What Fundraisers Need to Know About Online Wills
For decades, legacy giving has been seen as the domain of major gifts officers, estate lawyers, or only the most sophisticated donors. But the landscape is changing. A growing number of Canadians are turning to online Will platforms to complete their estate plans. And that shift matters for fundraisers.
Whether your organization has a formal legacy program or not, understanding the basics of online Wills can help you better engage donors, remove friction, and open the door to more legacy gifts. Here’s what fundraisers need to know:
1. Online Wills are for real
Online Wills aren’t new, but their popularity has surged in the last few years. More than half of Canadians still don’t have a Will, and for many, the idea of booking an appointment with a lawyer and paying thousands of dollars has been a barrier.
Online platforms offer a simpler, more affordable path. In just 20 minutes, a donor can create a legally binding Will from their laptop or phone. These tools guide users through important decisions like naming guardians, dividing their estate, and yes—leaving gifts to charity.
2. They're not just for millennials
It’s easy to assume online Wills are mostly used by young, tech-savvy individuals. But many users are in their 40s, 50s, 60s, and beyond. They may be parents updating their plans after having children, or retirees finally getting around to it.
These are donors who already have a connection to your organization. Online Wills simply meet them where they are—at home, on their time.
3. Leaving a gift is easy (and often prompted)
One of the most powerful features of online Will platforms is the opportunity to integrate charitable giving into the process. At the right time, users are prompted to consider leaving a bequest.
That prompt works. Many donors have never thought about leaving a gift in their Will before, but when asked in a clear and timely way, they do it. Some platforms even let charities customize the donor journey—adding logos, suggested language, or impact statements to make the giving experience more meaningful.
4. These gifts are real and measurable
Donors who use online Wills to leave a gift to charity aren’t just clicking a box. They’re choosing specific amounts or percentages and naming charities directly in the legal document.
Platforms like Epilogue offer reporting dashboards to partner charities, so you can see anonymized data: number of gifts, total estimated future value, and even donor messages. It’s not just about awareness—it’s a real pipeline.
5. It lowers the barrier for smaller charities
You don’t need a six-figure planned giving campaign to benefit from online Wills. In fact, the low-cost and digital-first nature of these tools means even small and mid-size charities can build a legacy program.
With just a single webpage and a few well-crafted emails, you can give your supporters an easy way to make a lasting impact.
6. It’s a supplement, not a substitute
Online Wills aren’t replacing lawyers. They’re expanding the pie. Many Canadians who make an online Will are doing so for the first time. These are new legacy donors who might never have gotten around to it otherwise.
Of course, more complex estates still need legal advice. But the vast majority of Canadians have simple needs. For them, online Wills are an accessible, empowering first step.
Final Thoughts
If you work in fundraising, legacy giving is no longer something to push to next year’s plan. The tools are here. The donor interest is here. And online Wills are opening doors that were previously closed.
You don’t have to be an estate expert to start the conversation. You just need to be open, informed, and willing to meet your donors where they are.
The future of legacy giving isn’t just in boardrooms or endowment reports. It’s in inboxes, mobile phones, and 20-minute donor journeys. And that future is already here.
