# Charities target funeral directors with in memoriam giving initiative

- Link: https://fundraising.co.uk/2003/06/12/charities-target-funeral-directors-memoriam-giving-initiative/
- Published: 2003-06-12T23:00:00+01:00
- Author: Howard Lake

**A group of charities, including RNIB, Age Concern, and the British Lung Foundation,
are working together for the first time to promote In Memoriam giving directly to
funeral directors through a special campaign this month.**

All of the charities involved are members of the Our Lasting Tribute initiative,
launched in February 2003 by charity-specialist direct marketing agency Whitewater
to promote a radical new approach to In Memoriam fundraising known as ‘Tribute Funds’.

Since the launch, 19 charities have joined Our Lasting Tribute and this campaign
marks the first stage of an ongoing programme of marketing to Funeral Directors 
on their behalf.

## Advertisement

Following advertisements in The Funeral Director Monthly, a mailing is being sent
to funeral directors across the country, under the Our Lasting Tribute brand. The
pack contains copies of a brochure, endorsed by Cruse Bereavement Care and by the
National Association of Funeral Directors, promoting the opportunity to give an 
In Memoriam gift to a range of Our Lasting Tribute members, and a branded dispenser.

Alan Slater, Chief Executive of the National Association of Funeral Directors, has
given support to the campaign.

“It can be difficult to remain neutral when approached by many different charities
wishing to display literature in funeral homes, or even to simply give them all 
display space”, he explains.

“The provision of a single quality brochure produced on behalf of the wide range
of charities involved in Our Lasting Tribute is an ideal solution that will be of
benefit not only to the charities but also to our members and to the families they
serve.”

Whitewater set up Our Lasting Tribute to focus on one of the most poorly developed
areas of fundraising in the UK, that of donations made In Memoriam. Operating as
a membership programme open to all registered charities, it offers its members a
new strategic approach to acquire high value donors through the establishment of
personalised Tribute Funds, supported by both offline and online communications.

 * **[Epilepsy Action relaunches in memoriam scheme](https://fundraising.co.uk/2012/05/07/epilepsy-action-relaunch-memoriam-scheme/)(
   7 May 2012)
 * **[The future is in memory online](https://fundraising.co.uk/2016/01/19/the-future-is-in-memory-online/)(
   19 January 2016)
 * **[Valldata to take over Our Lasting Tribute](https://fundraising.co.uk/2012/05/16/valldata-take-over-our-lasting-tribute/)(
   16 May 2012)**