People want to support charities when someone they care deeply about has died and they also want to do the same when there is a momentous occasion such as a milestone birthday, retirement, wedding, or other happy moment.
I recently lost a friend who was an important part of the charity sector and a wonderful person. I visited this friend in a Sydney hospital throughout his illness and I thought it fitting to give a gift in his memory to that same hospital. I wanted to not only give a memorial, but I also wanted to recognise the superior nursing care he received at the outstanding healthcare institution.
When I logged onto the hospital’s website to make the memorial gift, I was challenged to find where to donate. Once I located the tribute section, I was most surprised I could not make the gift online. Instead, I was asked to mail, FAX, or call with my memorial donation. I gave up. A day later I was fortunate to learn this man’s sister and friends had set up a memorial page. This site, on the EverydayHero platform, made it easy for people internationally to make a gift.
It saddened me I was not able to easily and efficiently make a gift to the hospital.
One of the best memorial giving scenarios I witnessed was giving to a hospice part of Legacy Health in Portland Oregon. When I made a gift in memory of a friend’s mother cared for by this hospice, not only was my friend notified quickly, but I received a hand written thank you not within a week at my Australian address. Additionally, to this day, I receive various electronic communications from the hospice. Most of the asks from the hospice are in recognition of donor’s day, nursing month, or some other occasion.
Evaluate your tribute program. It might be time to make some adjustments so you do not lose people who want to give.