Impact through
Innovation
In Memory Fundraising
Katie Simmons – Senior fundraising manager
GOSHCC
Gemma Randall – Head of charity partnerships
JustGiving
January 2013
Situation and trends
Challenges and
conflicts
How it can be
resolved
How are we going to tackle this topic today?
How the public responded in 1997
In contrast to 2012....
What is the value of this giving?
When someone makes a donation directly to your charity, do
you ask whether that gift is being made in memory of
someone?
350% growth since 2007
2007
2008
2009
2010
2011
2012
Why have we seen such growth?
“The best thing for me was the link with Facebook.
That was the easiest thing”
“The best thing for
me was the link with
Facebook.
That was the easiest
thing”
“In the hospital we just set up a page and that
was it. I really don’t remember doing it. We were
kind of on autopilot but because so many people
asked us what they could do this was the only
thing we could think of”
3 key areas your supporters want
1 • Ease of use
2
• Enabling the network effect (facebook/twitter)
3 • No silo-ed approach
In memory motivated events 2012
14% walks
11% running & marathon
13% skydives
What is the value of knowing that motivation?
The emerging value of In Memory fundraising
360%
growth
since
2007
Situation and trends
Challenges and
conflicts
How it can be
resolved
•Unique growth
area (350%
growth)
•Demonstrable
value to event+in
mem pages
(53%)
•Clear needs
from supporters
Some light reading....
Source: NHS Altas of risk http://www.nhs.uk//Tools/Pages/NHSAtlasofrisk.aspx
“We don’t do In Memory as we’re not a health/medical charity”
Who traditionally looks after In Memory?
Will recognising ‘in memory’ raise more money?
Sharing and giving actions help to reach new supporters
If you don’t speak to them...
...how will you know what they might say.
“Great Ormond Street is so
important to us, we want to know
how we can continue to support
the hospital and how the money
we raise is helping”
The ‘kid glove’ challenge – what do your supporters want?
Yes 28%
No - we do not contact In Memory fundraisers
9%
No - we treat them the same
as all other event …
Not sure 16%
Do you have a tailored supporter care programme in place
specifically for people who are fundraising in memory of
someone?
Some key challenges being faced...
1. Only for medical or health charities?
2. Who is responsible and who ‘owns’ the income
3. Are you going to make more money?
4. The ‘kid glove challenge’
How JustGiving have approached it
Regular
giving Events
Compa
ny
In
Memor
y
Lifestyl
e DIY
How JustGiving have approached it
Regular
giving Events
Compa
ny In
Memory Lifestyl
e DIY
In Memory
How did Great Ormond Street address this?
What does this look like?
Bespoke BFF stewardship programme
Dad and friends run a
marathon (Challenges)
Grandparent has set
up regular giving
Friend gives a
significant one-off
donation (Major Gifts)
Friend of family supports
through their company
(Corporate)
Family hold a dinner
or party
Open conversation
s
Responding to feedback
Seamless donor journey
Maximised LTV
The future?
Situation and trends
Challenges and
conflicts
How it can be
resolved
In summary
•Unique growth
area (350%
growth)
•Demonstrable
value to event+in
mem pages
(53%)
•Clear needs
from supporters
•Only for medical
and health
charities?
•Who is
responsible?
•Are you going to
make more
money?
•The ‘kid glove’
challenge
•Use existing
technology to enable
you to focus the
important challenges
•Speak to your
supporters to enable
effective comms
•Measure and raise
more