Maggie’s provides free expert cancer care and support in 24 centres across the UK, as well as online. In-memory activities had been largely managed by local centres, where resources are stretched, resulting in a lack of consistency across the charity.
An in-memory health check, carried out with Legacy Foresight, looked at how Maggie’s programme stacked up against other similar charities. The team used the findings to develop their tribute fund scheme, and wider in-memory offering, focusing on four key areas.
Strengthening relationships between the core team and Maggie’s centres has been a big change for staff. The In-memory team want to help centre staff to nurture their relationships with supporters, whilst also introducing greater consistency and making programmes more effective. Internal promotion of in-memory and legacy offerings is important to engage staff and help them to talk to about tribute funds with the families they support.
By improving the accuracy of their data recording, Maggie’s have been able to personalise their communications to supporters. They also improved the functionality of their database to capture more information. To support staff in local centres, they now provide training and simple process documents, as well as a ‘helpline’ for queries through to the In-memory team.
Previously there was no email journey or agreed thank you process for tribute owners. Better data recording has enabled Maggie’s to introduce a four-email stewardship journey, each personalised with the names of tribute owner and their loved one, and the tribute link.
The stewardship journey is supplemented by additional touchpoints, such as lighting a candle on the anniversary of death for each tribute page. The In-memory team helps centre staff to do this by providing a simple spreadsheet each month, with details of the tributes needing candles.
For supporters, Maggie’s now offers a single point of contact for tribute fund queries so they can provide a quick response.
Maggie’s has focused on improving the consistency of social media content posted by different centres, such as referencing the support available to patients and families. The In-memory team help centre staff to create content with powerful case studies relevant to their local community. Maggie’s social media profile is growing organically, with the benefit of posts from the 24 centres as well as the In-memory team.
Beautiful new brochures and leaflets help centre staff explain what the tribute fund scheme is and give supporters something to take and read in the comfort of their own home. Similarly, a new tribute fund guide helps supporters to set up their pages.
Ideas for your in-memory health check
If you are a MuchLoved partner, your account manager will be happy to help you with a review of your in-memory programme. We can work with you to unearth ideas and approaches that not only provide a benchmark on how you are performing, but also an outline of suggested activities tailored to your unique charity and your unique needs.
If you are interested in partnering with MuchLoved, please get in touch. We would love to discuss your In-memory programme with you.
If you would like to hear more about Maggie's Brilliant Basics, watch the webinar.
