Deepening engagement with in-memory supporters

This year’s programme will deep dive into the world of in-memory stewardship. It’s a topic we covered in 2019, but much has changed in the in-memory landscape since then. Consumer behaviour, the pandemic and aftermath has impacted how people think about death and bereavement. And, in-memory stewardship has become a focus for many more charities, all aiming to build deeper and more meaningful relationships with in-memory supporters, to give their supporters the best in-memory experience and to provide opportunities to continue their support over the long term.

This research will:

• Understand how the in-memory stewardship landscape has evolved and changed since our 2019 programme.
• Advance thinking on in-memory stewardship journeys and the ecosystems they exist in with particular focus on key transition moments.
• Understand more about the different types of in-memory supporters, their experience of in-memory stewardship and identify the approaches that resonate.
• Uncover future opportunities and develop practical outputs and best practice principles to help consortium members optimise their in-memory stewardship practices.

We will also be providing an updated picture of the size and scope of the overall In-Memory giving market.

In-Memory Insight is a consortium research programme run by Legacy Futures, working closely with a learning circle of leading charities – over one hundred in the last fifteen years – who agree to pool their budgets, experiences and data together to help build evidence and insight.

How In-Memory Insight can help you

• Enhance your in-memory fundraising strategy and communications
• Stay up to date with the with the latest trends in in-memory giving and fundraising
• Assess your performance against the market and your closest peers
• Present evidence to prove the value of  in-memory to your charity
• Network with fellow fundraisers, discussing experiences and sharing best practice

How it works

In-Memory Insight is a rolling research programme, with each year building on the one before. Since 2011 we have explored a series of themes including: fundraising in-memory through events (2014/15), charities’ use of in-memory products (2015/16), the use of social and digital media in memory (2016/17), and the role of Funeral Directors in in-memory donations (2017/18), understanding in-memory stewardship (2019/20), adapting to the in-memory landscape after the pandemic (2020/21), in-memory goes digital (2021/22), Remembering Together – the role of groups in in-memory fundraising (2022/3), exploring what's next for in-memory products (2023/24), In-Memory Giving in Multi-Cultural Britain (2024/25) and Making the Most of Tribute Funds (2025/26).