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TRANSCRIPT
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 | [email protected] | 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