This year’s programme will deep dive into the world of tribute funds. This practical programme will explore the key opportunities and challenges surrounding tribute funds. It will explore the positioning of tribute funds, what it takes to make them successful and the different stakeholder relationships that impact on their success

Whether you're looking to establish a tribute fund programme or take your existing approach to the next level, this programme will equip you with the insights, tools and evidence to do so.

This research will:

• Explore how charities can steward tribute fund holders and encourage more engagement, to drive up their life cycle and lifetime value[KJ1] .
• Gain insight into supporters’ attitudes towards and experiences of using tribute funds and how catalyst donors/ high value tribute fund holders have maximised their fund's potential.
• Gain a deeper understanding of how Funeral Directors use tribute funds and funeral notice pages and the dynamics between Funeral Director, next of kin and charity relationships.
• Explore internal engagement with tribute funds, looking at the challenges and opportunities tribute funds can bring to wider teams.
• Insights into what the future holds for tribute funds.

In Memory Insight is an ongoing research programme where we collect hard evidence to inform in-memory fundraising strategies and convince senior management of the value of in-memory giving.

We work closely with a learning circle of leading charities – over ninety in the past twelve years – who agree to pool their budgets, experiences and data together to help build evidence and insight.

How In-Memory Insight can help you

• Enhance your in-memory fundraising strategy and communications
• Stay up to date with the with the latest trends in in-memory giving and fundraising
• Assess your performance against the market and your closest peers
• Present evidence to prove the value of  in-memory to your charity
• Network with fellow fundraisers, discussing experiences and sharing best practice

How it works

In-Memory Insight is a rolling research programme, with each year building on the one before. Since 2011 we have explored a series of themes including: fundraising in-memory through events (2014/15), charities’ use of in-memory products (2015/16), the use of social and digital media in memory (2016/17), and the role of Funeral Directors in in-memory donations (2017/18), understanding in-memory stewardship (2019/20), adapting to the in-memory landscape after the pandemic (2020/21), in-memory goes digital (2021/22), Remembering Together – the role of groups in in-memory fundraising (2022/3), exploring what's next for in-memory products (2023/24) and In-Memory Giving in Multi-Cultural Britain (2024/25)