Background Similar to Lights of Love (or Light Up A Life) at Christmas, the Forget Me Not appeal is an increasingly popular spring fundraising appeal in UK hospices. In May/June, supporters are invited to make a donation in memory of someone they love, and Forget Me Not flowers are usually displayed in the hospice grounds. In addition, many hospices invite their supporters to attend a remembrance event.

In recent years, we have seen income for this appeal steadily decreasing, and needed a way to rejuvenate the appeal.

Aims To generate additional unrestricted income by extending the reach of the appeal using digital tools and engaging new supporters.

Methods In 2019, in addition to the traditional direct mailing sent to previous supporters of the appeal, a new virtual forget-me-not meadow was created in partnership with an online fundraising platform – there were no upfront costs, making this a risk-free option for our hospice.

The page allowed supporters to make an online donation to dedicate a virtual flower, share a photo of their loved one and leave a personal message in celebration of their life. They could then share their dedication with friends and family using social media.

The appeal was promoted by direct mail, press, email and social media (paid and organic).

Results Final results are not yet known. At the time of writing, the appeal is still live. However, after two weeks, we have already seen:

• 55.4% increase in online donations;

• 8 new donors acquired to this point.

Conclusion We believe that using digital technology and introducing virtual giving has been a very cost-effective way to attract new support and donations.