The Generosity Gap

Bridging belief and giving for Gen Z and Millennials.

As an “older millennial,” I often feel caught between two worlds. I remember life before smartphones, but I also depend on mine daily. I’ve written paper checks and used Venmo in the same week, even on the same day. That tension shows up in how I view generosity too – and it has helped me understand both the questions and convictions rising in younger givers today.

My friend recently told me, “I want to be generous, but no one’s ever shown me how.” That longing – for clarity, guidance, and purpose – isn’t rooted in a lack of desire. It’s a call for discipleship.

If your ministry hopes to grow giving, there’s an essential group you can’t afford to overlook: the next generation. Gen Z and Millennials may give differently than their parents, but that doesn’t mean they’re less generous. In fact, they’re often more eager to give – when they understand the purpose behind it.

They want to know why it matters, who it helps, and how it reflects their values.

They don’t just want to give. They want to know why it matters, who it helps, and how it reflects their values.

A Generation That Gives With Purpose

Barna’s research shows that Gen Z and Millennials are deeply values-driven. Many care about financial justice, ethical living, and global impact. But they’re also less likely to give regularly to churches or ministries – often because they’ve never been shown how generosity connects to their faith.

Instead of responding to obligation, they respond to clarity, transparency, and relationship. They want to fund missions, not just maintenance. They want their dollars to do more than sustain – they want them to transform.

Financial discipleship, not just fundraising, is key to growing giving among younger believers.

That’s why financial discipleship, not just fundraising, is key to growing giving among younger believers.

The Heart of Financial Discipleship

Financial discipleship is more than managing money wisely, it’s surrendering it wholly. It’s teaching that everything we have belongs to God (Psalm 24:1), and we are stewards, not owners. It’s showing that generosity isn’t a financial transaction, it’s an act of worship (2 Cor. 9:7).

When younger believers are taught this way of living, generosity becomes a joy, not a burden. And when we invite them into that kind of discipleship, we’re not just raising funds, we’re raising faithful givers.

Four Ways to Disciple and Engage Next Gen Givers:

1. Start with Identity, Not Obligation

Speak to who they are, not what they owe. Instead of, “You should give,” say, “As disciples, we give generously because God has been generous with us.”  When giving is framed as part of their spiritual identity, it becomes a natural next step.

2. Make Giving Personal and Tangible

Young givers want to see real impact. Tie donations to specific outcomes:

• $25 provides a Bible and discipleship resources for a new believer
• $100 feeds a family of four for a week
• $250 supports a month of trauma counseling for a survivor

When donors, especially younger ones, can visualize what their gift accomplishes, they’re far more likely to give – and stay engaged.

3. Make Generosity Visible and Shareable

Gen Z isn’t shy about sharing what they care about. Having grown up on social media, they’re 10 times more likely than Baby Boomers to drive donations through online sharing. That’s not just a trend, it’s a tool.

Nonprofits can harness this by making giving easy to share. Create digital “impact badges” donors can post. Highlight peer-to-peer fundraising campaigns. Celebrate young givers in your social content. When generosity is visible, it becomes contagious.

When you equip young adults to not only give but also amplify their impact, you multiply more than donations – you multiply discipleship.

4. Create Pathways, Not Just Pitches

Financial discipleship is a journey. Offer ways for younger givers to grow into generosity:

• Budgeting workshops
• Testimonies about financial surrender
• Guidance on purpose-driven banking and ethical spending

Ministries that equip before they ask build trust – and trust leads to transformation.

Cultivating Givers, Not Just Gifts

Jesus said, “For where your treasure is, there your heart will be also” (Matt. 6:21). If we want the hearts of the next generation invested in advancing the gospel, we must disciple them into placing their treasure there – early, intentionally, and joyfully.

Growing giving isn’t just about increasing donations. It’s about forming people who become generous, not who just do generous things. And that takes time, relationship, and invitation.

So don’t just ask them to give. Show them how to live.

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Paige Whitaker is a proud “older millennial” and serves as Brand Growth & Partnerships Manager at 316 Financial, a faith-based bank that tithes 10% of its profits to causes that reflect his teachings. She lives in Columbia, SC, with her husband and two children. A passionate Gamecock fan, she’s equally passionate about equipping the next generation to steward their finances with purpose, boldness and joy. Connect at paige.whitaker@bank316.com or visit www.bank316.com.