While much of a legacy fundraiser’s focus is usually on gifts in wills, are you integrating in-memory giving into your legacy program? Tribute giving is an integral part of legacy fundraising – whether it be in-memory or in-honour gifts. Today, we’ll focus on in-memory tips to integrate in your legacy program.
Let’s be clear, a program is more than simply saying ‘in lieu of flowers …’. We’re talking about strategically identifying partners, including online and offline marketing materials, storytelling, and supporter journeys for donors.
A recent Legacy Foresight In-Memory research revealed an important insight – bereaved supporters want charities to offer them ways of celebrating their loved ones. They discovered that supporters are connecting with memorial opportunities more than ever before.
So have you seized this opportunity for your organization? Are you integrating an in-memory component to your gift in wills program?
If you have, fantastic! Continue reading to see if you’re maximizing your program.
If you haven’t, here are 5 simple tips to get you going.
- Go digital
Much like making your legacy web page easily accessible and inspiring, your in-memory giving page should do the same. Ask yourself, can your donor easily find the page? Does it provide the information donors need? Is it inspiring? Is the copy heartfelt and comforting? Does it demonstrate how much your organization values in-memory gifts?
- Get partners
Funeral homes and estate attorneys are natural partners for in-memory giving. Reach out to local funeral home directors and attorneys to start a collaboration. How do you start the conversation? Simply talk about what the organization does and why in-memory and legacy gifts are valued then offer to leave a simple pamphlet detailing in-memory gifts for visitors to take.
- Celebrate the deceased
Showing empathy towards those who lost a loved one and of how important in-memory gifts are to the organization, you must ‘humanize’ the deceased. Integrate stories that loved ones shared about the deceased, paint a picture with words of the life they lived – celebrate them in the best way you can.
- Allow for personalization
After losing someone, the bereaved appreciate reading stories that mourners share about their loved ones. If possible, consider offering an outlet for donors to share and celebrate their loved one, such as a digital condolence book. It’s a beautiful way to add value to donors while at the same time, celebrating the deceased’s life.
- Be transparent
As with all fundraising, you must tell supporters how the funds raised through in-memory giving are used. Remember that how you show impact can reflect on the person that is being remembered – honour them by being transparent.
Do you have to get all these things sorted out before starting to promote in-memory gifts? Absolutely not! If all you can do today is simply include in-memory on your donation page, then that’s good enough. Build your program bit and bit making sure you remember the emotional state of donors so you do it in the most sensitive and empathetic way possible. At the end of the day remember that donors will remember how you made them feel during this trying time in their life.