The online fundraising site JustGiving has today launched a new initiative that enables people to raise money for charity in memory of people who have died.
JustGiving In Memory allows the user to create a page that accepts donations in memory of a person and can tell the dead person’s story, using pictures if they wish. Fundraising pages for events can also now be designated as In Memory as well.
In a statement, JustGiving said it believed the number of people fundraising in memory of someone had almost tripled over the past three years, from 4,500 in 2008 to more than 12,000 in 2011.
Users are also offered the chance to create In Memory Collection pages, which allow different people setting up different event pages in memory of the same person to bring their pages together. This allows visitors to see the total amount raised in memory of a particular person.
JustGiving said donations made to fundraising pages set up in memory of a loved one were on average 40 per cent higher than donations made to standard fundraising pages.
A number of charities, including the Alzheimer’s Society and Great Ormond Street Hospital Children’s Charity, have been offering In Memory fundraising through the site since last year as part of a soft launch.
Last year, Kevin Kibble, chief executive of children’s charity the Caspari Foundation, told delegates at the Institute of Fundraising National Convention that in memoriam fundraising would outstrip legacies within 10 years.