Montreal businessman Stephen Bronfman will lead the Liberal Party of Canada's fundraising efforts, CBC News has learned, and he will lay out his ideas at the caucus meeting in Prince Edward Island today.

The Bronfman name is one of the biggest in Canadian business — Stephen Bronfman's grandfather built the Seagram liquor empire, making the family billionaires.

Bronfman runs the private investment firm Claridge Inc., and is a longtime family friend of Liberal Leader Justin Trudeau. He was one of the key players in Trudeau's leadership campaign, helping to bring in more than $2 million, and now he has signed on to help the whole party.

In P.E.I., Liberal MPs began their day with regional caucus meetings early Wednesday morning, then gathered in the same room for their national caucus meeting at a golf resort in Roseneath.

Trudeau made some opening remarks, telling his MPs he was looking forward to the day ahead. He said there are many reasons for the party to be optimistic, but they have a lot of work to do and he wants feedback on what went on in their ridings over the summer.

Bronfman told CBC News that he's excited for his new role and that in order for the party to be successful in fundraising, it needs to give Canadians a reason to donate.

"I think Justin is a reason but in this day and age, you have to offer more, so we have to rethink the way we do certain things," Bronfman said. The party has to build on what it's doing well but also do things differently, he added. "I think we're bringing a different group of people, a different level of professionalism. We've learned from the past and today is a new day. We've got a big job to do and I think everyone's pretty jazzed up to do it."

The Conservative Party of Canada is a well-oiled fundraising machine, and Bronfman said he knows the Liberals have their work cut out for them to compete at their level. But there are a lot of committed Liberals across the country, he said, and Trudeau is "able to light their fires."

Online fundraising a growth area

A quarter of Trudeau's leadership campaign donations were raised online, and Bronfman said that's a growth area that needs investment. While donating online might appeal more to younger Canadians, Bronfman said the party will try to raise money from all demographics.

"The older Canadians have been amazing, they vote, they give. I think what we're able to do is we're able to tap into younger Canadians and then sort of blend it in," he said. "We've got work to do on all fronts: young, middle, old. We've got to get them all. It's a big country, it's a big fight and we're ready to do it."

Getting ready to fight the next election is one of the themes at this summer caucus meeting. Liberals will discuss how to take the enthusiasm they say was generated from the leadership campaign and carry it forward in the months ahead.

They will also be talking about transparency and accountability. Trudeau said in the spring that Liberal MPs and senators will post their expenses online beginning this fall and on Wednesday they will be talking through the logistics of that commitment.

Economic policies will also dominate the meeting's discussions — the Liberals are making the middle class one of their priorities.

Trudeau is expected to address the media around lunchtime. Later Wednesday, he will deliver a speech to his caucus and local residents at a party hosted by P.E.I. MP Lawrence MacAulay at his farm.

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  • Liberal leader Justin Trudeau holds Addison Quinn as he greets supporters at a barn party at the home of Cardigan MP Lawrence MacAulay in St. Peters Bay, P.E.I. on Wednesday, Aug. 28, 2013. The party is holding their summer caucus retreat in nearby Georgetown. THE CANADIAN PRESS/Andrew Vaughan

  • Liberal leader Justin Trudeau, accompanied by Cardigan MP Lawrence MacAulay, right, greets supporters at a barn party at MacAulay's home in St. Peters Bay, P.E.I. on Wednesday, Aug. 28, 2013. The Liberals are holding their summer caucus retreat in nearby Georgetown. THE CANADIAN PRESS/Andrew Vaughan

  • Liberal leader Justin Trudeau addresses supporters at a barn party at the home of Cardigan MP Lawrence MacAulay in St. Peters Bay, P.E.I. on Wednesday, Aug. 28, 2013. The party is holding their summer caucus retreat in nearby Georgetown. THE CANADIAN PRESS/Andrew Vaughan

  • Liberal leader Justin Trudeau addresses supporters at a barn party at the home of Cardigan MP Lawrence MacAulay in St. Peters Bay, P.E.I. on Wednesday, Aug. 28, 2013. The party is holding their summer caucus retreat in nearby Georgetown. THE CANADIAN PRESS/Andrew Vaughan

  • Liberal leader Justin Trudeau, right, chats with Stephen Bronfman, the party's chief fundraiser, at a barn party in St. Peters Bay, P.E.I. on Wednesday, Aug. 28, 2013. The Liberals are holding their summer caucus retreat in nearby Georgetown. THE CANADIAN PRESS/Andrew Vaughan

  • Liberal Leader Justin Trudeau takes a photo with a supporter in Charlottetown, P.E.I. on Tuesday, Aug. 27, 2013. THE CANADIAN PRESS/Nathan Rochford

  • Liberal Leader Justin Trudeau shakes hands with a man dressed as one of the Fathers of Confederation in Charlottetown, P.E.I. on Tuesday, Aug. 27, 2013. THE CANADIAN PRESS/Nathan Rochford

  • Liberal Leader Justin Trudeau signs an autograph for a young supporter in Charlottetown, P.E.I. on Tuesday, Aug. 27, 2013. THE CANADIAN PRESS/Nathan Rochford

  • Liberal Leader Justin Trudeau gives money to a homeless man in Charlottetown, P.E.I. on Tuesday, Aug. 27, 2013. THE CANADIAN PRESS/Nathan Rochford

  • Liberal Leader Justin Trudeau meets with supporters in Charlottetown, P.E.I. on Tuesday, Aug. 27, 2013. THE CANADIAN PRESS/Nathan Rochford

  • Liberal Leader Justin Trudeau greets supporters in Charlottetown, P.E.I. on Tuesday, Aug. 27, 2013. THE CANADIAN PRESS/Nathan Rochford

  • Liberal Leader Justin Trudeau reacts to a high-five while meeting supporters in Charlottetown, P.E.I. on Tuesday, Aug. 27, 2013. THE CANADIAN PRESS/Nathan Rochford

  • Liberal leader Justin Trudeau speaks at the opening of the Liberal caucus in Georgetown, P.E.I. on Wednesday, Aug. 28, 2013. THE CANADIAN PRESS/Nathan Rochford

  • Liberal leader Justin Trudeau speaks at the opening of the Liberal caucus in Georgetown, P.E.I. on Wednesday, Aug. 28, 2013. THE CANADIAN PRESS/Nathan Rochford

  • Liberal leader Justin Trudeau speaks at the opening of the Liberal caucus in Georgetown, P.E.I. on Wednesday, Aug. 28, 2013. THE CANADIAN PRESS/Nathan Rochford

  • UP NEXT: Trudeau Visits B.C.

  • Liberal Leader Justin Trudeau saddles up a horse in a Kamloops, B.C. stable.

  • A Trail, B.C. meets with Liberal Leader Justin Trudeau on July 23.

  • Liberal Leader Justin Trudeau is welcomed to Vancouver by a group of people by English Bay.

  • Liberal Leader Justin Trudeau and wife Sophie Grégoire hold hands in an RV on their tour through interior B.C.

  • Liberal Leader Justin Trudeau had some pancakes made for him by Xavier at Steve's Place in Canal Flats, B.C.

  • Liberal Leader Justin Trudeau takes a ride on the Nelson, B.C. trolley on Sunday with his family.

  • Liberal Leader Justin Trudeau visits Truscott Farms in Creston, B.C.

  • Federal Liberal Leader Justin Trudeau and his family hike to Kokanee Lake, B.C. Trudeau's younger brother, Michel, was killed in 1998 when he was swept into the lake by an avalanche.

  • <strong>NEXT</strong>: What Is Trudeau Doing?

  • Come At Me, Bro

    Justin Trudeau trains at Pan Am Boxing Club in Winnipeg on Friday Feb. 1, 2013.

  • Peekaboo!

    Justin Trudeau & co. making faces.

  • Riiiiip!

    Justin Trudeau splits his pants while pushing the "scrum machine" in support of Prostate Cancer Canada in Toronto Thursday, July 21, 2011.

  • Don't Shoot!

    Justin Trudeau gets his geek on at Montreal Comiccon in September 2012.

  • So Long 'Stache

    Justin Trudeau has his moustache shaved off to raise money for the Judy LaMarsh Fund, that supports female candidates, at the Liberal Party convention in Ottawa on Saturday, January 14, 2012.

  • Coming For MacKay

    Minister of National Defence Peter MacKay (left) is chased by Liberal MP Justin Trudeau in a motorized wheelchair during a wheelchair race relay on Parliament Hill in Ottawa on Wednesday, May 12, 2010. Twenty-five MPs and senators used a wheelchair for the day in support of the Canadian Paraplegic Association's Spinal Cord Injury and CPA awareness month.

  • All For One, One For All

    Justin Trudeau all dressed up for the Montreal Movember Gala in 2010.

  • Get Him!

    Pierre Trudeau's sons, Sacha, left, and Justin, tackle their mother's paperboy in Ottawa in this undated photo.

  • 'Family... And A Cow.'

    'Nuff said.

  • He Can Certainly Take A Punch

    Alexandre (Sacha) Trudeau delivers a right hook to his older brother Justin during a play fight in 1980 at Ottawa airport as the boys await a flight with the return of their father, then-prime minister, Pierre Trudeau.

  • Be Honest With Me, Who's Cuter?

    Justin Trudeau strikes a pose with an adorable baby.

  • A Very Furry Christmas

    Justin Trudeau poses with his family on his 2010 Christmas card.

  • Game On!

    Former Liberal MP Ken Dryden, left, and Justin Trudeau play table hockey as they visit Sun Youth, a community organization, Monday, Jan. 14, 2008 in Montreal.

  • Yanking Their Chain

    Then-prime minister Pierre Trudeau, left, watches as his 11-year-old son Justin swings on a chain during a tour of an old fort in the Omani town of Nizwa Dec. 2, 1983. Trudeau and Justin spent the day visiting the towns of Jebel and Nizwa 165 kilometres south of Muscat.

  • Rocking Out

    Justin Trudeau in Muskoka, Ont.

  • YeeHaw!

    Liberal MP Justin Trudeau, centre, has his cowbay taken by his son Xavier, 4 years-old, while his wife Sophie Gregoire, second from left, holds daughet Ella-Grace, 3 years-old, while they attend the party's annual Stampede breakfast in Calgary, Saturday, July 7, 2012. This is the 100th anniversary of the Stampede.

  • Like Mother, Like Son

    Eleven-month-old Justin Trudeau, urged on by his mother Margaret Trudeau, crawls up the steps of an aircraft in Ottawa on Dec. 5, 1972 to meet his father, then-prime minister, Pierre Trudeau on his return from Britain.

  • Cutting A Rug

    Justin Trudeau dances with wife Sophie Grégoire before his speech at the Liberal showcase on April 6, 2013.

  • Next: What Is Pierre Trudeau Doing?

  • Magician?

    Prime Minister Pierre Trudeau, wearing what someone called his "Mandrake the Magician outfit," walks down the grandstand steps to present the Grey Cup trophy to the victorious Montreal Alouettes in this Nov. 28, 1970 photo.

  • Hey, It Was The '70s

    Pierre Trudeau leans over to kiss an unidentified young lady to the seeming surprise of his recent bride Margaret. Trudeau and Margaret spent Saturday March 27, 1971 at maple tree farm here near Montreal at a sugaring out party.

  • Fur Wasn't Always Controversial

    Pierre Trudeau accompanies Margaret Sinclair, at the annual Governor General's skating party for members of Parliament in Ottawa Jan. 14, 1970.

  • Ditto For Seal Hunting

    Pierre Trudeau looks through the scope of his rifle while on a seal hunting trip in Baffin Island's Clear Water Fjord, July 29, 1968.

  • A Leg Up

    Pierre Trudeau shoes off his frisbee catching style while waiting to board his plane in Vancouver May 16, 1979.

  • Calisthenics Were Still Cool

    Pierre Trudeau had no trouble keeping himself occupied during a break from a boat trip down the Northwest Territories, Nahanni River, Monday Aug. 4, 1970.

  • The Outfit...

    Pierre Trudeau takes a wary look at an ice crevice, decides to chance it and makes the leap successfully during a midnight seal- hunting expedition at Clearwater Fjord in Canada's Arctic, July 29, 1968.