Celebration and In-Memory Giving (including Tribute Funds) (4-Feb-25)

04 February 2025
10:00AM to 04:30PM

Individual Prices

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Package Type Available To Price
Individual Member 2024 Fee Held Until 31.12.2024 All Days Individual Members £199
Non-Individual Member 2024 Fee Held Until 31.12.2024 All Days Non Members £257

About half a million families suffer a bereavement each year in the UK. Over £80m is given in memory each year by family and friends in the UK.

Standard Content

More and more people asking for donations to charities at key life events such as weddings, anniversaries and birthdays as well as on the death of a loved one.  

In Memory giving remains one of the most under-developed and reactive methods of raising funds within the whole voluntary sector. Yet the opportunities it presents for both securing significant levels of income and building powerful, long-term relationships with supporters is almost unique. Whilst In-memory giving has grown rapidly in recent years, charities still struggle with this sensitive subject.  This course will help you understand some of the sensitivities and hep you deal with them both internally with colleagues, volunteers and senior managers and trustees as well as externally with existing and potentially new supporters. 

Good donor care is always important but with this area of fundraising it is even more vital and, when handled well, this can be the continuation of an existing relationship or the basis for forming ones.

Who should attend?

This is course is aimed at anyone wanting to explore this area of fundraising, find out how to make the most of this source and either start or improve their current programme.

Benefits for you and your organisation

Giving in memory of someone is often part of the grieving process and it can be a sensitive area of fundraising. This course will help you to understand how to maximise income from this source but deal with it in a sensitive and personal way so it helps the continuation of an existing relationship or enables you to build relationships with new supporters.

It’s no secret that in-memory giving has long been the underdog of fundraising. It regularly loses out to its glamorous cousin, legacy fundraising, when it comes to budget and resource allocation. In many cases, and especially in the non-health sector (the natural home for gifts made in memory), this type of giving simply isn’t considered a big part of what the charity does. In-memory donations subsequently go uncaptured and donors are treated no differently from other types of supporters.

By the end of the course you will be able to:
  • Understand some of the perceived internal and external sensitivities
  • Enable donors to mark a key life event and celebrate a special occasion or the life of someone special to them
  • Deliver a truly uplifting experience that helps donors to keep their loved one’s memory alive
  • Develop marketing materials appropriate to this area of fundraising recognising the importance of language
  • Thank and communicate with donors in an appropriate way
  • Skilfully manage donor relationships
  • Use in memory giving as a lead into legacies
  • Understand the place of this form of fundraising in the fundraising portfolio and where it fits in donor journeys
  • Consider the resources needed and build the case for investment in this income stream
  • Recognise how log and account for this income source and where it ‘sits’
  • Be aware of some of the psychology around giving and grieving
  • Understand the importance of funeral directors within memory giving
What's covered in the course
  • The psychology of giving
  • Introduction to the grieving process
  • Sensitivities around death-related fundraising
  • Celebration products
  • Consideration of the resources and who needs to be involved – internally and externally
  • The role of funeral directors
  • Tips to get you started or enhance this area of income
  • Converting one-off gifts into long-term relationships and a substantial income stream
  • Marketing celebration and in memory giving and materials to help
  • The importance of logging income and communicating totals to donors
  • Managing donor relationships
  • What are tribute funds and how they work
  • Good practise and legalities
  • Monitoring income and relationships

About your trainer

Gill Jolly FCIOF(Dip)

Gill has a background in psychology and over 30 years' experience in the charity sector working as a fundraiser, manager, director and trainer of fundraisers and support teams with a wide variety of sizes and types of organisation. She runs her own consultancy and works with not-for-profit organisations across the UK and Europe providing a wide range of bespoke fundraising and management consultancy services. Gill has worked with the Chartered Institute of Fundraising since 2000 delivering fundraising’s professional qualifications and leading courses on strategy, management and implementation.

The live virtual training experience

The Chartered Institute of Fundraising's live virtual training is delivered by trainers who are leading experts in their chosen discipline. Each virtual course has been especially designed to deliver a rich virtual learning experience. Your course will feature:

Technology requirements

The course is being delivered via the online platform zoom. To enable you to interact with your tutor and your class you will need to have access to a microphone (or access to a landline phone) and ideally have a working video link via a camera. To test compatibility with your system, you can join a test meeting via this link https://zoom.us/test

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