Conservation charity WWF-UK is targeting a slice of the estimated £2bn “in-memory” giving market with the launch of an online tribute fund scheme which enables supporters to create a web-page in remembrance of a relative or friend, while also raising funds for the organisation.
The site was created following enquiries from a growing number of WWF supporters asking how they could remember and celebrate a loved one’s memory and help to raise money for the charity’s ongoing work in their name.
The site, which went live this week, was built using marketing agency WPNC’s inMem platform. It is claimed that inMem’s user interface makes it simple to set up funds where people raise money for the charity by creating a page in memory of family or friends.
The platform is easy to brand to charity guidelines and is closely linked to social media and encourages users to share pages and fundraising efforts via their social channels.
WWF-UK legacy and in-memory supporter manager Maria Dyson said: “We’re excited to be able to offer the online tribute fund platform, which forms part of our wider drive to significantly boost the presence of our in-memory donation tools digitally.
“We hope the tribute fund service will greatly improve our supporter experience at a difficult time, and also help us to raise funds for our vital work to create a better future for nature and people.”
WPNC managing director of digital Vicky Reeves added: “As part of the grieving process, many people want to do something special to remember a loved one when they die. Raising money through a dedicated charity tribute fund is a great way to do that and is also good for their chosen charity.”
The value of legacy and in-memory charity donations is set to double in the next 25 years, according to a new study released this week. The study, Giving Tomorrow: Legacy and In-Memory 2045, says UK legacy gifts are currently worth £3bn and in-memory gifts £2bn a year, but adds that the combined total will be worth £10bn in real terms by 2045.
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