Charity revenue from online tributes soars by 46%

Online tribute fund revenue grew 46% during the past 12 months, according to a new analysis, which also reveals in memory pages’ enduring popularity, with the number of new funds created during the same period increasing by nearly two-thirds (63%).

The study of more than 3,000 tribute funds run by leading charities was carried using donor data by goDonate, the online donation platform provider spun out of integrated marketing agency WPNC.

The analysis – comparing 2021 figures with those from 2020 – centres on the thousands of funds that are managed through goDonate’s inMem platform and bespoke tribute websites built by WPNC.

Other key findings in the Online In Memory Report 2022, include the average revenue raised per tribute fund is a healthy £943.

Meanwhile, the number of online donations to a tribute fund has risen to an average of 23 per fund, from an average of 20 in 2020, and 83% of all tribute fund pages created go on to raise money, up from 74% in 2020.

Outside of tribute funds, in-memory was named by 12% of donors as their reason for giving – an increase from 10% year-on-year

goDonate managing director Vicky Reeves said: “The stats show that now is the time for charities to invest in online tribute funds and in-memory programmes.

“Many organisations are already doing so and bringing in valuable income from this channel. It’s important to remember, though, that successful tribute funds and in-memory initiatives comprise many different components.

“From data collection and management, to using eye-catching creative to engage donors, it’s vital to get those things right.”