Virtual Candles Boost Charity Donations by 53%

When charities added a virtual candle feature to their online fundraising pages, donations jumped by more than half, new research reveals.

Fundraising platform goDonate analyzed 1,800 tribute funds throughout 2025 and found memorial pages with the "Light a Candle" option raised an average of £1,218 ($1,550), compared to just £797 ($1,015) without it. That's a 53% increase from adding one thoughtful digital touch.

The candle feature does something even more valuable than boosting one-time gifts. It brings people back.

Half of all funds with virtual candles received multiple donations, showing supporters return to give again. More than one in four candle donations happened six months or longer after someone first created a memorial fund, proving the feature keeps meaningful connections alive over time.

"Features such as Light a Candle give people simple, meaningful reasons to return, whether they want to fundraise, make another gift, mark an anniversary or remember someone privately," goDonate explained. The platform works with major organizations including the British Heart Foundation, Battersea, and Royal British Legion.

Memorial giving represents serious fundraising power. One in eight donations honors a family member or friend, yet these gifts account for a full quarter of all personal donations. These tend to come from highly motivated supporters who give more generously.

The Ripple Effect

The research uncovered another fundraising multiplier. Adding an event to a memorial fund more than doubled its value, showing how people rally around opportunities to gather and remember together.

Despite these compelling numbers, only 21% of charities actively promote memorial giving as part of their strategy. That snapshot poll of 77 charity professionals suggests most organizations are leaving significant support on the table.

The research also revealed that more than two-thirds of people who create and manage memorial funds are women, valuable insight that should shape how charities communicate and support these fundraisers.

This week, homelessness charity Shelter announced it's partnering with goDonate to expand payment options including Apple Pay and PayPal for regular giving. "Our aim is to provide Shelter's donors and potential donors with a more engaging digital experience," said Sophia Smith, the charity's assistant director of individual giving.

Small digital touches that honor human emotion are proving they can create big real-world impact.