# In-memory fundraising sees average return of £26 for every pound spent, research shows

- Link: https://fundraising.co.uk/2024/07/30/in-memory-fundraising-shows-average-return-of-26-for-every-pound-spent-research-shows/
- Published: 2024-07-30T10:21:11+01:00
- Author: Melanie May

**Research on the in-memory fundraising market shows that it is delivering strong
returns, with an average of £26 raised for every £1 spent, and in-memory now representing
2.2% of all fundraised income.**

[The data](https://www.legacyfutures.com/latest/Whats-next-for-inmemory-products/)
also shows that in-memory income for 2022/23 increased by 2.9% above the previous
year, and now represents 1.5% of total income.

The research was conducted by Legacy Foresight, part of the [Legacy Futures](https://www.legacyfutures.com/)
group, for its In-Memory Insight programme 2022/23. It included an audit, commissioned
research, and data from its Consortium of 48 UK charities, which was used to analyse
the current state of the in-memory product landscape, and identify patterns and 
changes over time. Annual performance benchmarking was also carried out, covering
in-memory resource and income to September 2023.

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#### Strong returns but low investment

The Consortium charities reported receiving £1mn for each in-memory fundraiser employed,
and raising an average of £26 from every £1 spent on in-memory fundraising. 

However, the research shows that charity investment for in-memory remains low, accounting
for 0.1% of fundraised income.

#### Recommendations

The findings highlight areas of opportunity where Legacy Futures advises additional
focus, including: 

**Joined up communications** – Supporters with in-memory motivations are connecting
at every possible interface with charities. Legacy Futures says it is therefore 
important for different fundraising teams to work together to make sure the in-memory
motivation is acknowledged, and communications tailored, giving supporters the best
possible experience and encouraging them to engage further. 

**Products to meet supporters’ needs** –The research pointed to a clear gap between
the sorts of things respondents would Iike to be doing in memory of their loved 
one, and the opportunities charities offer them. 

**Offering choice** – Despite differing experiences of grief and remembrance, all
respondents said they appreciated being offered choices as to how they remembered
loved ones. Some supporters have a need to talk, while others prefer not to. Some
are very open and public about their in-memory motivation, while others like to 
keep this on a more private footing. 

Anna Turner, Head of Research and Insight, Legacy Futures, said:

> “What is clear through our insight work is that bereaved supporters are constantly
> seeking different ways to remember and celebrate their loved ones. We uncovered
> a wide range of products already being offered by charities to answer this need,
> but our research also showed that there is plenty of headroom for charities to
> offer an even greater range of in-memory products to cater for an increasingly
> diverse audience.”

The 2024/25 In-Memory Insight programme is currently open for charities to register
their participation. The study’s focus will be In-Memory Giving in Multicultural
Britain – a topic informed by the latest programme’s findings, which also found 
that religion and cultural traditions are important drivers of in-memory giving.

Turner added:

> “The most recent research really underscored the importance of religion and cultural
> traditions as a driver of in-memory giving, with numerous respondents referring
> to their own, or their loved one’s faith. Charities that were sensitive to this
> seemed to benefit from in-memory donations that might otherwise have been directed
> elsewhere.”

 * **[Tribute giving templates available for free download](https://fundraising.co.uk/2006/11/21/tribute-giving-templates-available-free-download/)**(
   21 November 2006)
 * **[Practical tips for legacy and in-memory fundraising in multicultural Britain](https://fundraising.co.uk/2019/07/01/practical-tips-for-legacy-and-in-memory-fundraising-in-multicultural-britain/)**(
   1 July 2019)
 * **[Love2Donate announces £5 million raised for charities through In Memory service](https://fundraising.co.uk/2019/10/18/love2donate-announces-5m-raised-for-charities-through-in-memory-service/)**(
   18 October 2019)