In-memory giving and tribute donations
In-memory giving and tribute charity donations are on the rise, as donors want to raise funds in the name of a loved one. A recent study found that online tribute or in-memory fundraising grew by almost a half (46%) between 2020 and 2021. For some, fundraising tributes provide a way to celebrate a big birthday, or to support a loved one during a particularly difficult time, such as cancer treatment.
The term in-memory giving has been around for twenty years. Changes in social media, online giving have added to its popularity and increasingly more sophisticated charity marketing. Most recently, the coronavirus pandemic has brought specific changes to the ways people grieve for and honour the ones they have lost, from streaming at funerals to online in-memory donations. Although some of the particular lockdown experiences won’t be permanent, in-memory giving looks set to remain popular even post pandemic.
So, how can charities best adapt to this emerging trend in giving? Here are 5 tips to consider:
1. Use creative and compelling storytelling to attract and engage those who are considering this form of fundraising/giving
2. Provide marketing advice to supporters so that online in-memory or tribute giving pages attract attention rather than ending in a damp squib
3. Ensure your data systems are in place to collect and manage donations and relationships, including to offer communications to donors
4. Carefully consider your audiences and how to personalise your request. Whether it’s the fundraiser or the loved one with a connection to your cause or charity, your message needs to feel special
5. Take your campaign up to the next level with user generation content – from video diaries to social media hashtags – because beneficiaries and supporters are often your best and most authentic champions.
Through our fundraising and development services, Craigmyle enables UK charitable causes to achieve their goals. If you want to discuss how we can help you do get in touch.
