• The 2019 Results are available

    Read the Report: Insight on Charitable Giving to Canadian Education in 2019

    Read More

  • Thank You Gillian Morrison, Past Chair of the CCAE Board

    The CCAE Board, staff and community are so appreciative of Gillian's brilliant leadership, please join in the recognition of her efforts, and view the thoughtful messages from her colleagues as they reflect on her time as Board Chair.

    Read More

  • Mike Downie Keynote Speaker Presentation

    CCAE is kicking off the 2020/21 Fall programming season with an exciting presentation featuring keynote speaker Mike Downie, Award-Winning Documentary Filmmaker and Co-Founder, Gord Downie & Chanie Wenjack Fund! September 10th, 1:00 p.m. eastern

    Read More

  • 1
  • 2
  • 3

upevents ico

Upcoming Events

CCAE Thought Leaders’ Discussion Forum
July 14th - December 8th - Monthly, 2 p.m. Eastern

Development Summit
September 28th – November 16th - Mondays at 1:00 p.m. Eastern

Advancement Services Summit
September 29th – November 10th - Tuesdays at 2:00 p.m. Eastern

Colleges Advancement Summit
September 23rd – November 4th - Wednesdays at 2:00 p.m. Eastern

vol ico

Make an Impact & Volunteer

Volunteers are essential to the success of CCAE.

Become an ambassador, a presenter, a selection judge, and more!


Learn More

enews ico

Stay up to date

CCAEeNews compiles everything you need to stay connected to Canadian advancement programs & news

Sign up

Catch up on past issues & share with your colleagues

View past issues

Advancement News & Resources

Leading Canadian
Educational Advancement

Since 1993, The Canadian Council for the Advancement of Education (CCAE) embodies the voice of the Canadian advancement landscape, by connecting over 120-member schools to the pinnacle of advancement resources.

CCAE is a volunteer-led organization that promotes excellence in educational advancement. We provide opportunities for networking, professional learning and mutual support.

Members benefit directly through outstanding programming, resources, and value-added external stakeholders.

These opportunities are facilitated by esteemed peers and industry experts, who range in background by a multitude of school representations and disciplines, furthering this uniquely Canadian advancement niche.

Leadership giving: Transition annual-giving donors into major gifts

CCAeLearning webinar, February 15, 2018

Jason Demers

Leadership giving is a donor category that can serve as a springboard from higher-level annual giving into major gifts. According to Jason Demers, any school size or type can benefit from a focus on leadership giving, designed to increase donor engagement, plus size / number of gifts, while building the capacity of fundraising staff.

What is leadership giving?

  1. Jason defines leadership giving (LG) as the upper end of annual gifts: $500 - $2,500, usually undesignated.
  2. How LG differs from major gifts (MG):
    • Shorter timelines and fewer moves from LG prospect to gift than with MG.
    • LG prospects show commitment to your school through consecutive years of annual giving and larger than average gifts.
    • Some are lapsed MG donors who need re-engagement.
    • Transitional or newly discovered prospects can be potential leadership givers.

Advantages of an LG program

  1. Give upper-end annual donors a more personalized experience.
  2. Identify a pool of potential MG donors while increasing annual giving totals.
  3. Increase donor retention.
  4. Provide staff with experiences that help them transition from AG into MG fundraising.

Define success for your LG program

  • Increase average size of annual gifts.
  • Increase AG retention rate (should be 75%+; highest retention level among annual donors).
  • # of donors recategorized from AG into LG.
  • # of upgrades from LG into MG over a given time period.
  • Success rate = retention of LG donors, transition to MG donors + additional funds raised.

Steward your leadership donors

  • Create a specific recognition group for LG donors to reward loyalty.
  • Provide unique branding and benefits - ancillary services such as passes to the gym, campus theatre and sports events.
  • Meet face to face with each LG donor at least once per year and express interest in their points of view.
  • Thank them personally (hand-written cards).
  • Organize an annual get-together that includes both LG and MG donors, and invite LG to MG events.

Watch the full webinar 

Tags: major gifts, Annual Giving, Development, Stewardship, Leaders, Donors, Jason Demers, Keyano College