Every year the Lowe Corporation Rescue Helicopter Service, an integral part of the Hawke's Bay community, relies on the help of the community for donations and support.
The lifesaving service must fundraise $1.3 million every year to ensure it is available, 24/7, 365 days a year, for all of those who need it, free of charge.
Last year money raised by the community meant the specialised and highly trained staff of the helicopter service could respond to about 300 patients who needed vital medical attention.
Many of them were in remote locations unable to be reached any other way.
But rural support has fallen away, says marketing and fundraising manager Beth O'Reilly.