The Stroke Association is the UK’s leading charity dedicated to conquering stroke. Stroke is the second biggest killer in the world, and the fourth biggest killer in the UK. In Memoriam giving was already a reasonable portion of the organisation’s income without much investment or management. Stroke Association decided to strategically focus on growing their In Memoriam giving programme including tribute funds. 

A large majority In Memoriam income for Stroke Association was made up from funeral collections and offline donations. The charity wanted to continue to reach more people about this way of giving and grow their digital offering for In Mem and communicate this to supporters. The charity launched their dedicated tribute funds offering on goDonate inMem in December 2019.