In-memory giving has long been part of the charitable landscape in the UK, and we are now also seeing signs of emerging growth in continental Europe. This special way of giving continues to evolve in ways that present both opportunity and responsibility for charities.

At its heart, in-memory giving is all about love. It’s about the people or pets we have loved and lost, and how we choose to respond to that loss in a meaningful way.

The phrase ‘in-memory giving’ often makes us think of sadness and grief, such as a collection at a funeral service or a request for donations instead of flowers. But this is really just the tip of the in-memory iceberg, and often signals the start of something more purposeful.

Over time, in-memory giving can also transform into birthdays marked with donations, anniversaries shared through online fundraising pages, memorial events, community challenges or quiet gifts made on significant dates. It can be public or private, immediate or sustained over many years. But at the heart of every donation, event or activity, the loved one remains firmly at the centre.

Who gives in memory?

The in-memory audience is broader than it is often assumed to be. Of course, friends and family play a central role, but so too do colleagues, neighbours, acquaintances and wider social networks. At the same time, many people come to in-memory giving through an existing relationship with a charity, as donors, supporters, volunteers or service users.

A market with significant potential

Bereavement is a universal experience, and it is increasingly common for families to request donations to charity when someone dies. However, while funeral donations dominate by volume, they do not dominate by value. Much of the financial significance of in-memory giving sits outside the funeral moment, unfolding over time.

The scale of in-memory giving underlines its importance. Our research shows that approximately one in three adults in both the UK and Germany made an in-memory donation in the past year. In the Netherlands, the proportion is lower, at around one in seven adults, although this still suggests growing potential. In the UK alone, the in-memory market is estimated to be worth between £1.8 billion and £2.4 billion annually.

Why people give in memory

To understand in-memory giving, it is essential to understand why people choose to give in this special way.

People give in memory to mark a name, a life and a story. Giving keeps the connection to a loved one present, allowing that relationship to continue in a different form. It keeps values alive, reflecting what mattered to the person being remembered. For some, it sends a message, to family, friends, communities or even to the loved one themselves.

In-memory giving can also fulfil religious or cultural expectations or provide a focus during a period that can feel overwhelming. It may offer comfort, distraction or a way of working through grief. For many, it creates a shared activity for a wider group, allowing people to come together around a common purpose. It can also be an expression of gratitude, for care received, for support offered or for lives changed.

Increasingly, in-memory giving reflects a desire to make the future easier for others. It is a way of transforming loss into something hopeful and forward-looking.

Choosing a charity is always personal

Research consistently shows that the choice of charity for in-memory giving is firmly rooted in personal connection. This connection may be direct, for example, when a cause relates to a loved one’s illness or experiences. But it can also be more subtle, shaped by shared values, long-standing support for a charity or a relationship built over many years.

What matters is that the charity feels relevant in the context of the life being remembered. This decision is often strongly driven by emotions, which may also change over time. For example, some families may choose to collect donations for a health charity after their loved one’s death, but later choose to reflect on happier times by supporting a cause that was close to their loved one’s heart.

In-memory giving and legacies

There is a clear connection between in-memory giving and legacy giving. For some supporters, in-memory giving forms part of a longer journey, where remembrance evolves into a desire to create lasting impact. Our research shows that 40% of UK legacy donors have at least one in-memory gift in their Will. A similar picture is emerging in Germany, where 11% of legacy gifts are made in memory of a loved one.

This matters at a time when legacies have never been more important to charities. In-memory giving is not only about responding to loss in the present, but it can also shape future generosity in powerful ways.

Looking ahead

People will always want to celebrate and remember those they love. In-memory giving is not static or transactional. It is deeply human, emotionally complex and profoundly meaningful.

Charities that listen carefully, respond sensitively and invest thoughtfully in in-memory giving will be better placed to support donors at some of the most significant moments of their lives. In doing so, they honour not only those who are remembered, but also the futures that these gifts help to create.