Since launching the inMem platform, tribute pages have tripled in the first year for The Salvation Army’s online tribute fundraising.
Executive Summary:
“From cups of tea during the war to today’s community kitchens, we have supported people in need for generations.”
The Salvation Army, a global Christian organisation focused on social welfare and support services, identified the need for a tribute fund platform to enhance donor engagement and boost fundraising efforts. In collaboration with goDonate, the charity launched the inMem platform—a dedicated online space for supporters to honour loved ones while contributing financially.
Integrated seamlessly with The Salvation Army’s website, the inMem platform enhances donor experience and serves as a growing revenue stream. Its success has also inspired plans to expand outreach and engage more tribute fund supporters.
Client Overview:
The Salvation Army is a global Christian church that has combated social inequality and transformed lives for over 150 years. With 650 churches and community centres across the UK, the Salvation Army lives out its mission through charitable action; offering friendship, practical help and support to some of the most disadvantaged people in our communities.
Driven by Christian faith, the Salvation Army provides services for those facing homelessness, modern slavery, poverty, and addiction, while also advocating for older and vulnerable people.
Requirements: / Implementation Objectives:
The Salvation Army recognised a gap in donor engagement tools, realising they needed an active tribute fund platform.
Supporters wanted a dedicated space to share memories and photos with friends and family and raise funds in memory of a loved one.
As a result, the charity sought a solution that would not only provide a meaningful way for supporters to celebrate and remember their loved ones, but to also enhance their fundraising efforts.
Solution:
Following a tender process to explore options, the inMem platform by goDonate emerged as the ideal solution. The platform offered supporters a dedicated space to share memories and photos of loved ones while facilitating fundraising and donations for the Salvation Army.
Maintaining the Salvation Army’s brand and website look was crucial. Working closely with goDonate, the charity achieved seamless brand alignment on the tribute site.
Results:
The inMem tribute pages have strengthened the charity’s connection with tribute fund owners and increased in-memory donations. “We feel more engaged and connected to our tribute owners,” Says Ruth Armstrong, In Memory Fundraising Officer.
We feel more engaged and connected to our tribute owners.
– Ruth Armstrong, In Memory Fundraising Officer
Increased engagement has been proven with examples such as, inMem tribute page owners making up the majority of attendees (from a select-invitation list) to the Salvation Army’s annual carol concert at the Royal Albert Hall. These attendees showed great appreciation for being considered for the event, further strengthening the charity’s bond with these supporters.
The charity also reported a notable rise in in-memory donations. Regular requests now come in for QR codes to place on service booklets, directing mourners to make donations via the tribute fund on the Salvation Army’s inMem platform. This has significantly improved user experience.
Following recent updates to the inMem webpage, the charity has seen a boost in supporter engagement. Among the three in-memory giving options, creating a tribute fund has become the most popular choice.
Conclusion:
Since launching the inMem platform, tribute pages have tripled in the first year. This growth has made tribute funds a valuable income stream for the charity.
The platform’s success has led to the introduction of a new in-memory officer role dedicated to supporting tribute page owners; with special efforts to recognise pages that surpass £500 in donations and invite the tribute page owners to special charity events.
Looking ahead, Ruth Armstrong, the In Memory Officer plans to expand inMem’s reach through new marketing initiatives, aiming to increase new tribute fund pages.
“As the In Memory Officer, I do feel more connected to our tribute owners that come in via our goDonate inMem page. The site integrates seamlessly with our brand and website, fitting well with supporters’ wishes to ensure the donations coming in (via this method) are sent directly to the charity. And if they request the funds to go to a specific community, then this comes through as an easy option for the supporter, which also helps with their confidence in us.
And it’s great that the team at goDonate are always on hand for considering new marketing plans for the tribute site and any admin changes.”