Memorial gifts are some of the purest expressions of generosity. With Mother’s Day, Father’s Day and other important holidays on the horizon, now is the perfect time to remind and encourage your donors to make a gift in memory or honor of a loved one.
Communications encouraging memorial gifts don’t have to be complicated. We recommend highlighting multiple memorial gift options, such as gifts of cash (starting this year, non-itemizers can take advantage of the new universal deduction), QCDs, grants from DAFs, appreciated securities or even a bequest or beneficiary designation.
After the gift
When memorial gifts are received, it is important to thank donors in a timely fashion and notify family members promptly. Gifts made in memory or in honor of someone are among some of the most personal expressions—and ones that can occur during very emotional circumstances. Some donors make multiple memorial gifts, so be sure you are not sending the same form letter to the same donor. For certain special donors, you should consider sending a handwritten note or card.
A future legacy?
Since many bequests and other planned gifts are made in memory of a spouse, child, sibling, parent or friend, with consistent ongoing stewardship, even the smallest memorial gifts may influence a donor to make much larger gifts in the future.
A few 2026 dates to remember for memorial marketing:
- Passover: April 1
- Easter: April 5
- Earth Day: April 22
- Mother’s Day: May 10
- Memorial Day: May 25
- Father’s Day: June 21
