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

Download the case study

Inspiring Legacies with RCS

By Fiona Paton • November 24, 2025
Charities are experiencing a major shift. Supporters now expect digital-first, mobile-first communication - they want to engage in ways 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. Traditionally, mobile messaging has been used for quick text-to-donate campaigns or sending reminders. But imagine if that same channel could nurture long-term relationships, build trust, and spark legacy pledges. That’s exactly where RCS (Rich Communication Services) can make a meaningful difference. RCS is the first major upgrade to mobile messaging in 20 years. It offers an enhanced, more interactive experience compared with SMS, giving charities a way to reach supporters with messages that feel modern, secure, and genuinely helpful. Here’s why RCS is so relevant for legacy fundraising: Secure & trusted: Your charity’s name and logo appear as a verified sender, giving supporters instant reassurance that your message is authentic. Connected & seamless: Messages land directly in supporters’ native messaging inboxes on Android and iOS — no apps to install and no additional steps. Engaging & interactive: You can add images, buttons, carousels, and track engagement in real time, making each message a richer opportunity to inspire and inform. For charities, this means you can reach warm, highly engaged audiences — those most likely to consider a gift in their Will — with content that feels personal, trustworthy, and uplifting. Instead of a plain text reminder, imagine sending a beautifully branded message containing a story of impact, a short video, or a simple button to learn more about pledging a legacy. It’s a small upgrade in channel, but a big step forward in supporter experience. Looking ahead, 2026 is shaping up to be a landmark year for mobile messaging. And the timing couldn’t be better. Legacy giving in the UK reached £4.5 billion in 2024 , a 9 percent increase on the previous year, and forecasts show legacy income is set to more than double by 2050 as the Baby Boomer generation finalises its estate planning. The opportunity is significant — but only if charities adopt communication tools that match how supporters want to connect today. With over 600 UK brands already using RCS , and early adopters seeing up to three times more engagement than SMS , the question isn’t whether charities should embrace RCS. It’s why wait at all? Bring your messaging to life and get started with RCS today. Get in touch for a journey towards richer messaging, better engagement, and higher conversions

The Hidden Power of Legacy Income

By Fiona Paton • November 18, 2025
Imagine a supporter who believes in your mission so deeply that they decide to make it part of their legacy. Long after they’re gone, their gift continues to fuel your work, carrying forward their values and trust in your cause. That’s the hidden power of legacy income - it’s not just funding, it’s a lasting bond between donor and organisation, built on loyalty and commitment. Beyond Paperwork Legacy gifts are one of the most impactful and emotionally significant forms of giving. They represent trust, loyalty, and a donor’s lasting commitment to your cause. But with that trust comes responsibility, and complexity. Managing legacy income isn’t simply about tracking paperwork. It’s about honouring a donor’s final wishes while ensuring their gift makes the greatest possible impact. Yet, many charities still rely on outdated tools or manual processes to manage gifts in wills. The consequences? Delays in processing Missed opportunities to maximise value Unnecessary risks that can erode donor confidence Why a Dedicated Legacy Income System Matters A modern, dedicated system transforms the way organisations handle bequests: Structure → Clear processes using best practices that reduce confusion and errors Visibility → Transparency across teams, ensuring everyone knows the status of each gift Confidence → Reliable data that builds trust with donors, families, and stakeholders This isn’t just about efficiency; it’s about safeguarding relationships and ensuring every legacy gift fulfils its intended purpose. Who Benefits? Whether you’re a charity, non‑profit, or higher education institution , getting smarter about how you manage legacy income is vital. With the right system in place, you can: Reduce administrative burden Protect against risk Unlock the full potential of legacy giving The Results of Smarter Legacy Income Management When charities and non‑profits adopt a dedicated legacy income system from FirstClass, the impact is clear: Faster processing & rapid access to records → Gifts are managed efficiently, reducing delays and ensuring funds reach the cause sooner. Income dashboards & financial reports → Real‑time visibility into pipeline, trends, and performance supports confident decision‑making. Customisable templates → Flexible tools that adapt to your processes, reducing admin and saving time. Contact records → Centralised donor and executor information strengthens relationships and ensures transparency. Reduced risk → Accurate records and structured processes protect against errors and safeguard donor trust. Seamless CRM integration → Works smoothly with key CRM partners, ensuring data flows without duplication. Smee and Ford integration → Direct connection to industry‑leading probate data for complete oversight. Stronger relationships → Families and executors feel reassured that gifts are handled with care and transparency. Legacy gifts are too important to be left to outdated processes. By adopting smarter tools, you can honor donor trust, reduce risk, and unlock the full potential of legacy income. Ready to transform how you manage legacy income? Get in touch with us today to see how our solutions can help you build confidence, efficiency, and growth for the future.

FirstClass goes Global

By Fiona Paton • November 4, 2025
The background International Fund for Animal Welfare (IFAW) was founded in 1969, with the aim of stopping the commercial hunt for whitecoat seals on the east coast of Canada. IFAW has grown into a charity that works across seas, oceans, and in more than 40 countries around the world. IFAW is dedicated to building a world where animals and people can thrive together on a healthy planet. Through its work in the fields of biodiversity conservation and wildlife rescue, IFAW has had a major impact on ecosystems and communities around the world. With a third of the charity’s income stemming from legacies, IFAW has been using FirstClass to streamline, manage, and monitor this crucial revenue stream from its UK office for over 10 years. However, its international counterparts were using disparate systems that were incurring significantly more administration time than would have been required when using one standardised legacy management platform. In 2025, the decision to implement FirstClass across six new international territories was taken.