“In lieu of flowers, please donate to a charity of your choice” – This is a request I’m sure you are very familiar with. In fact, 90% of funeral directors polled said that families sometimes or always request donations instead of flowers when creating obituaries for their loved ones (2014 Funeral Directors and Flowers Study conducted by the American Floral Endowment’s Floral Marketing Research Fund). People’s charitable giving habits have evolved to reflect the growing popularity of such requests: when the Edge Research and Sea Change Strategies measured the charitable behaviors of American adults in 2013, there was a 23% increase in those who reported giving a donation as an honor or tribute gift compared to their 2010 study.
Charity Link in Obit (CLIO)
At Legacy.com, we’re focused on understanding trends to move the obituary category forward. We’re already embracing current memorial donation trends through our Charity Link In Obit program (commonly known as CLIO). Legacy.com has partnered with participating charities to make memorial giving from within the obituary easy for friends and family. We’ve built a “Make A Donation” module that encourages visitors to the obituary to honor the family’s wishes through a memorial donation, increasing support to charities and enhancing the obituary services that newspapers offer to their readers.
First “Give to Remember” Event
Legacy.com is always working to understand how to make memorial giving easier. This year we’re taking the month of December to thank our long-standing charitable partners (and some new charitable organizations) by promoting charities across the Legacy network. During Legacy.com’s “Give To Remember” event, people who donate at www.legacy.com/charity will see the impact of their giving matched dollar for dollar up to $50,000 for the entire month-long event.
Steve Parrott, President and CEO of Legacy.com shares, “We believe in the good work our charity partners are doing and have had very strong relationships with a wide range of charities around traditional giving from obituaries. This event is an opportunity for us to double up our support for our charity partners as we remember the people who made a difference in our lives.”
Working with participating charities, from StoryCorps to the American Heart Association, gives us an opportunity to highlight memorial giving and the good work that charitable donations do for millions of people. T0 read the full press release, click here.