Bridging Generations: How Faith Leaders Can Engage Gen Z in Giving

This blog is part two of our Changes in the Giving Landscape series. This series delves into various shifts in the giving landscape, providing insights to help your organization navigate these changes successfully.  

In the first part, we examined the hidden costs of peer-to-peer payment apps like Cash App for churches and places of worship, shedding light on potential challenges and offering guidance for making informed decisions about your donation tools.  

In part two, we’ll explore generational differences in giving, focusing on Gen Z’s unique approach to philanthropy. Additionally, we’ll provide insights for faith leaders on how to engage younger givers by emphasizing community impact and fostering authentic connections. 

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As the faith landscape evolves, generational differences are reshaping the ways people engage with and support their faith communities. Reports often highlight a decline in religious affiliation, especially among younger generations, leading some to worry about the future of faith. 

However, these statistics tell only part of the story. And while the religious landscape is certainly changing, these shifts reveal new opportunities for connection and growth. 

By understanding generational differences — especially the unique ways Gen Z approaches giving — faith leaders can open new avenues to inspire engagement and create meaningful connections across all ages. 

A shifting religious landscape among younger generations 

Recent studies reveal a notable shift among younger Americans away from traditional organized religion. The 2021 American National Family Life Survey reported that 34% of Gen Z and 29% of Millennials identify as religiously unaffiliated, compared to just 18% of Baby Boomers and 9% of the Silent Generation. 

However, despite this shift away from formal religious affiliation, young adults still consider themselves religious. According to the 2023 State of Religion report, most young Americans identify as at least slightly religious (68%) or spiritual (78%). Similarly, the 2024 Giving in Faith report found that 75% of Millennials and 64% of Gen Z faith-based individuals reported that religion is extremely or very important to them. 

While traditional affiliation among younger generations may be waning, a commitment to faith remains. 

Generational differences in religious practices 

Generational interactions with faith and spirituality reveal a nuanced and evolving landscape. Declining religious affiliation among younger generations reflects more than a shift in identity — it underscores broader differences in how faith is valued, practiced, and integrated into daily life. 

For example, 79% of Baby Boomers report attending a place of worship at least once a week, compared to only 38% of Gen Z. Similar patterns emerge with other religious behaviors: younger generations are generally less likely to engage in traditional practices like prayer or scripture reading.

For Baby Boomers and older generations, regular attendance and traditional religious practices are often central to their identity and values. By contrast, Gen Z, shaped by a digital culture and a global awareness of social issues, might view spirituality through a more diverse lens, engaging in ways that aren’t always tied to traditional religious behaviors. 

Yet, across these generational differences, one crucial element endures: the desire to give. 

The silver lining: younger generations are still generous 

Gen Z remains highly motivated to give, especially when their contributions align with causes they care deeply about. The 2024 Giving in Faith report revealed that 88% of Gen Z believes helping people in need is a key reason to give — a figure that’s not far off from the 91% of Baby Boomers who feel similarly. 

Although Gen Z may be less engaged in traditional religious practices, they are no less passionate about making a positive impact. This presents a powerful opportunity for faith leaders. With a thoughtful approach, you can bridge the generational divide and inspire Gen Z to contribute in ways that bring lasting benefits to both your congregation and community. 

How faith leaders can tap into the generosity of Gen Z 

To inspire generosity among Gen Z, faith leaders need to adapt their strategies by emphasizing transparency, authenticity, and a strong commitment to community impact. Here are key ways you can connect with and engage the next generation of givers: 

1. Show that your role extends beyond traditional pastoring 

Faith leaders often find themselves at the forefront of community service, championing and advocating for various needs and causes. As it turns out, Gen Z shares this passion for making a difference. 

Gen Z values authenticity and seeks out leaders who show genuine care for their communities, not just through sermons but through action. Highlighting the broader role of your ministry — whether it’s providing food assistance, helping the unhoused, or supporting mental health initiatives — can make a meaningful impact on young people’s perception of the church. 

Rather than solely focusing on traditional religious activities, faith leaders can openly discuss their roles as community advocates, mentors, and agents of change to foster a deeper connection with younger generations. 

2. Emphasize community impact 

Younger givers are often more inclined to support causes they are passionate about rather than established organizations. Faith communities that address issues like poverty, climate change, and social justice are more likely to resonate with this generation. 

For instance, the 2024 Giving in Faith report reveals that more than half of Gen Z feel addressing social justice is a major reason for their charitable giving. 

To forge a meaningful connection between young donors and the impact of their gifts, faith leaders should demonstrate how donations are used to fund initiatives that support the causes this generation cares about. Show them that your place of worship isn’t just a space for gathering but an active participant in improving the lives of others.  

Share specific examples of how contributions support outreach programs or provide assistance for those in need. This level of transparency, coupled with stories of impact, can inspire Gen Z to feel more confident and motivated to give. 

3. Engage Gen Z where they are 

Gen Z is a digital-first generation. Many prefer online giving platforms, mobile donations, and cashless options, as these methods align with their daily routines and technological preferences. 

Faith leaders can adapt to this preference by investing in mobile-friendly and convenient giving options, enabling younger congregants to contribute without the traditional restrictions of in-person giving. 

Regularly engaging Gen Z through social media is another effective way to maintain connection. Share inspiring stories, highlight the ministry’s achievements, and invite followers to participate in community service projects or digital events. 

By meeting them on platforms they already use, you can foster a sense of inclusion and participation that extends beyond the physical walls of the church. 

4. Be transparent about financial stewardship 

Young adults value transparency, especially regarding finances. Many of them want to know exactly where their money is going and how it will be used. Clear communication about how donations are managed, which projects they support, and the impact they’re making can help build trust among Gen Z givers. 

Consider including regular financial updates in newsletters or online, showing how funds are being allocated for specific causes. Faith leaders can create a culture of financial openness by sharing stories from the community members impacted by these funds, helping younger generations see the direct benefits of their financial contributions. 

5. Offer additional opportunities to get involved 

Gen Z is highly motivated by causes they believe in and is more likely to give their time and resources when the organization aligns with their values. Offering volunteer opportunities related to community-based causes, environmental initiatives, or social justice projects can allow young people to contribute in ways that resonate with them. 

By organizing service days, volunteer opportunities, or project-based giving initiatives, faith leaders can offer hands-on experiences that go beyond financial contributions. These initiatives provide Gen Z with the chance to actively participate in the ministry’s mission and see the immediate impact of their efforts.

Generosity across generations: uniting for a greater purpose 

While generational differences in religious practices and giving are apparent, the common thread among all generations is a desire to make a positive impact. Faith leaders who recognize and adapt to these differences can foster a culture of generosity that transcends age groups. 

For Baby Boomers, this may mean maintaining traditional avenues for giving, while for Gen Z, it might involve embracing digital engagement, transparency, and social impact. 

Ultimately, bridging the gap between generations requires faith leaders to listen, adapt, and continually emphasize the church’s role as a force for good. By doing this, congregations can inspire a renewed sense of generosity and unity, ensuring that people of all ages are empowered to contribute to a mission that serves the greater good.