The National Association of Funeral Directors has launched a campaign to raise £25m a year in Gift Aid on charitable donations at funerals.
The NAFD, which represents 3,700 funeral directors, has set up a site called GiftAid 25, which encourages funeral directors to use online services designed to help them collect donations, including a hub provided by JustGiving.
Funeral directors who sign up to the service will be able to access an online toolkit which will allow them to create a donation section on their own website. Mourners will be able to use this instead of giving at the funeral itself.
A spokeswoman for the NAFD said that more than £100m of charitable donations are collected at funerals each year. Donations are mostly made in cash or by cheque, which costs the average funeral director £2,000 a year in processing costs, and does not attract Gift Aid.
The spokeswoman said: "Our members have preferred to offer a traditional service, but we’re trying to offer an alternative. It will be better for donors because they get a smoother service, better for charities because they get more Gift Aid, and better for our members because it will be cheaper and easier to administer."