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
Why smaller charities, arts nd heritage bodies, and universities can't afford to manage legacies on a spreadsheet. Every charity that receives a legacy gift - whatever its size - carries the same responsibility: to honour that gift with precision, care and respect. The supporter who included your organisation in their will made a considered, generous decision. The way you administer that gift reflects directly on how seriously you take it. That's a truth that applies equally to a national charity managing thousands of cases a year and to a small arts organisation, university, or heritage body receiving a handful. The scale differs. The weight of responsibility does not. Yet many organisations in that second category are still managing legacy administration on spreadsheets. It's understandable - the volume feels manageable, the setup cost of dedicated software seems hard to justify, and there's a natural tendency to use familiar tools. But spreadsheets carry risks that are easy to overlook until something goes wrong. The Hidden Cost of 'Good Enough' Legacy administration is more complex than it looks from the outside. It involves tracking multiple cases simultaneously - each at a different stage, each with its own timeline, solicitors, correspondence and financial reporting. It requires a clear view of what income to expect, when, and how that maps against your organisation's plans. And it demands a clear, auditable record of every decision and communication. Spreadsheets can hold data. What they can't do is give you a real-time picture of your pipeline, generate reliable financial forecasts, or produce the audit trail that funders, trustees and regulators increasingly expect. When something is queried - by a solicitor, an executor, an auditor, or your own board - the answer needs to be immediate, accurate and documented. A spreadsheet rarely delivers that with confidence. There is also the question of what happens when the person who built the spreadsheet moves on. Legacy administration knowledge concentrated in a single file, maintained by a single person, is a fragile foundation for income that may represent a significant proportion of your organisation's voluntary revenue. "A lot of the organisations we speak to are managing perfectly well - they just don't realise how much peace of mind comes from knowing everything is audit compliant and in one place. FirstClass 5 Essentials gives smaller organisations the same professional foundation as the largest charities, without the complexity they don't need." - Bobby Parmar, Account Manager, FirstClass Built for the Scale You're Actually Working At FirstClass 5 Essentials is designed precisely for organisations in this position. It brings the same core capabilities that legacy professionals rely on - case management, financial forecasting, communications - in a version built for teams managing a smaller caseload. That means no unnecessary complexity. No features that exist to serve operations ten times your size. Just a clean, purpose-built system that gives you the visibility, compliance and confidence that spreadsheets simply can't provide. The practical benefits are immediate. A clear view of your pipeline and expected income. Case notes and communications in one place. And a record that holds up to scrutiny - because increasingly, it needs to. The Licence That Fits Unlike other software, FirstClass 5 Essentials doesn't require organisations to commit to bands of licences. If one person manages your legacy administration, one licence is all you need - with the flexibility to add more as your team grows. The investment required is smaller than many organisations assume. And when measured against the value of the gifts being administered - and the reputational and compliance risk of getting it wrong - it's rarely a difficult decision once the numbers are on the table. The Upgrade Path Is Always There Organisations change. Caseloads grow. Legacy programmes that start small can become central to a charity's income strategy over time. FirstClass 5 Essentials is not a ceiling - it's a starting point. As your organisation grows, so can your system. Upgrading when the time is right is straightforward, and everything you've built moves with you. You don't have to predict where you'll be in five years to make the right decision today. You just have to start with the right foundation. The Right Tool for the Work Legacy giving is growing. The Great Wealth Transfer is already underway, and more supporters - across a wider range of organisations - are including gifts in their wills. That trend makes the question of how those gifts are administered more important, not less.
The background How Daniel Pepper and FirstClass have grown together - and why he wouldn’t have it any other way. Some working relationships just work. They grow, they evolve, they quietly become indispensable - and before you know it, two decades have gone by. That’s exactly the story of Daniel Pepper and FirstClass. Daniel, who heads up legacy administration at the Royal National Institute of Blind People , has been working with FirstClass for around twenty years - a journey that began at the MS Society before he brought his expertise with FirstClass's latest version to RNIB. Not as a passive user, but as a genuine partner - contributing to the development of successive versions of the software, and now looking ahead to what FirstClass 5 will bring. It’s the kind of relationship that’s hard to manufacture and impossible to fake. A Team That Stays - and a System That Keeps Up Walk into Daniel’s world - figuratively speaking - and the first thing that strikes you is the warmth. He has never had to recruit in his eleven years at RNIB. Some of his team have been there eighteen to twenty years. It speaks to a culture where people feel genuinely valued, and where the work, however complex, feels meaningful. And complex it certainly is. Legacy administration isn’t just about processing paperwork. It demands a working knowledge of wills, tax, finance, surveyors, and everything in between. With over 1,200 cases to handle each year and legacy income of circa £37 million - a significant proportion of RNIB’s total income - the stakes are as high as they come. Getting it right, consistently, is non-negotiable. Which is exactly why having the right system matters so much. Daniel has a training approach that’s as simple as it is effective. When they moved to FirstClass 4 each morning, he’d place a fictitious letter or a will on his team’s desk and ask them to work through what needed to happen in FirstClass. No lectures. No manuals. Just real-world practice with the type of documents they would encounter. It kept everyone sharp, processes consistent, and meant the team could handle whatever came their way with confidence. When the move to FirstClass 5 comes, he plans to do the same - so the team hits the ground running from day one. And the team behind the software? Daniel is just as effusive. Knowledgeable, responsive, and refreshingly honest about what they can and can’t do. In a world where over-promising is almost the norm, there’s something genuinely reassuring about a team that gives you a straight answer. It’s the kind of trust that takes time to build - and twenty years in, it’s clearly very much intact.
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.
