$1 Million Raised to Expand the Tocqueville Society

George McCanless’ Strategic Move to Elevate Leadership Giving

  • TOTAL INVESTED: $50,000
  • TOTAL RAISED: $1,000,000
  • ROI: ~20 X Initial Investment

Where They Started

The United Way of Central Georgia had a strong reputation, a broad base of support, and a bold CEO at the helm. But when it came to growing the organization’s highest level of giving—the Alexis de Tocqueville Society (donors contributing $10,000+ annually)—momentum had stalled.

CEO George McCanless saw the potential for transformation, but also knew it would require more than incremental changes. It would take bold leadership, a new playbook, and the courage to ask for more.

The Bold Move

George proposed a bold goal to his team and board: add 50 new Tocqueville Society members in one year. To do it, United Way would invest in the Major Gifts Ramp-Up (MGRU) model and work with an experienced Counselor to lead a focused major gifts campaign.

Investment: ~$50,000 in Major Gifts Ramp-Up strategy, coaching, and implementation

With the MGRU model in place, the team:

  • Developed a bold case for Tocqueville-level giving
  • Engaged board members as peer-to-peer ambassadors
  • Identified and cultivated high-capacity prospects
  • Conducted personal, direct asks backed by storytelling and urgency
  • Created shared accountability around a clear numeric goal

The Outcome

  • $1 million in new revenue 50 new Tocqueville Society members added in one year ~20x ROI on investment in the MGRU process Donors brought new networks, leadership, and long-term commitment Tocqueville giving culture reignited across Central Georgia
  • 50 new Tocqueville Society members added in one year
  • ~20x ROI on investment in the MGRU process
  • Donors brought new networks, leadership, and long-term commitment
  • Tocqueville giving culture reignited across Central Georgia

This wasn’t just a fundraising win—it was a catalytic moment for United Way’s leadership pipeline and major donor strategy.

Impact and Takeaway

“Major Gifts Ramp-Up gave us the structure, confidence, and urgency to go directly to the people who could truly move the needle. And when we asked, they said yes.

This model helped us believe we could raise more—and then it gave us the roadmap to actually do it.”

George McCanless

CEO, United Way of Central Georgia

The success of the Tocqueville expansion reshaped internal thinking. Board members became energized participants, not just supporters. United Way’s approach to leadership giving is now bolder, more focused, and future-ready.

Key Insight

When clear goals meet bold leadership and proven process, transformational giving follows. The ROI is measured in both dollars and leadership capital.