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.