PHILANTHROPY // From Observation to Impact
Philanthropy is undergoing a transformation — from transactional giving to strategic, impact-led partnerships. In this conversation with Jo Shropshire, Co-founder and Managing Director of Benesys, we explore the evolving role of philanthropy, the rise of trust-based giving, and how individuals and businesses alike can align their wealth, values, and influence to create long-term, systemic change.
There was no lightning-bolt moment. No sudden epiphany. For Jo Shropshire, Co-founder and Managing Director of Benesys, the path to social impact wasn’t sparked by a personal crisis or a defining life event. Instead, it emerged gradually—through keen observation and a persistent question: Why do so many people want to make a difference, but don’t?
It was through this lens that Benesys was born. Rooted in the idea of unlocking latent philanthropic potential, the firm has positioned itself at the forefront of a new wave of strategic giving—one that combines transparency, research, and personalised support to guide donors through a sector that can often feel opaque and overwhelming.
In its earliest days, Benesys tackled three major roadblocks that often prevent would-be change-makers from taking action: a lack of time, a lack of information, and a general mistrust in the charitable sector.
By treating these obstacles as inefficiencies in a market, Benesys developed a model aimed at “greasing the wheels for impact,” offering clients clarity, direction, and confidence in their giving decisions. At the core of this model is a structured advisory process that breaks down into three phases: discovery, development, and delivery.
A Bespoke Process With a Strategic Backbone
Every engagement begins with a collaborative discovery phase, where Benesys helps clients explore their aspirations, values, and the resources—financial and non-financial—they wish to commit. Whether someone is navigating their first major philanthropic gesture post-liquidation or is looking to bring structure to years of ad hoc giving, Benesys meets them where they are.
From there, the development phase involves crafting a comprehensive giving strategy. This includes a mission statement, defined goals, success metrics, and most notably, a personalised Giving Manifesto—a roadmap that captures the client’s philanthropic vision and risk appetite. A curated portfolio of thoroughly assessed charities is then aligned with this vision.
Finally, in the delivery phase, the plan is put into action. Strategic donations are made over a year, portfolios are monitored, and detailed impact reports are generated—offering both qualitative and quantitative assessments of how well a client’s goals are being met.
Measuring What Matters
Benesys uses a multi-layered framework to evaluate philanthropic success:
Charity-level evaluation: Are charities meeting their own goals? Are the initial assumptions still valid?
Portfolio-level evaluation: How is the overall philanthropic portfolio performing against the client’s goals?
Global benchmarking: How does the impact align with the UN Sustainable Development Goals?
This combination of micro and macro evaluation allows for a dynamic, holistic view of impact.
Beyond the Checkbook: Empowering Strategic Giving
Benesys doesn’t dismiss traditional, emotion-driven giving. In fact, it welcomes it. But it does aim to elevate it. Many clients arrive feeling like an ATM—giving reactively and without structure. Through Benesys, they become strategic givers—armed with data, clarity, and purpose.
One of the surprising benefits? Empowerment. With a clear giving strategy, clients feel confident saying no to appeals that don’t align with their portfolio. “It gives them the same discipline they would apply to their financial investments,” says the co-founder. “Why treat your philanthropic capital with less diligence?”
Bridging Passion and Evidence
For clients who come with a strong passion—perhaps a deeply personal connection to a cause—Benesys takes care to honour it, while applying rigour to maximize impact. For example, if someone is passionate about men’s mental health, Benesys identifies underfunded areas within that field and guides clients to fund organisations doing the most effective work there.
The firm also encourages non-financial giving—leveraging networks, advisory roles, or access to resources to deepen engagement and multiply impact.
When Passion Meets Performance
A key part of Benesys’ value lies in its feedback loop. If a passion-led initiative isn’t delivering the expected impact, clients can pivot with confidence. “You follow the money,” Jo explains. “You understand what didn’t work, and why. And then you refine your strategy.”
Defining Effective Philanthropy
So, what makes giving effective today?
At Benesys, it’s about authenticity, clarity, and trust. A well-articulated strategy with achievable goals, transparency about what’s being funded and why, and open, honest relationships between donors and charities. In other words: no surprises.
“It’s almost like a venture capital approach,” says the Jo “We’re here to help you help them succeed.”
Trends to Watch: Collaboration and Creativity
In recent years, Benesys has seen a surge in collaborative giving—from donor circles to funder-charity partnerships. Whether it’s co-investing with others to reduce risk or providing strategic guidance to help charities innovate, this spirit of collaboration is creating exciting new possibilities.
Clients are also thinking more creatively about how they can contribute—donating venue spaces, tapping into business partnerships, or supporting charities with expertise and networks rather than just capital.
Looking Ahead: The Future of Philanthropy
So where is philanthropy headed in the next five to ten years?
We’re entering a period of what some are calling “polycrisis”—multiple global and systemic challenges converging at once. Public funding is under immense pressure both in the UK and internationally. As such, the private sector and philanthropists will be called upon to fill an ever-widening gap.
“There’s going to be big pressure—but also big opportunity,” says the co-founder. “Governments may introduce new tax incentives to encourage giving. Meanwhile, corporates will need to think beyond just having a ‘charity of the year.’”
She points to large INGOs who have seen massive funding losses (some losing up to 40% of their support due to shifts in U.S. policy), who are now looking to tap into private capital and strategic corporate partnerships.
One key trend to watch is the much-discussed intergenerational wealth transfer. As younger generations inherit wealth, there will be a growing need—and appetite—for integrating philanthropy into wealth management. “Why wouldn’t we talk about legacy in both financial and philanthropic terms?” she asks. “This will become a more normalized part of the wealth advisory offering.”
Trust-Based Philanthropy on the Rise
Another evolution is the rise of trust-based philanthropy—unrestricted, long-term giving grounded in mutual respect. High-profile donors like MacKenzie Scott have modelled this in the U.S., and the trend is catching on in the UK.
“Unrestricted funding lets charities plan, budget, and act. It removes administrative hoops and puts decision-making power where it belongs: with those doing the work.”
But trust doesn’t mean stepping back entirely. Benesys encourages donors to stay engaged, offering advice, connections, and expertise alongside capital. “It’s about having open dialogue. You can still offer support, insights, and oversight without micromanaging.”
Monitoring What Matters
As trust-based giving grows, so too does the importance of outcomes monitoring and impact evaluation. Donors want to know their trust is well placed—tracking charity performance not just annually, but over 2–5 years.
This is where Benesys’ due diligence and ongoing monitoring create a feedback loop, allowing for course correction and continuous learning. “It’s a living process,” says the co-founder. “Giving should evolve as your understanding and relationships grow.”
Advice for Purpose-Driven Philanthropy
For those just starting out, Jo offers clear guidance:
Get honest about what matters to you. What’s the change you really want to see?
Assess all your resources—not just money. Your skills, networks, and time are powerful tools.
Start conversations with charities to understand their real needs.
Be clear about what you want from the relationship—whether it’s engagement, recognition, or results.
Don’t be afraid to ask for impact reports. Open dialogue makes for stronger, more transparent partnerships.
And if it feels overwhelming: speak to an advisor.
“In the end, it’s about being strategic, intentional, and open. If we can help get more private capital into the hands of well-run charities, that’s a win.”
A Final Word: Don’t Forget the Basics
Despite all the innovation, there are still simple missed opportunities in the sector. One that stands out? Gift Aid.
“Twenty-three percent of eligible donors in the UK don’t use Gift Aid,” the co-founder laments. “It’s a no-brainer. Every donation could be increased by 25%. It’s an easy win that far too many are leaving on the table.”
Benesys isn’t just about managing donations—it’s about invigorating the charitable ecosystem. Whether you’re looking to align your wealth with your values, or simply want to make your giving more meaningful, their mission is to remove the friction and amplify the impact.
“There are over 200,000 charities in the UK alone. Not all are effective—but many are. Our job is to help donors find them, fund them well, and walk alongside them for the long haul.”
If you’re curious about starting—or reshaping—your philanthropic journey, Benesys is open to informal, obligation-free conversations. Because in their view, every act of thoughtful giving strengthens the system for all.
