Canadian Association of Gift Planners
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.
- Company typePrivate
- Founded1993
- HeadquartersOttawa, Canada
- Headcount1–10
- GTM typeB2B
- OfferingServices
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.
Canadian Association of Gift Planners firmographics
Firmographics- 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
- 1–10 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
Canadian Association of Gift Planners industry classification
Industry- Product category
- Professional Association Services
- NAICS
- Professional Organizations (81392), Business Associations (813910), Grantmaking and Giving Services (81321)
- akta.pro primary industry
- Association & Society Conference Management (Nonprofit, Professional Bodies) (THAHACAA)
- akta.pro secondary industries
- Corporate Foundations & CSR Grantmaking (BPAGAKAC), Sponsorship, Exhibitor & Partnership Management Services (THAHACAK)
Keywords
Where Canadian Association of Gift Planners is headquartered
LocationHeadquarters
- HQ city
- Ottawa
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Canadian Association of Gift Planners business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- 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.
- 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.
- 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.
- National Conference: Annual national conference on strategic philanthropy generates revenue through registration fees, sponsorships, and exhibitor fees.
- Webinar Wednesdays: Professional development webinars with member discounts, providing continuing education credits.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Associate Member - Individual regular membership for professionals |
| Subscription | Annual | Charity/Nonprofit Associate Member - Individual membership for charity employees |
| Subscription | Annual | Organizational Membership for Charities/Nonprofits - Multiple employee membership |
| Subscription | Annual | Small Charity Member - For charities with budget under $1M and max 2 FTE fundraising staff |
| Subscription | Annual | New Fundraiser Member - For professionals new to fundraising (3 years or less experience) |
| Subscription | Annual | Student Member - For full-time post-secondary students (proof of enrollment required) |
| Subscription | Annual | Retired Member - For retired professionals or those 65+ with 5+ years membership |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
Canadian Association of Gift Planners product offering
Product offeringCore 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
Companies that use Canadian Association of Gift Planners
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles3 records
Canadian Association of Gift Planners technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Canadian Association of Gift Planners partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered minor and core.
- BMO Harris Private BankingminorCollaborated 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.
- GIV3minorPartnered 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 CanadaminorCollaborated with CAGP, BMO Harris Private Banking, and GIV3 on the 2014 'Philanthropic Conversation' research project.
- AFP Canadian Philanthropy FoundationminorJoint 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)coreFounding 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 partnership with CAGP to offer the MFA-P (Master Financial Advisor in Philanthropy) professional designation, providing credentialing for financial advisors in philanthropic planning.
- CFRE InternationalminorPartnership to offer continuing education credits. CAGP members receive 20% discount on CFRE accreditation or renewal fees.
- AdvocisminorPartnership to provide continuing education credits through Advocis professional designation programs.
- DonorPerfectminorSpecial member discount of 10% on DonorPerfect fundraising software for CAGP members.
- Progress Career Planning Institute (PCPI)minorPCPI 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
Canadian Association of Gift Planners competitors and assessment
Company assessmentDirect 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
Canadian Association of Gift Planners social profiles
Digital presenceCanadian Association of Gift Planners financial estimates
Financial estimateRevenue estimate
Valuation estimate
Canadian Association of Gift Planners leadership team
Management profileNumber of profiles
Profiles1 record
Canadian Association of Gift Planners subsidiaries and ownership
Company hierarchySubsidiaries1 record
Canadian Association of Gift Planners funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Canadian Association of Gift Planners M&A and investment
M&A and investmentM&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
What does Canadian Association of Gift Planners do?
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.
Is Canadian Association of Gift Planners a public or private company?
Canadian Association of Gift Planners is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Canadian Association of Gift Planners founded?
Canadian Association of Gift Planners was founded in 1993. It employs 1 to 10 people.
Where is Canadian Association of Gift Planners based?
Canadian Association of Gift Planners is headquartered in Ottawa, Canada, in the North America region.
How does Canadian Association of Gift Planners make money?
Five revenue lines are on record. Membership Fees are the primary driver. The others are professional Development Courses, publications and Resources, national Conference and webinar Wednesdays.
Who are Canadian Association of Gift Planners's main competitors?
Direct peers on record are Partnership for Philanthropic Planning (PPP), Association of Fundraising Professionals (AFP), Imagine Canada and Remember A Charity. Regional players are Chartered Institute of Fundraising and European Fundraising Association. Broad incumbents are Council for Advancement and Support of Education (CASE), Philanthropy Roundtable, BBB Wise Giving Alliance and Charity Navigator.
Does Canadian Association of Gift Planners have an API?
No public API is recorded for Canadian Association of Gift Planners.
What industry is Canadian Association of Gift Planners in?
Canadian Association of Gift Planners's product category is Professional Association Services. Its primary akta.pro industry code is THAHACAA, Association & Society Conference Management (Nonprofit, Professional Bodies), with a secondary code of BPAGAKAC, Corporate Foundations & CSR Grantmaking. Its NAICS code is 81392.