In-memory giving is misunderstood

In-memory giving is misunderstood. At best, it’s treated as an ‘arm’ of legacy and events programs. At worst, it’s regarded as a challenging proposition with a limited audience and income. But that’s just not true. As a sector, we’re hugely underestimating the value of in-memory giving and in-memory donors.

Firstly, in-memory has a huge potential audience:

‘Nearly half of adults had been bereaved in the past two years, and a third of adults had given an in-memory donation in the past year.’
Source: Legacy Futures In-Memory Insight - Remembering Together public briefing - 2023

Secondly, they are far more valuable than just their cash donation:

‘In-memory donors are three times more likely to leave a gift in their will than other donors. These gifts are also significantly larger, on average, than those from people without a known ‘in-memory’ connection.’
Source: Legacy Futures In Memory insight program 2019

‘A high proportion of legacy donors (2 in 5) had at least one in-memory gift in their will.’
Source: Legacy Futures In Memory insight program 2019

When we understand the scale and the value of in-memory giving and donors, the opportunities become more clear: an effective in-memory program has the potential to be an amazing legacy lead-generation product for so many organisations.

Unlike other legacy lead-generation propositions, in-memory has a donation attached (and therefore a short-term ROI) – a gamechanger for justifying investment into your legacy lead-generation programs. Of course, organic in-memory is likely to have a brilliant ROI, but what if you re-invested some of that return into paid acquisition to bring in in-memory donors (and legacy leads) at scale?

 Are we doing justice to in-memory giving?

Giving in memory is a powerful blend of grief, gratitude and legacy. In-memory appeals go beyond planting the seed of consideration; they give someone an opportunity to take a meaningful action, right now. It’s a deeply emotional gift that should be treated with the same respect we give to legacy.

To be truly effective and responsive at scale, in-memory programs need bespoke propositions and inspiring acquisition materials. But, all too often, the acquisition materials we see on the market feel generic and impersonal.

That’s where DTV comes in.

If you feel inspired to unlock legacy leads through in-memory, or you’d like help in developing bespoke in-memory propositions and responsive acquisition materials, please get in touch. We’d love to work with you.

Bio

Poppy is a Creative Strategist at DTV and has worked in fundraising for more than 5 years. Poppy works closely with a large range of charities globally, developing creative propositions and approaches for a variety of campaigns and products in the sector.