Celebration and In-Memory Giving (including Tribute Funds) (12-Aug-19)

Celebration and In-Memory Giving (including Tribute Funds) (12-Aug-19)

Date: Monday 12th Aug 2019

09:45 Registration and coffee
10:00 Course start
16:30 Course finish

Town/City: Westminster

Location: London

Venue: IoF Office

Directions / Address

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About half a million families suffer a bereavement each year in the UK. Over £80m is given in memory each year by family and friends in the UK. More and more people asking for donations to charities at key life events such as weddings, anniversaries and birthdays as well as on the death of a loved one.

In Memory giving remains one of the most under-developed and reactive methods of raising funds within the whole voluntary sector. Yet the opportunities it presents for both securing significant levels of income and building powerful, long-term relationships with supporters is almost unique. Whilst In-memory giving has grown rapidly in recent years, charities still struggle with this sensitive subject.  This course will help you understand some of the sensitivities and hep you deal with them both internally with colleagues, volunteers and senior managers and trustees as well as externally with existing and potentially new supporters. 

Good donor care is always important but with this area of fundraising it is even more vital and, when handled well, this can be the continuation of an existing relationship or the basis for forming ones.

Who should attend:

This is course is aimed at anyone wanting to explore this area of fundraising, find out how to make the most of this source and either start or improve their current programme.

Benefits you and your organisation

Giving in memory of someone is often part of the grieving process and it can be a sensitive area of fundraising. This course will help you to understand how to maximise income from this source but deal with it in a sensitive and personal way so it helps the continuation of an existing relationship or enables you to build relationships with new supporters.

It’s no secret that in-memory giving has long been the underdog of fundraising. It regularly loses out to its glamorous cousin, legacy fundraising, when it comes to budget and resource allocation. In many cases, and especially in the non-health sector (the natural home for gifts made in memory), this type of giving simply isn’t considered a big part of what the charity does. In-memory donations subsequently go uncaptured and donors are treated no differently from other types of supporters.

By the end of the course you will be able to:

  • Understand some of the perceived internal and external sensitivities
  • Enable donors to mark a key life event and celebrate a special occasion or the life of someone special to them
  • Deliver a truly uplifting experience that helps donors to keep their loved one’s memory alive
  • Develop marketing materials appropriate to this area of fundraising recognising the importance of language
  • Thank and communicate with donors in an appropriate way
  • Skillfully manage donor relationships
  • Use in memory giving as a lead into legacies
  • Understand the place of this form of fundraising in the fundraising portfolio and where it fits in donor journeys
  • Consider the resources needed and build the case for investment in this income stream
  • Recognise how log and account for this income source and where it ‘sits’
  • Be aware of some of the psychology around giving and grieving
  • Understand the importance of funeral directors with in memory giving


What’s covered on this course:

  • The psychology of giving
  • Introduction to the grieving process
  • Sensitivities around death-related fundraising
  • Celebration products
  • Consideration of the resources and who needs to be involved – internally and externally
  • The role of funeral directors
  • Tips to get you started or enhance this area of income
  • Converting one-off gifts into long-term relationships and a substantial income stream
  • Marketing celebration and in memory giving and materials to help
  • The importance of logging income and communicating totals to donors
  • Managing donor relationships
  • What are tribute funds and how they work
  • Good practise and legalities
  • Monitoring income and relationships


About Your Trainer:

Gill Jolly FInstF(Dip) has a background in psychology and over 30 years' experience in the charity sector working as a fundraiser, manager, director and trainer of fundraisers and support teams with a wide variety of sizes and types of organisation. She runs her own consultancy and works with not-for-profit organisations across the UK and Europe providing a wide range of bespoke fundraising and management consultancy services. Gill has worked with the IoF since 2000 delivering fundraising’s professional qualifications and leading courses on strategy, management and implementation.


£220 IoF Individual members

£280 non-individual members

If you require an invoice please ensure you book your place a minimum of two weeks before the start date of your course.

IoF Academy One and Two Day Open Course Booking Terms and Conditions.


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Further details and contact information

Academy Team
Email: academy@institute-of-fundraising.org.uk
Telephone: 0207 840 1020

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