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Stewardship for GenerationsUUA MidAmerica Regional Assembly, 2015

Presented by, Mark EwertStewardship Consultant, Author, Coach

• Our Hosts• Mark Ewert• The Stewardship for Us Team• Who is in the room?

Thanks & Introductions

www.stewardshipforus.com | team@stewardshipforus.com | 202.780.7487

• What do you carry?• Ways of paying• Devices

Thanks & Introductions

Generational Theory• Our birth cohort influences our understanding,

priorities, and behavior • We develop natural ease with those who experience

the same formative events at similar developmental stages

• Use our past to understand the future

Generations Theory

Generations OR:• Gender • Cultural background (Scottish, Jewish)• Racial context (Asian, Latino)• Region (Midwestern, Southern)• Socio-economic, rural/urban, etc.

Generations Theory

• Historical Context• Where were you when? Man on moon, Kennedy

or MLK assassinated, 9/11• Technological developments: Model T, Walkman,

IPhone• Cultural Trends: Prohibition, sexual liberation, gay

marriage

Generations Theory

• GIs/”Greatest”• 1901-1924, 91-114 yrs old

• Silents• 1925-1941, 74-90 yrs old

• Boomers • 1942-1960, 55-73 yrs old

The Generations

Warren Buffett, b. 1930

• 13ers (Gen X) • 1961-1981, 34-54 yrs old

• Millenials (Gen Y) • 1982-2004, 11-33 yrs old

• Homeland Gen• 2005-present, birth-10 yrs old

The Generations

Jan Koum, b. 1976WhatsApp

Generational Qualities

GI and Silent:• Formative experience (Depression, WW II):

Pennies/Nickels in collection box• Money = security• Motivation: Giving is a public

responsibility, a necessity. Orientation toward own congregation, denomination.

Doris Duke, b. 1912

Generational Qualities

Boomer and 13er Gen• Formative experiences: Post War econ boom,

upward mobility, more advertising, growing disparity: Spotty to no stewardship experience

• Money = tool• Motivation: Giving is a personal option, not public

necessity; looking for community with spiritual elements (not religion first). Community service and social justice

Bill Gates, b. 1955Melinda Gates, b. 1960

Generational Qualities

Millenials• Formative experience: 9/11, Perpetual

presence of war, Barrage of advertising, Education debt larger than consumer debt, Even greater disparity between rich and poor, great recession.

• Money = tool in a multi-approach strategy• Motivation: Impact (outcome more than

organization). Social change internationally. Mark Zuckerberg, b. 1984

Generational Stewardship

GI and Silent: • Stewards: sacrifice and commitment.• Appeal: About institutional stability, denominational

commitment• Strategy: Assurance from lay leaders. Newsletters,

brochures. Reliable process. Personal conversations.• Format, vehicle: Likely pledgers, likeliest tithers. Cash,

check, special fund. Legacy giving, capital campaign.

Generational Stewardship

Boomer and 13er Gen• Stewards: lack of experience, possible distrust.• Appeal: Trusts institution only if it “works”, interfaith work.

About individual’s need to give and spiritual growth. Discerning want vs need.

• Strategy: Educate, provide control and choice. Congregation models giving. Budget process is monitored.

• Format: pledging after “getting it”, share the plate, other social and in person opportunities to give. Rapidly adopting digital, Charge cards, Donor Advised Funds.

Generational Stewardship

Millenials• Stewards: Culture is more toward contribution than pledging. • Appeal: Peer influence, deep change.• Strategy: volunteering, immediate giving opportunities.

Minister influence (sermons on stewardship), electronic conversation with peers

• Format: Electronic giving, debit cards. Online events (Giving Tuesday) and digital social. Spontaneous giving. Some indication of going back to cash.

Financial Life Stages

Chart is outdated, but illustrates income and financial commitment in life stages.

Financial Life Stages

Consider Adult Cohorts• College Age• Young Adult• Young Families/Entrepreneurs• Middle Age• Pre-Retirement• Retired• Elders

Financial Life Stages

Responding to Adult Cohorts (1)• Provide support and information appropriate to the

financial lifestage• Ask them their preferences• Ask them their motivations• Track new members by generation

• Understand demographics

Financial Life Stages

Responding to Adult Cohorts (2)• Financial literacy for each lifestage• Testimonials by each generation and/or lifestage

• In appropriate formats• Track giving by generation

• Average amount, giving format, what prompts response • AND intergenerational appeals: Many people value our

congregations as multi-generational communities!

Thanks!• Attendees• Our Hosts

Closing Thanks

Mark EwertStewardship Consultant, Author, Coach

mewert@stewardshipforus.com