Over the past few decades, planned giving has quietly become one of the most powerful and sustainable ways to support charitable causes in Canada. What was once seen as a niche fundraising strategy has become a central pillar of many development programs—and for good reason.
If you’re wondering whether planned giving is worth investing in, here’s your proof: the data, the demographics, and the momentum all point to significant growth in both interest and impact.
Let’s break it down.
The Rise of Planned Giving in Canada
Back in 1993, the Canadian Association of Gift Planners (CAGP) conducted a national survey. What they found was telling:
- 84% of people working in planned giving had less than 4 years of experience.
- 25% had been in the field for under a year.
- Only 58% of institutions had a planned giving program in place.
Fast forward to today, and the landscape has changed dramatically.
Most major universities, hospital foundations, arts organizations, and even smaller nonprofits have some form of planned giving strategy in place. It’s no longer considered a “nice to have.” It’s a must-have—especially for organizations looking to build long-term financial sustainability.
The Demographic Tailwind: Aging Canadians & Wealth Transfer
One of the most significant drivers of planned giving is demographic change.
- In 2016, there were nearly 6 million Canadians over the age of 65, representing 16% of the population.
- By 2050, 1 in 4 Canadians will be 65 or older, representing 25% of the population.
This group is especially important: they tend to have accumulated wealth, are often re-evaluating their legacy, and are looking for ways to make a lasting impact beyond their lifetime.
At the same time, we’re in the early stages of the largest intergenerational transfer of wealth in Canadian history. And much of that wealth is tied up in assets—not cash—which makes planned giving vehicles (like bequests, securities, and trusts) especially important.
Bequests Are Leading the Way
If you’re wondering which type of planned gift dominates in Canada, the answer is clear: charitable bequests.
They’re simple, flexible, and incredibly impactful. In fact, Planned Giving for Canadians notes that more money comes to charities through bequests than through any other planned gift vehicle.
The good news? Donors are open to the conversation—especially when it’s framed around values, purpose, and the desire to be remembered for something meaningful.
The even better news? You don’t need a massive team to get started. Even small charities can begin with a basic bequest program and scale from there.
But there’s another gift vehicle quietly making waves…
Enter the Donor Advised Fund (DAF)
Donor Advised Funds are emerging as one of the most versatile and donor-friendly planned giving options in Canada.
A DAF allows a donor to:
- Make a charitable contribution now (and get the tax receipt),
- Grow the funds tax-free within the DAF,
- Recommend grants to their favourite charities over time.
Here’s why DAFs are catching on:
- They simplify giving. One donation, many grants.
- They can be used as legacy tools. Donors can name successors or set long-term intentions for their giving.
- They support strategic philanthropy. Gifts can be timed, planned, and focused.
Charities don’t run DAFs themselves, but the key is this: you can—and should—engage with donors who have them. DAF holders are often your best prospects for legacy conversations, endowed support, and large, unrestricted gifts.
Increased Professionalism and Support
Planned giving is no longer a fringe specialization. The ecosystem is thriving:
- CAGP now has over 1,300 members, including fundraisers, lawyers, financial advisors, and consultants.
- Professional courses—like the Banff Gift Planning Fundamentals—are preparing a new generation of gift planners.
- Legal and tax frameworks have evolved to make giving easier (e.g., gifts of securities, RRSPs, and insurance proceeds now qualify for donation receipts in many cases).
This growth in training and infrastructure means charities can now run sophisticated, integrated gift planning programs that span both current and future giving.
Why This Matters Now
In an era of economic uncertainty, annual giving may fluctuate. But planned gifts—especially bequests—are often less sensitive to market changes.
More importantly, they provide the kind of long-term support that allows organizations to dream big, invest boldly, and plan sustainably.
Institutions that embrace planned giving today are setting themselves up for resilience tomorrow.
Final Thoughts: Get Ahead of the Curve
Planned giving isn’t just growing—it’s maturing. It’s professionalizing. And it’s proving its value every day in communities across Canada. Whether you’re a seasoned fundraiser or a small charity just starting out, the opportunity is real—and growing. So the question isn’t if planned giving should be part of your strategy. It’s how soon you’re ready to embrace it.
If you’ve been waiting for the “right moment” to grow your planned giving program—this is it. The infrastructure is here. The donor appetite is growing. And the opportunity to build long-term, mission-sustaining support has never been stronger.
