Insights on Generational Giving

by Ken Sloane

In the webinar this past May, “Engaging Millennial and Gen Z Givers,” Rev. Eddie Rester, a United Methodist pastor and a leader in the stewardship consulting firm, Cargill Associates, shared some surprising information from his research and data garnered from the 2024 GivingUSA Report.

We were excited to see the 2025 GivingUSA report, which includes not only traditional data but also a special, additional report on generational giving.

Here are seven key takeaways from the GivingUSA 2025 Special Report on Giving by Generation that I believe are particularly valuable for United Methodist local church finance leaders, both clergy and laity. These findings can help us better understand generational dynamics in giving and more strategically engage different generations in ways that honor their values and habits.

1. Millennials and Gen Z Are Becoming a Force in Faith-Based Giving

While boomers still give the most overall, millennials have increased their giving by twenty-two percent since 2021, and Gen Zers have increased their giving by sixteen percent. Notably, Gen Z more than doubled their giving to faith-based organizations, marking a shift back toward religious giving among the youngest adults. That’s a hopeful sign for churches willing to engage this generation authentically.

2. Younger Donors Are More Religiously Active than You Think

Contrary to the popular narrative, eighty-two percent of Gen Z and seventy-three percent of millennials report attending in-person religious services a few times a year or more, significantly more than Gen X (fifty-eight percent) and baby boomers (fifty-four percent). These generations are present, but they may not be connecting with church life in traditional ways. Let’s meet them where they are.

3. Direct Mail Still Works—Especially with Millennials

Eighty-eight percent of all donors reported responding to a direct-mail appeal. Surprisingly, millennials are the generation most likely to say direct mail influenced their giving. Don’t give up on the mailbox! But do ensure your mail directs people clearly to digital channels.

4. Digital Is Not Optional—Mobile Is Essential

More than fifty percent of millennials and Gen Zers say they’ve given via smartphone, and more than half are open to using QR codes for giving. Meanwhile, Gen Z spends six or more hours a day on their phones. If your church website isn’t mobile-friendly or your giving platform isn’t optimized for phones, you’re already behind.

5. Matching Gifts Are Highly Motivating—Especially for Younger Givers

Seventy-two percent of millennials and seventy-one percent of Gen Z donors say they are more likely to give when a matching gift is offered. Churches should take note: promoting a match—even a modest one—could drive more participation among younger and first-time givers.

6. Occasional Giving Is Preferred Across the Board

All generations—especially Gen Z—express a stronger preference for occasional giving over monthly giving. This suggests our emphasis should remain on compelling single-gift campaigns while still offering recurring giving as an option, not a requirement.

7. Keep the Conversation Going

Eighty-two percent of Gen Z and sixty-four percent of millennials are open to receiving monthly mailings after giving, compared to just nineteen percent of baby boomers. The same openness applies to email and text messages. If they’ve given once, they’re inviting us to continue the conversation.

These generational trends should encourage every local church finance leader. Generosity is not vanishing; it’s simply evolving. Younger generations are spiritually engaged, open to communication, and eager to give when inspired by purpose, transparency, and ease of access. That means we need to get serious about mobile-friendly giving, craft compelling single-gift campaigns, and keep the doors open for multiple communication methods—from mail to text. And perhaps most importantly, we must remember that relationships—not just transactions—are what build trust and long-term generosity. Let’s embrace the opportunity to engage every generation as partners in mission and discipleship.