Photo copyright: https://www.flickr.com/photos/matthewpaulson/
Photo copyright: https://www.flickr.com/photos/matthewpaulson/

Many of our “solid” congregations noticed a drop-off in giving that was not a result of a drop-off of membership during the past two or three years.  We don’t have much data (the trend is too new) but we do have some anecdotal information that seems to align with greater generational shifts.

The Baby Boomers Are Retiring

With the recovery of the stock market, many baby boomers–who were holding off on retiring–are now ready to retire.  Nationally, the Baby Boomers are the largest source of charity gifts.

The good news is that most hold steady on their pledges and have more time to serve in volunteer roles.  The bad news that many of them are moving away from their congregations to be near their grandchildren, resulting in the congregation losing substantial (1st quartile–see below) donors.

There also seems to be a trend where Boomers are not dipping into their nest eggs for their daily living expenses, but instead use that money to splurge on big ticket items or vacations with their children and grandchildren.  This may mean they might be more likely to give to a capital campaign rather than raise their pledge to the yearly operating budget.

Generation X Can’t Possibly Fill the Gap

Nationally, the 76 million Baby Boom was followed by only 55 million babies born who are known as Generation X.  That means that there are around 1/3 fewer Gen Xers than there are Baby boomers.  We don’t have hard data, but I suspect that the ratio of Gen X (roughly age 40-54) to Baby Boomers (55-70) is even smaller in our congregations, if we reflect national trends.

Gen Xers also did not have the financial advantages of previous generations.  Those who went to college often graduated with high levels of student debt. Limited job opportunities, cost-saving employment practices, the reduction of employer benefits, the volatility of the stock market, and the bursting of the housing bubble have all contributed to a sense of financial insecurity that is not always acknowledged in our congregations.

Also, Gen Xers are known as a generation of hackers and slackers (stay with me!).  Their small numbers kept them from having an impact on “stuck” institutions–including our congregations–so they either gave up on the institution (which labeled them as slackers) or found work-arounds within the system (acting as hackers). Their experiences probably affected their sense of loyalty to the institutions.  (Again, this observation is anecdotal.)

 Millennials Have a Different Mindset About Giving

The number of Millennials is eclipsing the number Baby Boomers.  Their job opportunities are a mixed bag, with some Millennials finding great jobs and others struggling.

They are suspicious of institutions, but–at the same time–they appreciate that institutions can be used “for good.”  And yet–they can be generous givers.  They want to know where the money that they donate is going, and that it is changing lives.  If your congregation’s message and actions reflect solid core values, you can invite Millennials to support your work with integrity.

Healthy Pledge Distribution ChartWhat you can do:

  • If possible, do an analysis of the distribution of pledges by quartile (i.e. look at your total amount pledged, divide it by 4, and see how many of your pledge units are in each quartile.   According to Wayne Clark:

The first 25% of total dollars should be coming from the first 10% of the household donors
The second 25% of total dollars should be coming from 15% of the donors
The third 25%of total dollars should be coming from 35% of the donors
The final 25% of total dollars should be coming from the last 40% of household donors

 If you have less than 30% of your members in the top two quartiles, you may be at risk.

  • Make sure your leaders are transparent, trustworthy and act with integrity.  Your donors want to know that your congregation will be a good steward of their financial gifts.
  • Be crystal clear when it comes to your mission and vision.  Let people know how your congregation makes the world a better places and transform lives.

-Rev. Renee Ruchotzke, Congregational Life Staff

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About the Author
Rev. Renee Ruchotzke
Leadership Development Consultant, Central East Regional Group (CERG) of the UUA. I have a vision of Unitarian Universalist congregations being led by thousands of diverse, spiritually mature and passionate people ready and willing to spread the good news of liberal religion.  I believe ministry is best when shared between lay and professional leaders. More information about me can be found on the UUA website.