Enhancing the online journey for in-memory supporters

Emily Grint talks about how well positioned and sensitively worded online content can lead to better opportunities for hospice fundraising teams

In-memory fundraising holds a unique and deeply personal significance within the hospice sector. Supporters often seek meaningful ways to honour their loved ones, and the online experience plays a critical role in guiding them through this emotional journey. By adopting the perspective of a supporter, hospice fundraisers can create an online environment that is not only accessible and easy to navigate but also emotionally resonant and action-oriented.

Online in-memory content refers to everything that your supporters can find out online about how they can support your hospice in memory of someone they cherished. This includes your website, in-memory landing page, tribute funds, fundraising platforms and search results.

Think of it like a shop window, where you display everything you have to offer in a way that inspires people to come in. This is your best, most cost-effective channel for creating awareness of in-memory giving. At a time of heightened emotion, people really appreciate ‘pull’ rather than ‘push’ information that they can easily access on their own terms and in their own time.

Here are my top 5 tips on how to provide your in-memory supporters with a journey which inspires them to give and makes the experience most seamless and enjoyable. Each tip is accompanied with a real-world example, both from hospices and other charities, so you can see excellent work in action.

1. Take People Straight There

The ease with which supporters find in-memory content is crucial. Assess your website’s navigation to ensure that users can reach in-memory pages within a few clicks from the homepage. Use clear, intuitive labels like ‘Donate in Memory’ or ‘Remembering a loved one’, and optimise your search function so relevant results appear promptly.

Practical Tip: Implement breadcrumb navigation and internal links to guide users to in-memory content from related pages, such as donation or legacy giving sections.

Real world example: Marie Curie’s website features a clear and straightforward ‘In Memory Giving’ section, accessible directly from the main menu, which reduces confusion and encourages engagement.

2. Listen Hard to Your In-Memory Voice

Tone and language are vital when communicating with grieving supporters. Your content should be compassionate, respectful, and free from jargon. An empathetic voice can help supporters feel understood and comforted.

It’s really important to put yourself in the shoes of supporters. What might they need from your charity right now? Perhaps they might want to know the choice of in-memory products you offer and how these can help ensure their loved one will always be remembered. Others may want to be inspired by testimonials from other in-memory supporters who share how fundraising has helped with their healing. Some may need practical support to help them plan a loved one’s funeral, or simply require information about how to access bereavement support.

Practical Tip: Conduct user testing with individuals who have experienced loss to gauge emotional response and adjust wording accordingly. Additionally, consider using inclusive language that acknowledges different types of loss and relationships.

Real world example: On their website, St Gemma’s Hospice in Leeds immediately signpost the donor towards support for them before talking about the various ways people can support the hospice in memory.

3. Keep Their Loved One Front and Centre

A successful in-memory platform centres around the individual being honoured. Allow supporters to share stories and images or create digital tribute pages that celebrate the life of their loved one. Be cognisant of carrying the in-memory message through the supporter’s entire online journey. Many charities’ websites drop the in-memory message as soon as the web visitor leaves the in-memory pages; this can be jarring for a prospect whose loved one is their motivation for giving.

Practical Tip: Incorporate multimedia options, such as photo galleries or video tributes, to enhance personalisation. Offering customisable tribute pages can help supporters create lasting legacies and foster deeper emotional connections.

Real world example: Alzheimer’s Research UK have created a separate web page that talks about the different ways you can fundraise in memory, suggesting plenty of options for supporters to remember a loved one.

4. Let Your Supporters Do the Talking

Authentic supporter stories and testimonials can build trust and emotional connection. Sharing real-life experiences from those who have found comfort through in-memory giving can inspire others to get involved.

Practical Tip: Share case studies and quotes from your supporters on all your in-memory pages, and encourage user-generated content through surveys or interviews. Highlight the positive impact that in-memory fundraising has had on both the supporter and the organisation.

Real world example: CAFOD’s Candlelight Funds showcase real-life experiences of families who have created lasting legacies for loved ones. In this video on their Facebook page, supporter Mervyn explains why he donates to the charity in his beloved wife’s memory. I think it’s fair to say that Mervyn sells the idea of tribute funds much more passionately than any charity could. That’s the power of supporter stories.

5. Sell the Big Idea Behind Your Products

The general awareness of in-memory products amongst the public is low. Often the idea of a product such as a tribute fund or a dedication won’t even have crossed their minds until it’s suggested to them. Make it easy for supporters to decide to donate by clearly outlining what you offer and how their contribution will make a difference.

Practical Tip: Talking about tribute pages as places to go rather than fundraising platforms can help dial up a supporter’s inspiration to set one up. Fiona, a supporter of Roy Castle Lung Cancer Foundation, set up a tribute fund in memory of her husband Nick. Here she explains what this means to her:

“Setting up a lasting tribute for Nick was so easy to do and I actually really enjoyed it. Looking back at all our old photos and conjuring up memories momentarily forgotten. It’s also lovely to read the tributes and look at the pictures others have shared, not just for me but for our daughter Isabel and other family members too.”

Real world example: In-memory giving is not one size fits all. Some people want to donate privately — others want to come together as a community. Variety is key. Macmillan Cancer Support do a great job of showcasing the different in-memory options available for supporters to choose from. Each product is lightly introduced on their main landing page and leads to separate pages dedicated to each product with further information.

Lasting thoughts

By streamlining navigation, adopting an empathetic tone, and prioritising personalisation, hospices can significantly improve the online experience for in-memory supporters. This approach not only honours the memory of loved ones but also fosters deeper connections with your cause, ultimately enhancing fundraising success.

In-memory fundraising is about compassion and connection. By putting yourself in the shoes of a would-be supporter, you can create a digital space that not only meets their practical needs but also supports their emotional journey.

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About the author
Emily Grint is In-Memory Consultant at Legacy Futures. She has 20 years’ experience in the charity sector and has worked for a range of different causes from health and hospices through to arts and education.