This year’s qualitative research comprised four focus groups with people currently using social or digital media in memory and fourteen depth interviews with people who are at the forefront of S&DM in-memory of a loved one or could influence others in future.

Our 2016/17 research focused on how donors and fundraisers use social and digital media in memory of those who have died. This report highlights some key insights from the in-depth consumer research conducted for the project. We are grateful to our learning circle members for agreeing to share these findings more widely.

In this report you will learn

• How Social Media is changing this giving
• Generational differences
• The importance of connection