Adam J. Copeland, director of the Center for Stewardship at Luther Seminary, St. Paul, Minn., in the November cover story of The Lutheran magazine presents and corrects five myths about young adults and giving. In November, Living Lutheran highlights Copeland’s suggestions for turning these money myths into engaging ministry with young adults.
Myth #4: Young adults don’t have money.
Sensational headlines about millennials are often related to studies conducted by marketing companies. The corporate world knows the truth: Young adults have enormous spending power.
Not all of us have great amounts of money, of course. And we may not have as much, perhaps, as older generations had at a similar age. But, the church does itself a great disservice if we pretend young people just don’t have money.
Correcting myth #4: Ask for money … carefully, wisely, compassionately.
Very few young people give to congregations without being asked. As is often noted, many young adults have developed a general distrust of institutions. Likewise, we don’t give to the church out of a sense of moral obligation or duty. But, if asked, we often do give.
When the church asks, however, it’s important to ask with compassion. For example, Timothy Siburg, 28, communications associate for the Ecumenical Stewardship Center of both the U.S. and Canada and also a congregational mission developer, suggests congregations consider approaching stewardship campaigns by segmenting members by ability or area of interest.
“You just can’t write one giving letter, or even email or Facebook post, and expect it to resonate with everyone in your community,” he said.
Siburg notes that he and his parents, all alums of the same university, receive different messages and invitations from their college to give, in part due to a compassionate acknowledgement of their varying abilities to give.
Pastor Greg Meyer takes a different approach, leaning on the small-group ministry in his congregation, Jacob’s Well, an ELCA congregation in Minneapolis popular with young adults. Jacob’s Well doesn’t connect its frequent money and faith sermon series directly to asking for money, though Meyer does address how giving should reflect values. “If folks don’t have their financial heads above water, then asking for money just makes them feel guilty,” he said.
Instead, Meyer suggests folks have conversations about specifics in their small groups. “In GroupLife there’s a friendly accountability. There they can talk with one another about what they give and why.”
Myth #5: Electronic giving is the tool.
More times than I care to count, church leaders assure me they’ve made great efforts to respond to changing giving patterns by young adults in their church.
“Oh, great.” I ask, “What have you done?”
“Well, you can give online now.” That’s it.
Certainly, providing easy electronic giving options is an important first step, but it’s only that: step one.
Correcting myth #5: Means are important, but so is the message.
Providing ways to give electronically is certainly an important step in the process of supporting young adults in our giving. But the question is why? If we make electronic giving an option simply to get more money for our church, we end up focusing on a technology rather than addressing broader cultural shifts. King warns, “The tools used to engage millennials can’t be confused with the strategies to engage them.”
Consider, for instance, a congregation’s website. On Saturday night, potential visitors may visit the website to check what time worship begins. But a good website shares more than the time of worship. It tells engaging stories. Good websites engage visitors, cast a vision of the faith community and welcome others to join in God’s mission.
How we address giving should be just as expansive.
Elton praised her congregation for engaging young adults by organizing the time around the offering with visuals and short testimonies explaining where the gifts go.
Pomroy also pointed out, “If you don’t have a lot of money, you may care even more where that money is going.” So she encourages congregations to show the measurable impact of their gifts.
Certainly, congregations need to offer ways to give that fit young people, like electronic giving. But it can’t stop at click-to-give.
Not just about millennials
Certainly, the focus of this article has been young adults and giving. But hopefully you also see that millennials are less a cohort that causes head-scratching, and more of what we are: a diverse group striving to be faithful amidst the challenges of life today.
Consider the five myths and suggested corrections, but also this surprising reality: the corrections may also apply to members of all ages.
Examining these myths related to giving may certainly have a positive effect on young adult members, but this examination may also find resonance well beyond those in the millennial generation. What an opportunity for us all.
