Recent research conducted by Legacy Foresight, reveals that in-memory fundraising is yielding an impressive average of £26 for every £1 spent. This approach now constitutes 2.2% of all fundraised income, underscoring its growing importance in the charitable sector.

What is In-Memory Giving?

In-memory giving allows individuals to donate in honour or memory of a loved one who has passed away. This form of fundraising provides a meaningful way for supporters to celebrate and remember the lives of those they have lost while contributing to a cause that was important to the deceased or their family. In-memory donations can take various forms, including setting up tribute funds, participating in memorial events, or making regular donations in the name of the deceased.

The Strategic Recommendations

The report highlights areas of opportunity for charities wanting to focus on in-memory giving. This includes the recommendation to communicate the offering more effectively. Direct mail stands out as a strong communication channel for several reasons:

  1. Trust and Credibility: Direct mail is currently the most trusted form of advertising. This trust is crucial when dealing with sensitive subjects such as in-memory giving.
  2. Sensitive: Unlike TV ads or social media posts, which only have seconds to capture attention, direct mail enjoys a much longer attention span. This allows charities the time and space to fully explain their in-memory offerings, addressing sensitive issues with the care and detail they deserve.
  3. Dwell Time: Direct mail has a longer dwell time, meaning recipients often keep the mail and revisit it multiple times. This repeated exposure increases the likelihood of engagement and retention of the message, making it an ideal medium for communicating about in-memory products and services.

Anna Turner, Head of Research and Insight at Legacy Futures, emphasised the diverse ways bereaved supporters seek to remember and celebrate their loved ones. She pointed out that while many charities already offer a variety of in-memory products, there is still ample opportunity to cater to an increasingly diverse audience. Direct mail can play a crucial role in this by providing a trusted, detailed, and revisitable medium to inform and engage supporters.

For more information about the benefits of direct mail or advice on how we can help you with your next direct mail campaign please get in touch with our expert team who have significant experience of communicating sensitive issues to charitable supporters.