Is it possible that people refrain from giving gifts 'in memory of' because they are concerned about being added to mailing lists without their explicit consent? If I want to honor a person who has passed away, it seems reasonable that I shouldn't have to worry about being added to a solicitation list without being asked. Don't you think?
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Hi Lisa,
I find that many of my clients make these kinds of gifts from their donor advised fund. The gift can be anonymous (and they therefore stay off the dreaded mailing list) while honoring those who have passed. Wondering if you’re seeing that trend too. I do agree nonprofits are using just about any contact as a way to add to their lists. There should be more transparency around what gets you on the list. Or really just better practices by these organizations of obtaining consent.
Hi Lisa! Great tip as always. I (Caroline) did some fundraising for a Hospice a few years back, looking to identify potential major donors from amongst their existing supporter base. There were many instances of one off large gifts which often were made in memory of a loved one (often who had been cared for at the Hospice). Many of these donors felt it only right that they should contribute towards the costs of care.
These 'in mem' donors were more often than not very different to the typical potential major donor. You're right that adding them all blithely to the same list with no thought towards individualised comms simply isn't going to endear the hospice to them in the future.
The lesson - always have the conversation - there;s no excuse not to! Plenty of beneficiaries will want to help in the future. but many won't (or won't have capacity) and we need to give people opts outs wherever possible.