Longstanding legacy collaboration gets results for animal welfare charity

The background


Founded in 1897, Blue Cross is a registered animal welfare charity that continues to transform the lives of pets and people by helping to provide life-saving operations, paying for food and finding new homes.

 

With legacy income currently totalling £25m each year, gifting has become a critical revenue stream for the charity – so much so that it now accounts for over 50 per cent of total income.

 

In order to ensure that its legacy management strategy is effectively delivered and the organisation futureproofed, Blue Cross uses FirstClass’s legacy management platform – and has done so since 2005. And, as the importance of legacy revenue has grown, so too has the capability of its FirstClass platform.

 

These days, Blue Cross uses the very latest in legacy management software. However, it wasn’t always like that.

“When I joined the organisation in the late 1990s, we were reliant on a spreadsheet to manage legacy income of around £7m. It was incredibly basic, there was too much manual accounting and there was a lot of duplication. In 2005, shortly after I began leading the legacy team, we installed FirstClass and never looked back. It has been developed by legacy professionals, it’s bespoke to the nature of our work and it does everything we need it to do.”

 

Emma Colborne, Head of Legacy Administration at Blue Cross

The project


On installation of an earlier version of FirstClass in 2005, as part of a support and maintenance contract that remains in place today, Blue Cross’s Legacy Administration team immediately began exploring the system’s capabilities and establishing what additional functionality it required.

 

Working collaboratively with Blue Cross, FirstClass began designing in tools and reporting features based on real-time feedback it was receiving from the team. For example, if Blue Cross required specific reporting abilities in response to requests from the board of trustees, FirstClass’s design team would quickly incorporate it within the platform.

 

This partnership, which has lasted almost two decades, has resulted in Blue Cross having access to a cutting-edge legacy management system that supports the team’s every requirement. Even today, as part of the longstanding support contract, FirstClass continues to refine and development Blue Cross’s platform in response to industry and organisational changes.

 

In 1998, the Legacy Administration department was a team of two people. Now, in 2023, there are 10 members, all of whom use FirstClass to manage, record and execute the wishes of the several hundred giftors who each year leave a gift in their will to support the organisation.

The result


Since incorporating FirstClass, Blue Cross has:

 

  • Used the platform to scan, log and archive all incoming post, and now import emails, which has become the preferred communication method by solicitors
  • Issued all official correspondence to key stakeholders via the platform
  • Been able to quickly access giftors’ property and asset valuation details including estate value, offers received, sale prices and Blue Cross’s entitlement figures
  • Had instant access to real-time pipeline income so that at any given moment, Blue Cross can establish how much legacy income is due – and when it’s due by, appreciating though the fluctuations with asset values with changes in the external market
  • Used FirstClass’s accurate legacy pipeline forecasting to make strategic decisions on future spending and investment based on live gifting figures and projections
  • The ability to easily map out all legal fees pertaining to each individual case in the event of contention, which allows the organisation to establish likely legal costs vs likely legacy income
  • Set automatic review dates so that no individual case amongst Blue Cross’s 750 live cases gets lost or overlooked
  • Utilised the FirstClass Life Interest module, which supports generational mapping and ensures that gifts that have been left but benefit delayed until the death of a life tenant do not get overlooked – regardless of when the entitlement becomes due
  • Been able to quickly and easily allocate security clearance levels for all members of the organisation, so that only those who need to access and update sensitive information can.

“The FirstClass team is always on hand to help us. We have to review our contract annually but there’s no desire whatsoever to go elsewhere; it does everything we need and if it doesn’t, the FirstClass team make it happen. The platform really is a fundamental part of our organisation. If we didn’t have it, I don’t know what we’d do. I just couldn’t imagine life without the system. These days, if you were to suggest to the team that we were going back to paperless they’d all break out in a cold sweat!”

 

Emma Colborne, Head of Legacy Administration at Blue Cross

Download the case study

ILM 2026: What we’re most excited about this year

By Fiona Paton • March 25, 2026
We’re officially counting down to the ILM Annual Conference on 8 May at 133 Houndsditch, London. It’s always one of the best days in the legacy calendar - a chance to reconnect in person with friends and colleagues across the sector, soak up engaging speaker sessions, spark new ideas, and celebrate the incredible work happening in legacies at the ILM Awards. What's New The FirstClass team will be on hand to share the latest on how FirstClass is evolving, with the launch of the first iteration of FirstClass 5 Essentials coming very soon. We’ll also be unveiling a couple of new services we’re delighted to introduce, including Data Cleansing and RCS Business Messaging - the natural successor to SMS. Data Cleansing For charities and non‑profits, supporter data is the backbone of effective legacy giving. Yet while nearly half of organisations want to use insights to improve services, more than half are held back by CRM challenges. Poor‑quality data can have serious consequences - from losing touch with potential legacy supporters to missing opportunities for deeper engagement, and even risking compliance issues. That’s where our Data Cleansing service comes in. We help charities restore confidence in their supporter information by improving the quality of addresses, emails, and phone numbers. The result is cleaner, compliant, and more reliable data that strengthens legacy communications and ensures every supporter feels valued and connected. RCS Business Messaging Charities are experiencing a major shift. Supporters now expect digital‑first, mobile‑first communication - they want interactions that feel personal, transparent, and effortless. Social media is great for sharing impact stories, but when it comes to deeper, more meaningful conversations, like inspiring someone to leave a gift in their Will, charities need something more powerful and more trusted. RCS delivers on‑brand, secure, and interactive messages straight to the place that matters most - your supporters’ phones. Unlike SMS, RCS allows content‑rich, multimedia, and interactive messaging, helping charities build stronger, more personal connections with legacy supporters. And the results speak for themselves: up to three times higher engagement than SMS, read rates of 60–80%, and adoption by hundreds of leading brands. RCS is redefining how charities nurture relationships and inspire legacy giving. ILM Awards As always, a big highlight of the conference is celebrating excellence across the legacy sector, and we’re looking forward to cheering on all the ILM members who’ve been nominated. Good luck to all the nominees - we’re excited to celebrate your achievements and hear about the great work happening across the sector. Make sure to drop by on the day to hear how FirstClass is now delivering even more for its clients, and in the meantime, you can view the complete list of speakers and topics for the day at the ILM Annual Conference website .

Open Conversations. Shared Solutions.

By Fiona Paton • March 25, 2026
At FirstClass, we’ve always believed our product should grow with the charities and non-profits who use it. Your input has shaped the way we build, and now we want to take that collaboration one step further. Monthly Check-in Calls We’re introducing monthly check‑in calls - an open forum where you can drop in, chat with the team and other customers, and explore anything to do with the product. No agenda, no pressure. Just space for conversation, questions, and shared ideas. These sessions give you the chance to: Share your priorities and help shape how we address different aspects of the system Stay informed on technical updates, including external systems like SQL or Outlook What’s new across our Team, billing, and the wider company See functionality demonstrated live - if you’re unsure how something works, we’ll show you Updates on features and fixes in the latest releases Ask questions on any part of the system Whether you join for five minutes or stay for the full hour, this is your space to connect with us. It’s a chance to explore challenges together, share experiences, and help shape a product that truly works for charities. We’ll host these sessions monthly on Microsoft Teams, giving you regular opportunities to drop in and join the conversation. Join our team for open, honest discussions that help us learn, improve, and grow alongside you.

Legacy Giving: Where Donors Leave Their Mark

By Fiona Paton • January 30, 2026
Most people assume gifts in wills go mainly to hospitals or animal charities. But legacy giving is evolving - from climate action to cultural preservation, donors are reshaping where their final gifts go. And with the biggest wealth transfer in history already underway, the question isn’t if charities will benefit, but which ones will capture the imagination of a new generation of donors. The Main Sectors for Legacy Gifts Health & Medical Research : Personal or family experiences with illness inspire gifts to hospitals, hospices, and research foundations. Animal Welfare : Emotional bonds with pets and wildlife make animal charities a natural choice. Humanitarian Aid : Donors who care about poverty, hunger, and inequality often leave legacies to international aid organisations. Faith‑Based Causes : Religious traditions encourage charitable giving as part of a spiritual legacy. Education : Universities, schools, and scholarship funds benefit from donors who want to give future generations opportunities. Community & Social Services : Local charities supporting homelessness, youth, or food banks benefit from donors who want to strengthen their communities. Emerging Growth Areas Environmental Charities : With climate change high on the agenda, more donors are leaving gifts to conservation and sustainability causes. Arts & Heritage : Museums, galleries, theatres, and cultural trusts are seeing increased support as donors seek to preserve culture and history for future generations. Younger Donors and the Great Wealth Transfer A major shift is underway. Millennials and Gen Z are beginning to shape the future of legacy giving, and their priorities look different from those of older generations. Younger donors tend to support: Environmental and climate action - sustainability and conservation are top of mind. Social justice and equality - causes that drive systemic change resonate strongly. Community impact - grassroots and local charities that deliver visible results. Arts and culture - inclusive cultural spaces and heritage preservation are gaining traction. This shift is amplified by the Great Wealth Transfer: an estimated $84–124 trillion will pass from Baby Boomers to younger generations and charities over the next two decades. This is not just financial - it represents a cultural change in philanthropy. Younger donors expect transparency, digital engagement, and clear evidence of impact. Digital Engagement: Meeting Younger Donors Where They Are For younger generations, digital isn’t optional - it’s the default. Communicating with them means using the channels they already live on, and that includes mobile messaging . It’s quick, it’s simple, and your message lands directly in their hands. Charities that embrace mobile‑first communication alongside email, social, and digital campaigns will build stronger connections with younger supporters and keep legacy conversations relevant. Why Donors Choose These Causes Legacy giving is rarely about short‑term impact. Donors want to leave something that endures - whether it’s funding medical breakthroughs, protecting animals, preserving heritage, or tackling global challenges. These gifts reflect identity, values, and lived experiences, ensuring that a supporter’s passion continues long after they’re gone. Data Accuracy: The Foundation of Legacy Giving Regardless of who or what supporters choose to leave their legacy to, without the right details, it all becomes pointless . Poor‑quality data can mean missed opportunities or even lost supporters. Clean, validated data ensures that legacies are honoured, communications reach the right people, and charities can act with confidence. Conclusion Health and animal welfare charities may dominate legacy giving today, but the landscape is shifting. Environmental and cultural causes are gaining momentum, and younger generations are bringing new priorities to the table. With the Great Wealth Transfer already underway, charities that invest in legacy marketing now - building trust, demonstrating impact, engaging digitally (especially through mobile messaging), and ensuring data accuracy - will secure not just income, but a lasting place in the hearts of future supporters. From legacy management to data cleansing and mobile messaging, we help charities handle every legacy with confidence. Want to know how FirstClass can support your organisation? Contact our team to find out more