What Will Power does

Will Power is a Canadian national public education campaign launched in 2021 by the Canadian Association of Gift Planners (CAGP) and the CAGP Foundation, both non-profit organizations headquartered in Ottawa. The campaign's stated objective is to raise the share of Canadians who leave charitable gifts in their Wills from 8% in 2022 to 13% by 2030, which the campaign estimates could direct up to $58 billion to charitable causes. It targets a horizontal mass-market audience of individual Canadians across income levels who are planning or updating their Wills, as well as financial advisors, lawyers, notaries, and registered Canadian charities seeking planned giving support.

The campaign's product surface consists of a digital education platform at willpower.ca (with a French-language counterpart at volonté de faire.ca for Quebec) comprising interactive web tools — a Legacy Calculator that estimates what share of an estate can be directed to charity while preserving family inheritances, a province-specific Tax Calculator that models charitable donation tax credits, and a Charity Finder directory of 100+ Canadian registered charities organized by cause. Supporting content includes educational articles, donor stories, charity impact stories, webinars (e.g., "Top 7 Myths About Leaving a Charitable Gift in Your Will"), a Will Writing Guide PDF, a Will Writing Quiz, RRSP/RRIF beneficiary designation forms from major Canadian banks, and a directory of 10+ partner financial advisors offering free consultations.

The business model is non-commercial. All tools, calculators, guides, webinars, and advisor connections are free to end users. The campaign is funded by its parent non-profit organizations rather than through venture capital, grants are not disclosed, and there are no disclosed investors or revenue streams. Distribution is digital-first and partner-led, relying on CAGP's professional network, embedded content on 100+ charity partner websites, financial advisor referrals, earned media coverage in major Canadian outlets (Globe and Mail, National Post, CBC, Rogers TV), and social channels. There is no commercial pricing model; success is measured by behavioral adoption of legacy giving across the Canadian population rather than revenue.

Name

Will Power

Legal name

Canadian Association of Gift Planners

Website

https://willpower.ca

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Will Power is a Canadian non-profit public education campaign launched in 2021 by the Canadian Association of Gift Planners, providing free interactive calculators, a charity directory, educational guides, webinars, and advisor referrals to help individual Canadians include charitable gifts in their Wills.

Ownership category

akta.pro rank

Product category

Planned Giving Education and Charitable Will Donations

NAICS

Educational Support Services (611710), Other Grantmaking and Giving Services (813219)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Social Justice & Human Rights Grantmaking Foundations (BPAGAKAN)

Keywords

• Charitable giving education
• Planned giving resources
• Legacy giving campaign
• Estate giving Canada
• Will donation tools

Headquarters

HQ city

Ottawa

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Public Awareness Campaign (Non-Commercial): Will Power is a non-profit public education campaign operated by the Canadian Association of Gift Planners and CAGP Foundation. It does not generate revenue from selling products or services. The campaign's goal is to increase the percentage of Canadians leaving charitable gifts in their Wills from 8% to 13% by 2030, potentially directing $58B to charitable causes.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Will Power is a national public education campaign that educates Canadians about including charitable gifts in their Wills. It provides free interactive tools (Legacy Calculator, Tax Calculator), a Charity Finder directory, educational content (webinars, guides, quizzes, donor stories), and connections to a network of financial advisors and legal professionals to help Canadians plan and execute legacy donations. The campaign does not sell products or services and is funded by the Canadian Association of Gift Planners and CAGP Foundation.

Product overview

Will Power is a national public education campaign designed to inspire Canadians to leave charitable donations in their Wills. The platform consists of interactive digital tools (Legacy Calculator and Tax Calculator), a searchable Charity Finder directory, educational content (webinars, guides, quizzes, donor stories), and connections to a network of financial advisors and legal professionals. The core offering centers on empowering everyday Canadians to make strategic charitable gifts through estate planning without sacrificing family inheritance, with step-by-step guidance from choosing a charity through Will creation.

Differentiator

Problem solved

Functional benefit

Brands

• Legacy Calculator: Online tool to help Canadians calculate how much they can leave to charity while providing for loved ones
• Tax Calculator

Products and services

• Legacy Calculator Interactive web tool that helps individual Canadians calculate what percentage and amount of their estate they can leave to charity while still providing for loved ones, displaying gift amounts as percentages of estimated estate.
• Tax Calculator Interactive province-specific calculator demonstrating the true cost of charitable donations in Wills after Canadian charitable donation tax credits are applied, showing donation tax credits, amount charity receives, and out-of-pocket cost to the donor.
• Charity Finder Searchable directory of Canadian registered charities that accept gifts in Wills, organized by cause categories including health, education, environment, arts, social services, and more, providing contact details and registration numbers for Will inclusion.
• Ask an Advisor Directory and referral service connecting Canadians with a network of 10+ financial advisors offering free consultations to help users maximize charitable giving strategies, estate planning, and tax benefits from planned giving.
• Webinars Educational webinar series covering topics such as 'Top 7 Myths About Leaving a Charitable Gift in Your Will' and 'Writing a Will with Family and Charity in Mind'.
• Make Your Will Service Resources and referral service connecting Canadians with lawyers, notaries, and online Will services to draft or update their Wills, including those that include charitable gifts.
• Will Writing Guide Step-by-step PDF guide for writing a Will in Canada with family and charity in mind, covering guardians, executors, and charitable giving clauses.
• RRSP Beneficiary Forms Downloadable beneficiary designation forms from major Canadian financial institutions (BMO, CIBC, Manulife, RBC, Scotiabank, TD) enabling donors to name charities as RRSP/RRIF beneficiaries.

Quantifiable outcome

• 3 million Canadians have left gifts in their Wills
• +2 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and key.

• Canadian Association of Gift Planners (CAGP)coreOthersCAGP is the national professional association that leads the Will Power campaign. As the parent organization, CAGP brings together charities and advisors advancing strategic charitable giving in Canada. The campaign is a core initiative of CAGP to increase planned giving awareness across Canada.
• CAGP FoundationcoreOthersThe CAGP Foundation collaborates with CAGP to operate the Will Power campaign. The foundation provides organizational support and legitimacy for the national public awareness initiative.
• Financial Advisors NetworkkeyStrategic or Co-development PartnerNetwork of 10+ financial advisors who have partnered with Will Power to offer free consultations to Canadians interested in charitable estate planning. Advisors include specialists in estate planning, charitable giving, and philanthropy. Examples: Tracey Lundell (Sea Glass Wealth Advisory), Adam Chapman (YESmoney), Adam Malcolm (IG Wealth Management), Ryan Fraser (Quiet Legacy Planning), and others.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• The Life You Can Save: Nonprofit that curates and recommends high-impact charities to donors. Comparable in donor-education and charity-discovery functions, though focused on current giving rather than estate/bequest giving.
• Charitable Impact: Canadian giving platform that helps donors discover, evaluate, and give to charities. Overlaps with Will Power's Charity Finder and donor-education role, though focused on current giving rather than estate gifts.
• CanadaHelps: Canada's largest online donation and charity-discovery platform. Comparable as a digital hub connecting Canadian donors with registered charities, though focused on immediate giving rather than legacy/bequest giving.

Regional players

• Charity Navigator: Leading US charity-evaluation and rating platform. Comparable as a directory/discovery layer for donors choosing charities, providing overlapping functionality to Will Power's Charity Finder though US-focused.

Direct peers

• Epilogue: Canadian online Will service. Comparable in the Canadian Wills market, and increasingly embedding charitable-giving prompts into its Will-drafting flow that competes with Will Power's educational role.
• Leave a Legacy Canada: Canadian awareness initiative promoting planned giving through Wills. Directly comparable mission to Will Power, focused on educating donors and supporting charities with legacy-giving resources.
• FreeWill: US-based online platform that guides users through Will creation with built-in charitable-giving prompts. Operates in the same planned-giving/Wills space and partners with charities and nonprofits, overlapping Will Power's target behavior.
• Willful: Canadian online Will-writing service. Operates at the Will-drafting moment where Will Power drives conversion, making it both a potential partner and a potential disintermediator for charitable-gift inclusion.
• Giving Tuesday: Global generosity movement with a Canadian chapter that runs annual awareness campaigns for charitable giving. Comparable as a public-awareness engine for charitable behavior change in Canada.

Emerging players

• DonorPerfect: Fundraising and donor-management software used by charities for planned-giving campaigns. Adjacent to Will Power's partner-charity side of the ecosystem rather than donor-facing, but supports the same legacy-giving flow.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/intent/tweet?url=https%3A%2F%2Fwww.willpower.ca%2F
• YouTubeyoutube.com/watch?v=nWPZ7zA3Ats
• Facebookfacebook.com/WillPowerCAGP
• LinkedInlinkedin.com/company/will-power-canada

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Will Power