In 2020, the CAGP Foundation released research on legacy giving in Canada. We examined the habits and beliefs of Canadians around legacy giving. We polled those who had already left a charitable gift in their Will, those intending to, and those considering it. We looked at motivations, uncovered the barriers holding people back, and used those insights to launch Will Power, a national public awareness campaign designed to change the way Canadians approach legacy giving.

The data from 2020 gave us a clear baseline, indicating that nearly one-third (31%) of Canadians said they were likely to leave a gift to charity in their Will. We learned that the biggest barrier to giving was the fear of having to choose between supporting family and supporting charity. We also learned that only 5% of Canadians, mostly those aged 65 or older, had taken the step to include a charity in their Will. It was a number that had not seen any movement in years.

5 years following the launch of Will Power, we went back into the field to see how the dial on gifts in Wills has moved. We asked new questions: Has interest grown? Have more people actually made the commitment? Who are the best prospects for legacy giving today? What about demographics often ignored in philanthropy research, such as Black, Indigenous, Asian, and newcomer communities? And how are people actually writing their Wills these days?

If the 2020 study gave us a map, the 2025 research is telling us how to navigate it better.

For those looking at this new data, some of the findings might be surprising. Others may simply confirm what you already suspected. Either way, this data will help us all navigate the next five years of legacy giving with clarity and confidence.

The best piece of news? Legacy giving in Canada isn’t just holding steady, it’s growing exponentially. We are not talking about incremental shifts either. Research shows that Gifts in Wills have doubled. We’ve gone from 5% of Canadians leaving a gift in their Will in 2020, to 10% today.

Interest has followed the same trajectory. What used to be a third of Canadians likely to include a charity in their Will is now closer to half. As one dives into the research, what is most interesting is the who is behind the giving.

For years, legacy giving has been framed as something for older Canadians in a more stabilized stage in life. While they still give, that narrative is outdated. Today, Canadians under 50 are not only the most interested in legacy giving, they’re also the most likely to have actually done it. For example, 14% of 35-44 year olds report having included a charity in their Will, compared to just 7% of those 65+.

The next generation of legacy donors isn’t “coming up.” They’re already here.

The profile of the legacy donor is shifting in other ways, too. The research shows that Black, Asian, and South Asian Canadians are all more likely than average to say they’ll include a charity in their Will. When people do leave a gift, they are typically supporting at least two different charities.

Another area challenged by the research is the idea that legacy giving is reserved for the ultra-wealthy. In fact, the data shows that Canadians with household incomes between $60,000 and $200,000 are the most likely to include a charitable gift in their Will. These are individuals and families balancing mortgages, raising children, and managing busy, complex lives. They are not necessarily people who would identify themselves as “philanthropists.” They are, however, people who are deeply motivated to support the causes they care about, helping those charities continue their impact while they themselves leave behind something meaningful and long-lasting.

With this progress, a critical gap remains: some of the Canadians most open to legacy giving aren’t the ones being asked about it. Immigrants are more likely to leave a gift, yet less likely to be asked about it by their financial or legal advisors. The data also demonstrates that French-speaking Canadians are the least likely to be asked, and when it comes to outreach from charities, Canadians over 50 are far more likely to report being approached about legacy giving than those under 50.

Even the mechanics of estate planning are changing. Since 2020, online Will platforms have surged in popularity, looking to close the gap on the massive number of Canadians who don’t have a Will at all. While online services still account for a small share of how Canadians write their Wills, those who use them are significantly more likely to say they were prompted to consider a charitable gift during the process.

Here is our takeaway: Legacy giving is having a moment. More people are interested, more people are doing it, and it’s not always who you might expect.

We aren’t suggesting professionals replace one audience with another; charities know their donors best. What we want is for this research to widen the lens. Frame your conversations differently. Start them sooner. Engage a broader, more diverse mix of Canadians. The next generation of donors is here, and they are actively looking for ways to shape the world.

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Authors:
Laurie Fox, Director, Will Power campaign
Tara Sandler, Vice President, Education & Partnerships, CAGP

Will Power is a national public education campaign, spearheaded by the CAGP Foundation, designed to inspire Canadians to think differently about charitable giving, and empower them to create positive change through their Wills. For information on how you can join or support the campaign, visit https://www.willpower.ca/.

The Mission of The CAGP Foundation is to support the development and promotion of excellence in strategic, charitable gift planning in Canada. One of the ways it achieves its mission is by offering exceptional education like the Gift Planning Fundamentals course.

Offered in-person and online and in both English and French, Gift Planning Fundamentals ensures that professionals who attend add more tools and techniques to their toolbox and allow them to have meaningful conversations with peers and donors.

Upcoming dates for the course include Gift Planning Fundamentals Online (French): June 9–10 , In-Person (English): June 17 in Vancouver and Online (English): October 26–27.

To learn more about the work of the Canadian Association of Gift Planners (CAGP) Foundation, visit CAGP Foundation. Information and registration details about Gift Planning Fundamentals can be found at the CAGP website.

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