Llandudno and Conwy lifeboats launched a total of 66 times, saving 4 lives. On the Isle of Anglesey, Trearddur Bay, Moelfre, Holyhead and Beaumaris saved 8 lives, launching 213 times and aiding 127 people.

In Gwynedd RNLI lifeboats from Porthdinllaen, Abersoch, Pwllheli, Criccieth, Barmouth and Aberdovey launched 121 times, aiding 126 people and saving 2 lives. In Ceredigion, Borth, Aberystwyth, New Quay and Cardigan launched 99 times and aided 56 people.

In Pembrokeshire, Fishguard, St Davids, Little & Broad Haven, Angle and Tenby lifeboats saved 13 lives, launched 233 times and aided 152 people. At Burry Port Lifeboat Station, the boats launched 39 times, aiding 26 people. In Swansea, Horton & Port Eynon and The Mumbles launched a combined 104 times, aiding 119 people with The Mumbles RNLI saving a life.

Port Talbot RNLI launched 25 times and aided 17 people. In Porthcawl the volunteer crew saved an incredible 16 lives, launched 71 times and aided 91 people. In the Vale of Glamorgan, Barry Dock and Penarth Lifeboat Stations launched 80 times, aided 77 people and saved 3 lives. 

Beaumaris RNLI launched 45 times last year, aiding 27 people and saving 3 lives. Emily Morus-Jones, was one of those rescued by the Beaumaris RNLI volunteers in September last year, she says:

‘The Beaumaris RNLI crew members took really good care of me when I broke my knee whilst cooling down from a run with my dogs on the beach.

It was early afternoon on Monday 2 September when Emily was on the beach in the Manai Strait area of Bangor near the Faenol Estate.

‘I skidded on some seaweed hitting rocks and then fell awkwardly onto my knee. I felt immediate pain and all I could do was scream. I started worrying about how and if I’d be located, knowing the tide was coming in.

‘I know the area well, when the tide comes in there’s no beach. It’s also very fast-moving water with multiple rip currents. My initial thought was I could try and drag myself the way I came, but I tried to move and there was absolutely no way – it was just agony. I was also in shock, I knew then I was in a very serious situation.

‘Thank god I had my phone and was able to call for help. When the RNLI lifeboat arrived I remember thinking; “It’s pretty good that if you’re freezing cold and in agony on the side of a beach by yourself, that volunteers will turn up in a lifeboat and take you to safety.”

‘I’m so glad the RNLI is a thing we all have because the alternative of being alone, injured and with no chance of anyone coming to save you is utterly terrifying.

‘It was really special to reunite with the crew who saved me so I could express my gratitude in person. I encourage that people support the Mayday campaign, so that these lifesavers can keep doing what they do best.’

With demand for its lifesaving services at a high, the charity is putting out its own ‘Mayday’ call, and urging the public to get involved with its biggest national fundraising event, the Mayday Mile.

Participants are challenged to cover a mile a day for the month of May, with every penny raised helping to make sure that the charity’s lifesavers have everything they need to keep people safe this summer and beyond. Running a 24/7 lifesaving service is expensive and costs are rising – in 2023, it cost over £190M to run the RNLI.

Gwen Beeken, Beaumaris RNLI volunteer crew, says: ‘Usually we are heading out to respond to Mayday calls, but now we’re the ones asking for help. Thousands of people get into danger on and around the water each year and need our help, but everything we do is only possible thanks to the generosity of our supporters.’

Whether you choose to walk, jog, hop or skip, a mile every day in May will help raise vital funds for RNLI lifesavers, so that they can continue to keep people safe at sea.

Gwen added: ‘It’s clear from these new figures that demand for our services remains high, with our lifesavers dropping everything to run to the lifeboat station when the call comes. We’re now heading towards our busiest time of year, so we’re putting out our call for help to raise the funds which will help keep our lifesaving service going today, and allow us to be there when we’re needed most.’

Emily says: ‘I’m so grateful to all the RNLI volunteers who helped rescue and look after me that day. They made sure to get me out of the cold, they kept me warm and dry and as comfortable as possible whilst maintaining a cheerful demeanour to help me distract me from the pain.

‘It’s been about 6 months since my injury and my rehabilitation has been going well. If you’re looking for a way to support this special charity and their lifesaving work, why not sign up for their Mayday Mile or donate.’

To sign up for the Mayday Mile, or to make a donation in support of the RNLI’s lifesavers, visit RNLI.org/supportMayday  

THE PEMBROKESHIRE Coast Charitable Trust has received generous support from the Swire Charitable Trust to expand inclusive volunteering opportunities across the Pembrokeshire Coast National Park.

The Pathways project enables a broad range of individuals from local communities to participate in supported outdoor volunteering activities. This initiative prioritises accessibility and inclusivity, offering opportunities for individuals who may not otherwise be able to engage in volunteering. Through tailored activities and the support of experienced lead volunteers, the project provides a safe and welcoming environment for participants to learn new skills and work collaboratively.

Graham Peake, Pathways Project Lead, said: “The Swire Charitable Trust’s support has been instrumental in ensuring that more people can experience the benefits of volunteering while contributing to conservation and heritage projects across the National Park. Through Pathways, we are not only enhancing our natural environment but also fostering a sense of community and belonging.”

In 2024, the Pathways project delivered 86 volunteering sessions, contributing a remarkable 825.5 volunteer days across more than 30 sites in Pembrokeshire. Volunteers took part in a diverse range of practical conservation and heritage tasks. These included community archaeology site work, where volunteers cleared gorse and helped preserve ancient monuments, as well as hedge laying and hedge bank restoration at St Brides. Other activities involved scrub clearance and coppicing at Brynberian and Newport, removing invasive species such as Himalayan balsam, and tree planting to enhance biodiversity.

Volunteers also worked on habitat creation by planting wildflowers to improve meadow ecosystems and undertook path maintenance and access improvements to support public safety and conservation work. The project further engaged in specialist activities, including fungal identification walks at Tŷ Canol National Nature Reserve and the installation of a new notice board at St Govans, Castlemartin.

Pathways has had a profound impact on the local community, providing opportunities for over 30 volunteers to contribute their time and skills. Evaluations conducted between November 2024 and January 2025 highlighted the project’s social, physical, and mental health benefits. Volunteers consistently reported increased well-being, a greater connection to nature, and the satisfaction of giving back to their community.

Mitch Hill, Pathways Project Lead, said: “One of the most rewarding aspects of this project has been witnessing the personal growth of our volunteers. Many have gained new skills, increased their confidence, and even transitioned into further volunteering roles, employment, or education.”

In addition to hands-on conservation work, the project provided vital training for lead volunteers, including mental health awareness, first aid, and equality, diversity, and inclusion training. This investment in volunteer development ensures the sustainability and long-term impact of the programme.

As the project grows, Pathways aims to strengthen partnerships with local organisations, including Mind Pembrokeshire and community groups, to support an even more diverse range of volunteers. It will also broaden its impact on nature recovery through collaboration with the National Trust, the Wildlife Trust, and other conservation partners.

Katie Macro, Director of the Pembrokeshire Coast Charitable Trust, concluded: “We are incredibly grateful to the Swire Charitable Trust for making Pathways possible. Their support has enabled us to reach more people, deliver meaningful conservation work, and create lasting benefits for both the environment and the local community.”

Visit www.pembrokeshirecoast.wales/volunteering to find out more about Pathways and other volunteering opportunities in the National Park.