IoF NI In Memory Lunchtime Bite

Making In Memory Work

IoF NI Lunchtime Bites30 January 2014

Damian O’Broin

[email protected]

@damianobroin

slideshare.net/damianob

pinboard.in/u:damianobroin

www.askdirect.ie

mailto:[email protected]


Women’s Aid

‘Working to End Violence Against Women’

Client list 2010-14

6

“Like you, we share the vision that everyone should be able to face death or bereavement with all the care, support and compassion they deserve. This is what hospice care is all about.

And your very generous donation of €450 from your MyCharity page, joined with donations from other caring people like you will help us realise this vision.

Thanks to your support, loved ones will be given a dignified death, with the respect and peacefulness we’re all entitled to. Whether they’re in a hospice, or in their own beds, young or old, and no matter where they live.

Again thank you so much for helping to bring about the day when everyone is able to receive the best possible care and support when they need it most”“Fundraising Events Executive”

In MemoryIn Honour

In Lieu of Flowers

Funeral Collections Tribute funds

8

2 x In Memory Gifts

2 x Legacy Potential

2 x Value of Legacy

“Money given… in memory… will outstrip money given through

legacies in 10 years’ time, delegates at the Institute of

Fundraising’s National Convention heard”

Just Giving in memory donations

£1,000,000

£2,000,000

£3,000,000

£4,000,000

£552,662£738,880

£1,393,058£1,540,102

£2,175,714

£2,459,190

£3,020,708

2007 2008 2009 2010 2011 2012 2013

Q1 Income

11

Just Giving in memory donations

£35,388,769Total In Memory donations, including

events done ‘in memory’ (2013)

£14,792,168‘Pure’ In Memory donations, not

linked to any event (2013)

What In Memory Donors Want…

Family

Friends

Others

In Memory Research 2011

Grieving

Mourning

Supporting


Grieving

To provide a positive focus

“For my husband, he wanted something positive out of it, so he said we’ll be pro-active, instead of sitting around in self pity...”

(Female, 40s)


To keep the relationship alive

“You look at your life, it’s really really weird, I feel, I wouldn’t say it’s guilt, I feel I want to give... I feel I’m giving something to her... she’s not down here for me to give it to her...”

(Female, 40s)


Grieving

To combat helplessness

“You feel a bit helpless, and it’s nice because at the end you think I’ve raised all this money now, you push and push people to sponsor you.”

(Female, 30s)


Grieving

I want them to be proud of me

“I like to think she’s looking down from heaven, if there’s a heaven, and she thinks ‘good on her’. That’s what she’d say, good on you. You go girl”

(Female, 20s)


Grieving

Grieving

I want them to know I loved them

“I want him to know he was valued so much, that he meant so much to me, to all of us.”

(Male, 40s)


Supporting

Make the bereaved feel better

“For her she could see all the names of her friends which I think is lovely... she could say all these people care about me and I can count on my friends when times are rough.”

(Female, 40s)


How we actually treat them…

Donor Benchmarking Research 2011

6 countries; 15 charities each; 3 types of gift

Average speed of response

Ask Direct/Bluefrog Benchmarking 2011

Average speed of response


0! 10! 20! 30! 40! 50! 60! 70!

Ireland!

Canada!

New Zealand!

In Mem!Generic Postal!Online -1st postal!

Irish In Memory Donors receive almost 20% less mail.46% of Irish charities sent nothing beyond a thank you within first 6 months.

Why are we ignoring In Memory Donors?

54%46%

Follow up to donation

Yes No


0%

25%

50%

75%

100%

Ireland Australia NZ UKUS

Canada

% of charities with no follow up

But not as much as some…


A bit more detail…


0

4

8

11

15

0 1 2 3 4 5

Num

ber

of C

harit

ies

Total number of mail packs mailed to In Mem donor

IrelandNew ZealandCanada


A bit more detail…

Do In Memory donors get a fitting reply?


Do In Memory donors get a fitting reply?


0!

2!

4!

6!

8!

10!

12!

14!

16!

Ireland! New Zealand! Canada!

Num

ber o

f cha

ritie

s!

Got nothing!In Mem Thank You!Generic Thank You!

Breaking it down – in the UK

Gi#-‐specific thank you

In Mem focus Hand signed Hand wri<en Men=on cousin

Men=on flowers

Offer tribute Offer support Offer to tell family

Amnesty

Greenpeace

Macmillan

CRUK

GOSH

NSPCC

Red X

RNLI

SA

STC

UNICEF

World Vision

BHF

RNIB

Oxfam


Breaking it down – in Ireland

Gi#-‐specific thank you

In Mem focus Hand signed Hand wri<en Men=on cousin

Men=on flowers

Offer tribute Offer support Offer Condolences

Offer to tell family

Amnesty

Barnardos

Barretstown

Bóthar

CMRF

Concern

Focus Ireland

Irish Cancer Soc

Irish Heart Fnd

Irish Red Cross

MS Ireland

Oxfam

Trócaire

Unicef

World Vision


Quality of Response - Ireland


0"

1"

2"

3"

4"

5"

6"

Amnesty"Interna3onal"Ireland"

Barnardos"

Barretstown"

Bóthar"

CMRF"

Concern"

Focus"Ireland"

Irish"Cancer"Society"Irish"Heart"Founda3on"

Irish"Red"Cross"

MS"Society"

Oxfam"

Trócaire"

Unicef"

World"Vision"

Quality of Response - UK


0"

1"

2"

3"

4"

5"

6"Amnesty"

Greenpeace"

Macmillan"

CRUK"

GOSH"

NSPCC"

Red"Cross"

RNLI"SalvaFon"Army"

Save"the"Children"

Unicef"

World"Vision"

BHF"

RNIB"

Oxfam"

Time for some examples…

Possibly the worst…

Tax Receipt?!

No personalisation.No mention of

In Memory.

MS Ireland:

No personalisation.No mention of

In Memory.

Personalised.But no mention of

In Memory

Concern.Is a tax reminder appropriate?

“PS If you’ve received a tax form in the post from Concern please complete and return it to us as soon as you can.”

That’s enough about you.Let’s talk about me.

MSF Canada: Sympathy card… then thank you letter.

The personal touch…

Meeting even more donor needs

Offer of bereavement support

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What happened when I tried to make in memory donaAons to some NI chariAes...

Four things you can do.

1: Collect, care for and use data appropriately

Donor surveys:Gather data.

Begin the conversation.

Is this gift in memory of someone?

If yes, perhaps you’d like to tell us their name.

2. Stop. Listen.Think.

€ arrivesFundraising Dept checks

Specials flagged for

Thank You issued

Data recorded on database

Money to accounts for

3. Be Human

“You know when it’s a computer saying thank you and when it’s a person.

And, quite frankly, I prefer if it’s a person.”

(Female, 62)

Source: After the love has gone. Bluefrog 2008

4. Put the donor in control.

Of everything.

THANK YOU [email protected]

@damianobroin



IoF NI In Memory Lunchtime Bite

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