Gone But Never Forgotten: Starting A Powerful In-Memory Giving Programme

In-memory giving is a deeply personal and powerful way for supporters to honour the lives of loved ones while creating meaningful change in the world. These gifts—whether made in lieu of flowers, through tribute funds, or at memorial events—are often motivated by profound gratitude and grief. And yet, many non-profits overlook in-memory giving or don’t know where to begin.

This practical session will demystify in-memory giving and show you how to build a respectful, compassionate, and effective programme—no matter your organisation’s size or budget. We’ll unpack what in-memory giving is, how it differs from other donation types, and the most common ways people give in memory. You’ll learn how to lay the foundation for an in-memory programme, from setting up simple donation mechanisms and tribute options to choosing the right language and stewardship approach.

Crucially, we’ll explore how to engage these emotionally motivated donors with sensitivity and integrity—without overstepping. We’ll discuss best practices for acknowledging their gift, demonstrating impact, and offering meaningful opportunities for continued connection. You’ll also discover strategies to encourage repeat and regular giving from in-memory supporters while maintaining empathy and respect for their motivations.

Packed with examples, templates, and a clear action plan, this session is your starting point to build or strengthen an in-memory giving programme that honours loss and builds lasting support.

Learning outcomes

• Understand what in-memory giving is, how it works, and why it matters to donors and organisations.
• Identify different types of in-memory giving and the tools needed to support them (e.g. tribute pages, funeral donations).
• Engage in-memory donors with empathy and effective stewardship practices.
• Encourage repeat or regular giving from in-memory donors in a respectful and values-aligned way.

Who should attend

• Fundraising professionals from a variety of non-profits.

Suggested level of participants

• Beginners.