There is an old joke about a shoe company that sent a salesman to Africa to sell shoes. A few weeks after he was there, he telegraphed the company and said, “Get me out of here! No one wears shoes here!” The company did that, but they sent in one more salesperson. He telegraphed the company within days, saying, “No one wears shoes here! Send me all the shoes you can!” Who are you in the story? Get me out of here, or send me more shoes? What is your response to a challenge?
What does that story have to do with anything? If you have been reading the latest studies on giving, the news is alarming. Giving to the Church in the last three years has seen a drastic decline, a trend that has been persisting since 1968. However, in the last three years, post-Covid, this decline has accelerated. The situation is dire, with thousands of churches at risk of permanent closure. For more on this, read: https://www.onlinegiving.org/support/a-wake-up-call-to-engage-donors
As corny as that old joke about selling shoes is, it still makes me smile whenever I hear it. I want to be a “send me more shoes” kind of guy! Yet, when you see statistics that say the number of donors giving to Evangelical Churches has declined by 19% in the last three years, how can you be anything but concerned? One of the biggest concerns with these reports is this finding: “More recently, researchers have linked the decline in charitable giving rates to the divergent beliefs, practices, and life experiences of younger age cohorts who are becoming a larger share of the giving population.”1.
If you are a “send me more shoes” kind of person, you look for opportunities amid the challenges you face. As I have read three alarming studies on the decline of religious giving in America, I did find a reason for hope and to say, “send more shoes!” The Generosity Commission reported this, “A recent report from the Giving USA Foundation, featuring a survey by Dunham+Company, for instance, finds that millennials and Gen Z (born 1997-2012) have the highest rates of donors who had given through a charity’s website or through a smart-phone or tablet, as well as having the highest rates of donors who were influenced to give through social media.” 2. This presents a significant opportunity for growth in giving among younger generations.
As a stewardship coach to some of the largest churches in America, reports like this make me ask, how can we reverse this decline in giving? One researcher found an interesting correlation between giving and spiritual engagement. Their study showed that “there is a very strong correlation between regular engagement in spiritual activities and giving. Evangelicals who regularly read and study the Bible, pray, attend worship, and attend small groups are twice as likely to give to charity as those who infrequently or never do these things and nearly three times more likely to give to the church.”3.
How do you increase giving in the next generation? A few years ago, I interviewed a denominational leader about this issue. He said, “One of our greatest challenges is connecting with younger generations in a way that engages them to become good stewards. We all know there is a passing of the generational baton, but I fear we have made some assumptions about the younger generations that are not helpful. People don't feel like we truly understand them. We need to work on this. For one thing, most pastors assume their audience is more biblically literate than they are. We need to assume they know nothing and start by answering the question, 'Why do we give?' It is not enough to say the Bible says to give. We must tell them why it says that. I find this is especially important to younger generations. When they grasp the why of giving and see what giving can accomplish, they are all in.” Understanding the motivations behind giving is crucial for effective communication and engagement.
One of the key mantras I share with churches is this…
Get a story, work your story, and tell people about your story, and people will give to support the story.
Let me illustrate how OnlineGiving.org’s platform and partnership can help you tell your story. I once attended a training call with Amy McCollum, OnlineGiving.org’s Head of Operations. At one point, Amy walked a church’s financial team through how to set up designated giving through our system. She showed them how to set up a separate giving page to explain the purpose of the gifts. These giving pages can even incorporate pictures or a short video. Amy demonstrated how, in less than one minute, you can create giving pages that increase giving by showing the why of giving. By the way, does your giving provider take the time to show you features like this and how to use them?
That is the tip of the iceberg of all the tools we give our partners that help them engage and connect with all generations of donors, especially younger ones. The more you engage people, showing them the value of their gift, the more they will give. But you must get that first gift, which is why it is important to show what your church is doing. Our platform is perfect for that, which is why we say we are more than just a giving platform. Here is a great post about how our system can do this for your church: https://www.onlinegiving.org/support/we-are-more-than-just
How important are stories? After you move on from this post, what will you remember about it? The shoe story? Few words, if any, of mine will be remembered. But you might remember that story. You might even tell it to someone. Then remember the point: be a “send me all the shoes you can” kind of person! The story is what sears it into your brain.
By telling your story, you can reverse the decline in giving. Be a “send me all the shoes you can” leader! To learn more about how our platform, system, and coaching can help you engage the next generation of donors, contact us at (615) 206-4000 or support@onlinegiving.org.
The Stewardship Coach
While the latest giving trends are concerning, churches that tell their stories and highlight the impact of donations with the right engagement tools can see giving success. We can help you Turn Your Giving Challenges into Opportunities.https://t.co/KlApBwDQ3i pic.twitter.com/DQE2VHblKn
— Online Giving (@onlinegivingorg) September 26, 2024
1. Giving USA Foundation, Giving by Generation. 2024 report.
2. Ibid
3. Infinity Concepts | Grey Matter Research, The Giving Gap: Changes In Evangelical Generosity. 2024 report.