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