Stewardship: The Next Generation

One of our biggest challenges we have as congregations is creating ways for young adults and families to explore what stewardship is and looks like for the 21st century. The models we've been using to "do stewardship" are no longer relevant for this new generation of giver. They are not as content to simply write a number on the pledge card.  Rather, they need to feel emotionally, physically, and in the case of the church, spiritually connected to the cause, ministry or campaign.

They want impact they can see, and they want to know that their own involvement has contributed to that impact. They want to use any necessary strategies, assets, and tools – new or old – for greater impact.

 Once engaged, these next gen major donors want to go “all in.” Giving without significant, hands-on engagement feels to them like a hollow investment with little assurance of impact. They want to develop close relationships with the organizations or causes they support; they want to listen and offer their own professional or personal talents, all in order to solve problems together with those whom they support. They have grown up volunteering, and they still want to offer their time, but in more meaningful ways, not just holding a seat on a gala organizing committee.   "Key Findings", #NEXTGENDONORS, Johnson Center, 2014

We need to think about  stewardship as something beyond pledge cards, time and talent sheets and an annual campaign. Creating multiple opportunities for giving throughout the year and making spontaneous giving EASY are technical fixes. (Who carries around cash and check book all the time anymore?) But also consider how we involve this next generation as leaders. Think about crowd sourcing, social media, even take cues from the flash mob phenomena.  Collaboration and networking are key.  And, as I watch my kids grow, they have been  involved with more service and community projects through the school system, scouts and sports than I ever was.  And this is normal- they are used it. This generation is about "being there", not just collecting donations or fundraising, but connecting to community and building relationships. They're willing to get their hands and hearts into it.

An oft used phrase we hear every stewardship season is "For where your treasure is, there your heart will be also."   Maybe for this next generation we should ponder Eugene Peterson's paraphrase of that same verse, "The place where your treasure is, is the place you will most want to be, and end up being."

For more info on Gen X and Millenial giving check out http://www.nextgendonors.org/