Generosity is at the heart of the church, yet navigating it in today's world presents a unique set of challenges. With declining attendance, shifting demographics, and the growing influence of technology, church leaders face significant pressure to redefine how they engage their congregations in generosity. But, perhaps more critically, they must lead their congregations to view giving not just as a financial transaction, but as a crucial part of spiritual growth and discipleship.
Doug Turner was recently interviewed on The Unstuck Church podcast to address the question: How can the modern church inspire generosity while overcoming these challenges?
This blog post unpacks the evolving landscape of generosity in the church, explores expert solutions, and offers actionable insights to help your ministry create a flourishing culture of giving.
For decades, many churches relied on episodic capital campaigns or periodic appeals for specific needs. While this approach is still viable for some churches that are growing and need to make an ambitious investment in the future, other churches face a dynamic set of obstacles that require new strategies and deeper innovations.
Churches across denominations report a steady decline in attendance. Nondenominational churches are still growing, but for most congregations, fewer attendees mean fewer opportunities to connect financial support with church operations and ministries. For churches struggling in this present environment, the focus from occasional campaigns to creating a year-round culture of giving and engagement is needed. Without a strong strategy, a church risks financial stagnation and diminished impact.
Today’s church givers, particularly younger generations, are driven by purpose and experience. They want to know exactly how their contributions align with the church’s mission and directly impact lives. Generic appeals aimed at members giving out of a sense of duty are no longer enough—specificity, transparency, and storytelling have become essential tools for connecting with this audience.
The digital revolution isn’t just changing how people shop and communicate; it’s also transforming how they give. Churches must adapt to digital giving platforms, apps, and communication channels to remove barriers and create opportunities for seamless engagement with their wider community.
Discussing money in church has never been easy. Many churches avoid the conversation for fear of being misunderstood. Cultural discomfort, combined with a history of financial scandals in some organizations, can make leaders hesitant to broach the subject of giving. Yet, as pastor Scotty Smith once reflected, avoiding the topic is a missed opportunity for spiritual growth and discipleship. Genuine conversations about generosity, centered in faith and transparency, are needed to build trust and overcome hesitations.
Generosity isn’t just about funding ministries; it’s essential for spiritual growth and mission fulfillment. Through giving, individuals connect deeply with God and their community. As Doug Turner of GenerosityOS aptly points out, "People discover something about God through generosity that they don’t discover any other way." This profound connection between faith and giving calls for a more holistic and integrated approach to generosity.
Effective generosity in the modern church goes beyond dollars raised. It encompasses the discipleship of givers, the tangible impact of ministries, and the cultural transformation within the church body. Churches should not simply present money in the context of meeting budgets or paying the bills, but develop a generosity culture as fuel for the ministry and life-change. By cultivating a generosity culture, churches can inspire their congregants to actively live out God’s calling in all areas of life.
Addressing these challenges and unlocking the potential of generosity requires an intentional strategy. Here’s a roadmap to help your church cultivate a thriving generosity culture.
Start by evaluating your church’s current generosity practices. Churches often make assumptions about the effectiveness of generosity communication to their detriment. What’s working? What’s not? How do people in your congregation perceive giving? Understanding these dynamics is key to identifying growth opportunities. GenerosityOS, for example, begins any generosity initiative with an in-depth assessment to uncover a church’s specific needs and context.
Church members and attendees give to a purpose. Giving requires more than a rationale. It requires an inspirational message with a clear vision for the future to gain wholehearted support. Take time to clarify your church’s mission and craft compelling stories of the lives touched by generosity. Vision clarity ensures that giving campaigns are driven by greater meaning, not just financial needs.
Remove barriers to giving by adopting user-friendly digital platforms. Mobile apps, text-to-give options, and online portals make it easy for members (particularly younger supporters) to give at any time, anywhere. Highlight tools that simplify recurring gifts, letting donors contribute consistently without added steps.
Normalize talking about money in the context of faith and stewardship. Frame generosity as a spiritual discipline rather than a financial obligation. Use sermons, workshops, and small-group studies to teach Biblical principles around giving. Transparency and authenticity in these conversations foster trust and engagement. Realize that financial leaders in a congregation will often need two-way communication to ask questions and see their involvement as an investor in the ministry.
Generosity thrives in relational contexts. Shift from purely presentational appeals to conversational models. Engage key stakeholders and regular givers in one-on-one or small group conversations where they can share questions, feedback, or ideas. For some to take the first step to give, giving can feel risky, and they need a safe space to process.
In the past, generosity was assumed to be primarily a priority for the local church. Today, there are other ministries that have a share of the generosity pie. Donors need to see the difference their contributions make in this ministry atmosphere. Beyond financial metrics, track and share stories of how generosity brings your church’s mission to life. Did a new family join your congregation because of your community outreach? Did your food bank assist more families this year? Sharing tangible results builds excitement and inspires ongoing support. In the present charitable climate, for better or worse, giving is now in a competitive environment. Your story must communicate life change and a strong spiritual ROI.
Ultimately, generosity is not just about meeting budgets or funding a building campaign; it’s a discipleship issue. Generosity is part of spiritual growth that leads individuals to trust God more deeply. By helping people reflect God’s extravagant generosity, church leaders fulfill a critical role in shaping not only their ministries but also their congregants’ relationships with Christ.
If you're ready to take an intentional step toward building a culture of generosity in your church, start by reaching out for guidance. GenerosityOS offers tailored solutions to assess your church’s current giving culture, create actionable strategies, and help you grow a community rooted in faithful stewardship.