The next generation of legacy donors isn’t “coming up.” They’re already here.
In Part 1 of this series, we looked back at what we knew about legacy giving in 2019. In Part 2, we looked at what the new CAGP Foundation research told us about Will writing and estate planning today. Now, for the part everyone really wants to know: what does the new research say about who’s leaving a gift in their Will and what they’re thinking?
Let’s start with the headline: Legacy giving in Canada is not just holding steady, it’s growing.We’re not talking about incremental growth here either. Gifts in Wills have doubled! We’ve gone from 5% of Canadians leaving a gift in their Will in 2019, 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.
So yes — the pie is getting bigger.
But what’s more interesting (and maybe a little surprising) is who’s behind it.
Not your grandfather’s legacy donor
For years, legacy giving has been framed as something for older Canadians, later in life.
That story is…outdated.
Canadians under 50 are not only the most interested in legacy giving, they’re also the most likely to have done it. As an example, 14% of 35 to 44-year-olds report having included a charity in their Will versus 7% of those 65+.
Let that sink in for a second.
The next generation of legacy donors isn’t “coming up.” They’re already here.
In addition, 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—groups that also tend to skew younger.
This isn’t about replacing one audience with another. It’s about widening the lens, and starting the conversation sooner.
They’re also not the mega rich
Another myth worth retiring: that legacy giving is only for the ultra-rich.
Again, the research shows that Canadians with household incomes between $60,000 and $200,000 are the most likely to plan a charitable bequest.
These are people with mortgages, kids, and busy lives. Not necessarily people who would describe themselves as “philanthropists.”
Our opinion? This is an indicator that legacy giving is shifting from a niche strategy to something much more mainstream.
This missed opportunity
Some of the Canadians most open to legacy giving aren’t the ones being asked about it. Immigrants are less likely to be asked by their financial or legal advisors about leaving a gift in their Will, even though they’re more likely to do it.
French-speaking Canadians are the least likely to be asked, full stop.
And when it comes to outreach from charities, it still tends to skew older. Canadians over 50 are far more likely to say they’ve been approached about legacy giving than those under 50.
Same motivations. Same barriers. New nuance.
There’s no dramatic shift in why people leave a gift in their Will. Canadians are still motivated by the same core things:
- Supporting causes they care about
- Leaving behind something meaningful and long-lasting
- Setting a good example for future generations
And the biggest barrier? This is still the same too—people worry about taking away from their loved ones.
The core drivers haven’t changed, but it’s in the nuance where things get interesting.
Yes, the drivers remain consistent across all groups, but their relative importance changes depending on who you’re talking to.
Black respondents, for example, place more emphasis on leaving something important and long-lasting. South Asian respondents lean more toward setting a good example.
Which charities are they choosing?
Most Canadians who are planning a gift in their Will are, on average, thinking about including two charities.
When asked which charities they are considering for their Will, here’s what we heard:
Most importantly, people said they don’t see a gift in their Will as replacing their annual giving. Most say their lifetime donations will stay the same, and nearly 1 in 5 say they actually plan to give more!
More proof that legacy giving isn’t a trade-off. It’s an extension.
So, what do you do with all this?
Here’s our takeaway from the new research:
- legacy giving is having a moment,
- more people are interested,
- more people are doing it, and
- it’s not who you might expect.
If you want to take advantage of that momentum, widen your circle.
Start the conversation earlier. Engage a broader mix of Canadians.
The next generation of donors is here, and they’re looking for ways to shape the world.
If you want to dig deeper into the data (and there’s a lot more in there), you can download the full report: English | French
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
