Creating a digital legacy – maximising in memory giving
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Creating a digital legacy – maximising in memory giving Elizabeth Kessick, Head of Insight @JustGiving @Izabel_blue IoF National Convention 2014
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Raising money for charity is a great way to remember a loved one, but with the trend overtaking the giving of flowers as a way of showing respect, are charities are missing an opportunity to maximise donations? In this presentation we cover: • How charities can work with Funeral Directors to move more funeral giving online to increase efficiency and income • Exlusive insights on people fundraising in memory of someone. We explain why and how you can look after these highly motivated individuals, with some best practice examples from the charity sector
Transcript of Creating a digital legacy – maximising in memory giving
Creating a digital legacy – maximising in memory giving Elizabeth Kessick, Head of Insight @JustGiving@Izabel_blue
IoF National Convention 2014
What we’re going to cover today
What is in memory fundraising on JustGiving?
Who’s using it?
Who are they remembering?
What activities are people doing in memory?
What is their relationship with their charity?
How we can best serve these fundraisers?
In memory fundraising has grown 141% since 2010
What is in memory fundraising?
The collection page
Funeral directors are using it too
Justgiving.com/funeraldirectors
Who’s fundraising?
More women (64%) than men (36%)
Slightly older people than average
More high value people than average
Age of death of person being remembered
0
1 to 10
11 to 18
19 to 30
31 to 50
51 to 70
71 to 80
81+
5%
5%
3%
8%
18%
35%
15%
12%
Average: 53 yearsMedian: 58 years
Who are they remembering? Brother or sister
5% Colleague2%
Friend14%
Grandchild8%
Grandparent8%
Husband or wife3%
NotSet/Blank9%
Other6%Other family
member11%
Parent12%
Partner1%
Son or daughter21%
Mainly family connections
Time between 2013 death & page creation (in months)
1.77
1.15
2.62
overall memorials sporting
What are they doing to remember?
Other events
Cycling
Walks
Running / marathons
Memorials
5%
5%
12%
29%
36%
And how did they share the page?
Google +
messaged people via LinkedIn
LinkedIn news feed
order of service
letters
phone
text
messaged people via Facebook
face to face
Facebook news feed
1%
3%
4%
10%
13%
14%
26%
30%
38%
55%
57%
63%
71%
Top events for in memory fundraising
4%
58%
26%
4%
8% supported this charity during their lifetime
suffered from a medical condition related to this charity
had a direct experience of this charity towards their end of life (eg. hospices, nurses, etc.)
This charity reflected the inter-ests and passions of the person I was remembering
benefited directly from this char-ity's work during his or her life-time
How did fundraisers choose the charity to support?
And what are the causes that they support most?
International activities
Mental Health and Crisis Intervention
Research
Civic and Advocacy Organizations
Grant-making foundations
Social Services
Hospitals and Rehabilitation
Other Health Services
Nursing Homes
Medical Research
1%
1%
2%
3%
3%
6%
14%
14%
16%
27%
Thank in memory fundraisers sooner rather than later
Keep the connection going
wouldn't support
regular annual donation
regular monthly donation
donation in will
annual donation based on date
joining mailing list
non-cash donation
Volunteering
Following on social media
Fundraising (non-sporting)
Sharing information on social media
Fundraising (sporting)
2%
12%
12%
13%
21%
24%
27%
31%
33%
40%
43%
67%
98% of in memory fundraisers would support their charity again
What fundraisers say...
”I felt it was a great way to create a positive out of a truly awful time and we were really pleased that
people showed they cared. It showed us my mum was
loved by others too.”
What fundraisers say...
“The family and friends really appreciated a visible and meaningful
alternative to giving flowers in memory. Much better to have a tangible way of donating than just putting money in an
envelope or writing a cheque. It was also a great opportunity to tell a story
about my relative and her experience of dementia and the staff that supported
her.”
What’s important going forward?
That it’s easy to find the in memory page (84%)That people can make donations to the page via
their mobile devices (77%)That the web address of the page is easy to
remember and share (74%)That people can make donations to the page via
SMS (66%)That the page owner can edit and manage the
page using a mobile device (59%)
Direct donations in memory
Digital in memory – best practice
What to remember....
• More people are using digital technology to raise money in memory of someone close to them
• In memory fundraisers want to be thanked• In memory fundraisers are likely to support your charity
again• Facebook is the main way in memory pages are shared• Mobile options are important• Make it easy for your supporters by adding information and
examples to your website and communications
Thank you!
Elizabeth Kessick@Izabel_blueblog.justgiving.com
