Back in 2020, the CAGP Foundation released new research on legacy giving in Canada. We looked at people who’d left a charitable gift in their Will and people who were thinking about it. We considered their motivations, barriers and more. All of this work was in preparation for a new public awareness campaign.

We promised ourselves that we’d update the research every five years. And, well…here we are.

Things have come a long way since 2020. We’ve launched the Will Power campaign and legacy giving has grown. But before we publish the new research this fall, I think it’s important to remember where we came from.

So, turn your mind back to just before the pandemic (when joining a meeting didn’t require a link). Here’s what we knew then:

• Interest was higher than expected. Nearly one third (31%) of Canadians said they were likely to leave a gift to charity in their Will.
• Who were most interested? Surprisingly, 35 to 50-year-olds. Followed by 65 to 74-year-olds—who were most likely to have given it some serious thought.
• What was the biggest barrier to giving? A belief that they had to choose between family and charity.
• Turns out Will writing wasn’t an issue. While only half (56%) of Canadians had a Will, almost all (90%) had one by the time they hit 75. Those who didn’t have a Will said they planned on making one in the next ten years.
• But there were still hurdles. The majority (69%) did consult a professional to plan their estate—most often a lawyer or notary. Problem is, most (59%) were not asked about including a charitable bequest.

Most importantly, we saw that 5% of Canadians (mostly 65 years or older) had left a gift to charity in their Will already. A number that hadn’t changed much from previous years.

So, we challenged ourselves to increase that number. To lean into those who were interested and move them along.

Fast-forward to 2025

In January of this year, we went back into the field to see how the dial has moved, and to ask new questions:

• Had more people left a gift in their Will? Had interest grown?
• Who are the best prospects for legacy giving these days?
• What about groups often ignored in the research—like Black, Indigenous, Asian and newcomer communities?
• Have the motivations and barriers changed?
• How are people writing their Wills these days, and where are they going for advice?

If the 2020 study gave us a map, this new research is the upgraded GPS. Some of the findings might surprise you, others may simply confirm what you already know. Either way, they will help you navigate the next five years of legacy giving with clarity and confidence.
This fall, we’ll be sharing the updated research answers to the questions I’ve shared, and more! Stay tuned for Part Two of this article.

In the meantime, if you would like a refresher on the 2020 research, you can download the report on the CAGP website.

Laurie Fox has been a die-hard charity sector professional for two decades. Her journey in planned giving started at Toronto General & Western Hospital Foundation and then 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. Since 2018, Laurie has been working with CAGP on the Will Power campaign - Canada's biggest effort to make leaving a gift in your Will a social norm. You can learn more at www.willpower.ca