This final blog post in our series on the Giving USA 2025 Special Report on Giving by Generation turns our focus to technology—specifically how it shapes generosity and engagement across every generation.
The call-to-action for churches and faith-based organizations is clear: We must integrate digital tools not just for giving, but for discipleship, communication, and community-building. Digital tools are critical to connecting with today’s donors—especially Millennials and Gen Z—but also increasingly relevant for Gen X and Boomers.
Four Key Takeaways Every Church Leader Should Know
1. Mobile Giving Is Growing Across All Generations
Mobile giving has nearly doubled since 2016 and now accounts for 41% of all online donations. It's become mainstream for Millennials and Gen Z, with 54% and 45%, respectively, giving by smartphone. Gen X isn't far behind at 43%, and even 27% of Boomers are embracing mobile giving—highlighting its widespread adoption across generations.
Churches can’t afford to overlook this shift. If the giving experience isn’t mobile-friendly, fast, intuitive, and secure we risk putting unnecessary barriers between people and their generosity. Now is the time to evaluate your digital giving tools and ensure they meet the expectations of today’s donors.
Goal: Don’t just ensure that your giving experience is mobile-friendly, take the additional step to ask your giver to take the additional step and click the button to make their gift automatically recurring.
2. Digital Engagement Channels Influence All Generations—But Differently
Each generation responds to different cues when it comes to giving.
- Gen Z and Millennials are most responsive to digital content and social connections —42% of Gen Z and 28% of Millennials say a church website prompted their gift, and peer-to-peer asks on social media are powerful motivators.
- Gen X and Boomers are more responsive to direct communication: 28% of Boomers and 18% of Gen X say direct mail prompted their online gift. Yet even among older generations, digital giving is gaining ground—49% of Gen X and 37% of Boomers now prefer to respond digitally.
Churches that want to engage givers across generations must take a multi-channel approach. It’s not about choosing between print and digital—it’s about aligning your message with the preferences of your audience. When we meet people where they are, with tools they trust, we remove barriers to generosity and open the door for deeper engagement.
Goal: With the understanding of which digital channel is most effective for each generation, segment your impact stories and calls to action to appeal to the generation most likely to use that channel.
3. Direct Mail is Key in Driving Online Giving
- 88% of all donors say they’ve given in response to direct mail.
- Millennials are the most responsive generation to direct mail; over half (53%) prefer to complete their gift online.
- Boomers still value traditional mail, but they increasingly expect a smooth, simple path from print to digital giving.
Churches that connect compelling communication with easy-to-follow links, QR codes, or personalized URLs will be best positioned to engage givers across all generations.
Goal: Reimagine printed materials as a bridge to digital engagement. Always include QR codes, short URLs, and a clear call to action that prompts giving on an online platform.
4. Each Generation Wants Communication Their Way
How often donors want to hear from you depends significantly on their generation.
- Gen Z and Millennials are much more open to regular communication—78% of Gen Z and 58% of Millennials are comfortable receiving monthly text messages, and even more are open to monthly emails (81% of Gen Z and 72% of Millennials).
- Gen X and Boomers prefer a lighter touch. Only 29% of each are open to monthly texts, and just 47% of Gen X and 32% of Boomers welcome monthly emails.
Digital Is Now Discipleship Infrastructure
The data confirms what Horizons Stewardship witnesses with churches and faith-based nonprofits each day.
- Digital tools are essential to fueling generosity across all age groups.
- Digital tools are now part of the core infrastructure for discipleship, communication, and connection.
- Churches and nonprofits that adapt to the digital habits of each generation will grow engagement and giving.
Next Level Generosity: Empowering the Future of the Church
The next generation is not lost to the church—they are looking for leadership. Now is the time to disciple them well, invite them into purpose, and build the future of generosity together. At Horizons, we believe every generation has a part to play in funding God’s mission. Let’s make sure the church is ready.
Stay informed and equipped by joining Giving365—your free, on-demand resource for the latest generosity research, trends, and tools to strengthen your discipleship pathway. Sign up today and take the next step in building a culture of purposeful, multi-generational generosity.