Dignity in Dying

What Dignity in Dying does

Dignity in Dying is a UK non-profit membership organization, company limited by guarantee, that campaigns to legalize assisted dying for terminally ill, mentally competent adults in England, Wales, Scotland, Northern Ireland, and the Crown Dependencies. Founded in 1935 (re-established in its current form around 2008) and headquartered at 181 Oxford Street, London, with approximately 20 staff, the organization operates a community-led go-to-market model built on a membership base, 45+ local campaign groups, a sister charity (Compassion in Dying) that delivers advance care planning services, and dedicated coalitions for healthcare professionals (HPAD) and religious supporters (Religious Alliance for Dignity in Dying).

Its core offering is policy advocacy and public campaigning rather than a technology product. Operational assets include a public website, email list, social media presence across Facebook, X, Bluesky, and Instagram, podcast and video content (including a Rankin photography collaboration), and a library of evidence-based research reports (Time for Choice, Last Resort, The Inescapable Truth, The True Cost, Assisted Dying in Oregon). The organization has been central to the Terminally Ill Adults (End of Life) Bill, which has received over 100 hours of parliamentary scrutiny, and supported Jersey's July 2026 legalization, the first in the British Isles.

The revenue model is entirely non-commercial, funded by recurring membership subscriptions, public donations, and gifts in Wills, the last of which the organization states can represent up to a third of its income. The organization has no disclosed pricing, no products or services for sale, and no parent company or institutional investors. Free Will-writing partnerships with Farewill and the Free Wills Network formalize the legacy giving pipeline, and the doubledonation appeal is a current active fundraising mechanism. Public support is reported at 75%, with every UK constituency showing a majority in favor.

Name

Dignity in Dying

Legal name

Dignity and Choice in Dying

Website

https://dignityindying.org.uk

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Dignity in Dying is a UK non-profit membership organization that campaigns to legalize assisted dying for terminally ill, mentally competent adults, serving members, families, healthcare professionals, religious communities, and Parliamentarians through advocacy, grassroots groups, and policy research.

Ownership category

akta.pro rank

NAICS

Human Rights Organizations (813311)

akta.pro primary industry

Palliative Care, Hospice & Serious Illness Support (BPAGACAK)

Keywords

• Assisted dying advocacy
• End-of-life campaign
• Law reform campaigning
• Policy advocacy
• Membership fundraising

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

Revenue model

1. Membership subscriptions: Dignity in Dying is a not-for-profit membership organization. Individuals join as members and pay subscription fees to support the campaign. Membership is a core funding and engagement mechanism.
2. Public donations: The organization is funded entirely by membership subscriptions, donations from the public, and gifts left in Wills. Donations are solicited through the website, email campaigns, and a donation appeal (e.g., doubledonation appeal).
3. Legacies / gifts in Wills: Gifts left to Dignity in Dying in supporters' Wills represent a significant income stream, described as up to a third of income. The organization actively promotes legacy giving and partners with Farewill and the Free Wills Network to offer free Will writing to supporters.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels12 records

Core offering

Dignity in Dying is a UK membership-based campaign organization that advocates for assisted dying law reform to give terminally ill, mentally competent adults the choice of an assisted death. It undertakes parliamentary lobbying, policy research, public engagement through local campaign groups, media work, and coalition-building with faith and healthcare bodies. The organization operates as a company limited by guarantee and registered charity, supported by individual members, donors, and legacy gifts.

Product overview

Dignity in Dying is a national campaign and membership organization (not a technology company) that advocates for legalizing assisted dying for terminally ill, mentally competent adults in the UK. Its core offering is campaigning and lobbying services to change the law on assisted dying. The organization operates through several interconnected initiatives: its primary campaigning activities, a sister charity Compassion in Dying (which provides advance care planning support services), advocacy groups like Healthcare Professionals for Assisted Dying and the Religious Alliance for Dignity in Dying, a network of local grassroots campaign groups across the UK, partnerships for free Will writing services, and informational resources documenting the need for law change. The organization does not offer software products or technology platforms.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Over 300 million people worldwide now have legal access to assisted dying across multiple jurisdictions, demonstrating the viability and safety of assisted dying laws.
• +3 more outcomes

Named customers1 record

Segments5 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered minor and core.

• FarewillminorStrategic or Co-development PartnerFarewill is a Will writing service that offers a free Will writing service to Dignity in Dying supporters. Supporters can write their free Will online or over the phone (England, Wales, Scotland, Northern Ireland) to include a legacy gift to Dignity in Dying. This partnership supports the organization's legacy giving income stream.
• Free Wills NetworkminorStrategic or Co-development PartnerParticipating solicitors across the UK offer a free Will writing service through the Free Wills Network for Dignity in Dying supporters. This partnership enables legacy giving by making Will writing accessible and including a bequest to Dignity in Dying.
• Compassion in DyingcoreStrategic or Co-development PartnerCompassion in Dying is Dignity in Dying's sister charity, founded in 2008. They share a Chief Executive and some resources (office, some staff). Compassion in Dying is a registered charity (Charity Commission no. 1120203) that helps people be in control of their end-of-life decisions through advance care planning, living wills, and healthcare advocacy. They do not campaign on assisted dying. Together they aim to improve dying in the UK by putting people in charge of end-of-life decisions.
• Healthcare Professionals for Assisted Dying (HPAD)coreGTM or Marketing PartnerHPAD is a coalition of thousands of healthcare professionals who support greater patient choice at end of life. Free to join and open to student, practising, and retired healthcare professionals. Key spokespersons include Dr Jacky Davis (Consultant Radiologist and Chair of HPAD), Professor Sir John Temple (former BMA President), and Dr Zoe Norris (GP). HPAD supports Dignity in Dying's policy and campaign goals.
• Religious Alliance for Dignity in DyingcoreGTM or Marketing PartnerA coalition of religious people from across the UK who support assisted dying law reform, challenging the perception that all religious people oppose it. Chaired by Rabbi Dr Jonathan Romain. Notable members include Lord George Carey (former Archbishop of Canterbury) and Reverend Canon Rosie Harper. Seeks to make the compassionate case for assisted dying from a faith perspective.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Humanists UK: Larger UK civil liberties and humanist organization that actively campaigns on assisted dying among other secular and ethical issues. Overlapping advocacy space but with a much broader portfolio.

Direct peers

• Dying With Dignity Canada: Canadian national advocacy organization for assisted dying law reform and end-of-life choice. Closely comparable as a membership-and-campaign-driven nonprofit in the same mission space in a different jurisdiction.
• Go Gentle Australia: Australian advocacy organization campaigning for voluntary assisted dying laws. Comparable as a campaign-focused nonprofit pursuing legislative reform in a jurisdiction that has already legalized assisted dying in multiple states.
• Compassion in Dying: Dignity in Dying's sister charity, founded 2008, sharing a Chief Executive and offices. Focused on end-of-life decision support including advance care planning, living wills, and LPAs. Most directly comparable as both organizations target terminally ill adults and families around end-of-life choice in the UK.
• My Death, My Decision: UK-based advocacy organization campaigning for assisted dying law reform. Comparable as a direct competitor pursuing similar legislative change in the same UK market, though advocating a broader scope beyond terminal illness.
• Exit International: International advocacy organization promoting rational, informed end-of-life choices including assisted dying. Comparable in mission space though advocating a more expansive scope than Dignity in Dying.
• Final Exit Network: US-based right-to-die advocacy organization providing information and support for end-of-life choice. Comparable mission and member-driven advocacy model in the US market.

Emerging players

• Dignitas: Swiss organization that Dignity in Dying references as the destination for Britons traveling abroad for assisted deaths. Complementary rather than directly competing—they provide the actual service that DiD campaigns to legalize in the UK.

Regional players

• Friends at the End: Scottish right-to-die society advocating for assisted dying law reform. Operates within a different UK national jurisdiction but pursues the same mission and targets a similar supporter base.

Others

• World Federation of Right to Die Societies: International umbrella federation of right-to-die organizations. Comparable as an ecosystem participant coordinating the global right-to-die movement of which Dignity in Dying is a national affiliate.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/dignityindying
• Facebookfacebook.com/dignityindying
• Instagraminstagram.com/dignityindying

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dignity in Dying