Industry Reports: Be Like Dolly -- Helping Members Make Giving an Everyday Habit

This Florida cooperative shows how to follow Dolly Parton’s example by making “people helping people” part of everyday financial life.

By Marc Rapport
Contributing Editor

Key points

• Dolly Parton’s legacy shows giving back doesn’t require wealth – credit unions can teach that small, steady actions matter.
• GTE Financial shows how credit unions can vet charities and make giving easy, like rounding up purchases.
• Emulating Dolly, credit unions can link financial wellness to values, helping members live “people helping people” daily.

Dolly Parton’s death on Aug. 25 prompted an outpouring of grief and admiration, not only for the music and personality that made her an American icon, but also for a legacy of generosity that touched countless lives.

Her decades of philanthropy offer a lesson that fits naturally with the credit union ethos of “people helping people”: Meaningful giving doesn’t have to start with great wealth. It can start small, become a habit and ultimately make a lasting difference.

Credit unions are well positioned to help members put that idea into practice. They can connect members with trusted local organizations, make charitable giving part of everyday financial habits, and broaden the conversation around financial wellness to include generosity and community impact.

Tampa-based GTE Financial FCU does that through initiatives such as its Charity of the Month program, which allows members to round up debit card purchases and donate the difference to a featured nonprofit.

Ashley Watson

CUbroadcast asked Ashley Watson, chief of staff for the $3.1 billion, 232,000-member Florida cooperative, what credit unions can learn from Parton’s approach to philanthropy, how they can help members give without compromising their own financial health, and why giving time and talent can matter just as much as giving money.

Here’s what Watson had to say.

Dolly Parton’s legacy shows how philanthropy can create an impact that lasts for generations. What lessons can credit unions take from her approach to giving and community involvement?
Ashley Watson: Credit unions have always been rooted in the philosophy of “people helping people.” The cooperative movement was built around individuals pooling their resources to support one another, and that spirit continues today.

We understand that when we strengthen the communities we serve, we’re also uplifting families, local businesses and our members.

Dolly Parton’s approach to philanthropy reflects that same idea. Giving back is not simply about writing a check. It’s about identifying where you can make a meaningful difference and consistently showing up for your community.

Many people assume meaningful philanthropy requires significant wealth. How can credit unions help members make charitable giving part of their financial plans without putting their own financial stability at risk?
AW: It starts with understanding your own financial picture. Before deciding how much you can give, you need to know what’s coming in, what expenses are essential, what you’re saving and what discretionary income you have available. Charitable giving can then become part of the budget rather than something that jeopardizes other financial priorities.

You don’t need to make a large donation to have an impact. It might be a dollar or simply rounding up the change from everyday purchases. When many members participate, those small contributions can add up to meaningful support for a local organization.

At GTE Financial, our Charity of the Month program provides members with a simple way to participate. Members can opt in through online banking to round up their debit card purchases and donate the change to that month’s featured charity.
The charity for September, for example, is the Tampa General Hospital Foundation. Members can participate for one month or keep the feature active throughout the year.

It’s an easy way to make giving part of everyday financial habits without requiring a large contribution. Consistency and collective participation can be incredibly powerful.

What practical steps should members take when deciding what they can comfortably give, and what options are available if their budgets don’t allow for a financial contribution?
AW: Start with the basics of budgeting. Understand your essential expenses, continue working toward savings – including an emergency fund – and account for debt obligations before looking at discretionary income.

Once those priorities are covered, you can decide whether there’s room to redirect a portion of what you might otherwise spend on dining out, entertainment or shopping toward a cause you care about.

Giving also doesn’t have to be monetary. If your budget is tight, volunteering your time or professional skills can be just as valuable. Nonprofits need everything from people willing to volunteer at events to professionals who can provide technology, marketing, social media or other expertise.

There are many ways to make an impact without putting your own financial wellness at risk.

Major events, disasters or the death of such a beloved public figure can lead to an immediate surge in donations. What should consumers consider before contributing, and how can they make sure a charity or fundraising campaign is legitimate?
AW: Avoid making significant financial decisions purely from emotion. Take time to assess your own financial situation and research the organization or fundraiser before contributing.

Unfortunately, disasters and other high-profile events can create opportunities for fraudsters to take advantage of people’s generosity.
Be cautious about pressure to
donate immediately, particularly when you receive an unsolicited request. Research the organization, make sure it’s properly registered, understand how the money will be used, and donate through an official channel rather than an unfamiliar link or payment request.

At GTE Financial, organizations selected for our Charity of the Month program go through a due diligence process. We verify that they’re registered organizations and look at how their resources are being directed back toward the causes they serve. That vetting gives members another layer of confidence when choosing to support one of those organizations.

Beyond vetting charities, what role can credit unions play in connecting members with worthy causes in their communities?
AW: Credit unions can help connect members with reputable organizations while also elevating smaller, hyperlocal nonprofits they may not otherwise know about. These organizations may not have large advertising budgets or national visibility, but they’re doing meaningful work in our communities.

Credit unions can tell those stories, bring attention to local causes and create opportunities for members and employees to participate together.

Whether that’s volunteering, supporting a local nonprofit or joining a community project, participation can make “people helping people” something members experience firsthand rather than simply a philosophy they hear about.

How can parents and grandparents use charitable giving to teach children about money, generosity and financial responsibility?
AW: Financial wellness should include both learning how to take care of yourself financially and understanding how you can help others when you’re in a position to do so. Parents and grandparents can talk with children about saving, building financial independence and managing money responsibly while also introducing the idea of giving back.

That could mean setting aside a small amount for a cause the family cares about, volunteering together or simply talking about needs in the community.

It’s also an opportunity to teach children that circumstances can change. Someone may need help at one point in life and be in a position to help someone else later. Those conversations can build both financial responsibility and empathy from an early age.

Financial wellness is often discussed in terms of saving, investing and building wealth. How can credit unions broaden that conversation to include charitable giving, personal values and community impact?
AW: Financial wellness is about balance. Ideally, people are able to cover their expenses, build savings and still have the ability to use some of their resources in ways that are meaningful to them.

We’re seeing, particularly among younger generations, that money is becoming increasingly connected to personal values. People want to support brands, businesses and causes that reflect who they are and what they care about.

Credit unions can help members find causes that genuinely mean something to them and reinforce that making an impact isn’t dependent on being able to give a large amount.

Small contributions, volunteering, sharing a professional skill, and collective action all matter. Helping members understand that connection can give their financial decisions a greater sense of purpose.

How does GTE Financial currently help members incorporate giving into their financial lives, and where do you see opportunities to do more?
AW: Our Charity of the Month program is one way we make giving accessible. Each month, members can learn about a local nonprofit through online banking and opt in to round up their debit card purchases to support that organization. It allows members to incorporate small contributions into their everyday spending in a simple way.

Looking ahead, there’s an opportunity to do even more education around charitable giving, particularly for younger members. That could include additional financial wellness content that helps people understand both the benefits of giving and the financial considerations they should think through before making a contribution.

How does GTE Financial’s approach to financial wellness connect to the message and legacy of Dolly Parton?
AW: Financial wellness is about building a strong enough foundation that people can meet their own needs while, when possible, using some of their resources to help others.

That’s where the connection to Dolly Parton’s legacy is so powerful. Giving back does not have to begin once you reach a certain level of wealth. Throughout her career, Dolly demonstrated a willingness to help others in ways both large and small.

Credit unions can reinforce that same message by helping members build strong financial foundations while showing them that generosity can take many forms. At GTE, that philosophy comes to life through our community partnerships, charitable initiatives and financial empowerment efforts, particularly in underserved communities and among people who may need additional resources.

By helping members participate in that work, we can connect financial wellness with a broader sense of community and purpose, carrying forward the kind of generosity Dolly Parton has demonstrated throughout her life and career.

This interview was edited and condensed

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