THE cost of keeping the air ambulance in the sky is to go up by £600,000 this year, it has been revealed.

Rising fuel prices and increases in running costs mean the North West Air Ambulance (NWAA) faces a financial leap of 46per cent from April 1.

The rise to £1.9million is the biggest increase the charity has faced since it was established eight years ago, according to NWAA chiefs.

But bosses at the charity, which relies solely on donations, said the emergency helicopter service would not be affected by the funding hike.

They claim, however, a donation of 27.14p from every person in the North West would allow the charity to reach its £1.9million target.

Bosses at the charity are calling on the region's seven million people to give up a packet of crisps, or chewing gum, and donate the money saved to the charity.

Jackie Northover, deputy charity chief executive for the NWAA, said: "We receive no mainstream funding to keep running and rely solely on the generosity of businesses and the people of the North West."

The NWAA, based at Blackpool Airport and contacted by ambulance control in Preston, covers all major motorway incidents, and areas which have poor and restricted road access.

On average the helicopter, named Katie, is called out four times a day, rising to up to ten in the summer.

While the incidents vary greatly, the NWAA is generally dispatched when time is extremely crucial, or where road access is limited.

It covers a 5,500 sq mile area serving Lancashire, south Cumbria, Greater Manchester, Cheshire and Merseyside.

"A 27p donation is more than manageable if we all consider giving up just one indulgence for Lent and donating the money to the NWAA," said Mrs Northover.

To donate, call 0800 587 4570 (9am to 5pm), or log on to the website below for details.