This month, the National Association of Funeral Directors – in association with Just Giving, Memory Giving, Friends and Relations and EMS Internet – will launch GiftAid25, an industry-wide initiative to ensure that Gift Aid (an extra 25% on top of every donation) is collected on donations made at funerals organised by NAFD member firms. We estimate that this has the potential to raise an extra £25 million for charities each year, whilst making life easier for funeral directors who manage collections made during funerals.

Research shows that collecting charitable donations currently costs the average funeral firm around £2,000 a year in overheads.

Funeral firms that sign up to GiftAid25 will be given the support and advice they need to collect donations for clients online, as well as being able to track how much they’ve helped to raise for good causes across the UK. Our aim is to change charitable giving for the better, whilst making it easier for you to handle donations and making sure your clients feel in safe hands.
GiftAid25 will make funeral donations easier to process and will allow funeral directors to have peace of mind that donations are going straight to where they’re most needed.

A new website has been created for the campaign ( to enable funeral firms to register their interest in signing up.