Let’s talk about something deeply personal and incredibly powerful: memorial giving.
When someone loses a loved one, they often want to do something—anything—that feels meaningful in the face of grief. And for many, that means giving back. A well-structured memorial giving program allows people to honor their loved ones while supporting a cause they believe in. It’s a win-win—heartfelt philanthropy meets the vital needs of your nonprofit.
So, if your nonprofit hasn’t tapped into memorial giving yet, it’s time. Let’s walk through how to do it with heart, intention, and impact.
What Is Memorial Giving?
Memorial giving (sometimes called tribute giving) is when people make donations in honor of someone who has passed away. It can take different forms:
- One-time gifts made in memory of a loved one.
- Recurring donations—a lasting tribute that continues year after year.
- Legacy funds set up in someone’s name to support a cause they loved.
- Peer-to-peer fundraising where friends and family raise money collectively.
- Memorial events like charity walks, scholarship funds, or annual giving days dedicated to a lost loved one.
Nonprofits that do this well make it easy for grieving families to direct donations their way—and provide meaningful recognition in return.
Why Memorial Giving Matters
Memorial gifts are not just donations. They are acts of remembrance, love, and legacy. When done thoughtfully, they:
- Provide comfort to grieving families by giving them a way to channel their loss into impact.
- Build long-term donor relationships—many people who give in memory of a loved one become lifelong supporters.
- Create a deeper connection between donors and your cause. A tribute gift isn’t just another transaction—it’s a heartfelt act that strengthens donor loyalty.
- Encourage legacy giving. Someone who donates in memory of a loved one may eventually decide to leave a bequest or establish a named fund.
The potential here is enormous—but only if your nonprofit sets up the right framework.
How to Set Up a Memorial Giving Program That Works
1. Make It Easy to Give
Grieving families don’t have time to dig through your website looking for donation options. They need a simple, clear pathway.
- Create a dedicated memorial giving page. Include an easy-to-use donation form and instructions on how to set up tribute gifts.
- Offer suggested wording so families can include donation instructions in obituaries and memorial announcements. Example:
In lieu of flowers, donations may be made to [Nonprofit Name] in memory of [Loved One’s Name]. Visit [yourwebsite.org/memorialgiving] to donate.
- Make sure it’s mobile-friendly. When someone reads an obituary and clicks the link, your site should work seamlessly on their phone.
2. Recognize Memorial Gifts Thoughtfully
A standard donation receipt? Not enough. These gifts are deeply personal, and your acknowledgment should be, too.
- Send a personalized thank-you note. Mention the loved one by name and share how the gift will make a difference.
- Notify the family (if appropriate). Offer to send them a list of donors who gave in memory of their loved one.
- Consider permanent recognition. A memorial wall, digital tribute page, or named fund can offer long-lasting acknowledgment.
3. Offer Families a Personalized Giving Experience
Some donors may want to do more than just make a one-time gift. Give them options.
- Set up tribute funds. This allows families to create a legacy in their loved one’s name.
- Encourage peer-to-peer fundraising. Let friends and family set up personal fundraising pages to collect donations.
- Offer a way to give annually. Some people may want to make a memorial gift every year on their loved one’s birthday or anniversary.
4. Spread the Word (With Sensitivity!)
Memorial giving should feel personal, not like a marketing campaign. That said, you need to make sure people know it’s an option.
- Share stories. If a family is comfortable, highlight their loved one’s story on your website or in a newsletter.
- Include memorial giving in your annual appeal. Mention it as a meaningful way to give.
- Partner with local funeral homes. Some will include your nonprofit in their suggested charities for memorial gifts.
5. Build Relationships With Memorial Donors
These donors have given in an incredibly personal way—don’t let the relationship end with a tax receipt.
- Check in with the family later. A simple note on the anniversary of their loved one’s passing can mean a lot.
- Invite them to events. Whether it’s a remembrance gathering or just an annual donor appreciation event, keep them connected.
- Offer legacy giving opportunities. Many memorial donors are open to discussing long-term giving when the time is right.
Final Thoughts
Memorial giving isn’t just about fundraising—it’s about honoring lives, strengthening donor relationships, and offering a meaningful way for people to support your cause.
If you don’t have a structured tribute giving program yet, start small. Create a dedicated webpage, refine your acknowledgment process, and make sure families know this is an option. Over time, this will grow into a deeply impactful part of your nonprofit’s fundraising strategy.
And who knows? That one gift in memory of a loved one could be the start of a lifelong partnership with your nonprofit.
Need Help Setting Up a Memorial Giving Program?
If you’re wondering how to integrate memorial giving into your fundraising strategy, we’ve got you covered. Join the Success For Nonprofits Membership for exclusive resources, expert guidance, and a community of nonprofit professionals who get it. Get access to trainings, templates, and strategies to help you grow, engage, and fundraise effectively.
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