Canadian Association of Gift Planners

What Canadian Association of Gift Planners does

The Canadian Association of Gift Planners (CAGP) is a bilingual (English/French) professional membership association founded in 1993 and headquartered in Ottawa. It is described in its own materials as the only organization in Canada that brings together charitable fundraisers and donor advisors (legal, financial, insurance, accounting) in a single professional body, and is recognized as the leading expert community for strategic charitable gift planning in Canada. The organization serves approximately 1,400+ members across 14 regional chapters spanning every Canadian province from Vancouver Island to Atlantic Canada.

CAGP's product surface spans five revenue streams: subscription membership fees (individual tiers from $90 for new fundraisers up to $420 for associate members, plus organizational memberships scaling from $1,150 for four employees), a professional development course catalog (Gift Planning Fundamentals, the Original Canadian Gift Planning Course, the Strategic Gift Planning Bootcamp, Bequest Administration Essentials, and an advisor-specific variant), the MFA-P (Master Financial Advisor in Philanthropy) designation delivered in partnership with The Knowledge Bureau, an annual national conference, and weekly Webinar Wednesdays plus publications such as the Planned Giving for Canadians eBook and 2025 research reports on legacy giving and donor-advised funds. Supporting infrastructure includes a job board, an exclusive resource library, and the Will Power national public campaign (volontedefaire.ca), launched in 2020 with a goal to raise charitable bequest participation from 5-8% to 13% by 2030, projected to generate $58 billion for charitable causes.

The underlying technology stack is conventional association software (bilingual website, member portal, webinar platform, CRM-linked event registration) with no proprietary technology, AI capability, or API product surface. Revenue mechanics are diversified across membership subscriptions, course fees, conference registration/sponsorship, and publication sales, with pricing effective July 1, 2026. The organization is governed by an elected Board of Directors and operated by a staff of 1-10; the CAGP Foundation (Fondation de l'ACPDP) operates as a wholly affiliated nonprofit supporting research and education. Ruth MacKenzie serves as President & CEO and has represented the organization at Senate hearings on charitable sector policy.

Name

Canadian Association of Gift Planners

Legal name

Canadian Association of Gift Planners

Website

https://cagp-acpdp.org

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

The Canadian Association of Gift Planners is a bilingual Canadian professional membership association that connects 1,400+ fundraisers, charities, and donor advisors (legal, financial, insurance, accounting) through education, credentialing, and advocacy for strategic charitable gift planning.

Ownership category

akta.pro rank

Product category

Professional Association Services

NAICS

Professional Organizations (81392), Business Associations (813910), Grantmaking and Giving Services (81321)

akta.pro industry

PRIMARYTHAHACAA

Association & Society Conference Management (Nonprofit, Professional Bodies)

Travel & Hospitality/MICE (Meetings, Incentives, Conferences & Exhibitions)/Professional Conference Organizers (PCOs) & Meeting Planners

SECONDARYBPAGAKAC

Corporate Foundations & CSR Grantmaking

Business & Public Services/Nonprofit, NGO & Social Services/Philanthropy, Foundations & Grantmaking

SECONDARYTHAHACAK

Sponsorship, Exhibitor & Partnership Management Services

Travel & Hospitality/MICE (Meetings, Incentives, Conferences & Exhibitions)/Professional Conference Organizers (PCOs) & Meeting Planners

Keywords

• Charitable gift planning
• Planned giving education
• Professional development courses
• Nonprofit fundraising
• Donor advisory services

Headquarters

HQ city

Ottawa

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Fees: Annual membership fees from individual and organizational members across multiple categories including associate members, charity/nonprofit members, small charities, new fundraisers, students, and retired professionals.
2. Professional Development Courses: Revenue from courses including Gift Planning Fundamentals, Original Canadian Gift Planning Course, Strategic Gift Planning Bootcamp, Bequest Administration Essentials, and professional advisor courses.
3. Publications and Resources: Sale of Planned Giving for Canadians eBook and other publications. Members receive free access to select resources as part of membership benefits.
4. National Conference: Annual national conference on strategic philanthropy generates revenue through registration fees, sponsorships, and exhibitor fees.
5. Webinar Wednesdays: Professional development webinars with member discounts, providing continuing education credits.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

The Canadian Association of Gift Planners (CAGP) is a bilingual (English/French) professional membership association that brings together charitable fundraisers with donor advisors (financial planners, lawyers, insurance professionals, accountants) across Canada. It sells annual memberships, professional development courses, the MFA-P designation program, an annual national conference, weekly Webinar Wednesdays, and publications such as the Planned Giving for Canadians eBook.

Product overview

The Canadian Association of Gift Planners (CAGP) operates as a professional membership organization offering a comprehensive ecosystem of educational programs, publications, events, and resources for charitable gift planning professionals in Canada. The core offering includes professional development courses (Gift Planning Fundamentals, Original Canadian Gift Planning Course, Strategic Gift Planning Bootcamp, Bequest Administration Essentials), the MFA-P professional designation, and the annual National Conference. Supporting resources include the Planned Giving for Canadians eBook, the Resource Library with research publications and webinars, the Will Power awareness campaign, and a Job Board service. The organization also provides guidelines on charitable donations of life insurance and publishes research reports including the Legacy Giving in Canada report and Donor-Advised Funds resources.

Differentiator

Problem solved

Functional benefit

Brands

• Will Power (Volonté de faire): A national campaign to encourage Canadians to include a charitable bequest in their will, aiming to normalize legacy giving.
• MFA-P Designation

Products and services

• Gift Planning Fundamentals Foundational course for individuals new to gift planning or seeking a refresher, providing essential knowledge to advance in the field of strategic charitable gift planning.
• Gift Planning Fundamentals for Professional Advisors Course designed for financial, legal, insurance, and accounting advisors to empower client philanthropy through strategic gift planning knowledge.
• Original Canadian Gift Planning Course Comprehensive Canadian course on gift planning for professionals seeking in-depth expertise in strategic charitable giving.
• Strategic Gift Planning Bootcamp for Major Gift Professionals Intensive bootcamp focused on strategic gift planning techniques for major gift fundraisers working at charities.
• Bequest Administration Essentials Course covering the administration of bequest gifts for charity-based gift planners.
• MFA-P Designation Master Financial Advisor in Philanthropy professional designation for financial advisors specializing in philanthropic planning.
• Planned Giving for Canadians (eBook) Annual reference eBook publication covering Canadian gift planning, tax information, and strategic giving vehicles.
• National Conference Annual national conference on strategic philanthropy bringing together gift planning professionals across Canada, generating revenue through registration, sponsorships, and exhibitor fees.
• Webinar Wednesdays Weekly webinar series providing continuing education on gift planning topics with member discounts and CE credits.
• CAGP Annual Membership Annual individual and organizational membership program providing access to a 1,400+ member pan-Canadian network, professional credentials, continuing education, publications, advocacy, and chapter participation.

Quantifiable outcome

• Charitable bequests increased from 5% to 8% since Will Power campaign launch in 2020
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered minor and core.

• BMO Harris Private BankingminorStrategic or Co-development PartnerCollaborated with CAGP, GIV3, and Philanthropic Foundations of Canada on a 2014 research project titled 'The Philanthropic Conversation' exploring the approaches of financial advisors in dealing with High Net Worth clients on philanthropic planning.
• GIV3minorStrategic or Co-development PartnerPartnered with CAGP, BMO Harris Private Banking, and Philanthropic Foundations of Canada on the 2014 'Philanthropic Conversation' research project studying advisor-client conversations about philanthropy.
• Philanthropic Foundations of CanadaminorStrategic or Co-development PartnerCollaborated with CAGP, BMO Harris Private Banking, and GIV3 on the 2014 'Philanthropic Conversation' research project.
• AFP Canadian Philanthropy FoundationminorStrategic or Co-development PartnerJoint scholarship program offering up to $1,000 in financial assistance to nonprofit professionals for educational activities at local, national, or international levels. Scholarships available twice yearly with March and September deadlines.
• Conference for Advanced Life Underwriting (CALU)coreGTM or Marketing PartnerFounding partner and sector sponsor of the Will Power campaign. CALU members are encouraged to discuss estate giving with clients as professional advisors. Collaboration includes development of charitable life insurance guidelines.
• The Knowledge BureaucoreStrategic or Co-development PartnerStrategic partnership with CAGP to offer the MFA-P (Master Financial Advisor in Philanthropy) professional designation, providing credentialing for financial advisors in philanthropic planning.
• CFRE InternationalminorGTM or Marketing PartnerPartnership to offer continuing education credits. CAGP members receive 20% discount on CFRE accreditation or renewal fees.
• AdvocisminorGTM or Marketing PartnerPartnership to provide continuing education credits through Advocis professional designation programs.
• DonorPerfectminorGTM or Marketing PartnerSpecial member discount of 10% on DonorPerfect fundraising software for CAGP members.
• Progress Career Planning Institute (PCPI)minorImplementation/ SI/ Consulting PartnerPCPI assists Ontario nonprofit employees (under 50 employees) in applying for Canada-Ontario Job Grant, which can cover up to 80% of CAGP training costs.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Partnership for Philanthropic Planning (PPP): The leading US-based association for charitable gift planning professionals, offering credentialing, conferences, and member education — directly comparable to CAGP's mission and product mix in a much larger market.
• Association of Fundraising Professionals (AFP): The largest global professional association for fundraisers, with chapters, certifications (CFRE), and an annual conference that overlaps significantly with CAGP's fundraiser member base and education portfolio.
• Imagine Canada: Canada's national umbrella organization for the charitable sector, providing research, accreditation, and advocacy — a natural Canadian peer working in the same ecosystem of charities, advisors, and donors that CAGP serves.
• Remember A Charity: UK consortium campaign to promote charitable bequests — the closest international analogue to CAGP's Will Power campaign in mission, structure, and sector outcomes.

Regional players

• Chartered Institute of Fundraising: The UK's professional body for fundraisers, offering credentials, training, and advocacy comparable to CAGP but serving the United Kingdom market.
• European Fundraising Association: Pan-European network of national fundraising associations and charities offering peer learning, advocacy, and professional development that mirrors CAGP's cross-Canada role at a regional level.

Broad incumbents

• Council for Advancement and Support of Education (CASE): Global nonprofit association serving advancement professionals in education, with training, conferences, and credentials that overlap with CAGP's professional development model for a broader audience.
• Philanthropy Roundtable: US-based membership organization for philanthropists and foundations providing research, networking, and education that overlaps with CAGP's role at the advisor–donor interface.
• BBB Wise Giving Alliance: Charity accountability organization operating in the same charitable-sector ecosystem as CAGP, producing research and standards that influence Canadian and North American donor behaviour.
• Charity Navigator: Largest US charity evaluator that shapes donor decisions and sector transparency — a broader incumbent in the philanthropic infrastructure space adjacent to CAGP's work.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/cagp_acpdp
• Facebookfacebook.com/cagp.acpdp
• LinkedInlinkedin.com/company/canadian-association-of-gift-planners

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 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 Canadian Association of Gift Planners