In-Memory – for those we love.

Driven with purpose, and busy delivering much needed services, charities struggle to find the time, and often courage, to ask supporters to donate. The pressure of finding the right words when someone has lost a loved one often means in-mem strategies are avoided.

The charity sector faces many challenges and one I keep coming across is the nervousness around asking for money. However, in-memory donations account for 8% of total known voluntary income in the UK and up to 30% including all ‘invisible’ donations*. With a post pandemic shift towards digital engagement such as online funeral donations and tribute funds, there is also a huge opportunity for growth. 

So how do we build an effective in-memory approach? Start by understanding that it is not a one-off ask in return for a name on a wall. In-mem is just one part of your overall stewardship strategy and by cultivating strong relationships with your supporters and their families in all areas of engagement, you will ensure your charity is considered when the unimaginable does happen. 

My son was given some money from his late Gt Grandad and his first question (after the jaw drop) was if he could donate some of it in his memory to a charity. When I asked why he’d chosen the charity he did, he quietly said it was because they’d been raising money for them at school and they helped Gt Grandad when Gt Nanny died. It surprised me that even at age 9, he was able to connect with a charity so much that it came to mind when he made the decision to donate.

Woman sitting at a table with hands around a cup of tea.

Health and Hospice charities see the biggest in-memory contributions as they have supported loved ones in their last moments. The emotional connection between the donor and these services is incredibly powerful as they are often there to support the families as much as they do the patients. 

But often the act of donating in-memory is not just a spur of the moment decision, but built over time watching their loved ones passion for a charity or cause. Donating to a ‘loved-in-life’ cause can be extremely comforting and your charity can play a small part in helping your donor through the grieving process. Grief is unique to every single person but when you lose someone, the act of donating in-memory sees their name live on.

“When a person adapts to loss, grief is not over, Instead thoughts, feelings, behaviours related to their loss are integrated in ways that allow them to remember and honor the person who died. Grief finds a place in their lives”

Brené Brown, Atlas of the Heart 2021

So how can your charity help the donor to talk about the one they’ve lost, celebrate their life and show how they’ve been able to help? 

Young girl with her head on her Grandad's lap, sitting on a bench in a park.


When you lose someone, they are in your thoughts every single day. Having a space to sit and think about them, talk to them, is important. Memorial benches, trees and plaques give the donor a space to go if they’re struggling to cope, especially if that place means something to that person. Online tribute pages are becoming increasingly popular as a private space to share memories and remember how much they were loved.

Three ladies with their arms around each other.


Charities can give donors a platform to celebrate their loved ones, a platform to connect with other people who have suffered the same loss and be part of a supportive community. Explore creating online groups, organise virtual or in-person events and other ways to bring people together. 

A collection of tealight candles, lit up in memory.


Share with your donor how their loved one is being remembered in a meaningful and thoughtful way and how their donation made an impact. Keep your data up to date with names of loved ones and amounts donated so you can be sure to communicate sensitively.

Two people holding hands.


Give without expecting anything back. Just check in, asking if they are ok with no request for money or time. Create content that will interest them or share a story you think they might like. And don’t forget to say thank you. They’ve supported you, now it’s your time to give back.

You have the opportunity to make a difference to your supporters, but also to the financial stability of your charity.

Donors who have given a gift in-memory are three times more likely to pledge a legacy to the charity than standard regular donors* so with the right approach you can create a supporter for life.

PS. Start small
Giving gifts to charity to celebrate the loves of those still with us is a really accessible way to introduce the idea of giving in tribute – a gift for an 18th birthday, or a special anniversary or to teachers for a christmas present instead of chocolates. With a quick and easy online process, you can acquire new supporters to start their journey with you.

Built on the combined experience of our founders, Creativity Unbound brings over 30 years of knowledge from across different industries to support VCSE’s of all sizes.

We’d love to bring our experience, creativity and passion to help realise the true potential of your audiences.

We’d love to hear from you.
Call us on 01603 628 638 or email

We’d love to hear from you. Call or email us.


Invest in the supporter experience.

Optimising each and every interaction a supporter has with you to increase loyalty, advocacy and ultimately income.

Most of us that are of working age know, and are familiar with the term ‘customer experience’ (CX). It’s a given, we expect a certain level of experience when making an online purchase or visiting a shop / restaurant. And when we feel like the company we are giving our money to hasn’t considered how all the touchpoints make us feel and what it’s like if it’s broken, we’re not happy. Maybe we complain or give them a bad review. We even make decisions about where to spend our money on the reported experiences of others without ever trying for ourselves. This ubiquity in expectations is as a direct result of years of investment and a laser sharp focus on CX. Why? Because you can’t argue with the return on investment it brings:

  • Customer-centric companies are 60% more profitable than companies that don’t focus on customers.
  • Brands with superior customer experience bring in 5.7 times more revenue than competitors that lag in customer experience.
  • 84% of companies that work to improve their customer experience report an increase in their revenue. 
  • Two in five consumers would consider switching to another brand after two bad experiences.

With such strong, and measurable benefits being displayed time and time again by our cousins in the commercial sector, why is it that so many charities have yet to even consider how they can harness this thinking for themselves? Especially as, in my opinion, the experience that a supporter has with a charity is more important than one they have with a brand. After all, charities aren’t really selling a product or a service, they’re selling a feeling. An emotion. The chance for the supporter to feel good about their actions. They’re selling the experience.  

A recent study found that 93% of charities say supporter experience (SX) is important. However a staggering 75% said, when looking specifically at their own organisations, supporter experience was of average importance, or less. Why is this? The report highlighted 3 main barriers:

  • Lack or budget to invest in the tools and skills needed.
  • Lack of understanding about what SX is.
  • No one is championing SX within the organisation.

If all of the above describes your organisation, then I’m hoping that I can give you a few pointers to how you can get your organisation thinking about SX.

Charity supporters happy to be finishing a running event.

Supporter experience is the way a supporter thinks and feels about your organisation across every interaction and touchpoint.



Because optimising each and every interaction a supporter has with you will increase loyalty, advocacy and ultimately income.


The below assumes that you have some way of categorising your supporters into key groups e.g. corporate supporters, community fundraisers, volunteers etc. If you’re not currently capturing this data at all, you’ll need to start there first. 



There are different journeys our supporters go on depending on whether they are just finding out about you, are supporting you, or are leaving. Defining what those stages are is the first step. For example, the acquisition journey stages usually look something like this:



A touchpoint is every type of interaction a supporter has with the organisation in each stage. This could be a facebook advert, through to a piece of direct mail, a telephone call or letter or email they receive. 

The size of this task can vary greatly depending on the size of your team and organisation. If you are the only one that communicates with supporters, then you’ll find this easy, but if you have different departments looking after different comms, this could take longer. Stick with it though, as this step will really help in the future – and it’s a great exercise to look for efficiencies, are you duplicating things? 



Time to bring how our supporters engage into the mix. Map the typical journey our supporter types go on through the different stages. What touchpoints do they have, what are they asked to do, and most importantly, how do they feel about it? This may seem daunting, and there are lots of flashy examples out there of highly designed supporter journey maps, however, you don’t need to do that unless you have the skills and time. This works just as well in a spreadsheet.



You’ve got this far with your own wealth of knowledge, but now it’s time to make sure what you’ve documented is right, and to validate how we think our supporters feel. Reach out to some of your different supporter types to see if they will be happy to discuss their experience. Aim for supporters that are at different stages i.e. one that has just signed up for regular giving, one that has been a long time supporter, one who volunteers etc. and ask them to tell you about what the sign up process, or support is like. Have they created workarounds or is there one part of the journey that made it amazing for them?



Once you’ve validated what your supporters are actually doing, and how they feel about it, you should easily be able to spot where things need to change, and where they need to stay the same. This should form the basis of your plan. Use the baseline you have documented to set yourself realistic objectives for improving the SX over a set time, 12 months for example.

Then prioritise, are there simple quick wins that are low cost and low effort that you can implement that will have a huge impact on how supporters feel? Or have you identified a duplication in effort and spend that supporters have told you they don’t need / like that could save your organisation money? It’s these things that will help you get your board behind the value of SX and, hopefully, allow you to invest time and money in optimising it. 



Arguably the most important part, you need to keep track of how the changes you have made have impacted both the supporter, and the organisation. Ensuring the data you are tracking is clean and accurate is essential here, and will vary depending on what part of the journey you are focussing on. 

For example, if you have identified that your website isn’t clear and supporters are finding it hard to donate online, often calling up, frustrated that they couldn’t make the form work, you can track a number of things to monitor this. Calls, completed online donations, bounce rate on the donation page etc. The key thing to remember here is that the team around you need to be aware of the measures you’re taking and the importance of logging data that will contribute to this metric i.e. have you got a system to log calls from supporters? 

One final piece of advice, especially if you’re the only one in your organisation who currently sees the value in this activity – start small. Pick one small area to work on and test and learn so that you have a solid foundation to build a case for getting more investment in optimising the supporter experience and increasing your revenue.

Finger pointing to a donate button on a mobile phone.

Built on the combined experience of our founders, Creativity Unbound brings over 30 years of knowledge from across different industries to support VCSE’s of all sizes.

We’d love to bring our experience, creativity and passion to help realise the true potential of your audiences.

We’d love to hear from you.
Call us on 01603 628 638 or email

We’d love to hear from you. Call or email us.