Give First, Grow Milwaukee’s Future

Christmas music is filling the store aisles, and the unmistakable scents of peppermint and clove are everywhere. The first snowfall of the season clings to the windows of a Colectivo coffee house as I sit here typing this. Winter has officially arrived in Milwaukee.

If your holiday shopping list is quickly filling with Thanksgiving ingredients, trending gifts, and Amazon best sellers, you’re not alone. But wait! Before you snag those cupcake-shaped bath bombs or a personalized sweater for your significant other, let me offer an idea: Give First.

What is Giving First?

Giving First Day, happening this Monday, is Milwaukee’s chance to reimagine holiday giving. Inspired by the nationally recognized Giving Tuesday, this local initiative invites us to pause the holiday rush and put local philanthropy first.

When you give first to the Urban Ecology Center (UEC), you’re not just giving — you’re doubling your impact. Thanks to the generosity of PNC, every dollar donated by midnight on Tuesday, November 26th, will be matched dollar-for-dollar, up to $15,000. That means a gift of $25 becomes $50, giving you a little extra room for those bath bombs and cozy sweaters.

But Giving First isn’t just about numbers. It’s about the ripple effect of your generosity: planting seeds for a greener, brighter Milwaukee.

The Power of Firsts: Real Impact from Real People

At the Urban Ecology Center, we’ve seen how the smallest first steps can lead to transformative change. Here are just a couple of stories that show how your gift can grow a future:

A First Attempt To Plant A Tree

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When Jose first came to the Urban Ecology Center, he was trying to plant a tree in Riverside Park. UEC staff member Jeremy noticed Jose’s determination and offered him advice about soil. That small interaction sparked something big.

Today, Jose is a dedicated volunteer in our ROOT (Restoring Our Outdoors Together) program, learning how to heal the land and restore degraded ecosystems. Over the past year, he has planted more than 100 trees and nearly 500 plants, all while developing valuable environmental stewardship skills. By giving first, you can support people like Jose and help Milwaukee grow stronger, greener, and more resilient.

A First Walk Through The Park 

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The first morning Irene, Olivia, Lupita, and Aurora met for a walk at the Urban Ecology Center’s Menomonee Valley branch marked the beginning of a cherished tradition. What started as a simple stroll became much more: a way to connect with nature, improve their health, and build a meaningful community.

Each of these women brought her own story of resilience and triumph to these walks, called Caminatas — Spanish for "walks." Week after week, they found healing and joy in nature and each other’s company, proving that sometimes, the smallest first steps can lead to profound transformation.

For so many in Milwaukee, our parks offer a gateway to discovery — of the natural world and of themselves. By giving first, you can help ensure these firsts — a first walk, a first connection, a first moment of healing — remain possible for everyone.

A First Trip To Lake Michigan

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When UEC educator Brynne began leading classes at Washington Park, she quickly realized a startling truth: many of her students, despite living so close, had never experienced Lake Michigan. Inspired by this discovery, Brynne and her fellow educators made it their mission to bring as many students as possible to the lakefront.

Today, second graders build landforms like valleys and mountains in the sand, sixth graders explore watersheds, and eighth graders record weather patterns — all against the stunning backdrop of our Great Lake. 

These trips don’t just teach science; they create lifelong memories. Students skip their first rock, hear the waves crash for the first time and discover a newfound love for water, Milwaukee, and the natural world. 

So, Why Give First?

By choosing to give first, you’re putting Milwaukee’s future at the top of your list. You’re investing in programs that restore ecosystems, inspire stewardship, and connect people to the natural world. You’re planting seeds that will grow into forests, friendships, and a sustainable future.

Ready To Give First?

Click here to double your impact before midnight on November 26th. Together, we can plant the seeds for a brighter tomorrow.

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