Storytelling plays an essential role in in-memory giving. Supporters often want to share the experiences that have shaped their loss and the reasons behind their donation or fundraising. In turn, these stories can offer comfort and inspiration to others, showing how giving in memory can help us stay connected to the people we’ve loved and lost in many different ways. This might include supporting a cause that reflected their values, raising awareness of an issue that affected them, or even fulfilling a cherished wish from their bucket list.

When charities work with these stories carefully and thoughtfully, they can build stronger relationships and create more meaningful supporter journeys. Drawing on our work across the sector, here are our top tips for embedding effective and ethical storytelling into your In-Memory activity.

1. Create space for supporters to share
   Many supporters appreciate the opportunity to talk about the person or pet they are remembering. Gentle prompts within registration forms, thank you communications or follow up calls can help people feel welcome to share their story should they choose to.
2. Listen with empathy and intention
   When someone shares a memory, give them space to speak openly. Listening with empathy shows that you recognise the significance of their loss and the meaning behind their gift. This simple act can build trust and strengthen your relationship.
3. Use stories to understand motivations
   In-memory stories provide valuable insight into why supporters give. These personal reflections help charities understand what matters most to supporters and how their work resonates. This understanding is vital for shaping thoughtful and relevant supporter journeys.
4. Match each story to the right format
   Not every story needs to be lengthy or detailed. Some are best shared as a short testimonial, others as a longer written piece or filmed interview. Choosing the right approach ensures stories feel authentic and respectful and reach audiences in a meaningful way.
5. Share stories across multiple touchpoints
   Stories can be used on your website, in newsletters, across social media and throughout your stewardship communications. You can even repurpose one story to be used across different channels and formats, if the supporter is happy for you to do so.
6. Make ethics the foundation of your approach
   Supporters are sharing something deeply personal. Ethical storytelling protects supporters whilst honouring the people they are remembering. Clear consent, transparency and sensitivity must underpin every decision. Ensure supporters understand they will have control over how their story will be used and where it will be shared.
7. Notice natural opportunities for storytelling
   Meaningful stories often emerge during conversations at events, in thank you calls or when supporters reach milestones. Equip teams across fundraising, stewardship and events to spot these moments and to recognise when someone might welcome the chance to share more.
8. Ask for stories with care
   When you invite a supporter to share their story, be clear about why their experience is important and how it may support others. Keep the process simple and considerate, and acknowledge the emotional effort involved. A sincere thank you goes a long way.
9. Support staff who work with in-memory stories
   Listening to stories of loss can be emotionally demanding. Create supportive team environments where staff can reflect, seek peer support and maintain healthy boundaries. A cared-for team is better able to care for supporters.
10. Remember the purpose behind every story
    At its core, in-memory storytelling is about connection. It celebrates lives, acknowledges grief and helps supporters feel understood. When charities approach storytelling with empathy and integrity, they create richer supporter experiences and help ensure that the people being remembered continue to inspire others.

If you would like support in developing your In-Memory strategy or refining your approach to storytelling, our consultants at Legacy Futures can help.