Why Smaller Charities Are Leading the Way in Blended Giving
In legacy fundraising and major gift fundraising, we often default to structure: separate teams, distinct supporter journeys, specialist language and dedicated staff. For larger organisations, this segmentation can feel necessary. But it can also create internal siloes that serve operational convenience more than supporter experience.
Smaller charities are showing a different way. Without the "luxury" of dividing up teams and budgets, they are more likely to build integrated relationships from the outset. And in doing so, they may be achieving more with less. Isn’t that the current mantra on every Fundraising ED right now?
The Supporter Relationship Is With the Organisation, Not the Product
When someone chooses to give, either now or in their will, they are doing so because they believe in your purpose. Not because your bequest team sent a great brochure or your philanthropy team hosted a well-timed lunch. They are connecting with your mission, not a fundraising product.
Smaller charities tend to reflect this in their approach. One person often handles multiple giving conversations. There is less duplication, less confusion and more trust. The result is a more joined-up supporter experience and often a more sustainable income stream.
Are We Creating Our Own Bottlenecks?
In a recent LinkedIn poll I ran, the majority of respondents cited internal barriers such as limited resource and conflicting team priorities as the main reasons why legacy fundraising is not getting the attention or investment it deserves.
It is worth asking: are we making legacy giving harder than it needs to be? When we treat it as separate from major giving, or side-line it as "future income," we risk under-serving both the supporter and the cause.
Blended giving, where lifetime and legacy giving are part of one integrated journey, is not just more effective. It is what supporters increasingly expect.
Smaller Teams, Bigger Thinking
Smaller organisations are not waiting for perfect structures or CRM integrations. They are simply having better conversations, more often, with the right people. And they are trusting supporters to choose how and when they give, rather than forcing them down predetermined channels.
It is agile. It is relational. And it is working.
Curious About What This Could Look Like for You?
I've supported a few organisations recently to bring their legacy and philanthropy approaches closer together using three simple, practical steps. If you're exploring how to do this in your own team or just want to compare notes, feel free to get in touch. Always happy to share ideas.
