This article considers the evolution of the traditionally exclusive, biographical form of the obituary as it migrates online. ABC Open’s In Memory Of is an online crowdsourced project that consists of obituaries written by and about ‘ordinary Australians’. Through an examination of the most, and least, popular profiles on the site, a number of significant trends emerge. The participatory, social media platform of In Memory Of encourages commemorative writing that is more confessional and personal than many traditional obituaries, and, in turn, this intimacy promotes affective responses from visitors to the site. The obituaries highlight and reconfirm the continuing, and important, social role of online memorials: their capacity to be educational or therapeutic spaces. In addition, the In Memory Of profiles function as cultural sites that reveal common anxieties about ways of dying, and, in doing so, articulate a symbolism associated with particular forms of death.