Top 5 Tips for stewardship of in-memory supporters
Set clear objectives - Define what you want to accomplish with your online tribute offerings. While the fundraising team might focus on increasing donations, there are broader considerations, such as expanding your in-memory audience and cultivating legacy supporters. In-memory supporters are three times more likely to leave a legacy (source: Legacy Foresight).
Allocate your resources - Decide how to allocate available funds, whether on promotional materials or giveaways for supporters, such as keyrings or packets of wildflower seeds. Think about enlisting the help of volunteers or leveraging the expertise of other teams within your charity.
Use your MuchLoved Partner area – This private portal offers valuable data on supporters, so we recommend using all the tools and information available. MuchLoved partners also have access to a support site with resources including webinar recordings, training videos, downloadable artwork, and social media copy, as well as stewardship and promotional tips and ideas.
The first interaction your supporter has with you is crucial. According to Legacy Foresight, “A positive initial experience can lead to a lifetime of support.”
Your initial communication should acknowledge their loved one by name and express gratitude for their interest in your charity, without making a fundraising ask. Consider various types of communication: post, email, telephone, or perhaps lighting a candle on their tribute page. Depending on the nature of your charity, you could even invite them for a cup of tea.
How can you maintain dialogue following your initial interaction? We recommend devising two distinct pathways: one for tributes created by funeral directors on behalf of the family, and another for supporters who create tributes via your website or MuchLoved’s site.
Once again, consider your communication methods. You might set up an email trigger campaign (read our article for tips) or choose a non-monetary engagement tool such a virtual gifts on the tribute page. Virtual gifts speak directly to the memory of the deceased and can help bereaved families express their feelings.
If a tribute page was established by a funeral director, initiate contact with the family to offer condolences, and later thank them for any donations.
Virtual candles and gifts can help year-round communication with supporters. For example, festive candles are available during Christmas, and virtual gifts change seasonally for MuchLoved partners. Local charities might consider hosting events such as an autumn walk or Christmas tree lighting. Whilst MuchLoved Dedication Pages are a great tool for engaging supporters who are further away.
Finally, don't shy away from experimentation. Test different strategies to see what works well and what doesn’t. As you plan your stewardship activities, always bear in mind the sensitivities of your in-memory supporters.
Top 5 Tips for promoting your in-memory offering
Your website serves as the digital shop window for your organisation, inspiring supporters to make informed decisions, so think carefully about the placement of in-memory and tribute fund content on your site. Bereaved individuals are often in a heightened emotional state, so it's crucial to make your in-memory information easily accessible, offering multiple navigational routes to find it.
Additionally, ensure your search functionality is optimised to capture terms like in-memory, remember, and tribute. Integrate these keywords into various parts of your website to enhance discoverability.
This allows supporters to set up their own funeral collection pages directly from your website. For your charity, this means you can present your GDPR marketing ask, and better engage your supporters through shared management of the page. You may choose to offer supporters three options: make a donation, create a funeral collection, or set up a tribute page.
While the funeral collection and tribute page options are fundamentally similar, they offer different information on their respective tribute homepages, tailoring the experience for the user.
Identify who within your organisation needs to be aware of your in-memory offering. Every charity is unique, so create a list that might include departments like supporter care, palliative care, bereavement team, fundraising, events, and even volunteers and retail staff. Remember, in-memory donations are driven by emotional motivations rather than being an income stream, so there will be broad interest in your offering.
Ensure you have clear, concise messaging about what a tribute fund is and direct people to where they can find more information or set one up. This information could also be included in your induction training, internal emails, and presentations.
Keep your supporters at the forefront of your efforts, recognising that tribute pages are a bereavement care tool, not a promotional vehicle. Your primary focus will be on supporting your bereaved supporters, with fundraising as a secondary objective.
Whenever possible, use case studies to illustrate the benefits of a tribute page, particularly for long-term bereavement care. You might also share how tribute pages have positively impacted your charity, providing concrete examples of outcomes.
Maintain an ongoing plan of activities as you cannot predict when supporters will create a tribute page. For example, social media is a powerful channel for outreach, and newsletters offer an excellent platform for sharing articles about in-memory giving.
Our Dedication Pages allow supporters to leave messages and upload photos, with the option to make a donation. Each page becomes an eye-catching collage of pictures, messages, and memories. They can help expand your in-memory audience beyond those who have set up tribute pages, and you can include a link to your broader in-memory offering.
Effective stewardship and promotion of your tribute funds are key to building lasting relationships with in-memory supporters. By following our tips, you can create meaningful experiences for your supporters while ensuring your tribute funds thrive.
At MuchLoved, we’re committed to supporting our charity partners, helping them to make the most of their in-memory offerings. If you have questions about the MuchLoved service, or our webinars, please contact our Support team. Email support@muchloved.com or call our team on 01494 722818.
