In Memory income worth GBP15m a year to charities

According to new research from JustGiving, In Memory motivated event fundraising is a hidden income stream worth GBP15 million a year to charities.

Speaking at the Institute of Fundraising National Convention, JustGiving’s Head of Charity Partnerships Gemma Randall reveals that In Memory motivated event fundraising is growing 25% year on year, yet it remains a hidden income stream to many charities who do not separate it from other types of event fundraising.

In Memory event fundraising pages raise on average 54% more than typical event pages – equivalent to GBP3.8mn additional donations so far this year. Yet close to half (47%) of charities say they do not treat their In Memory supporters any differently to other fundraisers.

The figures come as part of JustGiving’s session at the convention, “Hidden motivations and income streams: understanding the true value of your event fundraising.”  In the session, Randall explains how charity supporters are increasingly mobile and social in their behaviour, with mobile traffic to JustGiving overtaking desktop traffic earlier this year.

Randall says: “The way that people give is changing. Today donors expect an effortless experience when they give – wherever and whenever they are. They expect their charity to understand what they’re doing and why they’re doing it, and to tailor their communications accordingly. That’s why it’s so important for charities to have the best tools and insight to communicate with this new generation of supporters.”

JustGiving are also hosting their IoF Tech lab at the convention; a stand devoted to sharing knowledge on online giving, mobile, social and data.

Related reading