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

“Very worth while. The In-Memory Insight programme is engaging, insightful and always delivers the needed broader perspective for this field. Highly recommend.”
Ellie Beach, In Memory Officer
Cats Protection

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).

For 2022/23 our research will focus on groups of people who come together to raise money in memory of someone they have lost, updating our analysis of the size and shape of the in-memory giving sector through a consumer survey and carrying out in-memory performance benchmarking.

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 (biennial) (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 is funded by a consortium of charities who commit to the programme on an annual basis.

The cost per organisation for a 12 month cycle is based on your charity’s average voluntary income (i.e. income from donations and legacies) in the 3 financial years 2018/19 – 2020/21, drawn from published accounts data stored on the Charity Commission Register of Charities:

  • Over £10m: £2,700+VAT
  • Under £10m: £1,800+VAT

To access the research archive, you pay a one-off premium equivalent to one year’s project subscription.

Want to know more?

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

Some of our clients: