When you look at your congregation on Sunday morning, it probably looks quite different than it did 10 years or even 5 years ago. The impacts of the pandemic went far beyond a health hazard; it changed the landscape of many facets of society – especially church attendance. One of the emerging trends from recent surveys shows what many churches already know: these formerly reliable generations, the Elders and Boomers, are not attending church as they were pre-COVID. As many churches have discovered, these stalwart generational groups comprised a significant portion of church volunteers and givers. This news is not ideal for churches or those who have decided to no longer participate in worship services. It’s as if these generations have forgotten the words written to the early Jewish converts fearing persecution to “not neglecting to meet together, as is the habit of some, but encouraging one another, and all the more as you see the Day drawing near.” Hebrews 10:25 ESV.
Young Adults Are Ready To Be Generous
While churches would like to see a return of these previously reliable generations, a recent survey from the Barna Group is giving new hope from two unlikely generational groups, Gen Z and Millennials – especially when it comes to giving. In their State of Generosity Series, the Barna Group found that young adults (Gen Z and Millennials) are discovering their identity as generous givers. One of the more encouraging data sets in the report shows that despite the economy and their personal financial situation, young adults feel now is the time to be more generous to non-profit organizations. According to the data, Gen Z and Millennials are at the top of the chart, 37% and 35%, respectively, as the generations that believe now is a good time to give, while Boomers are at the bottom of the chart with only 12%. Although this is encouraging news, you may want to wait before planning to increase the budget. It seems that these generations rely on the internet to get the majority of their information about finances and how well non-profits use their money. In other words, churches may not be their first choice when it comes to giving.
Ways To Engage Gen Z and Millennials
Since Gen Z and Millennials are digital natives, meaning they grew up with technology, they are far more likely to perform an internet search on the organization before they donate. According to Barna’s study, almost 4 out of 5 research how organizations handle donations before giving. What an incredible opportunity for churches to show the impact of every dollar donated to a church. Of course, that means your church needs to produce content that shows how it handles money and shares stories of your church’s impact on the local and global community. Here are a few strategic ways to help young adults see the value of donating to your church.
- Annual Reports: At a minimum, your church should generate and share an annual financial summary. Making this report available on your church’s website, blog, or donation page goes a long way in helping Gen Z and Millennials gather the information they need to gain the confidence they are looking for to donate.
- Stories of Impact: Churches that pursue their mission do a lot of good along the way. They feed the hungry, help orphans and widows, care for the sick, and the list goes on and on. While churches are generally good at “doing,” they are not always good at capturing the moment and retelling the stories. Churches must capture these stories through videos, pictures, or even words to celebrate what God is doing in and through their church to impact local and global communities.
- Online Presence: Since 4 out of 5 young adults research your church online, having an online presence is essential. Churches should have a mobile-friendly website that includes their mission, vision, values, and statement of faith. In addition to an easy-to-navigate website, the church should utilize social media like Instagram (91% of Gen Z has an Instagram account) to show how God uses your church to be the hands and feet of Jesus. Young adults cannot research your church if it doesn’t have an online presence.
To capture young adults’ generosity, churches must prepare and share their financial summary every year. Gen Z and Millennials are checking out their giving options, so churches need content-rich websites that clearly define their mission, vision, values, beliefs, and a robust online presence. Even though a lot has changed in the last 5 to 10 years, churches must remain steadfastly committed to pursuing their mission while recognizing they must adjust their methods to reach new generations of Christ followers.
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