‘ In-Memory’ Fundraising
Fundraising
Fundraising Fair – November 2016
www.achieve-consultants.co.uk
Gill Jolly
BSc (Hons) FInstF (Dip)
Consultants
tel/fax: 01449 612660
www.achieve-consultants.co.uk
e-mail: [email protected]
Aim
In memoriam
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I hold it true, whate'er befall;
I feel it when I sorrow most;
'Tis better to have loved and lost
Than never to have loved at all.
In Memoriam A.H.H. a poem by Alfred, Lord Tennyson ,1849
Coffin/hearse chasing?!!
Selling the concept internally
In lieu of flowers?
Motivations
There are a range of motivations ….
• Thanking
• Repaying
• Carrying out someone else’s wishes
(the deceased!)
• Keeping link with the deceased
• Memorial/lasting legacy
• Etc
In mem programme can:
increase net revenue and supporter numbers
inspire greater donor loyalty and affinity
recruit new donors
reach out to and engage younger donors
support and drive major donor relationships
In memoriam donations
come as
• A direct donation sent via the donor
• A collection sent in to the charity by the
next of kin (or a close friend / relative)
• A collection undertaken on behalf of the
family by the funeral director
Problems!
A charity cannot:
•
•
•
•
•
Gift aid the donation
Capture the data of the donors
Send a personal thank you
Start the relationship building
Check if they are an existing donor
How to promote?
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Literature
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Adverts/thank you
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Undertakers
At funerals….
Your strategy?
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Who are your targets?
Who is responsible?
Educate others…
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A bit of psychology…..!!
Use of language
Your terminology………
“popping your clogs”
Donor Care/Stewardship
What next?
Secondary memorial gift
or?
Other products?
,,,and events?
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’Graveyead gap’
Tribute funds
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What it is
CAFOD’s tribute fund
Benefits of Tribute Funds
• raise money
• strengthen the emotional tie
between you and your donors
• increase the visibility of your work
The next steps
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Good luck – but remember …
Thank You
Gill Jolly BSc (Hons) FInstF (dip)