Generational Giving aka Y oung Adults and Stewardship

1. Generational Giving akaYoung Adults and Stewardship Lara Lowman, Director of Stewardship & Planned Giving St David’s, Austin David Rocchio, Director of Stewardship & Gift Planning Cathedral of St Philip, Atlanta

2. Introduction • Video • Young Adults & Non-profits • Young Adults & Church • Role of Technology • Recommendations • Resources: Links, books, statement examples Agenda

3. There are many ways to inspire Christians to give. Here’s an example of several approaches, all in one sermon…

4. Research on Young Adults, Religion & Giving

5. Demographics: • Millenial: Born 1981 or later (32 or younger) • Gen X: 1965-1980 (33-48) • Boomer: 1946-1964 (49-67) • Silent: 1928-1945 (68-85) • Greatest: 1928 or earlier (86 or older) What is a Young Adult?

6. Millenials are significantly more unaffiliated than members of Generation X were at a comparable point in their life cycle (20% in late 1990s) and twice as unaffiliated as Baby Boomers were as young adults (13% in the late 1970s). • Millenials remain fairly traditional in their religious beliefs and practices (beliefs about life, death, heaven, hell, prayer, etc.)  They believe in God with absolute certainty at rates similar to those seen among Gen Xers a decade ago. • The large proportion of young adults who are unaffiliated with a religion is a result, in part, of the decision by many young people to leave the religion of their upbringing without becoming involved with a new faith. • Among Millenials who are affiliated with a religion, the intensity of their religious affiliation is as strong as among previous generations when they were young. Religion Among the Millenials, February 2010, Pew Research Center Millenials & Religion

7. Immigrants and young adults are significantly less Protestant than are native-born and older Americans. • One-quarter of all adults under age 30 are not affiliated with any particular religion. -Religious Affiliation and Demographic Groups, Pew Forum on Religion & Public Life Millenials& Religion

8. 2012 Millennial Impact Report Giving • 6,500 respondents, ages 20-35 • 75% gave to charity in 2011 • of the 4,875 who did give to charity, 58% reported that $100 or less was largest contribution • of the 4,875 who did give to charity, only 16% gave more than $500 to one organization • 70% made their gifts online         • 7% gave through text message or mobile site Service • 63% volunteered, 90% expect to volunteer in the next year Millenials& Giving/Service

9. Connecting • 65% like to learn about organization through its website • 90% go to “About Us” section first Social Media (Facebook, Twitter, etc.) has a place • 92% had “liked” at least one non-profit’s page on Facebook • Twitter is particularly useful when leaders have their own account and share their views • Do not like to be texted                Young Adults & Nonprofit Communications/Marketing

10. Young Adults & Church

11. Perceptions of church by young adults What they’re thinking I can relate to God without all of the unnatural structure the organized church would impose on me. They Like Jesus, But not the Church by Dan Kimball

12. In which case… Young adults are going to question why they should sacrifice financially to sustain such structures, both physical and organizational. The church has to make the impact of their giving relevant

13. Another perception of church by young adults What they’re thinking • I can relate to God without all of the unnatural structure the organized church would impose on me. • The church is about hierarchy, power and control with a political agenda. They Like Jesus, But not the Church by Dan Kimball

14. Why Young Adults View the Church This Way 2000-2010 was a rough decade for religion as whole: • 9-11 terrorist attacks • Blamed religion • Blamed American infidelity • Many churches called for retribution; not peace and understanding • Roman Catholic sex abuse scandal • Protestant conflict over homosexuality • The Religious Right wins the battle, but loses the war • Conservatives elect Bush but their positions on social issues alienate many young adults • The Great Religious Recession • Economic setbacks did not draw people to the church From Diana Butler Bass’ Christianity After Religion

15. Impact of this “Horrible Decade” For young adults, these were their teen years when they were forming their own decisions about the church. If they didn’t grow up in the church, what they were hearing wasn’t necessarily going to attract them If they were attending church, their religion was probably embroiled in a controversy that they may have found alienating. Whether they were part of a church or not, these years did not position the church as a place that warrants support.

16. And another perception of church by young adults What they’re thinking • I can relate to God without all of the unnatural structure the organized church would impose on me. • The church is about hierarchy, power and control with a political agenda. • The church is made of leaders who function like CEOs and desire power and control. They Like Jesus, But not the Church by Dan Kimball

18. How this happened In the 1980s, churches began applying business principles to the church. Leadership began using the language and metaphors of the business world, including adding business descriptions to titles: executive pastor, chief financial officer, management team, etc. To most baby boomers, this made sense. They wanted their church to be led smartly and efficiently. To young adults, this can come across as very unlike Jesus.

19. Young Adults at your church choose to be there They want to be there; they’ve made an intentional decision They like the traditional experience of the Episcopal liturgy They value the community they find there

20. Look at your church through their eyes Do young adults have a place of leadership and a voice? Are young adults empowered without bureaucracy? Does your church have organization, but not the sort that strangles?

21. Findings from Young Adult Giving surveys

22. 20s30s who attend weekly or monthly are 3x as likely to pledge than those that rarely attend (63% of weekly/monthly attendees pledge; 23% of ‘hardly ever’ or C&E attendees pledge) • More activities = greater likelihood of pledge • Connection is #1 factor for reason to pledge, followed by obligation • Personal finances is #1 factor for not pledging or not pledging more • 92% give to other non-profits (95% of pledgers; 88% of non-pledgers) • 78% of pledgers give more to Cathedral than other non-profits; 43% of non-pledgers • 1/3 give, but do not pledge (91% of non-pledgers give but do not pledge) Young Adult at the Cathedral of St. Philip’s

23. Young Adults at St. David’s • 52% of households pledged in 2012; 17% of those were under 40 • 1170 households: 124 either pledged or made plate offerings • Why they pledge: obligation, duty, importance of church, inspired • Determining the amount: Income, % of pay • What would cause you to increase it: More income, more involvement • Why they don’t: can’t afford it, medical bills, lack of income • … it’s a nice option to have: • ATM • Online payments • Kiosk in foyer

24. Young Adults at St. David’s “We try. … please do not approach/view young adults from a simple financial pledge perspective. Consider us an investment in the future. An investment of time must be made in the next generation of the Episcopalians.” “We are stingy because we are afraid and afraid that we are distant from the decision making processes. I love knowing my money is going the salaries or the poor but it is hard to sacrifice (10% changes my food budget) if it is going to less necessary things.” “I know some of my friends have general challenges managing their money; I also have several friends with crippling credit card debt.” “Mainly, I look to increase the amount significantly each year, barring significant family change; my hope is that by doing so, over time I will eventually contribute a large enough amount to make a significant difference.” “My money upkeeps my house and stuff; why wouldn’t I give money to my other house?”

25. Conclusions& Recommendations

26. Conclusions Not very different from donors of different ages—must form relationships • Planting seeds, not growing trees • Line between online giving and mobile giving is blurring • Must provide meaningful volunteer opportunities • Three prong strategy: communicate, involve, ask to give • Website should look professional, be mobile enabled • What’s good for this group can be good for all age groups • Accept automated recurring donations • Online option • Quarterly statements • Personal Finance Ministry (Financial Peace University) • Giving Kiosk

27. Challenges & Recommendations • Unwillingness of young adults to make a commitment e.g. a pledge • Financial uncertainty and fear • Importance of a financial education ministry • Challenge of young adults being more transient • Message has to be communicated every year • Your parish may not benefit long term, but an Episcopal Church somewhere will. • There is no one sure thing • Ask and listen; acknowledge they are heard • Engage year round, not just during the pledge drive • A targeted campaign with an immediate impact • Communicating tangible results of church ministries that Young Adults value • Help them see externally as many are internally focused at this time in their lives

28. Social Media and Church Giving When it comes to stewardship, consider: • Audience for your Facebook page • What is the purpose of the content • Facebook group • Online conversations between parishioners that are on individuals’ pages • Opportunity to listen • How to respond to negative or incorrect information • Acknowledge and propose offline conversation

29. Resources Linkswww. themillennialimpact.comwww.sharesavespend.comwww.philanthropy.com/section/How-America-Gives/621/www.securegive.comwww.stayclassy.comBooksChristianity After Religionby Diana Butler Bass They Like Jesus, But Not the Church by Dan KimballDVDsIn Living Color, Season 2, Episode 4

30. Emailed statement example 1

31. Emailed statement example 2 15 July 2012 Mr. & Mrs. Phil Cathedral 2744 Peachtree Rd. Atlanta GA  30305 Dear Phil & Pam, I continue to be amazed by the diverse and vibrant activity of our Cathedral Parish.  From the many wonderful grounds improvements taking place over the summer to a visit from the Choir of Trinity College Cambridge, England, to another remarkable Peachtree Road Race—it took four Cathedral priests to bless runners in lieu of the Dean who represented the Diocese of Atlanta at General Convention in Indianapolis, IN.  The Essential Bible Stories series has gone very well and in just a few weeks we’ll welcome each other to a new program year at Homecoming on Sunday, August 19.  I hope you will join us. Our pledge rate and pledge collection rate are below expectations at this point.  We will continue to encourage parishioners to pledge for 2012 through the end of the year.  We also expect the 2013 Stewardship Campaign to get an earlier start this year.  Please keep the financial stewardship of the parish in your prayers as we work diligently to meet our goals. The Statement of Contributions that you receive now has been revised in order to provide more regular and understandable communication regarding your annual pledge and the financial administration of the Cathedral.  In the recent past, pledge payments made in December have accounted for as much as one-quarter of annual revenue.  While we have been grateful for these year-end contributions to help us meet our targets, this irregular cash-flow makes it much more difficult to manage the Cathedral’s operations during the first 11 months of the year. In your statement below, please find an accounting of your 2012 pledge and the contributions you have made toward that pledge as of June 30, 2012.  This accounting is only a reflection of your 2012 pledge and corresponding contributions.  It does not reflect contributions made to the Capital Campaign, Friends of Cathedral Music, etc.  Additionally, a graph comparing the Cathedral’s actual collection of pledges relative to the budgeted collection of pledges is included. Please consider paying your pledge earlier and more regularly throughout the year.  A suggested contribution based on the percentage of the year is listed on your statement.  Going forward, the Cathedral will distribute these statements of contributions four times each year.  In addition, in January you will receive a statement which lists all of your contributions in the prior year.  Please contact David Rocchio at 404-365-1033 or drocchio@stphilipscathedral.org if you notice any errors, would like an accounting of other contributions, or have any questions about this format. Sincerely, J. Bryan Kibler Senior Warden