Blended Giving: The Future of Legacy and Philanthropy Working Together
The conversation heating up
If you have been on LinkedIn recently, you will have seen a lot of discussion about blended giving. For some, it feels like the latest fundraising buzzword. For others, it is something they have quietly been doing for years.
At its core, blended giving means joining up lifetime philanthropy and gifts in Wills, helping supporters give in ways that make sense for them now and in the future.
It is not a new idea, but it is one that is finally getting the attention it deserves.
Why blended giving matters now
Donors do not think in silos. They do not decide one day to be a major donor and the next to be a legacy pledger. They see one organisation, one mission and one relationship.
But many charities still structure their fundraising around internal teams rather than supporter experience. Philanthropy sits over here. Legacies sit over there. Sometimes they barely talk to each other.
The result is missed opportunities, duplicated effort and supporters who feel like they are being managed rather than understood.
A blended approach changes that by focusing on the whole supporter relationship, understanding motivations, life stage, assets and intentions, and connecting them through one joined-up strategy.
What I learned at Cancer Research UK
During my time at Cancer Research UK, we saw the real impact of a blended approach.
By aligning legacy and philanthropy strategies, sharing data and developing joint stewardship, we saw a significant shift in giving behaviour. Over seven years, the proportion of £1 million+ gifts increased from 6% to 11%.
That growth did not happen by chance. It came from breaking down silos, building shared understanding and giving fundraisers the confidence to have both legacy and major gift conversations with supporters.
The key ingredients of a blended giving strategy
Here are some of the hallmarks of organisations that do this well.
1. Shared understanding
Legacy and philanthropy teams talk to each other regularly, share insights and work from the same view of the supporter. They recognise where motivations overlap and align their approach.
2. A single proposition
Instead of separate messages for lifetime giving and gifts in Wills, there is one clear, inspiring story that connects today’s impact with tomorrow’s legacy. It shows supporters how their generosity can make a difference both now and in the future.
3. Confidence and permission
Fundraisers are supported and trained to have both types of conversations. A philanthropy manager can confidently talk about legacies, and a legacy fundraiser can explore lifetime giving opportunities when the time is right.
4. Data and insight
Systems are joined up so both teams can see a supporter’s history and preferences. This allows for smarter engagement, fewer missed opportunities and stronger relationships.
5. Culture and leadership
Leadership sets the tone. When success is shared, collaboration thrives. The goal becomes lifetime value and long-term impact, not departmental credit.
Why this matters for supporters
Blended giving is not about efficiency or internal structure. It is about creating a better experience for donors.
Supporters want to be known and understood. They want to give in ways that reflect their values, circumstances and aspirations. When we give them that, we build trust, deepen relationships and inspire greater generosity.
Blended giving helps charities move from transactional fundraising to lifelong partnerships.
Final thought
The future of fundraising is not in louder campaigns or more activity. It is in better integration, stronger relationships and a unified approach that meets donors where they are.
If your legacy and philanthropy teams are working in silos, or if you are wondering how to make blended giving more than a buzzword, now is the time to start.
📩 I am happy to help organisations break down their silos and incorporate blended giving in an actionable way, from strategy to proposition to training. Get in touch if you would like to talk about how this could work for your team.
