Vision for growth sees The Macular Society choose FirstClass
The background
The Macular Society was founded in 1987 to provide support for people with Macular Disease – a degenerative condition that impacts the macula, which forms part of the retina at the back of the eye.
Since the 1990s, the charity has helped thousands of people struggling with sight loss and continues to invest heavily in groundbreaking research to find a cure.
Its legacy programme has also grown considerably over the last two decades. In 2009, the charity had 12 known legacy pledges. In 2024, it secured almost 600, growing legacy income from hundreds of thousands of pounds to £4m.
This growth trajectory led The Macular Society to choose bequest management software
FirstClass in 2023.
“We had been relying on a combination of CRM and spreadsheets to manage our legacy income, which was limited in scope but just about worked okay. However, as our legacy income grew, we wanted to futureproof the work of not only the legacy team, but also the organisation as a whole. With FirstClass, we’ve been able to do that."
Julie Edwards, Head of Legacy at The Macular Society
The project
Before implementing FirstClass, The Macular Society managed its legacy income with spreadsheets and a CRM system. However, in 2023, two things brought this approach into question.
Firstly, The Macular Society’s auditors recognised that the charity’s notifications were becoming more frequent, larger, and complex. They suggested that the charity would benefit from streamlining its legacy management function – something it couldn’t achieve with its current solution.
Secondly, the architects of the CRM system they were using announced that they would no longer support its product, which meant that the charity had to find a replacement system.
As a team of only three people, The Macular Society wanted a solution that would grow with the team and legacy income and integrate with the replacement CRM system.
In 2023, the charity decided to implement
FirstClass. In May 2024, the system went live.
The result
Since incorporating FirstClass, The Macular Society has:
- Moved all its legacy administration to FirstClass.
- Adopted a legacy management platform compatible with any CRM system currently on the market.
- Benefited from a solution that’s visual impairment-friendly, as FirstClass can be integrated with the UK’s screen reader services.
- Created reports to share pipeline income updates with trustees and senior management.
- Shared accurate forecasts of the volume of income expected to instil confidence in trustees and senior management.
- Saved time and reduced human error with the electronic notification feature.
- Been able to access real-time, accurate updates on any given day.
“Legacy income is notoriously difficult to predict. However, with FirstClass, we can be more accurate with our forecasting, make more informed assumptions about when we can expect to receive income and access the bigger picture around each and every case, as there is so much live data at our fingertips at any given time. It’s very easy to use, too – and even the manual that comes with it is thorough and makes learning how to do something new very straightforward.”
Julie Edwards, Head of Legacy at The Macular Society
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
Legacy giving is one of the most meaningful ways supporters can leave a lasting mark on the causes they care about. For charities, though, it’s not just about receiving these gifts — it’s equally about managing them with care, honouring supporters’ wishes, and protecting legacies for the future. That’s why we built FirstClass . Once a will is written and a gift is pledged, charities need the right tools to manage the legacy when it’s received - from handling complex estates to recording details and valuing gifts with clarity and care. And if you’d like to explore why a dedicated legacy management system makes such a difference, take a look at our article The Hidden Power of Legacy Income . Why Legacy Giving Matters Each year, legacy gifts bring billions of pounds to UK charities, providing stability and funding vital work across communities. For many supporters, these gifts are often the largest single contribution a supporter makes, providing long‑term stability for the causes they care about. That’s why legacy giving matters: because it safeguards supporter intentions and ensures charities can plan for the future. And yet, despite their power, many gifts never reach charities. Wills can be complex, estates take time to settle, and without careful stewardship, legacies can be delayed, disputed, or even lost. When that happens, it’s not only funding that disappears - it’s the supporter’s story, their intention, and their impact. The Will Gap The reality is that millions of estates are distributed without reflecting personal wishes - simply because there’s no valid will in place. Research shows that only around 41% of UK adults have written one. That leaves families vulnerable to conflict and charities missing out on legacies that could have made a lasting difference. It’s a big gap between intention and action, and closing it matters - for loved ones and for the causes people care about. Free Online Will Services The good news? Writing a will has never been easier. Many charities now offer free online will‑writing services, designed to remove the barriers that stop people from getting started. Supporters can create a legally valid will from the comfort of home, with clear guidance at each step. These services also make it simpler to include a gift to charity, ensuring that personal values and commitments are reflected in a lasting legacy. By lowering the hurdles and encouraging thoughtful planning, charities are helping more people take control of their future and make a meaningful impact. Why Correct Completion Matters Of course, ease of access doesn’t mean the rules disappear. Online wills must still meet the same legal requirements as traditional paper wills, and mistakes can lead to significant problems. Common pitfalls include: Invalid witnessing - witnesses must be present together, and beneficiaries cannot act as witnesses. Missing formalities - errors with signatures, dates, or execution can invalidate the document. Contestation risks - unclear wording, undue influence, or questions about mental capacity can lead to disputes. Outdated documents - life changes (marriage, divorce, new children, asset changes) can make a will contested or irrelevant. Getting it right Creating a will isn’t just paperwork - it’s an act of care for the people and causes you love. Done properly, it ensures your wishes are honoured, your family is spared unnecessary conflict, and your legacy continues as you intended. Here are some practical ways to make sure your will stands strong: Seek expert guidance: a solicitor or professional ensures clarity and validity. Be unmistakably specific: avoid vague wording that invites disputes. Choose impartial witnesses: never beneficiaries. Sign, date, and witness flawlessly: even small errors can cast doubt. Review and update regularly: life changes should be reflected. Store securely: keep the original safe and accessible. Open the conversation: share intentions with family or executors to prevent surprises. The Bigger Picture At the end of the day, creating a will is more than a legal step - it’s a way of caring for the people and causes you love. Done right, it protects your family from conflict and ensures your legacy makes the difference you intended. For charities, this isn’t just about income. It’s about helping supporters protect their legacy with care and clarity. And once that will is in place, the next step is to ensure that every gift is managed properly. That’s where FirstClass comes in - giving teams the tools to handle complex estates with ease, record specific details, and work out valuations so they know what to expect and when. From will to impact, we help charities honour every legacy with confidence. Want to know how FirstClass can support your organisation? Contact our team to find out more
A Fresh Start for Legacy Giving The start of a new year is the perfect time for charities to pause, reflect, and plan ahead. It’s a chance to look back at what worked last year, identify where improvements can be made, and set the foundations for lasting success. This is especially true for legacy income. Unlike regular donations, legacy gifts are rarely quick decisions - they’re deeply personal, transformational commitments that often require years of careful stewardship. That’s why now is the time to put strategies in place that bring structure, confidence, and clarity. With the right approach, charities can grow a healthy pipeline for the year ahead, ensuring no opportunity is missed and every supporter feels valued. Clean Data, Thriving Relationships Legacy giving is built on trust, and trust depends on accuracy. Surveys suggest that legacies can make up anywhere from 10% to 60% of a charity’s voluntary income. That’s a huge proportion, and it shows just how transformational these gifts can be. That’s why clean data matters so much here. Outdated records don’t just mean missed mailings - they mean missed opportunities to nurture relationships with the very supporters who might one day choose to leave a legacy. Without accurate data, charities risk losing touch with this critical donor segment at the exact moment when connection matters most. Clean data ensures charities know exactly who their supporters are, how they’ve engaged, and where they are in their journey. It’s not just about tidy spreadsheets - it’s about making sure every supporter feels recognised and connected. When data is clean, charities thrive because relationships thrive. Integration and Visibility: One Source of Truth Legacy income touches fundraising, finance, supporter care, and marketing. Without a central system, data gets scattered across spreadsheets, emails, and CRMs - making it hard to see the full picture. A legacy management system brings everything together. With seamless integration into key CRM platforms , charities can ensure supporter records, financial data, and stewardship notes are all aligned. No duplication, no gaps - just one source of truth that everyone can rely on. And when it comes to notifications, integration with services like Smee & Ford is critical. These alerts about new legacy gifts or potential income flow directly into the system, giving charities immediate visibility into what’s in the pipeline. That means faster follow‑up, clearer forecasting, and the confidence to plan. This clarity transforms legacy giving from something reactive into something strategic - helping charities steward relationships, manage income, and build trust with supporters at every stage. Front of Mind: Marketing That Cultivates Legacies Charities are experiencing a major shift in how supporters want to connect. Today’s audiences expect communication to be digital‑first and mobile‑first - interactions that feel personal, transparent, and effortless. Social media is powerful 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 trusted. Traditionally, mobile messaging has been limited to quick text‑to‑donate campaigns or event reminders. But imagine if that same channel could nurture long‑term relationships, build trust, and spark legacy pledges. That’s where RCS (Rich Communication Services) comes in. RCS is the first major upgrade to mobile messaging in two decades. Unlike SMS, it offers a richer, more interactive experience — secure, modern, and designed to feel genuinely helpful. For charities, this means the ability to stay front of mind with supporters, using the very channels they already rely on every day. By combining clean data with RCS‑powered outreach, charities can ensure their cause is remembered when supporters make one of life’s most meaningful decisions. Efficiency and Confidence Legacy gifts involve sensitive information, legal processes, and long timelines. A management system streamlines workflows, automates reminders, and ensures compliance. This saves staff time, reduces risk, and allows teams to focus on what matters most: building relationships with care. Conclusion: Turning Intent Into Impact Legacy giving isn’t just about managing income - it’s about honouring the intent of supporters and turning it into lasting impact. The start of a new year is the moment to get ahead: to clean your data, connect your systems, and embrace modern channels that keep you front of mind. With the right legacy management approach, charities don’t just track gifts - they build trust, deepen relationships, and secure the future of their mission. If you’re ready to move from good intentions to measurable impact, get in touch with our team. We’ll help you put the structure, clarity, and human touch in place to make legacy income simple, strategic, and successful.
