Legacy Foresight - In-Memory Insight, social and digital in in-memory
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The document discusses a rolling program aimed at researching the growing 'in-memory' fundraising market, which involves charitable giving in homage to deceased individuals. It highlights the evolution of research from 2011 to 2017, focusing on social media's impact on communication around death and remembrance, as well as emerging trends in funeral donations and the role of funeral directors. The program aims to gather insights to improve in-memory fundraising strategies, engage with donors, and explore the future of charitable giving in memory of loved ones.
Legacy Foresight - In-Memory Insight, social and digital in in-memory
- 1. Legacy Foresight In-Memory Insight A rolling programme to map, measure and research the growing in-memory ‘market’
- 3. • A rolling programme to map, measure and research the growing in- memory ‘market’ – By ‘in-memory’ we mean any type of charitable giving or fundraising commemorating the life of someone special • Supported by a ‘Learning Circle’ of 60+ charities over the past 6 years • We aim to collect evidence and insight in order to: – Build the case for investment – Inform In-Memory fundraising strategies – Help manage relationships with donors What is In-Memory Insight?
- 4. How our research has evolved 2011 Catalyst donors 2011 Catalyst donors 2012 Bereavement 2012 Bereavement 2014 Events 2014 Events 2015 Products 2015 Products 2016 Social & digital media 2016 Social & digital media
- 5. In-depth consumer research Current S&DM users in-mem The status quo Catalyst donors Campaigners/ activists Digital planners & facilitators Future influencers Digital decision- makers Recipients of Facebook in-mem Digital fundraisers £ mobilisers
- 6. Told by his sister, Michele Paul’s story (48) Paul had a tumour on his brain from childhood and after several operations, he suffered from epilepsy for the rest of his life. He lived with his parents and then his sister, before living independently for the last 8 years of his life. Whilst with his sister, she introduced him to dancing and after that, he never looked back. But he had an unexpected brain haemorrhage and after a time in hospital, his family decided to turn his life support off. During his illness, his friends – aided by Facebook - rallied round to support him and his family. The memories and photos collected on Facebook showed a happy side of Paul’s life that his family had never imagined.
- 7. The role of social media Paul’s friends & family Paul’s Page & Friends Paul’s Sister Paul’s Parents
- 8. Told by his son, Dave Steve’s story (62) Steve lived with prostate cancer for 10 years. He was always very positive, and it was only in the last two years of his life that it spread and made him feel ill. He was an England junior footballer, and a good friend of Simon Grayson, Preston North End manager. As an adult, he was involved in local rugby & shared the same circle of friends as Dave. While he was being treated in hospital, Steve admired a wealthy volunteer who had chosen to help the hospital and he felt strongly about PCUK. When he died, his family chose PCUK as their designated charity. Dave felt that by helping PCUK, he would be fulfilling one of his dad’s unspoken wishes. He started with a London to Amsterdam bike ride & has now raised over £60K
- 9. The role of social media Dave’s fundraising Dave’s Page & Friends Team Garby PCUK Tribute FundPCUK Website & Other Suffers
- 10. Told by her daughter, Lisa Rita’s story (71) “This year myself and six of our neighbour's walked Hadrian's Wall and last year we did Three Peaks. We did it for a young girl called Jessica who died of brain cancer last year when she was only 16”. Rita was Lisa’s ‘go to’ person whenever she needed help and advice. An only child, her mum helped her to bring up her triplets. But Rita was diagnosed with an aggressive cancer, sarcoma, and after treatment at the Marsden, was discharged into St Catherine’s care. She started with day visits, but after collapsing there, was admitted. Rita was cared for in a homely environment for just under a week. Lisa wanted to give back to St Catherine’s and also to keep the connection with her mum. She started with a Midnight Walk, got more involved and then became an ambassador. She set up a tribute fund with the hospice which she loves.
- 11. The role of social media Lisa’s fundraising Lisa’s Page & Friends Rita's Ramblers Company Website Rita’s Page & Friends
- 12. • Creates more exposure to death in general … • Both personal and celebrity • Facilitates more openness and discussion of death • For under 45s, FB is the way they expect to hear about a death (unless very close family) • Helps to bring people together, across all ages & locations • Makes it easier to share and collect memories • So makes it easier to remember (& harder to forget) • Helps people to capture more, varied and richer memories • Stores family history for future generations SM is changing death and remembrance
- 13. Facebook the main SM for remembrance Relatively private An easy way to share news Less emotionally distressing than f2f For both posting and receiving tributes Sharing of (crafted) memories and photos A place of remembrance Helps keep memories alive (& refreshed) Too public & blunt Does not enable enough to be said Support group sharing
- 14. Curated memories helped the grieving process “I think part of the healing process is looking back and finding good memories that you can have a conversation about” “The quality of shared memories is one of the most helpful things we have in managing the pain of bereavement”
- 15. There was comfort in mutual understanding “I was very grateful for cards, those things do make a difference. You know there are people out there, and people who have had a similar experience have particular empathy. A kindness or the odd word goes a long way” • From family and friends who knew their loved one well • Or who had been through a similar experience • People sought connections with their loved one • Very sensitive to small gestures and kindnesses • Aware of what wasn’t said or done
- 16. What of the future? • Jobs of the future: Digital Death Manager Personal Content Curator • Digital planning not yet on the radar of our interviewees • But S&DM undoubtedly changing the way people are remembered • Charities have emotional capital in their relationships with supporters • Potential to capture and record for future in-memory use
- 17. Some thoughts to leave you with • S&DM make it easier for people to have in-memory conversations • Don’t be afraid to encourage these and make connections/create emotional traction • Charities have capital in their relationships and ‘spiritual’ positionings • There are lessons to be learned from FB and JG • The future may require more flexible tools and products to maximise the in-mem journey • Remembrance is changing (fast) – in the future our memories may never die!
- 19. How our research has evolved 2011 Catalyst donors 2011 Catalyst donors 2012 Bereavement 2012 Bereavement 2014 Events 2014 Events 2015 Products 2015 Products 2016 Social & digital media 2016 Social & digital media 2017 Focus on Funeral Directors 2017 Focus on Funeral Directors
- 20. • Donating at a funeral is by far the most common way to give in memory • Average donation values are relatively low • Funeral gifts are often a one-off: an accepted way of showing support to the family • BUT, may also be a donor’s first interaction with the charity and the all-important first step on the in-memory giving journey What we know about funeral donations
- 21. • Funeral directors are an important channel for funeral gifts • The funeral direction industry is competitive, with national and regional chains vying with long-standing local firms • Mourners’ expectations are shifting • Technology is having a rapid impact on the way we direct and present funerals, and on the way that donations are collected • New online collection platforms have been springing up What we know about funeral directors
- 22. • How does organising charity collections fit into the overall service that FDs offer? • How much influence do FDs have? • How do FDs relate to charity fundraisers? How could they relate? • What’s driving the new collection platforms that are being developed? What more do we want to understand?
- 23. • Desk research into the size, shape and drivers of the funeral industry • Depth interviews with a cross-section of funeral directors and key industry bodies/commentators/suppliers • Online consumer survey to quantify the issues emerging • Charity case studies of best practice relationship building • Two project workshops: November ‘17 and April ‘18 • Ongoing charity benchmarking Our planned approach
- 24. 1. Unsolicited in-memory donations – All known funeral donations • Split Funeral Directors vs next-of-kin vs Direct – All other unsolicited in-memory donations 2. Funds raised through specific in-memory mailings 3. Tribute Funds – Annual value of gifts received through TFs • Split online vs offline – The number of TFs operating at year end • Split ‘active*’ vs other – The number of new TFs opened during year * Active means paid into in past 2 years Key benchmarks tracked since 2013
- 25. • Existing members to confirm by 2nd June • New members sign up by 19th June • Project kicks off 3rd July • Project workshops November 2017/April 2018 • Final reports May 2018 * New joiners receive past years’ executive summaries and an induction presentation (19th July 2017) Brand new prospectus available: www.legacyforesight.co.uk/resources Timings and costs Existing members New joiners* National charities £2,200+VAT £4,400+VAT Local hospices £1,100+VAT £2,200+VAT
- 26. • Strategy development and business planning • Donor motivation research • Product development • Stewardship/ donor journey planning • In-house awareness-raising/coaching Our new In-Memory consultancy offer
- 27. Contacting us Kate Jenkinson k.jenkinson@legacyforesight.co.uk Sue Pedley s.pedley@legacyforesight.co.uk @talkinginmemory
- 28. LegacyForesight Legacy Foresight are Europe’s foremost analysts of the legacy and in-memory giving sectors. We appraise the state of the markets, produce income forecasts and research into donor motivations. With over twenty years experience, we work with over one hundred leading charities across Europe. Authoritative Benchmarking Trusted Forecasts Stimulating Research Illuminating Consultancy
- 29. Legacy Foresight Ashingate East Chiltington East Sussex BN7 3AU 020 3286 5275 How are we performing? Legacy Monitor is our flagship benchmarking service, in operation since 1998. By drawing directly on our clients’ databases, we present the very latest intelligence on legacy incomes, notifications and values. Each client receives tailored reports, comparing their performance against their peers - whether by cause area, age or size. What’s in the pipeline? Our forecasting team can project the number and value of gifts you receive over the next five years. Alongside our central forecasts, we provide optimistic and pessimistic scenarios, to help with financial planning and risk management. These are backed up by clear commentaries, aimed at busy managers and trustees. What’s on the horizon? Our scenario-building service provides an objective view of your future direction and potential. Drawing on our strategic planning skills and sector knowledge, we overlay your organisation's positioning, performance and plans with deep-rooted market trends, to create a spectrum of future possibilities. What do our donors think? We manage bespoke research projects to explore emerging issues. Some projects are commissioned by specific charities, while others are funded by groups of clients, who share their experience, insights and data. This collaborative approach not only cuts costs; it can also save time and create opportunities for joint campaigning. www.legacyforesight.co.uk @talkinglegacies @talkinginmemory