A new report from Legacy Foresight is calling on organisations to seek out donations from tribute funds after finding that they have a strong symbolic function for donors.
The analysts at Legacy Foresight said that charities should seek out more legacy donations that help friends and families to “cut through darkness and grief”.
The group’s report, In-memory Through the Pandemic, is built on a study of 55 of its charity members’ in-memory income and activity since the start of April.
The research revealed that tribute fund income had increased by more than a third at the charities surveyed during the pandemic, with 38 per cent reporting an increase in the number of gifts.
Legacy Foresight also interviewed supporters of tribute funds, all of whom said ‘in-memory’ fundraising “really matters”.
The report added: “Sometimes, fundraising was the only thing a bereaved person felt they had left and their primary way of ensuring their loved one would never be forgotten.”
Kate Jenkinson, head of in-memory consultancy at Legacy Foresight, said: “The deep-seated need to grieve for and honour those who have died is greater than ever during the pandemic.
“It’s so important to remember that the desire to honour a loved one who has died underlies so many types of charity support. Our research proves how important charities’ application of good stewardship is to their in-memory fundraising.
“We hope that this evidence will help make the case for greater, more thoughtful investment in in-memory fundraising throughout the sector.”
Fundraising income at many charities has declined considerably as a result of the Coronavirus crisis. It is, therefore, important that organisations consider all approaches to fundraising to ensure they have the necessary funds to support their cause.
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