Will Power


Leaving a gift in a Will to charity turns the ordinary Canadian into an extraordinary philanthropist. Yet only 5% of Canadians do this.

Will Power is the biggest movement in our history to make gifts in Wills the social norm. Our goal: to open-up $40B in gifts to charities by 2030.

After a massively successful pilot year in the Niagara Golden Horseshoe region [full report to follow], Will Power is ready to roll out to communities across Canada. 

[add your org to the waitlist]


The campaign encourages Canadians to think about charitable bequests, and inspires them to act. We do this via broad-based marketing in communities across the country. 

Ads in physical spaces and online direct people to www.willpower.ca.  The website includes many features to move donors along on their journey towards leaving a gift in their Will to charity.  Through rigorous testing, the campaign has identified the best methods to attract people to the website, and then engage them to encourage action.  The best part? This process will continue to be refined over time, meaning that with every visit to the website, the campaign gets smarter! 

Charities and Professional Advisors who partner with Will Power are introduced to a new army of potential philanthropists and are provided with a comprehensive suite of resources to engage your donors and clients. 




Contact Laurie Fox, National Campaign Director, for more information on Will Power in 2021:            lfox@cagp-acpdp.org


Thank you to Will Power’s seed funders: