Legacy insights from Legacy Roundtable 20

This episode explores in-memory giving, its resilience as an income stream, and practical ways charities can enhance donor engagement and stewardship.

This article is a companion piece to the 20th episode of The Legacy Roundtable, which focused on the power of in-memory giving. The full episode can be listened to below.

We were joined by:

• Daisy Board, Senior Legacy and In-Memory Executive, Shelter

• Meg Plenderleith, Supporter Development and In-Memory Manager, Royal British Legion

Eight Key Takeaways

1. In-Memory Giving Is More Than Just a Fundraising Stream

“When we speak to supporters, we hear the therapeutic benefits they get from giving in memory.”

In-memory giving provides emotional and psychological benefits to donors, allowing them to honour loved ones while contributing to a meaningful cause. Charities should recognise and communicate this dual purpose in their fundraising approaches.
By focusing on the personal stories behind donations, charities can build stronger relationships with donors and ensure they feel valued beyond their financial contributions.

2. The In-Memory Market Is Larger Than It Appears

“We estimate the in-memory market in the UK to be worth between £1.8 billion and £2.4 billion a year.”

Charities often underreport in-memory donations due to tracking challenges. Many gifts motivated by remembrance are categorised under events, general fundraising, or sponsorship.
Improving internal tracking and coding of donations can help charities better understand the significance of in-memory giving and develop tailored stewardship strategies.

3. Stewardship and Collaboration Are Key to Growth

“Whenever there is anyone doing something in memory, really look after them, steward them, and showcase their stories.”

Successful in-memory programmes prioritise ongoing engagement with donors. Shelter, for example, ensures that community fundraisers thank donors directly and maintains long-term relationships.
Collaboration between departments—such as community fundraising and major gifts teams—helps ensure a seamless donor journey and maximises opportunities for further support.

4. In-Memory Giving Goes Beyond Funeral Collections

“We often think of in-memory giving as just funeral collections, but there are so many more ways people give.”

In-memory fundraising includes tribute funds, event participation, regular giving, and dedicated campaigns. At Shelter, events like Vertical Rush and Walk for Home have seen significant in-memory participation.
Expanding in-memory fundraising opportunities beyond traditional methods helps charities engage a wider audience and encourage long-term support.

5. Data Tracking Remains a Major Challenge

“There are so many complexities to recording in-memory donations in databases—it’s easy for gifts to get lost.”

Many charities struggle to track in-memory donations effectively. Shelter uses Microsoft Dynamics and has implemented giving funds to improve accuracy, but the process remains manual and time-consuming.
Investing in streamlined data capture, such as event registration forms with in-memory checkboxes, can help charities identify and engage these donors more effectively.

6. The Role of Legacy Fundraising in In-Memory Giving

“In-memory donors are three times more likely to leave a gift in their will than regular donors.”

Legacy giving and in-memory fundraising are closely linked. Shelter is exploring ways to integrate legacy messaging into in-memory donor journeys, such as including legacy information in thank-you emails and on in-memory web pages.
By gently raising awareness of legacy giving, charities can encourage in-memory donors to consider a long-term commitment.

7. Developing a Structured In-Memory Strategy

“We’ve mapped out a three-year strategy to build and grow our in-memory programme.”

Shelter is focusing on foundational improvements, including revamping its in-memory web pages, developing stewardship journeys, and engaging funeral directors. Future plans include targeted advertising, personalised donor journeys, and deeper integration with legacy fundraising.
Having a phased approach ensures sustainable growth while maintaining high standards of donor care.

8. Internal Education and Buy-In Are Crucial

“Many departments don’t fully understand in-memory fundraising—educating colleagues is key.”

At the Royal British Legion, in-memory fundraising is often overshadowed by the Poppy Appeal. Meg and her team are working to raise internal awareness and demonstrate how in-memory fundraising can complement existing income streams.
By engaging internal stakeholders and demonstrating the value of in-memory giving, charities can secure greater investment and support for their programmes.