WWF has launched a tribute fund website for donors to raise funds online in memory of loved ones.
The website allows people to create a page in memory of relatives and friends, while also raising funds for the conservation charity.
The charity said that the fund was created “following enquiries from a growing number of WWF supporters, asking how they could remember and celebrate a loved one’s memory and help to raise money for the charity’s vital ongoing work in their name”.
The platform is “closely linked” to social media and encourages users to share pages and fundraising efforts via their social channels.
It was built using marketing agency WPNC’s inMemTM platform.
Maria Dyson, legacy and in-memory supporter manager at WWF, said: “We are excited to be able to offer the online tribute fund platform, which forms part of our wider drive to significantly boost the presence of our in-memory donation tools digitally.
“We hope the tribute fund service will greatly improve our supporter experience at a difficult time, and also help us to raise funds for our vital work to create a better future for nature and people.”
Anna Kapitanec, legacy marketing manager at WWF UK, said the charity has not set a specific amount it hopes to raise through the website. “No specific fundraising target has been set for this as we are currently testing its scalability, but we’ve already received excellent feedback from those who’ve chosen to remember their loved ones in this way.
“The site is meaningful as it enables supporters to remember and celebrate someone they love and raise vital funds for WWF at the same time. This offers opportunities for long-term engagement and relationships with supporters across community fundraising, Team Panda challenge events and donations in memory.”
She said WWF has always received “a good number” of in memory gifts, but added: “We have been looking to expand this offering for several years and we are pleased that we now have such a great platform to support those who wish to celebrate the memory and life of a loved one.
“We hope that as this platform grows it will start to showcase the many different ways you can do this whilst raising money for WWF.”