Katie Simmons + Gemma Randall, In Memory Fundraising, Impact through innovation

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  • Who are we and why should we be talking to you about this today
  • How we are going to approach thisHow it can be resolved – we’ve not got all the answer – but we’re going to show you how gosh have approached it and
  • This is what a public outpouring of grief (or a response to it) looked like in 1997More than £1m bouquets 1.5metres deep in places
  • Instead of 1m boquets – people donated £1m80,000 peopleDaily mail and sun represented 3% eachFacebook was 15% - people liking the page 66kDonations from over 68 countriesDrove an additional 60% more traffic to JG.
  • 500,000 deaths in the UKIf you were looking at death announcements 100yrs ago – sending flowers would have been the done thing.funeral flowers account for more than half of the dollar volume of all sales by retail florists in the United StatesNow it’s unusual. To the extent thatflorists in the US lobbying against the insertion of "in lieu of flowers" in newspaper obituary notices, with the sanction of withdrawal of advertising income if their wishes were not observed
  • As a sector – account for in memory giving is tricky if not impossible. A JG survey prior to xmashighlighted thisGiven the growth of funeral giving - 42% of charities who took part were unable to identify the value of donations made via funeral directors....
  • This graph looks too neat. But this is what we are seeing on JG. An area of continuing growth. Well before we had a really solid proposition around this.Since 2007 – in memory giving has grown by 350% and shows no sign of declining.Consider the bolton/hulls school moving entirely to ipad. In 5/10ys time those students, are unlikely to reach for a written card, or even have cash with them at a funeral. They are going to need to recognise a bereavement in 140 characters. Looking ahead 5yrs assuming the same organic growth. We could easily be looking at a market of £31m in 2017. Looking back though – given that we didnt have formal product for this until 2011 – why did people use JG – the fact they did tells us much about supporter needs. (supported by our own research)
  • What we are seeing is a willingness to do things in a public arenaLooking at claire page – there has been a shift over time as people are more willing to commit acts of remembrance in a public arenaPeople reaching for tools that enable them to recognise and respond to a bereavement. Tools that are part of their daily lives. Instant recognition of loss.
  • 1) There have been several studies and reports in the past 18 months debating how the sector should approach itAnd if this was all we were discussing today it would a very straightforward talk. Free of conflict. Buti mentioned that there were 3 key areas
  • Conflict:Fundraising for 2 charities, doing a cycling event, which they were organising themselves, a part of a group, as part of a company, and in memory of a colleague. To my mind – one of our most crucial innovations last year was being to address this. so whats the impact?So working out how to deal with this people is going to be tricky – why should you bother?
  • This is an industry benchmark across 9000 charities and over ½ million pages(In 2012 8% of all pages were event+in memory. This is entirely user driven.)Overall in memory fundraising is now 12% of all JG incomeSo what?
  • But what is the immediate value of knowing that motivation?Dual purpose pages have been seen to raise up to 53% more than the equivalent page which is not in mem linked. Has been seen to be as much £700.Across a like for like sample those people raising money in memory of a loved one via an event have been seen to raise 53% more (up to £700)than on a standard event page
  • Lets end this first section with 2 snapshots of where we are.We have an area of fundraising growth which shows no sign of stopping. And we now have a benchmark across 9000 charities in the UK to represent an area of fundraising that otherwise goes under the radar.So why aren’t we all writing our strategies and driving this forward??it must be the answer to everything – well it does have some challenges.....
  • moving onto the challenge!Recognise that addressing this is a challenge most charities recognise the opportunity but how can this challenge be addresses in order to maximise the opportunityGosh have one way of approaching it
  • it’s true that health/medical/cause of death have signficicnat representation amoungst the most successful charities on JG
  • BUTIn memory isn’t just medicalLiving legacy – Katies point on who their typical in memers are
  • Southern spinal injuries trust – not a cause of death charityRemember the 3 areas we identified:Ease of use – these collections are created automaticalyEnabling the network effect – 30 people associated with this page. Read out the ‘my grandson’s good friend’, some without clear link to each other.
  • Survey response to questions ‘who looks after in mem;Conflict as to who ‘owns’ the incomeOutcome = approach is heavily influenced by which ever team is leading - supporters may not get consistency across comms or varied optionsWhere does immem sit? Where should it sit?Often sits in a silo – resulting in limited options for supporters and reduced value to the charityWe will argue that there needs to be a far more comprehensive approach to this fundraising activity.....
  • Is there a way to address this? is has to be to give your supporters what they want But to instigate change across a charity large or small – you need to justify the value.Can you build a business case? Many charities struggling to recognise and resource this area because they can’t answer the question..... Will we raise more money?We’ve already at the overall value of the sector, but we also need to be able to answer:Can you track and record this money? This is a challenge we need to face as a sector and shouldn’t be the barrier it is?How do we make sure we are not moving money from one pot to another? An In Memory fundraiser is worth more to a charity as Gemma’s already shown. Also, the biggest opportunity here is that by doing your supporters want, you build lifetime value.
  • But most importantly, you are accessing a whole new network of supporters. Not only do you have motivated supporters, but they feel passionate about your cause and will reach out to other people.27 donors to the first example – many of whom will be new
  • What do we mean by this?
  • Idf you sort money and positions, still left with how you actually talk to them... What do your supporters want?GOSH feedback:98% of people raising money in memorysaid they wanted to hear from us at least twice a year.‘Great Ormond Street is so important to us, we want to know how we can continue to support the hospital and how the money we raise is helping’ So are charities responding to this: Do you have a tailored supporter care programme in place specifically for people who are fundraising in memory of someone? (Over 2/3rds not acknowledging the In Mem motivation). POTENTIAL!
  • katie
  • Enables us to surface the data to youAnd enables supporters the chance to behave normally.
  • Need to continue talking to our donors about what they want – lifecycle of funds, seamless donor journey - integrating JG IN Mem into our site, regular giving
  • Recognise that addressing this is a challenge most charities recognise the opportunity but how can this challenge be addresses in order to maximise the opportunityGosh have one way of approaching it – We all need to keep innovating around this area.Set up for Q and A


  • 1. Impact throughInnovationIn Memory FundraisingKatie Simmons – Senior fundraising managerGOSHCCGemma Randall – Head of charity partnershipsJustGivingJanuary 2013
  • 2. How are we going to tackle this topic today? Challenges How it can Situation and be and trends conflicts resolved
  • 3. How the public responded in 1997
  • 4. In contrast to 2012....
  • 5. What is the value of this giving?When someone makes a donation directly to your charity, doyou ask whether that gift is being made in memory ofsomeone?
  • 6. 350% growth since 2007 2007 2008 2009 2010 2011 2012
  • 7. Why have we seen such growth? “Inthe hospital we just set up“The best thing for a page and thatwas it. I really don’t rememberme wasit. We were doing the link withkind of on autopilot but because so many people Facebook. asked us what they could do That was the easiest this was the only thing” thing we could think of”“The best thing for me was the link with Facebook.That was the easiest thing”
  • 8. 3 key areas your supporters want • Ease of use 1 • Enabling the network 2 effect (facebook/twitter) • No silo-ed approach 3
  • 9. In memory motivated events 2012 14% walks 11% running & marathon 13% skydives
  • 10. What is the value of knowing that motivation?
  • 11. The emerging value of In Memory fundraising 360% growth since 2007
  • 12. Situation Challenges How it can and trends and be conflicts resolved•Unique growtharea (350%growth)•Demonstrablevalue to event+inmem pages(53%)•Clear needsfrom supporters
  • 13. Some light reading....Source: NHS Altas of risk http://www.nhs.uk//Tools/Pages/NHSAtlasofrisk.aspx
  • 14. “We don’t do In Memory as we’re not a health/medical charity”
  • 15. Who traditionally looks after In Memory?
  • 16. Will recognising ‘in memory’ raise more money?
  • 17. Sharing and giving actions help to reach new supporters
  • 18. If you don’t speak to them...
  • 19. ...how will you know what they might say. “Great Ormond Street is so important to us, we want to know how we can continue to support the hospital and how the money we raise is helping”
  • 20. The ‘kid glove’ challenge – what do your supporters want?Do you have a tailored supporter care programme in placespecifically for people who are fundraising in memory ofsomeone? Yes Not sure 28% 16% No - we No - we dotreat them not contact the same In Memoryas all other fundraisers event… 9%
  • 21. Some key challenges being faced...1. Only for medical or health charities?2. Who is responsible and who ‘owns’ the income3. Are you going to make more money?4. The ‘kid glove challenge’
  • 22. How JustGiving have approached it InRegular Compa Lifestyl Events Memor DIY giving ny e y
  • 23. How JustGiving have approached itRegular Compa In Lifestyl Events DIY giving ny Memory e In Memory
  • 24. How did Great Ormond Street address this?
  • 25. What does this look like? Bespoke BFF stewardship programme Family hold a dinner Dad and friends run a Friend gives a or party marathon (Challenges) significant one-off donation (Major Gifts) Grandparent has setFriend of family supports up regular givingthrough their company(Corporate)
  • 26. The future? Open conversation s Maximised Responding LTV to feedback Seamless donor journey
  • 27. In summary Challenges How it can Situation and be and trends conflicts resolved•Unique growth •Only for medical •Use existingarea (350% and health technology to enablegrowth) charities? you to focus the important challenges•Demonstrable •Who isvalue to event+in responsible? •Speak to yourmem pages •Are you going to supporters to enable(53%) make more effective comms money?•Clear needs •Measure and raisefrom supporters •The ‘kid glove’ more challenge