In-Memory Insight explores the size, shape and scope of in-memory giving in the UK. We collect hard evidence to inform in-memory fundraising strategies and communications, and to convince senior management of the value of in-memory giving. The work is supported by a ‘learning circle’ of leading charities – over one hundred charities in the past fourteen years – who agree to pool their budgets, experiences and data to help build evidence and insight.

We know that the act of giving in memory is often comforting for the bereaved; providing focus or diversion, giving something positive to think about, and encouraging mutual support between family and friends. The motivation to give is intimately connected to the person being remembered, and charities must always respect this when communicating with in-memory donors.

This year our research focused on in-memory giving through the lens of faith and culture. We carried out series of stages of research – desk research, a consumer survey and supporter focus groups to get a full picture of how different faiths and cultural groups were engaging with in-memory giving.

The results have provided consortium members with key market statistics to help inform their strategies and build a stronger case for investment as well as insight and guidance on how to ensure that in-memory offerings could be made more inclusive to wider audiences.

We are grateful to our learning circle members for agreeing to share the information in this briefing more widely.