The sweet spot for legacy giving.

Almost 2 million Canadians have already to bequested billions of dollars to their favourite charities, and that's just the tip of the iceberg.
Do you want to know exactly who is making all those legacy gifts? 

When it comes to legacy giving, the way we ask is essential. And we’ve found that the best way to ask properly is to really get to know who we’re asking.

Who already has a will, and who’s planning to make one? Where is that money going? Who is likely to leave a bequest?

Those are exactly the questions we asked to create the 2014 State of the Legacy Nation. It’s a deep dive into the Canadian legacy giving market today, and a forecast for the future.

We think you’ll be surprised by what you find – we certainly were!

Who already has a will, who's planning on it, and why you shouldn’t suggest they make one.


Which donors are leaving gifts in their will, and where those gifts are going.


Which cohort dominates legacy giving right now – and who’s about to overtake them.


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We based this study on similar research we conducted in 2010 but with one major addition. This time around, we started asking people what year they were born in. It might seem small, but don't be fooled. The demographic data we gathered puts legacy giving in a whole new light.


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