4 United Ways Spreading Holiday Joy (and So Much More)

The holidays can be tough when you're stretched thin. These United Ways are showing up for families in ways that go beyond wrapped presents, creating moments of genuine connection and support when people need it most. 

United Way of Central Maryland

In 2024, over 500 families walked through United Way of Central Maryland's Holiday Helpers Pop-Up Markets. Parents browsed books and cozy pajamas while volunteers chatted and wrapped gifts. It felt less like charity and more like community.  

But the best part was that United Way staff were on hand with 211 resource cards and additional help for anyone who needed it. At one event, a mom mentioned while shopping that her family had nowhere to go home to. By the end of the day, a volunteer had connected her with staff who found her temporary housing.  

Sometimes, helping someone meet a basic need can be the first step toward a more hopeful future.

United Way of Greater Milwaukee & Waukesha County

Last year, Milwaukee and Waukesha County's Holiday Giving Tree program delivered over 7,200 gifts to kids across 75 local nonprofits. More than 100 workplaces pitched in, and volunteers gave 11,000 hours of their time.

For kids whose families are just trying to keep the lights on, this means they get to wake up to something special, just like their friends at school. It's a small taste of normal in a year that might not have felt that way. 

United Way of Southeastern Connecticut 

The Tommy Toy Program started with a letter in 1974. A little girl wrote to her local paper, worried her brother wouldn't understand why Santa didn't come. The editor published it, and toys poured in.  

Fifty years later, the program is still going strong. United Way of Southeastern Connecticut now runs it, getting toys to thousands of kids in New London and Windham Counties every year. It started with a response to one family’s need and became a tradition that lifts up entire communities. 

United Way of Greater St. Louis

The United Way of Greater St. Louis 100 Neediest Cases program is a cherished holiday tradition dedicated to helping those who need it most. Since 1954, United Way has partnered with the local newspaper to help thousands of local families through donations and acts of kindness across the region. Last year alone, more than 13,000 people got help, thanks to $1.7 million in community donations, with 100% of funds providing warmth, relief, and joy throughout the holiday season.

Take Joanne, who’s been adopting a family every year. This year she helped a family with five kids stay in their home. United Way gives Joanne and others like her the opportunity to give back in a meaningful way, supporting those neighbors who are struggling to make ends meet. 

How You Can Help

United Way works every day, but especially during the holidays, to make sure families don't have to face the future alone. Toy drives, pop-up markets, and volunteer hours all add up to something bigger than any single gift. Our work is about creating opportunities for people who will continue to show up even after the decorations come down.