Young people three times more likely than older people to respond to in-memory fundraising

Young people, aged between 18 and 44 are almost three times more likely to donate to in-memory fundraising campaigns than those aged between 65 and 75, research has found.

Analysts at Legacy Foresight have found that this form of campaigning, where money is raised in memory of a family member or friend, is far more popular among young people.

This age gap is reflected in the popularity of in-memory payment methods, with online donations the most popular way to give, especially through gaming and social media.

More than half of all in-memory donations go to health charities and hospices, reflecting the work these charities carry out to support people’s loved ones while they are ill or dying.

Funeral donations remain the largest source of in-memory giving “but their dominance on in-memory income is declining as group in memory fundraising becomes more popular”, found researchers.

Group giving

Group fundraising is where three or more people give in memory of someone they have lost. An estimated 41% of in-memory income is given as part of a group.

“The survey found that donations as part of a group are likely to be higher than donations made by individuals,” said Legacy Foresight, which is part of the Legacy Futures group.

“It is believed this is largely due to the emotional power and logistical benefits that group fundraising can bring.”

However, Legacy Futures chief executive Ashley Rowthorn warns that charities’ in memory teams are often unaware of group fundraising, as these fundraisers often engage with community fundraising or charity events teams instead.

“The analysis highlights a lack of joined-up structures within fundraising teams, leading to the group dynamic being overlooked,” said Rowthorn.

“Being able to identify in-memory groups and record their motivation for giving is key to enhancing the supporter experience and maximising fundraising potential.”

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