Charity specialist firms are vying to buy the “Our Lasting Tribute” memorial website – set up and run by now-defunct agency Whitewater – which enables donors to set up tribute funds in memory of loved ones.
Whitewater was put into administration last month by parent group the Involve Marketing Partnership, but the site is still raising money for the charities involved, according to reports.
Martin Smith, chief executive of Involve Marketing Partnership, confirmed that eight firms have expressed an interest in acquiring the service.
The site, which has attracted clients including the NSPCC, Breakthrough Breast Cancer, Asthma UK, Meningitis Trust, RNLI and St Dunstans, was relaunched in March 2010.
Designed to showcase the ease with which charities can set up in memoriam funds and the benefits that can be delivered, it is claimed to have “all the ingredients needed to become an active community site for In Memoriam fundraisers, including video tutorials, a forum for discussing common issues as well as a blog”.
At the time of the relaunch, then Whitewater managing director Mark Roper claimed the overhaul would help quadruple the number of charities using the service over the next two years. “A successful tribute fund can inspire people to raise large sums of money for their chosen charity,” he added. “The platform provides a completely branded environment for a charity – giving them the chance to manage tribute fundraising.”
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