In-memory fundraising growth slows down, figures show

Online fundraising paying tribute to a family member or friend increased by 15% between 2021 and 2022, according to latest figures from an online fundraising platform.

However, this growth is markedly down on an increase of 46% over the previous 12 months, a period that coincided with the first year of the Covid pandemic.

The latest figures also show that the average donation made to a tribute or in-memory fund now stands at £49.22 and the total value of an average fund is £907, down on £943 recorded the previous year.

But when users create events as part of their fund the average total more than doubles to £2,348, the research found.

More than a third (34%) of donors give via PayPal and two thirds of those running tribute fundraising campaigns opt to receive communications from their chosen charity via email.

On average most tribute funds receive their first donation within five says and typically continue to receive donations for a further 64 days.

The findings have emerged from data generated from the goDonate digital fundraising platform and based on more than 5,000 online funds.

“Many charities are investing in their in-memory programmes as people turn to digital to create tribute funds for funeral collections, online tributes and event fundraising,” said goDonate managing director Vicky Reeves.

“When a loved one or close friend dies, lots of people want to take positive action to provide a legacy for them. Leaving a donation and message is a good way to do this, so offering online tribute funds as part of an overall digital strategy is key for charities.

“Charities of all sizes and causes must enhance their connections with these key fundraisers, to fully leverage the potential of this income stream - and online tribute funds are a vital part of their strategies.”