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 2021/22 we are exploring the impact of digital technologies on in-memory giving, and carrying out the latest biennial 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 will be based on your charity’s average voluntary income (i.e. income from donations and legacies) in the 3 financial years 2017/18 – 2019/20, based on published accounts data stored on the Charity Commission Register of Charities:
- Over £10m: £2,400+VAT
- Under £10m: £1,600+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.