Generosity Unleashed: Connecting with Millennial and Gen Z Givers (Part 2 of Giving series)
This series provides invaluable insights into the changing landscape of generosity and the unique characteristics of younger generations.
Generational Giving
By Dr. Tim Orr
In a world where giving is often analyzed down to dollars and cents, a recent survey by Barna reveals a deeper truth: giving comes from the heart. Financial expert Rachel Cruze summed it up perfectly on Barna’s ChurchPulse Weekly podcast, saying, “I believe giving is not a math issue; it’s a heart issue.” This sentiment is at the core of Barna’s latest findings, showing that the primary reason people give is tied to their identity across all generations. This understanding pushes us to rethink how we connect with the next generation of givers—Millennials and Gen Z.
This article draws from Barna’s State of Generosity Series, particularly the report A New Era of Giving: How Millennials and Gen Z Approach Stewardship. The series offers valuable insights into how younger generations view generosity.
Understanding the Next Generation of Givers
Ministries, nonprofits, and fundraising leaders must grasp who Millennials and Gen Z are, as they represent the future of giving. Here’s a snapshot of these generations:
- Spiritually Open Yet Non-Religious: Young people today may be less religious but aren’t closed off to faith. They’re spiritually curious, even if they don’t often attend church. Ministries can connect with them by offering spaces encouraging exploration and dialogue, appealing to their quest for meaning.
- Diverse and Curious: Millennials and Gen Z are leading the country’s shift toward greater racial and ethnic diversity. Their openness to different identities and beliefs may shape their generosity. Ministries should embrace this diversity by creating inclusive environments where all voices are heard and valued.
- Emotionally and Mentally Strained: Young people care deeply about connection but often struggle with loneliness, anxiety, and uncertainty. Addressing mental health within faith communities is crucial. Support can offer them a sense of purpose and inspire them to give.
- Digital Natives: Gen Z, the digital generation, prefers online giving options but also values hands-on experiences. Ministries can engage them by offering digital and in-person opportunities to give and serve.
- Unique Life Priorities: Millennials and Gen Z delay traditional milestones like marriage and homeownership, focusing instead on careers and experiences. Ministries can align with these priorities by offering flexible volunteer opportunities that fit their busy lives.
Implications for Ministry Partners
Recognizing that giving is tied to identity and heart issues, ministry partners must adapt to these generational nuances to foster a culture of generosity. Here’s how:
- Nurturing Openness to Faith: Create spaces where young people can explore faith on their terms. Interactive events like Q&A sessions, discussion groups, and workshops can foster deeper engagement.
- Embracing Diversity: Highlighting and supporting various causes can resonate with their broad, empathetic concerns. Celebrate different perspectives through cultural events and guest speakers.
- Addressing Mental Health: Focus on mental health within the church. Offer support networks, counseling services, and workshops to help young people navigate their struggles.
- Leveraging Digital Tools: Meet young people where they are—online. Develop a strong digital presence and offer easy-to-use online giving platforms. Balance this with in-person opportunities to connect and serve.
- Aligning with Their Life Priorities: Design programs that fit their busy lifestyles. Highlight how their contributions make a real impact to motivate them to give and stay involved.
Conclusion
Understanding the heart behind generosity is crucial as we navigate the evolving landscape of giving. Barna’s survey offers key insights into what drives Millennials and Gen Z, challenging us to rethink our strategies. By embracing their spiritual openness, diversity, and digital tendencies and addressing their emotional and mental health needs, we can foster a new era of giving that supports our mission and enriches their lives. Let’s seize this opportunity to connect with the next generation and build a culture of generosity rooted in the heart.
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