So, while having someone lead your in-memory strategy is important, in-memory giving can be a shared opportunity across your charity.
Supporters see you as one charity, regardless of the different teams they might come into contact with. Someone might first make a donation, then create a tribute, take part in an event and later become a regular donor. If different teams understand the motivation behind that support, they can collaborate to provide a more thoughtful and joined-up experience for bereaved people.
For example, someone signing up for a marathon may appear to be an events fundraiser. But if they are running in memory of someone, knowing this gives the events team an opportunity to personalise their communications and recognise the person they are remembering. The same applies to community, corporate, marketing and communications teams, as well as finance and operations.
1. Share your in-memory strategy
Make sure colleagues understand what in-memory giving means to your charity, what options are available to supporters and how they can help. This could be included in team briefings, staff inductions or regular internal updates.
2. Ask supporters about their ‘why’
Don’t assume you know why someone is fundraising. A simple question can reveal that an event, challenge or corporate partnership has been inspired by someone they have lost. Sharing this information appropriately can help colleagues provide more personal support.
3. Create clear referral routes
Make it easy for colleagues to know who to contact when an in-memory opportunity arises. A simple internal guide or named contact can prevent people from being passed from team to team without context.
4. Look for opportunities to work together
Could a thank you email introduce someone to your tribute funds? Could your marketing team promote an in-memory event? Could a Dedication Page be part of another campaign? Small connections between teams can make a big difference.
5. Review your targets and data
When a supporter’s journey crosses several teams, consider whether your income recording reflects that shared contribution. Flexible approaches, such as soft crediting or shared targets, can help teams focus on what is right for the individual rather than where the income will eventually sit.
Consistency is particularly important. A supporter may engage with several parts of your charity over many years, and their experience shouldn’t depend on which team they happen to be dealing with.
Ultimately, people don’t support teams or income streams – they support your charity. When everyone understands the role in-memory giving can play, your whole organisation can help create meaningful experiences for people remembering someone they love, while building stronger, longer-lasting supporter relationships.
If you would like to learn more, watch our webinar.
