I’ve been thinking a lot about the shifting landscape of Christianity in America. And what it might mean for the ministries we partner with. There is a lot that could be (and has been) said on the topic — and it can be interesting and rather divisive.
From changing religious demographics to shifting social values, ministries find themselves with the unique opportunity to show faith in action. The rise of Millennials and Gen Z with their less traditional approaches to faith but heightened passion for justice and service presents both challenges and possibilities for how ministries engage with constituents.
Ebb and flow
The history of faith in America is marked by cycles of growth, revival, and decline. This ebb and flow is not new. We’ve seen denominational shifts create new movements and changing societal norms (as well as advances in technology and a global pandemic) reshape how and where people worship. While the research may show that younger generations are less religiously affiliated, it also shows that they are just as — if not more — concerned with living out values that align with Christian ideals, like generosity and compassion.
This invites ministries to think creatively about faith and action. Ministries that communicate through meaningful, impactful stories will find that their messages resonate more deeply with these emerging audiences.
Stories that build bridges
Jesus, the greatest storyteller, used parables to communicate truth — whether speaking to His followers or Pharisees. He used simple stories to convey deeper lessons that resonated with people from different backgrounds and beliefs.
Christian ministries should follow His lead by telling stories that highlight common human experiences — ones that cross generational and cultural boundaries. They should share stories that show what it means to love the unloved, support the marginalized, and respond with compassion in the face of injustice. Tell your donors and prospective donors alike about the impact of your ministry — through their partnership — not just in numbers but also in lives changed. Use story to create connection and inspire action.
Be who you have been called to be
In a time when authenticity is highly valued, ministries should be clear about who they are and what they stand for. You may be tempted to water down or overextend in order to appeal to broader audiences, but it’s critical to remain focused. When asked about His purpose, Jesus didn’t mince words. He knew who He was and what He was sent to do. Ministries, likewise, need to embrace their distinct callings and live them out boldly.
Whether your ministry is called to serve the persecuted church, focus on those who are homeless and hungry in your community, or work to alleviate suffering around the world — in all of these, the common thread should be a commitment to living out faith through action, showing the love of Jesus in concrete ways.
The next generation: faith in action
While Millennials and Gen Z may be less inclined toward traditional denominations, they are highly motivated by causes. According to the research, these generations are both less religious and more generous than their older counterparts. They are driven to make a difference in the world.
By regularly sharing the real-world outcomes of your work and demonstrating that faith can be lived out through action, your ministry can build rapport with people who may not share your faith but do share your desire to do good in the world. In a time marked by division and rapid change, finding common ground is increasingly important.
Moving forward: embracing change
The changes in Christianity in America are a call to adapt and innovate your methods while staying true to the call God has placed on your ministry. As you work to achieve your mission, leverage storytelling even more. Use it to highlight shared backgrounds, beliefs, and goals with other generations and new audiences.
Share the impact of faith in action. You’ll show what being the hands and feet of Jesus can look like in a world that desperately needs His love.
May He give us all the strength to follow His lead, striving for “on earth as it is in heaven” — inviting people to share in the life-changing work of your ministry through authentic connection in an ever-changing world.
