In memoriam giving is everywhere – you just might not be recognising it yet. Jonathan Davies outlines the key principles to developing a proactive approach to in memoriam fundraising – and says the mood around talking about death has changed.

Trying to encourage and properly recognise in memory gifts under a ‘Ways to Give’ section of the website is often as far as many charities go, but there is much to be gained from developing a more proactive approach to in memory giving across your charity.