We collect hard evidence to inform in-memory fundraising strategies and convince senior management of the value of in-memory giving.

We work closely with a learning circle of leading charities – over seventy of them in the past seven years – who agree to pool their budgets, experiences and data

In-Memory Insight can help you to :

  • Enhance your in-memory fundraising strategy and communications
  • Stay up to date with the with the latest trends in in-memory giving and fundraising
  • Assess your performance against the market and your closest peers
  • Present evidence to prove the value of  in-memory to your charity
  • Network with fellow fundraisers, discussing experiences and sharing best practice

“The desk and focus group research is excellent and the insight from other learning circle members more than pays back our investment”
Director of Fundraising and Communications
Hospice caring for people in Surrey and SW London

How it works

In-Memory Insight is a rolling research programme, with each year building on the one before. Since 2011 we have explored a series of themes including: fundraising in memory through events (2014/15), charities’ use of in-memory products (2015/16), the use of social and digital media in memory (2016/17), and the role of Funeral Directors in in-memory donations (2017/18), understanding in-memory stewardship (2019/20) and Adapting to the in-memory landscape after the pandemic (2020/21)

We use a wide range of research methods as appropriate, including:

  • Desk research - to uncover important underlying issues to explore in our own research, and to identify existing sources and experts to draw upon
  • Focus groups and depth interviews – to understand in-memory donors’
  • motivations, experiences and expectations of giving and fundraising in-memory
  • Consumer surveys – to track the incidence and value of in-memory giving by method: funeral gifts, regular donations, events, Tribute Funds etc
  • Best practice – to establish the current status of in-memory marketing in
  • Britain, and to find the most innovative and effective strategies
  • Benchmarking – to measure the funds raised from in-memory donors by the charities in our consortium, and the resources invested in in-memory marketing
  • Group discussion – bringing charities and industry experts together to share issues and ideas

All learning circle members receive

  • A report on the benchmarking results (PDF)
  • Presentations and workshop notes (PDF)
  • A summary report aimed at senior managers and trustees
  • A set of Powerpoint slides for sharing with colleagues

In-Memory Insight for Hospices

For the past three years we have teamed up with Hospice UK to offer local hospices reduced membership fees. To date, 20 hospices have taken part in the programme.

In recognition of hospices’ important role in in-memory giving and their more limited resources, Legacy Foresight is pleased to offer any local hospice that is a member of Hospice UK a 50% reduction on the standard programme fee


In-Memory Insight is funded by a consortium of charities who commit to the programme on an annual basis.

All new joiners receive an introductory presentation and a set of briefing reports on the past 6 years findings. To access this research archive, you pay a one-off premium equivalent to this year’s project subscription. Thereafter the annual fee is lower.

Fees for the 2020/21 programme are:

.                                     National charities             Local hospices

Existing members       £2,400+VAT                      £1,200+VAT

New joiners                  £4,800+VAT                      £2,400+VAT

Want to know more?

If you’d like to find out more, please get in touch with Caroline Waters.

Some of our clients: