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Why charitable giving in wills is on the rise

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Smaller donations to charitable organizations are trending downward due to life being more expensive. Thirty-one per cent of registered charities raised fewer funds in 2022, according to data from CanadaHelps. But one silver lining is that more strategic gifts, such as donating securities or through insurance, remain mostly stable, says Ruth MacKenzie, president and chief executive officer of the Canadian Association of Gift Planners. For example, securities donations rose 52 per cent in 2021.

Globe Advisor spoke with Ms. MacKenzie recently about planned giving in a will, demographic trends, and guidance on how advisors can assist clients with charitable giving strategies.

Where are charitable giving initiatives on the rise?

We’ve seen commitments to gifts in people’s wills really increase over the time of the pandemic.

In 2019, we launched a national campaign called Willpower and we benchmarked the current situation as being 5 per cent of Canadians have a gift to a charity in a will. Our 10-year goal for the campaign was to move the bar from 5 per cent to 8.5 per cent. By last November, we were already at 8 per cent. That’s a significant jump in commitments to gifts in wills.

We’ve also seen the growth in the millennial cohort leaving a gift in a will. Our research shows it’s 12 per cent for millennials, a significant difference.

What’s the benefit of leaving a gift in a will versus giving now?

For a lot of people, it’s an opportunity to make a significant gift. Then, you’re looking at your whole estate and taking care of your family, but there’s also room for a charity and a cause that you care about in your will.

There are huge tax advantages for your final estate if you have a gift to a charity in your will. And there’s often a big tax bill payable on death. It’s a way to mitigate the taxes and also make a statement about your life and values.

To what do you attribute the millennial growth in this area?

It’s a cohort that’s obviously starting to develop their wills as some are pushing 40 now – and they have mortgages and kids. So, they’re kind of tapped out financially on a present basis, but they really care about giving back.

We think the reason we’ve seen that growth is because by leaving a gift in their will, there’s still an opportunity to be mindful of giving back, even if they don’t have the ability to give back in a real way right now. We’re excited about this statistic because, ultimately, it does build a culture of philanthropy.

What takeaways do you have for advisors when it comes to planned giving strategies?

Our internal research tells us that high-net-worth clients want their advisors to be talking to them about charitable giving and how they can integrate their philanthropic interests into wealth management plans. And they’re comfortable with advisors talking to them [about this] early on in their relationship. This is not something where advisors have to wait for a relationship to be established.

This interview has been edited and condensed.

– Deanne Gage, Globe Advisor reporter

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– Globe Advisor Staff

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