Over the past decade British charities have begun to recognise the significance of in-memory motivated giving and fundraising. Known in-memory giving is now worth an estimated £400m a year to UK charities. The true figure is likely to be far higher, once unrecorded and undisclosed in-mem gifts are taken into account.
Over the last six years, our In-Memory Insight programme has built up a sound base of evidence about why charities should invest in this dynamic area. We’ve shown some inspiring examples of how they’re doing this.
Yet many of our member charities are still faced with a debilitating lack of resources – both in people and in budgets – to support their growth and ambitions. For example, in our latest benchmarking survey, our 50 Learning Circle members (including many of Britain’s largest in-memory brands) employed on average just 0.8 in-memory fundraisers (on a full time equivalent basis) and spent less than £25,000 a year on in-memory fundraising.
Our research has also highlighted another problem faced by in-memory fundraisers – the issue of ‘ownership’. It’s clear that silos continue to persist across fundraising teams. Remembrance can still be viewed as just another income line, rather than a motivation for giving that permeates all methods of giving.
So despite being inspiring, exciting and fulfilling, in-memory fundraising can sometimes also feel overwhelming – especially when expectations of income appear to be growing faster than resources.
We believe lack of strategic direction is the major barrier to success for many charities. A smart strategy, after all, is what drives us to look at the big picture as well as at the strengths and weaknesses of our own immediate teams. It makes us question where we really want to be – and forces us to address how we will get there, drawing creatively on all our available resources. It helps us take a step back and think about what’s special and different about our organisation. Most importantly, it allows us to design an experience that is genuinely supporter-led.
This pressing need to apply research evidence to create business plans and marketing strategies underpins Legacy Foresight’s new In-Memory Consultancy offer.
We know there are charities and hospices starting from scratch that don’t yet have any strategic plans in place. For organisations like this, we can create a thorough, comprehensive and integrated strategy for in-memory and tribute fundraising.
Other charities already have a new, or mature, programme that now needs to work a lot harder. Perhaps there’s a particular strategic challenge to address, such as meeting a steep new income target. Or the need to build a business case for something specific, like a new in-memory product, or even a new member of the team.
Whatever stage you are at with your in-memory fundraising, we can apply what we’ve learned through our experience with In Memory Insight to help you make a real, practical difference to your in-memory fundraising.
If you feel you could benefit from some strategic support, why not contact us for an informal chat? You can also read more about the core services we’ll be offering through the Consultancy, here:
Please contact me, Kate Jenkinson – Head of In-Memory Consultancy – on +44 7929 369724 or email email@example.com
I look forward to hearing from you.