What happens when you ban the word “fundraising” at a charity that needs to raise over £10 million a year?  In this episode of UnEDited, Ed sits down with Keith Wilson, Head of Engagement and (formerly) Fundraising at Hampshire and Isle of Wight Air Ambulance, to unpack how he’s challenging the traditional charity model. Keith shares how ditching outdated language and breaking down silos between marketing and income generation has transformed the way his team works — and the results speak for themselves.  Expect real talk about leadership, loyalty, and long-term thinking, plus insights into how corporate partnerships, storytelling, and team culture can be powerful revenue drivers. If you work in charity marketing, lead a purpose-driven organisation, or just want to rethink how you engage your audience, this episode is for you.