I'm not rich by some of the long term WoW player's standards, not even close, but I do ok. So I can afford to be a little more generous than some.
I have bought some more expensive gear for guildies. I've bought high end gems, potions, even leg armor patches, and weapons for other players in the guild. I've provided mats for them to obtain crafted gear (including some of my more lucrative mats: felsteel bars and hardened adamantite) - FREE of charge. As a 375 fisherman, and cook, I provide food buffs on a regular basis to those who will most help the guild progress right now, or ones who are in need of a boost. I especially go out of my way to get spicy crawdads for our tanks, and golden fishsticks for our healers. I could make decent coin selling those, but I give them away free.
I'll provide gold to a guildie if he's truly in need of it for a worthy cause (training, gear, enchant, etc). I'm not about to pay for anyone's mount though. They have to work and earn it... at least to a point. I have one guildie who's had a hard time earning gold because he took up 2 crafting profs. His choice. He asked me - nicely - if I could help him in any way to get his epic land mount. Considering his circumstances, I told him how to farm up money fast (it isn't hard, but some people either don't know how, or don't want to put in the time to farm). He had maybe 80G at the time, so I said if he could earn enough money for his training, I'd pay for the mount itself. I know, it's seems a small amount in comparison, but I figured this may motivate him to start earning, and prove to himself that he COULD earn gold quickly. He did. In 2 days. I made good on my promise, even after he said one more day and he'd have it anyway, so I didn't need to get him the mount. Hey, a deal's a deal.
The last few days, I've taken time out of my normal schedule to help one of my guildies farm lower level leathers. She took up LW, and needs to skill up fast. In the long run, it'll be beneficial to the entire guild, so I'll do what I can to help.
I don't run lowbies through dungeons anymore. Even guildies. I might make an exception if there's a specific item they want, and that's all they want out of it. I don't run with lower levels through dungeons 10-15 levels too low for me anymore either. I did that when I was the highest level in my guild, and I wanted people to level as quickly as possible. Now, those people are part of our static dungeon group. And we're all grinding endlessly to gear up. I just don't have time for that anymore. Also, it's really a disservice to them since they should be using those dungeons to better learn teamwork, etc. Not relying on a 70 to bail them out. I WILL make an exception,however, for pallies and lock's mount quests.
Of course, every now and then, you'll get a user. They take everything for granted, take you for whatever they can get out of you, and then /gquit to go off to another guild because "we're not progressing as fast as I want to." Oh really? Who do you think cooled his heals for over 2 months now waiting on everyone else? (including YOU) Some gratitude. It's almost enough to make one a miser, and unwilling to help anyone again. But that's not me. And that's also a different topic.