Donations in memory of an individual are the most popular request in a recent analysis of obituary notices by A Giving Tribute, the in memoriam company that is ‘the caring alternative to funeral flowers’. Local charities are the beneficiary in around one third of cases.
The company examined 500 obituary notices published on thisisannouncements.co.uk on 8 and 22 November 2011. Of these 425 stated an ‘in memoriam’ preference, rather than flowers, and 75 expressed no preference. Of the 425 who stated a preference, a donation to charity was requested in 355 cases (83.5%).
Local charities were mentioned in 39.4% of these, and the local hospice chosen in 22%.
The most popular national charities were:
Cancer Research: 8.73%
British Heart Foundation: 8.17%
Macmillan Cancer Support: 7.89%
Alzheimer’s Society: 3.94%
Air Ambulances Association: 3.38%
Royal British Legion: 2.82%
Stroke Association: 2.54%
Help for Heroes: 2.25%
Marie Curie: 1.69%
The top eight charities were chosen at 40% of funerals. Eight different charities were chosen for the remaining 20% of funerals.
A Giving Tribute has been established by Surrey businesswoman Liz Mowatt. As well as helping share the obituary and funeral arrangements online, the service also promotes the charity chosen to receive donations in memory of the deceased. Mourners can use it create a personal Giving Tribute Card on the site that is
then printed out and kept by the bereaved.
Mourners can also donate online to the chosen charity, 100% of which is passed to the charity including full donor and Gift Aid details. A Giving Tribute does not charge a fee to the bereaved or charities.
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