Strategy without relationships stalls. Relationships without strategy drift. Built together, they catalyze ambition.

Through Plumage, I partner with leadership teams across the private and public-purpose sectors, and the regeneration economy.

I identify high-conviction opportunities, bring together the people who can build them, and design the strategies, partnerships and governance architecture that holds the work over time.

I do this so that ambitious strategy lands in the real world, and so that capital is deployed where it matters most.

With more than a decade of senior practice across Canada and North America, I bring strategic foresight, investment-readiness, and origination expertise to the table.

And with the wisdom gained over the years, I approach every engagement with an openness, a depth of analysis, and a cultivation of relationships that a catalytic partnership requires.

I’m Jonathan. This is Plumage.

Let's Start the Conversation

Partners in Flight

  • "Thank you for all the heart, vision, expertise, experience, and authenticity you have brought to this work. Having you as our strategic partner changed everything, literally. It's been such a rewarding journey to work out the strategic plan together."

    South Vancouver Neighbourhood House

  • “Working with Plumage Capital was transformative for our outreach strategy and pipeline development, particularly in guiding our investments toward Indigenous-led and Indigenous-informed initiatives. Jonathan acted as a collaborative and strategic thinking partner, not only in helping us build a strategy to allocate resources more effectively but also in building trust-based relationships with key stakeholders. They championed trust-based philanthropy and were unwavering in their commitment to decolonization, which was reflected in their approach to building authentic, respectful relationships with potential partners.”

    Simrat Mand, Program Director, US & Canada, BHP Foundation

  • "I had the pleasure of working with Jonathan for two years. He is highly skilled at building trust through excellent communication skills and absolute authenticity in all dealings. In group settings where collaboration and problem solving is needed, you want Jonathan on your team - he listens and makes strategic connections exceptionally well. Jonathan has the right mix of skills: strategic thinking, facilitation, and collaboration."

    Gordon Goldschleger, LIFT Impact Partners

Our Services

The most valuable work happens at the intersection of capital, strategy, and relationships, where well-funded ambition meets the partnership architecture that lets it land.

We support you along your flight path through:

  • Opportunity identification and origination

  • Strategy development

  • Partnership architecture and investment readiness

  • Sector convening / strategic alliance development

  • Getting the direction right. Identifying where the high-conviction opportunities sit, mapping the capital and partnership architecture they'll require, and translating complex systems-level dynamics into clear strategic choices a leadership team can act on.

  • Once direction is clear, the work shifts to who. Identifying the right counterparts, building the trust that makes them willing to try something together, and designing the structures that turn aligned intent into actual deals and durable alliances. The work runs on bringing divergent actors into the same room and helping them see what they can build together.

  • Once strategy and partnerships are structured, the work becomes visible. Sharpening the language, narrative, and positioning that lets it land, internally with staff and boards, externally with funders, partners, and the broader public.

Who We Are

Plumage Capital is led by Jonathan Hays, a Vancouver-based strategist whose work sits at the intersection of opportunity identification, relational intelligence, and capital matching.

Jonathan brings more than twenty years’ experience in financial services, research and development, and the social purpose sectors. For the past decade he has deepened his expertise in partnership development, organizational strengthening, strategy, and senior governance work, across community institutions, philanthropy, ministry-mandated transformations, Indigenous-led initiatives, and the built environment. Jonathan holds certifications in Circular Economy and in Impact Measurement & Management. His work supports organizations ready to build Canada’s regenerative economy, rooted in healthy participation, place, planetary wellbeing, and the diverse forms of capital that sustain meaningful prosperity.

Plumage is a senior-led advisory practice working directly with the people making the decisions that matter, on the work that builds toward a resilient future.