Philanthropy That Changes Lives
Why Strategy Matters as Much as Compassion
By Peter Goddard, Founder, IMG Trust Company
For families serious about legacy and trustees who support them, philanthropy is evolving into a more strategic, business-minded endeavour. It’s less about goodwill and more about impactful outcomes.
From Small-Scale Gifts to Serious Investment
Traditionally, donors gave relatively modest amounts to charities – rarely more than 10% of a charity’s annual turnover – to avoid overwhelming existing operations. While well-meaning, this approach often lacked depth, with little involvement, limited measurable change, and few opportunities for genuine partnership.
That model is shifting. Today’s philanthropists want to see change, and more than that, they’re willing to fund it. But in return, they expect to see robust planning, credible leadership, and accountability.
In this sense, modern philanthropy often resembles private equity investment, with due diligence, business plans, milestone tracking, and leadership assessment undertaken regularly by donors.
What Good Looks Like
A powerful example of this approach in action is 2wish, a bereavement support charity in Wales. Founded by Rhian Mannings in 2014 after the unimaginable loss of her son and husband within 5 days of each other, 2wish has become embedded in Wales’ emergency response framework, supporting over 90% of bereaved families across the country.
When 2wish came to us with a carefully phased, fully costed expansion plan to scale nationally, we organised a 10-year, £1 million annual funding partnership through a client’s charitable foundation. While we don’t fund grants directly at IMG, we often support clients in managing and structuring their philanthropic vehicles. This wasn’t a case of handing over the funds to 2wish and wishing them the best. The foundation was backing them with conviction.
At IMG, we supported that decision because we believed in 2wish’s vision, their ethics, and their bold plans for change.
This philanthropic model is collaborative. It involves bi-annual site visits or update conference calls, impact reports, and ongoing dialogue. Charities know that the payment of their next annual grant is dependent on their performance during the prior year. In many ways, this model operates like a joint venture, with the return being the systemic and wholesale transformation of a charity, rather than financial gain.
Strategy Before Size
While smaller charities often benefit most from this kind of funding, larger charities can also be a fit – if they have discrete, well-structured areas of need and are willing to adapt their infrastructure to accommodate the demands of large-scale donors.
Take DePelchin, a century-old child welfare organisation in Houston, Texas. With a waiting list for family counselling and an ambitious plan to place wellbeing teams in local schools, they needed multi-year support. We facilitated a grant through the same foundation that helped them eliminate the backlog, expand their reach, and deliver care earlier, when it matters most.
Where Trustees Fit In
At IMG Trust, we often work with families who want their giving to reflect their values as much as their standards. Our role is to help structure their giving, vet potential charity partners, and maintain oversight for the duration of each grant, which can last for as long as 10 years.
Philanthropy at this level requires a clear vision, strong leadership, and a commitment to ongoing engagement. When those pieces come together, the result is lasting change that has distinct, measurable benefits for society. It’s about building something that endures beyond the life of a single gift, which will have an impact on each charity that is far-reaching, and truly transformative for the communities it serves.
View Peter’s Leaders List profile here.
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