Thursday 22 August 2013

Life is the ultimate adventure, and death, the prize that awaits us all.

I attended a really interesting seminar this week entitled The Next Generation of Scottish Giving: Planning Your Fundraising Future. The opening presentation from Mike Johnston of Xtraordinary Fundraising shared data from The Next Generation of Giving in the UK report. The report proclaims itself to be a study on the multichannel preferences and charitable habits of Generation Y, Generation X, Baby Boomers and Matures. There's a whole heap of great stuff in there - I'd urge you to read it, if you haven't already done so. The report can be downloaded here.

One area of Mike's presentation that unsurprisingly caught my eye was the attitudes of donors to In Memoriam giving. From the presentation (and the report),

"In the UK, middle-aged donors are less likely than North American middle-aged donors to make a tribute gift - and are not much more likely than young donors to make a tribute gift. By comparison, in North America there is a lifecycle influence on tribute giving. The older you are, the more likely you are to make a tribute gift. Is this a missed opportunity with UK not-for-profits? If you don’t have a tribute gift programme, you may wish to consider starting one. This could be as easy as offering your donors the option of memorial, honour and celebration e-cards and/or cards when they donate."

I couldn't agree more. In my opinion most UK charities are way off the mark when it comes to In Memoriam giving.

Donors are comfortable with In Memoriam giving. Donations in lieu of flowers and funeral collections are increasing month after month. The same report details that 20.1% of donors made a tribute gift in the past 12 months. For many donors In Memoriam giving satisfies a donor need and may in fact play a part in the grieving process itself.

So if donors are comfortable with In Memoriam giving, perhaps it is us - Fundraisers - who have the problem? Do we shy away from the ask in fear of upsetting donors? Talking about death is something most people understandably feel uncomfortable about. Change the focal point - In Memoriam giving is affording donors the opportunity to remember and honour a loved one.

Perhaps the stumbling block is internal? Do we have the conviction to steer the programme past wary Senior Managers or anxious Trustees?

One thing is certain, we're exasperating the problem. Because we don't ask, potential In Memoriam donors don't give. Engaging and sensitive In Memoriam communications can and do, raise funds and those charities that have got it right have created highly motivated donors passionate about the cause so closely associated with a loved one.


What would you prefer? Yellow spandex?


Note to conference speakers. Want to grab your audience's attention? Promise them FREE X-Men tees. That's what Mike Johnston of Xtraordinary Fundraising did. A certain 8 year old Marvel fan was very pleased that I sat in the front row and participated fully. Don't worry - he'll grow into it!