Without internal buy-in, even the best strategies can struggle to gain traction, limiting your ability to provide the support and recognition that your in-memory supporters deserve. When your colleagues understand in-memory giving and actively champion it, everything changes.
Our account managers, Michelle Merrison and Katy Burke, shared their first-hand experience to give our partners a deep understanding of how to engage and empower colleagues, whatever their role.
Internal buy-in is when other teams within your charity have trust and belief in the in-memory area. They are invested in what you are doing and willing to give you active support. Everyone in the charity should understand what in-memory giving is and be confident to talk about it or signpost supporters to the right person.
Internal buy-in will enable you to secure the budget and resources you need to deliver your in-memory strategy. It will also ensure you can work effectively with other teams to support each other.
It’s important to get the basics in place, like ensuring you have accurate data recording, financial reporting and supporter information. This will enable you to steward supporters appropriately, making your in-memory programme effective.
Talk to colleagues in your finance and data teams so they understand how important their role is for delivering a great supporter experience. Be aware that you’ll need to balance your view of what supporters might need with internal requirements.
Colleagues can help spread the word and spot opportunities where in-memory giving might be right for the supporter. So, it’s important to empower your community teams, volunteers and others who are out talking to supporters. Remember supporters don’t see you as different teams - everyone is part of the cause that they are supporting.
To empower the rest of your organisation, be secure and confident yourself so you can pass that on. For instance, know your own area well so you can answer questions; be sure of your current supporter journey; and know what resources you can access in the charity, and personally.
Our top 5 tips for confident messaging within your charity and externally
1. Keep your donors and their loved ones at the heart of your messaging – it's all about them, not your charity
2. When sharing a case study or a family’s story, it’s important to include a clear call to help other people celebrate their loved ones
3. Use clear and simple language and differentiate between internal and external audiences
4. Supporters will want to talk about their loved one and how they can support you, so be confident
5. Don’t rely on financial asks to communicate with supporters. They want to feel connected with you and know that you care. Help them do something in memory of their loved one, such as light a candle or leave a dedication, or simply write to thank them
If you are a MuchLoved partner, your account manager will be happy to talk to you about how you engage with other teams at your charity and how you can best empower them to support your in-memory programme. This video explains what the service is can - it be branded for your charity to become part of your tool kit.
If you are interested in partnering with MuchLoved, please get in touch, we would love to talk to you.
Watch the webinar to get more tips and advice from our account managers, Michelle and Katy.
