By Frank McCain
Generational giving and philanthropy have long been the cornerstone of building thriving communities. Each generation brings unique strengths to this collective effort, creating a generational giving legacy that sustains and uplifts communities today and for years to come. Whether through time, money, advocacy, or volunteering, this legacy unites us, driving progress and inspiring hope.
How Generational Giving Legacy Strengthen Communities
Philanthropy across generations is essential to building thriving communities. At United Way of Greater Greensboro (UWGG), we see this firsthand as we work toward our BOLD goal of moving 3,000 households beyond the federal poverty line by 2030. Achieving this vision requires the unique contributions of every generation.
• Baby Boomers emphasize traditional giving, often through planned gifts like those from our Tocqueville Society. Their legacy-minded approach provides a strong foundation for long-term impact and is key to sustaining the generational giving legacy.
• Generation X balances loyalty with action, contributing both time and resources. Many engage through Leadership-level giving, combining financial support with advocacy and volunteerism that power key programs.
• Millennials leverage digital tools to amplify causes and mobilize peers. Their involvement shines through affinity groups like Young Leaders, where they build community and champion change.
• Gen Z reflects the energy and urgency of the next generation of philanthropy. According to the Blackbaud Institute, 84% of Gen Z supports nonprofits, often through advocacy, volunteering, or small but meaningful donations. Their focus on transparency and impact makes them powerful advocates for UWGG’s mission.
How Generational Giving Unites Us Across Communities
The reasons we give are as diverse as our approaches. For many, giving stems from personal stories, family legacies, or a desire to create opportunities for others. Together, these motivations create a collective generational giving legacy that strengthens our shared purpose.
Giving is as much about receiving as it is about giving.
-Michelle Schneider
Philanthropy, as a wise colleague once shared, is as much about receiving as it is about giving. Generosity connects us, teaching gratitude and fostering a sense of shared commitment.
By sharing these stories—our “why”—we inspire others to join the movement, amplifying the impact of our collective efforts.
How to Get Involved This Giving Tuesday
This Giving Tuesday, I invite you to reflect on your “why” and take action in ways that matter most to you. Here’s how you can contribute to the generational giving legacy:
• Share Your Story: Inspire others by posting on social media about why you give. Use #UWGGGivingTuesday and #WhyIGive and tag @UnitedWayGSO to join the conversation.
• Make a Contribution: Whether it’s a financial donation, volunteering your time, or starting a workplace campaign, every effort builds momentum.
• Encourage Others: Share your passion for giving with friends, family, and colleagues. Together, we can create lasting change.
• Learn More: Explore the critical issues impacting our community, such as poverty in Greater Greensboro, and discover how your support helps create solutions.
The Future of Generational Giving Legacy
Giving Tuesday reminds us of the power of generational giving to shape thriving communities. Across generations, across stories, and across shared values, we create a legacy of generosity. Together, we’re building a brighter, more equitable future—one act of kindness at a time.
About the Author
Frank McCain is the President & CEO of United Way of Greater Greensboro. With a legacy of leadership and commitment to community impact, he is dedicated to fostering partnerships and building a thriving, equitable future for all.