“If you want to attract younger members, you must have the technology they use.”
That comment was made recently by a layman in a local church that was switching to OnlineGiving.org. The church had recognized its need to attract younger members. They were updating their systems to make it easier for younger generations to be engaged and give.
I was reminded of this comment as I read the newest report from the Barna Group, A New Era of Giving: How Millennials and Gen Z Approach Stewardship.1. It’s an interesting and important read to understand and connect with the younger generation. The report could have easily been summed up by the layman’s comment I opened with.
It can seem like news about the younger generation is always negative. This report contains some positive findings that should give a church hope, particularly in generosity. The Barna report states, “Younger generations are more likely than their elders to say that the current moment (in terms of both the broader economic climate and their own personal financial situation) calls for more generosity towards nonprofits.” That is the good news. The bad news is summed up in the report: "Explicitly Christian ministries or organizations, however, fall to the bottom of the list of places younger people would consider donating.”
After showing that younger generations are open to generosity. The Barna report made this observation,
“When young adults’ digital tendencies intersect with generosity, there are interesting implications for churches and charities. Unsurprisingly, society’s growing inclination toward digital giving methods continues among young adults. Gen Z and Millennials are aligned with a slight preference for digital giving options. In multiple dimensions, younger generations also express confidence and trust in online giving methods (something their older peers aren’t so sure about).”
Again, you must have the technology they use to attract younger members and see them give. The Barna report states that churches must “Thoughtfully offer young generations tools that invite their generosity.” The report expands on that by saying, “Millennials and especially Gen Z, have been champions, if not pioneers, for recent digital and technological innovations. But they also seem to be self-aware early adopters. For instance, even digital natives tell Barna they pay attention to their device usage and its outcomes, both positive and negative.”
How can we make giving a positive experience? By connecting vision and giving. The Barna report says, “Further, organizations and charities have an opportunity to innovate in a way that not only conveniently collects donations but also transparently shares information about how financial gifts are used—which is important to the new generation of givers.”
How can you do that? One great way is to show the results of giving. Our system allows you to easily communicate the impact of gifts to your church. See the following post, https://www.onlinegiving.org/support/tech-for-telling-stories-of-life-change
We have found that another key to connecting with younger generations is communicating your message and appeal through their most often-used devices. Smartphones and other smart devices are perfect for making giving fast and easy! 90% of Americans now carry some smart device on them. Using tools like mobile giving, text giving, and in-app giving, churches can connect with younger generations better. Here are two posts about this,
https://www.onlinegiving.org/support/todays-church-bulletin-board
https://www.onlinegiving.org/support/a-21st-century-outreach-tool
After reading this report, you can see that we are in a new era of giving. The Barna report summarized this fact well by stating, “For churches and charities hoping to gain or sustain the generosity of Gen Z and Millennials, new playbooks are required.” We would agree.
If you are going to be fully funded in the 21st century, it will require you to revise and keep revising your generosity playbook. It’s also why we keep adding innovative features to our platform. Micha Flashman of Vox Church in New Haven, CT summed up our approach well when he said, “OnlineGiving.org is continually improving. It is not this thing that is static. Every time I visit the site and look over the dashboard, I see new things. I see improvements, new features, better reporting, etc.” Can you say that about your digital giving provider?
We would love to show you how our platform and systems can help improve your ability to connect with younger generations. For a demonstration, contact us at (615) 206-4000 or email us at support@onlinegiving.org. It’s a new era for giving, and we have the tools to help you successfully connect with the next generation.
The Stewardship Coach
A recent Barna report summarized, “For churches and charities hoping to gain or sustain the generosity of Gen Z and Millennials, new playbooks are required.” We agree, and we're committed to helping churches make the right moves in A New Era of Giving.https://t.co/iJbVp892yZ pic.twitter.com/0ANlm6F6G2
— Online Giving (@onlinegivingorg) August 7, 2023
1. https://shop.barna.com/products/a-new-era-of-giving-the-state-of-generosity-series-digital-report
