How to help supporters raise money in memory of loved ones

More than 16.5 people in the UK are uncomfortable talking about death or bereavement, according to a 2019 survey conducted by Co-op Funeralcare. It’s not hard to understand why. Talking about grief can be painful and never easy.

But despite our national reluctance to talk about such things, we can take heart in the fact we continue to raise money for charity in memory of those we care about. In GivePanel’s 2020 Facebook Fundraising Benchmarks report, research found that the average amount of money raised by in-memory and tribute fundraising on Facebook increased 84% from 2019, from $400 (approximately £295) to $735 (approx. £542).

This shows the power that in-memoriam fundraising can have – combined with legacy giving, it is expected to be worth £10 billion to charities by 2045. Organisations such as WWF and FareShare have already seen the strength it can have and have set up pages on their own sites where supporters can donate specifically in memory of a loved one.

But social media adds another level to this type of fundraising, especially on Facebook, where personal networks are established, users are already connected to friends and family, and the appetite for fundraising is strong.

By fundraising in a person’s memory on Facebook, fundraisers can pay tribute to someone while putting action behind their words; it gives them the chance to do something good for someone they love.

It also can help fundraisers raise more money than if they were inclined to give a donation by themselves. They can bring people together to remember the person they lost and share in the good deed being done in their name.

Because of the sensitive topic, in-memory fundraising can be a difficult subject to broach for most charities, but one of the biggest benefits of in-memory fundraising on Facebook is the control that it gives to the fundraiser – charities are the beneficiaries, but not the driver of the good act.

They can, of course, help. For charities, it is important that they help their supporters raise money for them as easily as possible during this trying time. They can do this firstly by having Facebook Fundraising turned on. Once activated, charities will then be searchable for people looking to fundraise for them – they can’t set up a fundraiser for you on Facebook if you’re not on it.

Charities can also help fundraisers set up their pages more easily using tools like GivePanel, providing supporters with customisable fundraisers, with the option to upload images of those they’ve lost and set the title as ‘In Memory of’ or ‘In Tribute Of’, depending on preference. GivePanel have recently launched a brand new feature on their platform which will allow people for the first time ever, to be able to set up an In-Memory fundraiser on Facebook.

Behind the scenes, GivePanel also allows charities to keep track of those who are raising money for them in memory of a loved one and, as such, they can plan how to tailor their communications to these fundraisers at a time when greater sensitivity is required.

With the help of these tools, charities can learn more about the best ways to connect with people who want to fundraise in memory of loved ones. Charities are able to act thoughtfully and in the best interests of those who want to support them.

Meanwhile, GivePanel features such as a Book of Remembrance, where fundraisers can capture tributes and messages from those donating, allows fundraisers to honour those they’ve lost while giving to a good cause they care about.

Research has shown that those who donate to charities in memory of another are also three times more likely to leave money to that charity in their will. With fundraising on Facebook increasing year on year, charities need to take every opportunity and help their fundraisers donate to them as easily as possible, whenever they’re able.