An Interactive Journey Through an In-Memory Donation

Today, we're going to embark on a journey together. It's challenging but crucial to understand the delicate nature of in-memory donations. Let's step into the shoes of Sarah, who recently lost her beloved grandmother, Elizabeth.

Close your eyes and imagine:

You are Sarah. It's been two weeks since Elizabeth's funeral. The house is quiet now, and the flood of condolences has slowed to a trickle. You're sitting at your computer, a cup of tea growing cold beside you. Elizabeth loved the local hospice—they made her final days comfortable and peaceful. You decide to donate in her memory.

You navigate to the hospice's website and find the 'Donate' button. As you click, consider:

1. Does the page acknowledge that this might be an in-memory gift? How does that make you feel?
2. The suggested donation amounts appear. Do they feel appropriate for an in-memory gift?
3. You enter the checkout process. How many fields are there? Is there an easy 1-click payment option? Do you have the emotional energy for this right now?
4. Is there an option to share a memory of Elizabeth or why this donation is meaningful to you?
5. You complete the donation. What happens next? Is there immediate acknowledgement of the sentimentality of your gift?
6. Have you received any communication in the following days about the impact of your gift or how it honours Elizabeth's memory?

Reflect on your journey as Sarah. How did it feel? Was the process compassionate and considerate of your emotional state? Did it honour Elizabeth's memory?

We often focus on optimising digital processes for conversion rates and data collection. However, empathy, sensitivity, and meaningful acknowledgement must also be prioritised for in-memory donations.

Action Steps:

1. Review your current in-memory donation process. Is it distinct from standard donations?
2. Analyse each step of the journey. Where can you add personalisation or reduce friction?
3. Consider creating a dedicated landing page for in-memory gifts.
4. Develop a special stewardship program for in-memory donors.

Remember, behind every in-memory donation is a story of love, loss, and legacy. Fundraisers can honour that story and make the act of giving a comforting part of the grieving process.

We'd love to hear your thoughts. What insights did you gain from this exercise? How might you change your approach to in-memory giving?