I recently attended a gathering of the leaders of United Methodist Foundations from conferences across the U.S. United Methodist Foundations are key advocates for strengthening stewardship and generosity in local churches, and the annual gathering provides opportunities for sharing ideas and learning in workshops led by members and sponsors who support the meeting.
One of the workshops I attended was “Understanding and Engaging Millennial Givers” led by Eddie Rester, president of Cargill Associates, an organization that consults with churches in the areas of annual giving and capital campaigns. His insights into the giving patterns of millennials were inspiring (I have invited Eddie to be my guest for a webinar in the spring of 2025). As the father of three millennials, my attention was particularly drawn to that group. Born between 1981-1996, the oldest millennials are around 43, and the youngest, 28.
Do you see this generation represented in your church? Many churches don’t. Here are ten insights that may open our eyes to why millennials are not rushing to fill our pews or donate to support our ministry.
- Millennials desire spiritual growth. Data from the Barna Group shows that a significant percentage of millennials (77%) are interested in spiritual growth, even more so than boomers (72%). This indicates a readiness for spiritual engagement that churches can tap into with relevant programming and connections.
- Digital giving is essential. Having grown up with the internet and digital devices, millennials expect to support causes online. Churches should offer digital giving options, such as apps or websites, to meet this expectation.
- Millennials have a history of supporting nonprofits. About 74% of millennials have a track record of supporting nonprofits. This shows their potential for sustained commitment if they feel connected and valued within a community.
- Millennials’ giving is research-driven. Around 66% of millennials research organizations before they give, and they look less at history and reputation and more at impact. Churches should focus on showcasing real outcomes, highlighting what they are achieving in their ministries.
- Millennials’ giving is immediate and impact-driven. Millennials are quick to give when inspired, but they will stop if they feel their gifts do not matter. It’s crucial for churches to provide regular feedback about how donations make a difference to foster a sense of meaningful impact.
- Millennials value transparency and accountability. Millennials want to know where their money goes and appreciate transparency in spending. Churches can build trust by sharing clear, regular reports and updates on how funds are used in ministry.
- Personal Connections are important. Causes that feel personal or aligned with values draw millennials. Sharing stories about specific individuals or communities helped by donations can create a more personal and emotional connection to giving.
- Millennials prefer experiential engagement. Millennials often prefer active engagement over traditional programs. Offering hands-on service opportunities or community involvement through the church can help them feel more connected and fulfilled.
- Millennials are motivated by social justice and advocacy. Millennials are passionate about social justice and are drawn to organizations that take a stand on societal issues. Churches that actively engage in advocacy or support local and global causes may find a more enthusiastic response.
- Peer recommendations are important. This generation values recommendations from friends and peers over traditional marketing. Encouraging millennials in the church to share their stories about giving and involvement can inspire others within their network to join in.
There is a great temptation to continue to be the church that keeps the generation we have – and the ones who are generously providing financial support – in the pews comfortable and content. To do so, however, is to turn our backs on the church’s ongoing mission to be about Christ’s work, making disciples for the transformation of the world. Millennials are now the largest generational group (73 million) in the U.S. If we want to continue our mission, we should invite them to return to church to help reshape the church in a way that will be relevant to their lives and needs.
Note: This article is the first in a new series, “Pass It On: A Shared Journey Toward Generosity Across Generations.” We hope current church leaders will read it with a vision for disciple-making to continue when it is passed to rising generations who approach the call to discipleship and generosity differently. This content was created by Discipleship Ministries staff with the support of AI tools. Ken Sloane is the Director of Stewardship & Generosity for Discipleship Ministries of The United Methodist Church. Originally published by Discipleship Ministries. Republished with permission by ResourceUMC.