Charity consortium to examine role of in-memory giving after pandemic

Charities are being asked to take part in research to examine how the voluntary sector can improve ‘in-memory’ fundraising as UK society recovers from the Covid-19 pandemic.

The move has been made by Legacy Foresight’s In-Memory Insight research programme, involving a consortium of charities and hospices.

The aim of the consortium is to convince charity leaders of the value of in-memory giving, whereby the public seek donations in memory of a loved one who has passed away through personalised fundraising.

According to its latest figures, in-memory giving is estimated to be worth £2bn a year.

Starting from autumn this year In-Memory Insight is to focus its attention on the in-memory giving market over the next three years, provide practical ideas for charities as society recovers from the pandemic and potential opportunities ahead.

Charities are being asked to contact the consortium to get involved.

The autumn 2020 programme aims to:

•Examine how in-memory supporters and fundraisers have adapted to Covid-19

• Identify new long-term trends for remembrance and in-memory giving

• Assess charities role in supporting the grieving process among in-memory givers

• Look at how charities can connect with in-memory donors in the future

• Develop long term ideas for this form of fundraising, including new forms of remembrance

More than 80 charities and hospices are part of the consortium, including Guide Dogs.

Tish Ley, Guide Dogs in-memory engagement manager said: “Since Guide Dogs became a member of In-Memory Insight, our annual in-memory income has almost doubled. This is a direct result of implementing a new strategy and supporter journey, building on the lessons the research provided.”

Stewardship

Stewardship is an increasingly important part of in-memory giving, according to Legacy Foresight. This is where the charity collaborates with fundraisers to support their emotional wellbeing amid the grieving process and to help develop their innovative campaigning.

“Charity staff are critical to long and rewarding relationships; they have a vital role in effective in-memory fundraising,” said Caroline Waters, Legacy Foresight research programme manager.

“Our research showed that supporters appreciated engaging with friendly, approachable and accessible staff. They valued the recognition and encouragement staff gave them."

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