ILM Annual Conference 2025: Highlights from the FirstClass lounge

Priti Parmar has been a familiar, reassuring presence for FirstClass customers since 2018. Here is her story. Ask any FirstClass customer who they turn to when they need help, and Priti Parmar's name is sure to come up. Warm, patient, and quietly knowledgeable, she is one of those people customers turn to time and again. And for many, she is the voice that stays with them long after the problem is solved. What fewer people know is that Priti came to FirstClass having already encountered Clear, as it was then known, through a previous role. Clear's software at that time had a different product entirely, unrelated to legacies, but the connection was there. When the opportunity to join the team arose, she already had a sense of the company she would be walking into. A Different Kind of Support Priti's background before FirstClass was in support, but of a very different kind. She spent years helping internal teams handle insurance claims, working directly with claimants and taking on training and validation responsibilities alongside. It was detail-oriented, people-focused work that demanded both patience and precision. Those instincts - listening carefully, finding the right answer, making sure nothing gets missed - turned out to translate perfectly. The sector itself was entirely new, but the skill of supporting people through processes, and doing it with care, very much was not. When the opportunity at FirstClass came along, Priti took it. "It was the chance to move into something new and learn a whole new industry. I thought: why not." A Steep and Rewarding Curve Legacy administration, as Priti discovered, is not a world that gives up its complexity easily. The people she was supporting already knew their sector inside out: wills, tax, finance, estate law. The questions they asked were specific, technical, and often urgent. She joined at a significant moment too. A major software upgrade was underway, which meant supporting customers through a transition while simultaneously getting to grips with the different versions herself. Then COVID arrived, which brought its own particular demands and, in some ways, an unexpected opportunity to focus. "Initially it was a daunting task. But after a while it starts to become second nature. Even today I am still learning, and at times I also need support from the team myself." That last part matters. Priti does not pretend to know everything. She is comfortable saying she needs to find out, and just as comfortable making sure she does. For the customers she supports, that honesty is part of what makes the relationship work. The Part She Loves Most Ask Priti what she enjoys about the job and the answer is immediate: the customers. Not the software, not the processes, not the features. The people. She knows most of them by name, and in a sector as close-knit as legacy administration, that means something. Professionals move around. Someone she supported at one charity can reappear at another a year later, and when they do, the relationship picks up exactly where it left off. "I love chatting with customers and working out how I can help them. And if I cannot help them myself, I make sure I get the right information from those who can." It is a straightforward answer, and a revealing one. Support done well is not about resolving tickets. It is about the person on the other end of the call feeling heard, helped, and confident that someone is genuinely on their side. That is what Priti brings. A Team Worth Belonging To The warmth Priti extends to customers is very much a reflection of the team she works within. "I absolutely love them to bits. We are also close-knit, and I could not ask for a better team. No one ever hesitates to help, no matter what your role is. We are there for each other." Working remotely has not changed that. The team still makes a point of meeting in person once a month, keeping the social thread intact alongside the professional one. It is the kind of culture that does not happen by accident, and it shows. Beyond the Working Day Away from FirstClass, Priti finds her balance in movement and connection. Long walks in nature, time with family, and a genuine love of travel. She has explored the US, spent holidays with relatives in India, and counts visiting the Golden Temple on the India-Pakistan border among her highlights. These days, Europe is drawing her attention, Italy in particular. It is a life lived with the same open curiosity she brings to her work: always willing to explore somewhere new, always ready to learn. What Comes Next For now, Priti is exactly where she wants to be. Support is her world, and she sees plenty of road ahead in it. A software company never stands still, which means there will always be something new to learn, a new customer to meet, and another challenge to work through. For the customers who already know her, that is reassuring news. For those who have not yet had the chance to work with her, it is something to look forward to.

Beyond AI - two priorities the legacy sector can't afford to ignore. Read any thought leadership article right now - across any sector, not just legacy fundraising - and somewhere between a quarter and half of it will be about AI. We know, because we used AI to check. In the context of legacy fundraising, AI is consistently touted as the tool that will unlock the sector's next chapter: better engagement, wider outreach, sharper strategy, stronger revenue. And to be clear, we think there's real substance to that. AI has a meaningful role to play. But we also think two other areas are being quietly overlooked among the noise. Areas that deserve equal attention right now - and that legacy teams would do well to get ahead of. Those two areas are Rich Communication Services (RCS) and clean data. AI is important. But it isn't the whole story RCS and Legacy Fundraising RCS - the more advanced successor to SMS - is already making its presence felt in the charity sector, and its potential for legacy fundraising teams is considerable. Where SMS is limited to text, RCS enables charities to send messages that incorporate video, imagery, and interactive buttons - all within the native messaging experience on a supporter's phone. The result is communication that's richer, more personal, and demonstrably more engaging. Combine that multimedia capability with RCS's ability to tailor content for individual supporters, and you have a channel that is meaningful, personal, and scalable all at once. For legacy teams working to build long-term relationships with potential legators, that combination matters. Perhaps its most significant asset, though, is trust. RCS messages carry a Verified Sender badge, giving recipients clear reassurance that what they're reading is genuine. In a sector where legacy giving is built on trust above almost everything else, that matters enormously. It's a low-cost, high-impact way for charities to demonstrate credibility at the point of contact. This focus on trust is one that the wider sector is increasingly vocal about. A recent article from Smee & Ford - specialists in legacy data and intelligence - noted that while AI holds real promise for the sector, legacy fundraising remains deeply human in nature, and that AI-generated messaging risks feeling inauthentic if the human touch is lost. It's a perspective that reinforces why channels like RCS, which carry built-in credibility signals, matter as much as they do. You can read the full article at smeeandford.com . Through our sister brand Cymba , which specialises in developing and delivering RCS campaigns, we are already helping legacy fundraising teams harness this technology and build mobile messaging campaigns that make an impact. Its agility, tailorability, and scalability make it an opportunity the sector shouldn't wait for. Clean Data and Legacy Fundraising Data rarely gets the attention it deserves. When there is new technology to explore and AI-driven approaches promising transformative outcomes, the discipline of maintaining clean, accurate data can feel like an unglamorous afterthought. It shouldn't. Good data is the bedrock of good communication - and poor data is a reliable route to missed opportunities, wasted resources, and, at worst, damaged relationships with supporters. In legacy fundraising specifically, the stakes are high. Duplicate mailings, deceased supporters still being contacted, incorrect names, missing preferences - each of these is more than an administrative error. They erode the trust that legacy relationships depend on. And they signal to supporters, however unintentionally, that they are not truly known or valued. There is also a practical argument that goes beyond relationships. AI's effectiveness is entirely dependent on the quality of the data it works with. A model built on inaccurate or incomplete source material will produce inaccurate and incomplete outputs. Investing in AI while neglecting data hygiene is, in effect, building on sand. Maintaining clean data isn't always straightforward, but the rewards are consistent and compounding. Better-timed communications. More relevant personalisation. Greater confidence in what is being sent and to whom. Drawing on the expertise of our data cleansing team, FirstClass is already helping charities get more from their data - and from the systems and strategies built on top of it. In 2026, attaining and maintaining clean data should be on every legacy team's radar. Good data is the bedrock of good communication. Poor data is a route to missed opportunities - and lost supporters. A More Complete Picture AI is undoubtedly part of the future of legacy fundraising. Any attempt to argue otherwise would miss the point. But RCS and clean data deserve to sit alongside it as strategic priorities - not as supporting acts, but as foundations without which the promise of AI cannot be fully realised. Underpinning all three is the same thing: trust. Trust that communications are genuine. Trust that supporters are known and respected. Trust that the technology serving a legacy team is making relationships stronger, not weaker. The charities that hold that at the centre of their strategy - whatever tools they use - will be the ones best placed for what comes next. The legacy sector is evolving quickly. Charities that invest in all three - the innovation of AI, the reach of RCS, and the discipline of clean data - will be better placed than those treating them as an either/or. If you would like to explore how we can support your legacy team with data cleansing or RCS messaging , we would be glad to talk. Get in touch with our team on 01257 272730.