Interview: Perry Norton on the future of giving

Investing in Essex: Essex Community Foundation

As Head of Development at Essex Community Foundation (ECF), Perry Norton has spent the past seven years growing relationships with businesses, philanthropists and professional advisers across Essex.

Those relationships have given him a unique perspective on local giving and helped ECF to create new charity opportunities, from developing the regular donation platform Fundbuilder, to growing local philanthropy through ECF’s Professional Adviser Network.

In this interview, he reflects on how philanthropy has evolved, why relationships are at the heart of giving, and how exciting new initiatives are helping to shape its future.

Looking back over your career, how have you seen philanthropy evolve?

When I was younger, giving was always seen as a positive thing to do, but it wasn’t something people really planned.

Over the last decade, I’ve seen a real shift. Businesses have moved beyond seeing corporate social responsibility as simply ticking a box. Today, they’re thinking much more strategically about how giving reflects their values, supports their communities and engages their people.

The biggest change I’ve seen is that people want to see the impact of their giving. It’s no longer enough just to make a donation, they want to know who has been helped and the difference it has made. At ECF, we see that every day and, for me, that’s what is driving the future of philanthropy. It’s becoming more thoughtful and more intentional, with people really thinking about the difference they can make.

How do you think the way people give is changing, and why is it important that more people see themselves as having a role to play?

Before I joined ECF, if someone had asked me what a philanthropist looked like, I’d probably have pictured Bill Gates, Warren Buffett or someone with enormous wealth. I certainly wouldn’t have imagined it could describe ordinary people who simply care about their local community.

What I’ve learnt is that local philanthropy looks very different. Whether someone gives £500 or £50k, every contribution helps strengthen communities across Essex.

Giving isn’t only about money either. Across Essex there are more than 10k charities and voluntary organisations, many of them run by volunteers. Funding is essential, but so are professional skills. Whether it’s finance, marketing, HR, legal advice or administration, giving your time and expertise can be just as valuable as writing a cheque.

People often talk about solving global challenges, but realistically the only way anything globally can change is if everyone plays their part locally. When individuals, businesses and professionals all contribute what they can – that’s when communities become stronger.

How are initiatives like Fundbuilder and your work with professional advisers encouraging people to think differently about giving?

Fundbuilder actually grew out of conversations I was having with professional advisers. It became clear there were lots of people in their 30s and 40s who wanted to give back but didn’t have the £25k needed to establish their own charitable fund. At the same time, many were already giving £50 or £100 a month to different charities, just without any real structure.

That made me think about pensions. Most of us spend our working lives building one for ourselves, so why couldn’t we build a charitable fund in the same way? Fundbuilder allows people to make affordable monthly contributions, gradually building their own charitable fund while benefiting from Gift Aid and, where appropriate, tax relief.

And one of the things I really like about Fundbuilder is that people don’t have to wait years to see the difference they’re making. While members are building their own funds, ECF pools those contributions together to create grants for charities across Essex. It means people are creating something for the future while also supporting local communities today.

One of the other benefits of giving through ECF is that your support can reach much further than it might on its own. Businesses often end up supporting the same well-known charities year after year, but there are thousands of smaller charities and community groups across Essex, each doing incredible work, that simply don’t have the resources to raise their profile. We can help connect donors with causes that align with their values and objectives, ensuring their giving reaches communities and charities they might never otherwise have known about.

Professional advisers are another key part of that journey because they’re already having conversations with clients about wealth, succession planning and legacy. By introducing philanthropy into those discussions, people begin to think much more strategically about how they want to give back.

Over the past seven years we’ve built a fantastic network of professional advisers through ECF, but we’ve also recognised the importance of investing in the next generation. That’s why we launched our Next Gen Professional Advisers Network, bringing together newly qualified and early-career advisers to build relationships, share ideas and understand the role philanthropy can play.

That’s how we continue to build a culture of giving for the future.

If you could leave Essex’s business leaders with one thought about giving back, what would it be?

Small donations locally make a massive difference.

People often think philanthropy is about making one extraordinary donation, but that’s simply not reality. Every contribution matters, whether that’s financial support, sharing your professional expertise or creating a charitable fund over time.

The future of philanthropy isn’t about a handful of people giving more. It’s about more people recognising that they have a role to play. When businesses, advisers and individuals all contribute in ways that reflect their values, the collective impact can be transformational for communities across Essex.

Continue the conversation…

Inspired to think differently about philanthropy?

Whether you’re considering creating a charitable fund, would like to learn more about Fundbuilder, or want to explore how strategic giving could benefit you, your business or your clients, we’d love to start a conversation about creating lasting local impact.

Interested in Fundbuilder?

Scan the QR code below to learn more about creating your own charitable fund.

Interested in joining the Next Gen Professional Advisers Network?

Scan the QR code below to register your interest.