In the span of a week, I had two conversations and a podcast that gave me pause. One conversation was with my daughter, the other with a young church leader during a feasibility study. Then I listened to the recent edition of the First Day Podcast from the Lilly School of Philanthropy, featuring Una Osili speaking on “Younger Donors: New Fundraising Strategies.”  They left me thinking deeply about how younger generations experience generosity. I was reminded that it’s not just what we ask for that matters. It’s how we ask. And whether the words we use still make sense to the people we’re hoping will say yes. In today’s article, I’m exploring how churches can better connect with emerging generations of members by rethinking how we frame commitment. Generosity hasn’t gone away, but it is evolving. And the church can evolve with it.

Rethinking Generosity for a New Generation In many churches, the word pledge has long served as the backbone of stewardship and capital campaigns. But if you’ve talked with a younger church member lately, you may have noticed a disconnect. What once felt like a natural expression of faith and commitment now lands differently, if it lands at all. I was confronted with this difference in a stark way during a recent conversation with a younger church member. And when I say younger, I mean someone in their mid-30s. As we discussed a potential capital campaign in her congregation, she noted,  “They use the word pledge here a lot. The only time I hear the word pledge is with public radio and at church. That’s just not a part of my vocabulary. It’s an old term.”  A New Generation of Generosity Despite popular myths, young people are giving. The research suggests they are on a path to becoming more generous than their parents and grandparents. They’re generous with their time, their money, and their platforms.  But they’re also selective. Their giving is guided by alignment with values, impact, and authenticity. They aren’t as loyal to institutions. They give to causes that matter to them, in ways that they feel make a visible, tangible difference, and through channels that occur in their day-to-day experience. And they give differently. Crowdfunding, social justice movements, and digital activism. They think critically about where their dollars go, and they expect transparency, immediacy, and inclusion. They see themselves as partners in change, active participants, rather than simply donors. From Loyalty to Values My parents and grandparents often gave out of duty or long-standing commitment to a congregation or denomination. When their generation moved to a new town, they looked for a church of the same denomination as their previous one.  That’s not the primary motivation for younger Christians. Instead, they’re asking: What does this church stand for? Who is it helping? Does this align with what I believe is the most pressing issue in the world right now? In this context, a general appeal to support the church will fall flat. But how about an invitation to fuel a particular mission? Addressing housing insecurity, supporting LGBTQ+ youth, and launching a new community partnership. Being specific can inspire real excitement. And if your church’s values align with those of your younger members, you can inspire them to make an annual commitment to support the church’s operations. (See what I did there?) However, it must be grounded in the mission, vision, and values. You’ll have to describe how your church is building the kin-dom, not just paying the light bill.  More Than Money Younger members also understand generosity more broadly. Giving, for them, might include sharing a fundraiser online, advocating for a cause at work, volunteering time, or choosing ethical brands. Their financial contributions are often just one piece of a larger picture of their faith commitment to a more just society.  That gives you the opportunity to expand your church’s invitation. Ask people not just to give money, but also to engage – by spreading the word, participating in mission events, joining learning opportunities, and connecting others to the vision.  Are you having a food drive? Get your social media whizzes to broaden the appeal to the community outside your church? Is your church marching in the Pride parade? Encourage members to bring a friend for a fun outing. Use your imagination – your younger members can increase the impact your church  has in the community.  Speaking a New Language Words matter. We may need to reconsider our language. In the example I gave above, the word “pledge” feels foreign – something from a civic club or scout troop. It may even sound rigid or transactional. But, for both your church and your members, the commitment to giving is still important. We could translate the meaning of a pledge by using phrases that are more natural and relational, like:Three-year gift planCommitment to our shared missionMonthly support goalIntent to give It’s the same idea – a faithful financial commitment over time – but in a way that’s more conversational and relational. Digital First, Social Always Social media plays an enormous role in shaping the decisions of younger people. They hear about causes from their peers, get inspired by stories and images, and are moved by real-time transparency. I can’t count the number of TikTok videos my daughter, in her 20s, shares with me about the critical issues of the day.  She’s not unusual. Nearly half of young adults aged 18 to 29 cite TikTok as their primary source of news. More than half of all Americans (54%) get news from networks like Facebook, X, and YouTube, overtaking TV (50%) and news sites (48%).  Churches don’t need to add marketing departments, but they do need to wade into the waters of this visual, relational, networked universe. A simple post sharing a story of impact, a short video from someone who’s been helped, or a monthly update with gratitude and goals met can go a long way. And your younger members can help you do it!  Meet Them Where They Are: On Their Phones Speaking of digital, today’s givers expect convenience. Whether they’re moved by a story in worship or watching from home, your congregation should have simple, immediate ways to respond. Here are the basics:Add a QR code to your bulletins and worship slides. Link it directly to your giving form.Use “text-to-give” platforms with memorable keywords that direct users to a donation page.Promote your digital giving options consistently: on your website, in your email footers, and in every communication. Digital giving is an act of hospitality. It removes barriers to giving and makes generosity as accessible as possible. What All of This Means for the Church Younger generations haven’t abandoned generosity – they’ve just reframed it. That’s good news. It means the church still has a future full of giving, purpose, and shared mission if we’re willing to meet people where they are. That willingness goes beyond changing a few words. It means reimagining how we tell our story, how we invite people into meaningful partnership, and how we structure our fundraising efforts to reflect transparency, urgency, and joy. It means being clear about the impact of giving, offering easy ways to engage, and building community around shared values and goals. We don’t have to toss out every tradition. But we do need to hold our traditions loosely enough that new people can find a place for themselves in the story. When the church is willing to listen and adapt with clarity and compassion, generosity will follow. The heart of stewardship isn’t a word. It’s a relationship. It’s a calling. It’s a community stepping forward together. Everyone brings what they have in the way that feels most faithful to them. And together, we shape what comes next.  Let your words and your tools, whatever they may be, open doors to connection. Generosity is still alive. And your church’s mission still matters.