If you’ve got younger people in your pews, but you don’t see their names on your donor list, this is for you. Gen Z isn’t disconnected from the church. They’re right there—showing up, volunteering, getting involved in the community work. But when it comes to giving? They’re quiet.
And no, it’s not because they’re selfish. Or broke. Or checked out. It’s because a lot of churches are talking about giving in a way that doesn’t connect. Period.
Let’s walk through 7 reasons Gen Z isn’t giving—and what to do instead.
1. They don’t see the impact.
If you say, “Support our ministry,” that’s vague. Support what? If you say, “Give to the building fund,” they don’t feel it.
What they want to know is: What changed because someone gave?
What to do: Instead of saying, “We raised $10,000 for our outreach,” say, “We raised $10,000—and that covered 3 months of groceries for 20 families on the South Side.”
Better yet, tell a story. Use a first name. Show a face. Say, “Because of this fund, Mariah was able to keep her lights on while she recovered from surgery. She didn’t have to choose between food and heat this winter.”
Make the outcome real. Make it human. If they can see it, they’re more likely to give.
2. Giving feels transactional.
If the only time you bring up giving is during the offering portion of service, it starts to feel like a bill. Gen Z isn’t giving to meet your budget—they’re giving to meet a need.
What to do: Talk about giving outside the offering moment. Share wins during announcements. Put donor impact on your website. Celebrate small giving milestones in your email newsletter. Say things like:
- “This week, because of your giving…”
- “Here’s what your generosity made possible…”
Normalize generosity in conversation, not just during the ask. Let it feel like a value, not a transaction.
3. It’s not easy to give.
We’re in a mobile world. If someone has to jump through hoops to donate, they’ll drop off.
What to do: Test your giving flow from your phone. Is it obvious where to give? Does it load quickly? Can someone donate in under 60 seconds?
Make sure:
- You have a visible “Give” button on your website homepage.
- Your church offers mobile giving, text-to-give, and QR codes on the screen.
- There’s a recurring giving option that’s easy to set up and easy to change.
If they can’t give between classes or on a lunch break, it’s too hard.
4. They don’t see their values in the mission.
This generation cares about justice. Equity. Mental health. The environment. If your church isn’t speaking to those issues, they’ll assume your giving priorities don’t line up with theirs.
What to do: Connect the dots. If your church supports a transitional housing program, talk about how that reduces homelessness in your zip code. If you’re planting community gardens, connect it to food insecurity and environmental care.
Be specific. Don’t just say, “We’re doing outreach.” Say, “We’re reducing food deserts by delivering fresh produce to families who otherwise rely on gas stations for groceries.”
5. They don’t feel invited to lead.
If the giving conversation only comes from the pulpit, and it’s only older leaders asking, younger folks don’t feel like it’s their space.
What to do: Invite Gen Z to co-lead a giving campaign. Ask them what causes matter to them and build a project around it. Let them share their giving stories on social media or from the stage.
If you trust them with the mic and the message, they’ll take ownership.
6. They think small gifts don’t matter.
A $15 monthly gift might feel insignificant to them when you’re running a $500K capital campaign.
What to do: Make the impact of small gifts crystal clear. Say, “$10 provides hygiene kits for 4 unhoused neighbors.” Put a giving scale on your website that shows what $5, $15, or $25 can do.
Celebrate recurring donors, no matter the amount. A shoutout in your email or a “Donor Spotlight” post goes a long way.
7. No one follows up.
Gen Z grew up with instant notifications and real-time updates. If they give and never hear what happened, they’ll assume it didn’t matter.
What to do: Send a follow-up message after every gift, even if it’s automated.
- Say thank you.
- Share what their gift supported.
- Invite them to stay involved.
Better yet, let them choose what updates they want. If someone gives to youth programs, follow up with a story from that exact program.
Let’s wrap this up.
If your younger members aren’t giving, it’s not about commitment. It’s about connection. They want to see themselves in the mission, the message, and the impact.
Your job? Make it clear, make it real, and make it easy.
This isn’t about lowering expectations. It’s about changing how we communicate value. And when we do that well? Younger generations won’t just give. They’ll lead.
Want to learn more about engaging the next generation of givers? Watch this video How to Encourage Younger Generations to Give.