Less wealthy and younger donors most common French in-memoriam givers

People earning less than €900 per month and those aged 18–24 are the most likely to donate in memory of a deceased loved one, a 4,000-person study for France générosités shows.

IFOP’s research found that 44% of French donors — or 31% of the total population — said they had made an ‘in memoriam’ gift at some point. This form of giving is worth tens of millions of euros per year to French charities, France générosités says — compared to around £2bn (€2.4bn) annually in the UK, according to separate data from Legacy Futures.

These donors were equally likely to make their gift through the three named channels: a cash donation at a funeral or memorial ceremony; an online pot created by the deceased’s family; and directly on the website of the named nonprofit.

Nearly three-quarters (72%) of donors aged 18-24 had made an ‘in memoriam’ gift, followed by 62% of 25–34s and 51% of 15–17s. The figures are below 50% for older groups: 44% of 35–49s, 33% of 50–64s, 36% of 65–74s and 18% of those aged 75+.

More than half (57%) of those with a monthly income below €900 have made such a gift.

The figure declines to 45% for those with a €900-€1,300 income, 39% of those earning €1,300–€1,900 and 33% for €1,900–€2,500. It rises slightly, to 36%, for those taking home more than €2,500 per month.

‘In memoriam’ givers were asked if they had continued to support the nonprofit in question after making that gift. Half (51%) said they had done so of their own accord, while 16% said they had done so having been asked by the organisation. While 10% said they did not continue their support and would not want to, another 23% said they would have done so if approached.

France générosités says ‘in memoriam’ giving is “still underexploited” in France. Last year the organisation signed a partnership with Fédération Nationale du Funéraire (FNF), designed to make ‘in memoriam’ fundraising easier for families. Pascal Caton, president of the FNF, comments:

“‘In memoriam’ giving is not just a form of generosity. Above all, it is a way for some families to prolong the memory of a loved one through a charitable act. Our collective responsibility is to support this process with simplicity, respect and humanity.”