In memoriam giving pays off for hospices
Howard Lake | 1 February 2005 | News
Our Lasting Tribute, the in memoriam programme developed by direct marketing agency Whitewater, is working well, not least because tribute giving has “a therapeutic benefit” to bereaved familes.
Our Lasting Tribute launched its Hospice-specific module just under a year ago, and is now working with five UK hospices – Acorns Children’s Hospice Trust, St Ann’s Hospice (Manchester), Sobell House Hospice Charity (Oxford), St John’s Hospice (London) and St David’s Foundation Hospice Care (Newport).
Each hospice aims to present its tribute giving programmes as having more than just a fundraising objective: they are presented as “an opportunity for giving bereaved people a positive way of remembering and honouring their loved ones.”
Emma Saysell, Chief Executive and Director of Nursing at St David’s Foundation Hospice Care, said: “Many bereaved families ask our nursing staff what they can do to help, and being able to offer them a named fund to keep their loved one’s memory alive – and continuing to support our work – just seems the right thing to do”.
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In memoriam funds now represent the third largest income source across the hospice sector.
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About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.