Including a fundraising feature where donors can dedicate a virtual candle to a loved one can significantly boost money raised, evaluation by fundraising platform goDonate has found.

Based on 1,800 tribute funds it managed in 2025, its research revealed that when its ‘Light a Candle’ function is applied the average value of a fund set up in memory of a friend or family member rises to £1,218, compared to £797 without this option.

The feature was added in 2024, and evaluation has also found that it can encourage charity supporters to return and donate further.

Among half of funds with the candle function receive more than one donation “indicating that supporters are coming back to engage again”, said goDonate.

Furthermore, more than one in four candle donations are made six or more months after a fund is created.

“Features such as Light a Candle give people simple, meaningful reasons to return, whether they want to fundraise, make another gift, mark an anniversary or remember someone privately,” added goDonate, whose analysis involved fundraising for charities including British Heart Foundation, Battersea and Royal British Legion.

The platform’s evaluation also found that one in eight donations are made in memory of a family member or friends and account for a quarter of all personal donations, which are often from “highly motivated and often higher-value donors”.

Adding an event to a fundraiser more than doubled the value of a fund, the research also showed.

Its evaluation also found that more than two in three fundholders, who organise and manage funds, are women.

“This should provide direction on tone and content of communications by charities, and stewardship support for funds,” added goDonate.

Despite the popularity of in memory giving, a snapshot poll by goDonate found that only just over a fifth of charities are “actively and strategically promote these funds at present”. This research involved surveying 77 charity attendees at a webinar this month organised by the platform.

Shelter partners with platform

This week goDonate has announced it has been named as online donations partner for homelessness charity Shelter.

The platform has been appointed to offer donors a “greater range of payment options” including through Apple Pay and PayPal for regular giving. It has also been asked to enhance “post donation journeys”.

“Our aim is to provide Shelter’s donors and potential donors with a more engaging digital experience, supporting our overall mission: the fight for home and delivery of a new generation of social homes,” said Shelter’s assistant director of individual giving Sophia Smith.

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