How Bruce Trail Conservancy Turned Legacy Intent Into Over $5.9 Million in Future Gifts
Bruce Trail Conservancy added Epilogue to its established legacy giving program to help supporters move from considering a Will to completing one, and generated over $5.9 million in future gifts.
Inside the Impact
Bruce Trail Conservancy wanted to:
Give members and donors a simple, accessible way to create a Will;
Make it easier for supporters to include a gift to Bruce Trail Conservancy in their Will; and
Add a valuable digital tool to its established legacy giving program.
Since launching with Epilogue in November 2024, Bruce Trail Conservancy:
Received 30 gifts in Wills through the program;
Generated over $5.9 million in estimated future revenue; and
Saw its first gift within one month of launching.
The Opportunity
Q: Before partnering with Epilogue, what did legacy giving look like at Bruce Trail Conservancy?
The Bruce Trail Conservancy is one of Ontario’s largest land trusts. For more than 60 years, we have protected and restored the vulnerable habitat and biodiversity of the Niagara Escarpment and stewarded Canada’s longest marked footpath.
Working alongside our nine Bruce Trail Clubs, members and volunteers, we pursue a clear mission: preserving a ribbon of wilderness, for everyone, forever.
Legacy giving was already an established part of our fundraising program before Epilogue. We have shared the legacy message with members and donors since the 1990s and, since approximately 2019, have invested more consistently in raising awareness about the power of gifts in Wills.
Legacy giving is also embedded in our strategic plan under our commitment to “Inspire Generosity.” We have annual goals for bequest confirmations, a dedicated staff member focused on legacy giving, support from our Board and an annual budget for the program.
Q: What gap were you hoping to address?
We had many of the foundations of a strong planned giving program in place. The missing piece was a low-barrier way for donors to move from thinking about making a Will to actually creating one, and, as part of that process, an easy way to include a gift to Bruce Trail Conservancy.
The Solution
Q: Why did you choose Epilogue?
Our interest in online Will-making grew over time. During the pandemic, we noticed that most of our new gift-in-Will confirmations were coming through our online channels rather than by mail or phone. It suggested that people were becoming more comfortable taking important steps online.
Several things gave us confidence in Epilogue:
Estate planning expertise: The platform was created by two estate lawyers, which brought credibility and a strong understanding of the Will-making process.
Institutional trust: Epilogue’s partnership with RBC was a meaningful endorsement.
A user-friendly platform: The experience was simple and approachable for supporters.
Just as importantly, the product had continued to evolve since we first saw an early version. By the time we were ready to proceed, it felt like a comprehensive offering that fit naturally within our planned giving program. We saw Epilogue as another integral part of a broader program. It also offered a compelling benefit for our membership base
Q: What was it like to get started?
It was very easy. Epilogue did most of the heavy lifting, which made implementation straightforward for our team.
The Results
Q: How quickly did you begin seeing results?
We launched our partnership in November 2024 and received our first gift within the first month.
Since launch, we have received 20 gifts in Wills through the program, representing over $5.9 million in estimated future revenue. Before the formal launch, nine supporters had already included Bruce Trail Conservancy in Wills created through Epilogue, which was an early indication that our audience was open to making Wills online.
The results reinforced several important lessons for us:
People are ready to create Wills online;
Both younger and older donors are comfortable using an online Will platform;
Younger donors will include charitable gifts when they are given the opportunity; and
When donors already have a strong relationship with an organization, the organization’s endorsement can give them confidence to try a new way of creating a Will.
Q: How has the program contributed to your legacy giving strategy?
Epilogue is contributing to the continued growth of our planned giving program and the future revenue it generates. It has also helped us better understand the range of people engaging with legacy giving online.
Many supporters choose to remain anonymous, which we respect. Those who share their information may be open to a conversation but often still prefer to remain under the radar. The program therefore gives donors the flexibility to engage in the way that feels right for them.
It has also shifted how we think about the economics of planned giving. One gift in a year can immediately offset and outpace the investment. When you look at the potential future return, the value is clear.
“One gift in a year can immediately offset and outpace the investment. When you look at the future return, it is worth it.”
What’s Next for Bruce Trail Conservancy
Q: How will this shape your approach going forward?
We will continue exploring new avenues within our planned giving program that add value for our members and donors and make it easier for them to act on their generosity.
Epilogue works best as one integral piece of a comprehensive legacy program. The technology itself is not the primary reason someone leaves a gift. That motivation comes from a donor’s passion for the organization and from the relationship the charity has built with them over time.
For charities considering Epilogue, our advice would be to first build a strong foundation of donor relationships, stewardship and consistent communication about the power of legacy gifts. Epilogue can then support that foundation by making it easier for donors to take the next step and turn their intention into action.
