Thoughts on "Generosity & the Next Generation"
A few months ago when I went to the gym, my 22-year-old trainer was wearing a t-shirt with the image of a guy I thought I recognized. “Hey, that’s Travis Scott, right?”
Her jaw dropped. “You know who Travis Scott is?” Truth be told, I knew very little about him. I knew that Travis Scott was a rap artist (but I had never heard any of his songs). I also knew that he was associated with the Kardashians (don’t judge) and that there had been a tragedy at one of his concerts where people had been trampled.
My young trainer was amazed that someone of (ahem) my age recognized an artist that she loved. Finally, all that time spent keeping up with pop culture paid off!
This story came to mind as I read the latest Barna report on Generosity & the Next Generation. In a study as vast as this one, with lots of charts and figures, it can be hard to find a nugget or two to glean because there are so many of them to digest.
Here’s the one that has stuck with me from this book: the “younger" generations (meaning Gen Z and Millennials) want to learn from the “older” generations (meaning Boomers and Elders).
In case you forgot:
Gen Z: Born between 1999-2015
Millennial: Born between 1984-1998
Gen X: Born between 1965-1983
Boomer: Born between 1946-1964
Elder: Born before 1946
In this report, I was particularly struck to read that younger generations (including Gen X) want guidance on careers and finances. They are open to learning from people they know.
Quick question: How is your church making it possible for those important conversations to happen? Are you preaching about these things?
The church also has an important opportunity to influence the next generation’s generosity – if you find ways to develop intergenerational relationships. Gen Z and Millennials have grown up with an ethic of volunteering.
Quick question: What ways are you giving different generations a chance to volunteer together?
Some of the data revealed basic knowledge about “tithing” to be a mystery – primarily with Gen Z but also with other generations as well. Among self-identified U.S. Christians, only 17% of Gen Zs knew what the term “tithing” meant (60% of Boomers knew the term). 49% of Gen Zs said they had no idea what tithing meant (compared to 26% of Boomers).
Jargon is real. You can help educate. Don’t make assumptions about words that we think everyone should (or would) know.
Quick question: How does your congregation come to know what the term “tithe” means? How do they learn about generosity?
Additional takeaways:
Americans are a distrustful lot, especially when it comes to how their money is being used. The church does not get a pass simply because it’s “the church.” Nearly one in five Gen Z and Millennials say, “they do not trust churches at all with their financial support.” And “Christian organizations cause some donors (especially young ones) to have their guards up.”
As a result, it is critical for the church to tell stories. Stories of impact and stories of change. Simply saying, “trust us, your money is going to good use” doesn’t cut it anymore. People want to know that their money is being handled well and how it's helping to make a better world.
Quick question: What story are you telling about your congregation?
Invest in your website. Donors of all ages research an organization’s website before giving to it: Gen Z: 42%; Millennials:39%; Gen X, 40%; Boomers, 33%; Elders, 50%.
If you say you want “young people” to give, make donating available electronically. 53% of both Gen Z and Millennials prefer to give digitally.
Quick question: Is your website telling your story well? Do you make it easy to give using your website?
As the Barna study makes clear – simply because Gen Z and Millennials are not giving to your congregation now does not mean they never will.
To make giving more likely:
Educate
Find ways to volunteer together
Talk about issues that matter
Develop intergenerational relationships
Tell your story
Get your website in order
Talk about generosity
Let the younger generations know that they are not alone
It would be so simple if it was just one thing that could prove to be the “magic potion.” I sure wish it was so. However, the beauty of a multi-pronged approach is that you will be helping the people in your church to
- become more open,
- accept incremental change, and
- embrace the gifts of all generations who come through your doors.
And guess what? To make a connection, you don’t even need to know who the heck Travis Scott is.
Cesie Delve Scheuermann (pronounced “CC Delv Sherman,” yes, really) is a Stewardship Consultant for the OR-ID Annual Conference. She is also a Senior Ministry Strategist with Horizons Stewardship. For 25 years, while working as a volunteer and part-time consultant, she has helped raise over three million dollars for numerous churches and non-profit organizations. Lecrae is one of the best-known Christian rappers. Here he is singing Drown with John Legend.
You can reach Cesie at inspiringgenerosity@gmail.com, at CesieScheuermann.com, or at cesieds@horizons.net. Want to schedule a meeting? She’s got you covered!
Schedule a meeting now.
If someone has forwarded this to you and you would like to subscribe to "Inspiring Generosity," click here. Miss an issue? Click here.