Maximising MuchLoved and in-memory on your website 

Your website is an important gateway for in-memory motivated supporters. In this article, the MuchLoved team offers tips to help you ensure your site contributes to the success of your in-memory offering. 

The cognitive impact of grief 

When adding your in-memory service to your website, it’s important to think about how your bereaved supporters might be feeling when they arrive on your site. 

Grief can significantly affect how people process information and complete tasks. Sometimes described as having ‘grief brain’, people can feel overwhelmed, distracted, and unable to focus on even simple actions. They may be struggling to sleep and eat, and in a heightened emotional state which can make them feel angry and frustrated. 

Tasks that are normally straightforward, such as finding information or making a donation, can feel overwhelming. It’s therefore essential that your website is clear and simple to use, and does not add to the burden your bereaved supporter is carrying. 

Navigation

Your website navigation should feel intuitive, like entering a building with clear, well-placed signage. Supporters should immediately understand where to go and how to find what they need.  Here are some pointers to help you achieve this: 

• Keep your navigation structure simple. Avoid too many layers or subcategories, but also ensure content is not concentrated at a single level with little signposting 
• Ideally users should be able to reach key in-memory content from a clear point of entry, within two to three clicks from the homepage 
• Ensure visitors can find their way back through the navigation easily if they do end up in the wrong place 

Take a look at these examples of charity websites that have user-friendly navigation: WWF, Wiltshire and Bath Air Ambulance, and Whale and Dolphin Conservation. 

Regular housekeeping

Maintaining your website is just as important as designing it well. Check your links regularly just in case any are incorrect or broken, which would be frustrating for visitors. This is particularly important for your bespoke MuchLoved links which give supporters a branded, consistent experience when creating a tribute. Make a habit of checking your website from time to time; can you easily find how to create a tribute, do links work as they should.  

Language

The words you choose play a crucial role in helping supporters to navigate and take action. Here are some key points to consider for your homepage and menu: 

• Think about what your supporters are trying to do. They may want to fundraise or make a donation, or they may be organising a funeral collection. Make sure that related content is clearly worded 
• If someone searches using a keyword, they should be able to find inspirational content, such as case studies, as well as clear calls to action 
• Funeral collections are one of the most common in-memory giving methods. Make this option easy to find and consider using your bespoke funeral notice option from MuchLoved 

Terminology

Avoid internal jargon and charity sector language which may not resonate with supporters. Instead, use clear, compassionate phrases to help people find what they are looking for, such as “remember someone special” or “give in memory.” If you have a bespoke tribute fund name, you could introduce this later on in the copy instead of leading with it. Consistency is important, so use the same language across your website to describe similar actions.  

Other things to think about for your in-memory offering 

In-memory giving is deeply personal  

• Some website visits are transactional, but in-memory giving is very personal and often deeply emotional. Your website needs to feel like a safe space, and remember it is the start of your stewardship journey 
• Acknowledging that people are visiting your pages because someone has died. This will enable you to create a deeper connection with them 
• Personal contact will make them feel reassured and more comfortable, so provide a named contact, if you can, with a  direct email address  

Provide inspiration to promote in-memory giving 

Supporters often need guidance and inspiration during a difficult time: 

• Provide examples of how others have chosen to remember loved ones. Stories can help people see what’s possible and feel more confident in their decisions 
• Offer a range of options. Not everyone will want to set up a tribute page; some may prefer to leave a dedication. Recognising these differences ensures your offering is inclusive and supportive 
• Some people want charity envelopes or boxes to use at funerals. Help them to request these without having to make a phone call, by having a simple online form for such requests. 

For some inspiration, take a look at charities such as Crohn's & Colitis UK and Alzheimer's Society who use language that focuses on remembering the individual.  

Imagery and colours 

Visual elements play a powerful role in shaping how supporters feel on your website. 

• While maintaining your brand identity is important, consider softening your tone for in-memory content. Use imagery that conveys warmth, compassion, and calmness 
• Images of real people or illustrations are more effective than stock photography, which can appear staged. Natural imagery, such as landscapes or wildlife, can be calming  
• Focus on how your imagery makes people feel, rather than simply illustrating what your charity does. 

Resources from MuchLoved to help you on your website 

MuchLoved offers resources to support your in-memory offering, including videos and leaflets that explain what a tribute is. Branded versions of these are available to our charity partners.  Please contact your account manager to find out what is available. 

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Use this handy checklist as a reminder  

• No more than 2-3 clicks to find in memory options 
• Clear and simple terminology 
• Clear and uncluttered imagery 
• Correct links for MuchLoved 
• Funeral collection/notice option available 
• Use all the supportive resources available 

By using clear navigation, simple wording and warm imagery, your website can be an effective gateway to helping supporters honour their loved ones whilst building lasting relationships with your charity. 

If you’d like further inspiration for the in-memory pages on your website, contact your account manager directly or via our friendly Support team: support@muchloved.com