By Laurie Fox

We have a lot to be proud of when it comes to charitable giving in Canada. As a country, we have a deep-rooted culture of generosity, and it’s now extending beyond our lifetimes. More and more Canadians are embracing the idea of leaving a charitable gift in their Will, helping to fuel a remarkable transformation in the philanthropic landscape. 

Legacy giving campaigns like Will Power are making a real difference — not just here but around the world. Approximately twenty countries have national efforts aimed at encouraging people to think differently about giving; helping donors see that their Will, along with other assets like registered funds and life insurance, can be powerful tools for change.

And guess what? Canada is now in the top three globally when it comes to the percentage of people who say they’ve left a gift in their Will to charity!

A rapid rise in legacy giving

Since 2020, the number of Canadians who have confirmed they’ve left a charitable gift in their Will has grown from 5% to 8%. That’s a massive jump, putting us just behind Australia (12%) and the UK (20%). 

The momentum is undeniable. Will Power’s goal is to see 13% of Canadians committing to a legacy gift by 2030. But at this rate, we’re poised to exceed that target, potentially unlocking billions in donations for Canadian charities. These types of gifts are game-changers, providing long-term funding that allows charities to expand programs, build infrastructure, and serve their communities in transformative ways.

The power of a bequest

Legacy gifts are not just numbers on a chart—they enable real-life impact that shape communities. Consider these examples:

• A local shelter shared that a bequest received just before the COVID-19 pandemic was the reason they were able to keep their doors open. Without it, they wouldn’t have had the resources to provide food and shelter to vulnerable populations during a critical time.
• A small mental health agency received a bequest from a donor in honor of their sibling. That donation funded a youth schizophrenia program that has helped countless young people recover from early episodes of psychosis. This program simply would not have existed without the donor’s gift.

Stories like these are becoming more common, and illustrate the immense potential of legacy giving to create lasting change.

A global shift 

Canada isn’t the only country seeing a shift in attitudes toward charitable bequests. Around the world, legacy giving is gaining traction:

• In the UK, the number of people who outright reject the idea of leaving a gift in their Will has dropped from 13% to 9% over the last decade. Today, 77% of UK donors say they are open to leaving a percentage of their estate to charity.
• In Finland, willingness to leave a charitable bequest has increased ninefold since 2015.
• In Austria, 1 out of every 10 Euros donated to charity now comes from a bequest.

The trend is clear: people everywhere are realizing that legacy giving is an easy and impactful way to make a lasting difference.

Canadian Research: Who’s behind this movement?

Research conducted by the CAGP Foundation and Will Power in 2025 found that in Canada, the number of people interested in leaving a legacy gift jumped from 31% in 2020 to 44% in 2025. That’s an extra 4.7 million Canadians considering a bequest in just five years!

So, who are these new legacy donors?

• They’re younger Canadians, primarily under 50.
• They’re not ultra-wealthy—most have a household income between $60K and $100K.
• They’re financially savvy, thinking about their estates and planning their first Wills.
• They’re already charitably inclined and keep up with the news and social issues.
• They’re considering an average of two charities for their
  legacy gift.

When asked why they want to leave a legacy gift, the answers are inspiring:

• “I want to help charities I care about continue their good work.”
• “I want to leave behind something important and long-lasting.”
• “I want to set a good example of giving back.”

The biggest hesitation? The fear of disinheriting loved ones. But with proper planning, donors can leave a portion of their estate to charity while ensuring their families are well taken care of.

The role of charities and advisors

Over the past five years, we’ve seen more charities start to embrace legacy giving as part of their fundraising strategy. Financial advisors and estate planners are also beginning to bring up charitable giving in estate conversations more frequently. But there’s still a long way to go.

Legacy giving is often viewed as a niche practice. Many charities focus on immediate fundraising needs, especially as traditional cash donations decline. Some worry that bringing up gifts in Wills will turn donors off or divert funds from annual giving. But the research shows otherwise; donors who plan on including a charity in their estate plan say it won’t take away from their current giving. In fact, 17% say their legacy planning makes them more likely to increase their charitable donations now.

For charities and advisors, the Will Power campaign provides an easy entry point into this conversation. By joining forces with a national movement, they can access tools, resources, and a wide audience of donors looking to use their Wills for good.

A defining moment for Canadian philanthropy

Canada is on the cusp of a major shift in charitable giving. With more donors aware of, and open to, the idea of legacy gifts, we have an incredible opportunity to reshape the future of philanthropy.

The next few years will be critical. By continuing to normalize conversations about gifts in Wills, educating donors, and equipping charities and advisors with the right tools, we can ensure that this momentum doesn’t slow down.

This isn’t just a trend — it’s a fundamental change in how Canadians support the causes they care about. And if we stay the course, we could see billions flowing into the charitable sector, providing stability and innovation for the organizations making a difference in our communities. 

 

Laurie Fox has been a die-hard charity sector professional for close to two decades. Most recently, Laurie specialized in gift planning at Toronto General & Western Hospital Foundation and Plan International Canada. It was there that Laurie discovered the power of strategic giving to turn the ordinary into the extraordinary; and its potential to help meet some of society’s greatest needs. For the past two years Laurie has been working with the Canadian Association of Gift Planners to develop Will Power, Canada’s new national legacy giving campaign.

Check it out at willpower.ca