Digital estate planning isn't replacing traditional legacy fundraising

Digital estate planning isn't replacing traditional legacy fundraising.

It's becoming another place where future legacy donors are making one of life's biggest decisions.

Estate planning creates a unique moment

Legacy gifts don't begin with a fundraising appeal.

They begin with a decision to make a Will.

When someone sits down to think about the people and causes they care about most, they're naturally reflecting on the impact they want to leave behind.

That's why estate planning represents such a powerful moment of engagement.

Our research found that approximately 12% of Canadians who create their Wills online include a charitable gift - slightly higher than the estimated national average.

But perhaps the most compelling finding came when charities became part of that journey.

When a supporter creates their Will through a charity's Epilogue program, more than 40% choose to include that organization as a beneficiary.

That isn't simply a statistic.

It's evidence that removing barriers to estate planning can dramatically increase opportunities for legacy giving.

The lesson isn't about technology

It would be easy to conclude that this is a story about online Wills.

It isn't.

It's a story about accessibility.

Many Canadians delay making a Will because they don't know where to start, assume it's expensive, or simply never get around to it.

When those barriers are removed, more people complete their Wills.

And when charities thoughtfully support that process, more people choose to leave a legacy gift.

Technology isn't replacing relationships.

It's creating more opportunities for meaningful ones.

Looking ahead

The way Canadians make Wills will continue to evolve.

That's why we believe charities have an opportunity to think beyond traditional planned giving and begin integrating estate planning more naturally into the donor journey.

The future of legacy giving won't be shaped solely by changing donor demographics.

It will also be shaped by changing donor behaviour.

The organizations that recognize that shift today will be the ones building stronger legacy pipelines for years to come.