Money given to charity in memory of someone who has died will outstrip money given through legacies in 10 years’ time, delegates at the Institute of Fundraising’s National Convention heard.
In a session called Legacy and In Memoriam Fundraising in 2021, Kevin Kibble, chief executive of children’s charity the Caspari Foundation, said there had been an increase in the number of in memoriam gifts to charities in the past four years.
He said there had been about 2,000 in memoriam pages on JustGiving in 2007, generating a total income of £3m, but this had increased to 8,000 in 2010, generating gifts of almost £8m.
Kibble predicted this would increase to about 30,000 pages by 2021, generating £27m a year for charity through JustGiving alone.
Legacy income was worth about £2bn in 2007/08, according to the NCVO UK Civil Society Almanac.
Kibble said charities would be crazy not to concentrate on in memoriam fundraising.
"If you’re not in this game or having those conversations, you are going to lose out," he said. "In mem fundraisers will outnumber legacy fundraisers, and in mem is going to outstrip legacies. We’re giving now, not giving in the future."