Holly Wagg, MA, CFRE

Partner & CEO

Good Works


Holly Wagg, CFRE is a Partner and CEO and Chief Fundraising Architect at Good Works. She’s the co-author of You Can’t Take It With You: The Art and Science of Legacy Fundraising (the 2nd edition of Iceberg Philanthropy), the go-to book on planned giving that shows fundraisers how very ordinary donors make extraordinary gifts to charity in their wills. Through her legacy, digital, and direct mail fundraising, Holly has had the privilege to work with clients like WWF Canada, Kids Help Phone, Nature Conservancy of Canada, CARE Canada, Ontario SPCA, SOS Children’s Villages Canada, and the Ottawa Hospital Foundation.

Holly co-founded the Ten Oaks Project in 2004, for which she was honoured with a lifetime achievement award in the queer community before she cracked 30. She’s a widowed, and re-married, mother of six (two adopted, one bio and three step children) who does an abundance of yoga, CrossFit, hiking, and eats of all the ice cream to stay grounded.