Untapped Potential: Unleashing the Power of Generosity in Churches and Nonprofits
Faith-based organizations can thrive financially when they embrace a consistent, conviction-based strategy
When it comes to communicating about money, houses of worship and faith-based organizations can swing back and forth like a pendulum. Sometimes leaders talk about giving constantly. Others say very little. Some wait until a crisis or a building campaign. Others are in perpetual fund-raising mode.
All of these approaches usually leave leaders and their organizations dispirited and underfunded.
But what if there is a consistent, conviction-based approach that engages members and leaders, avoiding the extremes of:
Always asking for money – desperation
Rarely asking for money – denial
Houses of worship need resources. Members need a cause greater than themselves. How can these two interests be joined for the greater good of all?
The challenge of engaging givers
A recent survey by Vanco, a financial processing company, found:
Only 5% of churchgoers give 10% or more of their income to their church.
The average giver donates $884 a year.
Half of those who donate give about 2% of their income to the church.
About 37% of churchgoers give nothing.
Toward a solution
In this presentation, you can sit on the "front row" and glean insights from an expert in cultivating generosity. Lauren Wright, Generosity Strategist with Generis, shares insights that can release untapped potential for leaders and members of faith-based organizations.
“A culture of generosity looks different for each organization but there is typically an abundance of opportunity far beyond what leaders envision.”
Key Points of “Untapped Potential: Unleashing the Power of Generosity in Churches and Nonprofits”
💰 Generosity Crisis: Only 5% of churchgoers give 10% of their income, with 37% giving nothing at all, highlighting a significant challenge in faith-based giving.
🌱 Discipleship Approach: Generosity should be viewed as a continuous journey of spiritual growth, not a one-time campaign or destination.
🤝 Leadership Matters: Generous organizations are led by generous leaders who model giving and create a culture of transparency and trust.
📊 Data-Driven Insights: Use financial data to tell stories, not just present numbers, helping organizations understand their giving patterns and potential.
🔍 Generosity Audit: Comprehensive review of financial practices, communication strategies, and organizational culture to identify growth opportunities.
💡 Storytelling is Key: Communicate the impact of giving by connecting donations to tangible life changes and ministry outcomes.
🤲 Holistic Giving: Encourage giving that goes beyond financial contributions, embracing time, talents, and treasures as part of discipleship.
🚀 Sustainable Strategy: Focus on creating long-term, adaptable approaches to generosity that fit within existing organizational frameworks.
🤖 Trust and Transparency: Address financial concerns openly, demonstrating accountability and rebuilding trust when necessary.
🌈 Personalized Approach: Recognize that individuals are at different stages of their generosity journey and provide tailored guidance.
Summary: Cultivating Generosity in Faith-Based Organizations
A Ministry Pacific webinar with Lauren Wright, a generosity strategist with Generis.
1. The Generosity Landscape: Data & Current Challenges
The Current State
Giving Trends: Only 5% of churchgoers give 10% or more of their income; 50% give just 2%; 37% give nothing.
Not Just a Church Problem: Similar challenges are evident in faith-based nonprofits.
Underpinning Principle: Generosity is best understood as a journey or continuum, not a static destination.
Key Takeaways
Declining and inconsistent giving is a systemic, multi-faceted concern.
Viewing generosity through the lens of discipleship transforms its purpose from fundraising to ongoing heart and community transformation.
2. Generosity as Discipleship: A Mindset Shift
Journey Over Transaction
Continuous Process: There is no checklist or finish line for generosity; it's woven into broader spiritual development.
Rooted in Teaching and Community: It requires consistent, grace-filled cultivation – mirroring other aspects of discipleship.
Recommendations
Cultivate a "growth mindset" – regularly assess, refine, and nurture generosity as a spiritual discipline.
Communicate that giving is integral to holistic faith, not an isolated church chore.
3. The 80/20 Principle and The Role of Leadership
Often, 20% of members provide 80% of support. This is not failure but an indicator of where to focus engagement.
Strong, generous leadership is essential: Transformed organizations are led by transformed leaders.
Leadership Practicalities
Leaders must model generosity in word and deed – publicly and privately.
Practical modeling includes honest sharing, stewarding resources (including non-financial activities such as use of personal resources and time), and embracing both abundance and accountability.
Ask: “What is God asking of us in this season?” and “What are we going to do about it?”
4. Building a Generous Culture
Factors for Success
Openly discuss finances and stewardship; silence creates confusion and missed discipleship opportunities.
Consistent, intentional messaging – beyond annual or campaign-based appeals – is required.
Heart change precedes bank change: Focus on transformation, not mere transactions.
Tactical Steps
Regularly tell “impact stories.” Close the communication loop so members see how generosity fuels life change.
Embed generosity language naturally into all programs, not just giving campaigns.
5. Generosity Audits: What & Why
Generis’ services include a Generosity Audit that:
Reviews teaching series and giving theology.
Analyzes website and communication touchpoints.
Conducts financial and KPI assessments – but translates numbers into actionable, relatable stories.
Evaluates leadership modeling and examines policy for consistency with stated values.
Outcomes
Identifies momentum gaps, missed opportunities, and areas for growth.
Provides sustainable, self-perpetuating strategies rather than dependency on external consultants.
6. Myths and Barriers
“People don’t want to talk about money.” (Reality: They don’t want guilt – they want meaning and impact.)
“Last time, a giving campaign failed, so we shouldn’t try again.” (Reality: Analyze, adapt, don’t abandon.)
Overwhelm breeds inaction; try one new step rather than nothing.
7. Trust, Transparency, and Financial Health
Trust is pivotal: Prior giving may be withheld due to past experiences – sometimes predating current staff.
1 in 3 churches have experienced embezzlement; infrastructure and openness are crucial.
Recommendations:
Address problems candidly.
Establish clear accountability and, where applicable, seek outside financial expertise.
Build structures that balance openness with stewardship.
8. Creative Communication and Engagement
Churches often invest creativity in other communications but neglect generosity messaging.
Even simple steps – explicitly linking impact stories with financial generosity – can significantly boost engagement.
Use tools and stories already in use; refine and close the loop.
9. Practical Models: The One Fund Campaign
Instead of segmented, “over-and-above” appeals, the “one-fund model” asks for expanded, sustained giving to a comprehensive ministry vision.
Benefits:
Simpler communication
More consistent funding for all ministries
Easier participation and perceived impact
Giving dynamics
Not everyone is at the same giving step – customize discipleship and appeals to address and include:
First-time gifts
Regular rhythm of giving
Intentional, prioritized “first and best” giving
10. Implementation: Engaging Outside Help
Start with a conversation with Generis – free initial consults are available.
Use online assessment tools as diagnostics.
If further help is needed, Generis offers church-friendly contracts with opt-outs and flexibility.
11. Results & Case Studies
Churches report “lightbulb moments” when they realize generosity teaching aligns with their broader discipleship models.
Sustainable change occurs when staff and boards internalize generosity as spiritual growth – not just a funding function.
Success is not only measured in dollars but in life change, member engagement, and spiritual breakthroughs.
12. Conclusion – Key Principles
Generosity is a journey of discipleship, not a destination; it is best nurtured as a consistent, community-wide culture.
Leadership modeling, creative storytelling, transparency, and continual assessment are the cornerstones of success.
Outside help can facilitate but not replace local ownership and contextualization.
The rewards of authentic generosity extend far beyond bank accounts, fueling mission, transforming lives, and deepening trust.
Actionable Next Steps
1. Contact Generis for an audit of your generosity culture.
2. Tell More Impact Stories: Close the loop between giving and visible life change.
3. Model Generosity as Leaders: Privately and publicly set the standard for giving and stewardship.
4. Communicate Transparently: Address past issues, set a course for trust.
5. Try One New Thing: Start small, iterate, learn, and grow – don’t let overwhelm stall progress.
6. Engage Assessment Tools/Consultants: Use free and low-risk resources to identify blind spots.
For more resources, visit Lauren Wright via Generis for next steps and consultative support.
