In memory offerings that inspire connection

When someone lands on your charity’s in memory pages, it is rarely by choice. They are often there because someone they love, or care about, has died. They may be looking to set up a funeral fundraising page, make a donation in memory, or perhaps seeking a place to reflect. 

Catherine Betley, Head of Charity at MuchLoved, explains: 

“Visitors to in memory pages may be feeling sad, anxious, and sometimes overwhelmed. These are difficult reasons to be on your website. But they also come with hope to remember, reflect and honour the person who has died.  How you support them in that moment matters.” 

Our article suggests some things to think about when you are creating, or refreshing, in memory pages for your website. 

Why in memory pages matter

In memory pages can be incredibly powerful, offering people something positive to do when they feel like there is nothing.  Done well, in memory pages help bereaved people in their journey and also encourage lasting engagement with your charity.  The secret lies in how you shape the experience – the words you use, the tone you adopt, and the way the page looks and feels. 

Who are you talking to? 

The first question charities should ask is: who is landing on our in memory pages? The answer is not your typical supporter who wants to browse your mission or projects. They are often newly bereaved, searching for something meaningful to do when everything feels overwhelming. 

This is why in memory pages visitors need a different kind of digital space. They’re not coming to your site to learn about your services, they’re there to remember someone.

The connection is not yet with your charity, it’s with the person who has died. 

Creating the right first impression

For someone who is grieving, even small hurdles can feel insurmountable. That’s why in memory pages should be: 

• Easy to find – no more than two or three clicks from your homepage 
• Welcoming – offering a sense of comfort, like a “warm hug” when they arrive 
• Calm and clear – not cluttered or too text heavy, with information that’s easy to take in 

Think about how you want visitors to feel: that they are in the right place, supported, and guided gently toward what they need to do. 

The importance of words

Words matter because they impact how people feel.  Here are a few things Catherine suggests: 

• Use clear, short sentences  
• Keep your language warm and human, not corporate  
• Language should be inclusive, so write for everyone 
• Be gentle but clear, balancing honesty with sensitivity 

Even the way your words look on the page also makes a difference. Choose typography, punctuation, and points of emphasis which are softer than elsewhere on your website. 

Choosing the right tone 

You could think of your tone as thoughtful, compassionate, and reflective. You’re not directing people, you’re gently guiding them and giving them something positive they can do at a time when so much feels out of their control. 

Connection to your brand 

In memory pages are part of your broader website and brand which is probably more upbeat and forward-looking.  Successful in memory pages will combine thoughtful language, a compassionate tone, and a softer design, but still reflecting you charity’s brand style or colours. As Catherine Betley says:

“This isn’t a web design masterclass. It’s about understanding what helps bereaved people feel supported. If you can make your in memory space feel like the right place at the right time, you’ll be offering something truly meaningful.” 

If you’d like further inspiration for your in memory pages, watch our webinar which includes thoughts from MuchLoved’s Head of Design and a case study from Fishermen’s Mission.