Wisdom or Myth?
Is the “conventional wisdom” your organization accepts about donors actually wisdom, or just giving myths? Giving myths are things which are often accepted as fact – even though they’re actually not true.
The Generosity Landscape: How Evangelicals Give is the latest joint effort of Grey Matter Research and Infinity Concepts. We’re two companies specializing in serving the Christian community, including dozens of ministries, denominations, and agencies.
The Generosity Landscape explores giving among evangelical Protestants. Let’s look at four types of “conventional wisdom” about generosity we addressed.
“Election Years Impact Giving”
We hear this one commonly, both from faith-based and non-faith-based organizations. The idea is that during a presidential election year, many people redirect at least some of their giving from charity to politics.
Just one of those giving myths.
During 2025 – a highly contentious election cycle – only 12% of evangelicals gave money to a political candidate, party, or cause. This is the same proportion who gave to politics in the non-election year of 2024. Ninety-five percent of evangelicals who did not contribute to church or charity also did not contribute to politics.
“I Give My Time Instead of Money”
This is a common reason people throw out there for not donating. They often say their time is even more valuable than their money, so they are actually making a bigger sacrifice.
Another of those giving myths.
Our study found only 1% of all evangelicals volunteer their time, but do not give any money at all. On the other hand, 98% of evangelicals who do volunteer also give money. “I give my time instead of my money” is a cop-out. What the person really means is “I give neither.”
“Digital Church Has Little Impact on Church Giving”
In fairness, this is less “conventional wisdom” than “hope,” as the topic has not been extensively explored.
So, we won’t label it as one of the giving myths, but unfortunately, a false hope.
Among evangelicals who attend services in person weekly, 84% financially support their church. This drops to 69% when they attend in person one to three times a month, and just 39% when they attend sporadically. Among the 17% of evangelicals who primarily participate in church digitally, only 37% financially support a church. And the minority who do donate to church are only one-third as generous in their giving as are the folks who fill the seats weekly.
“Need a Volunteer? Ask a Senior”
This conventional wisdom has been around for years. Is it true, or just another giving myth? You can find out…in The Generosity Landscape.
Learn about these topics and much more in The Generosity Landscape: How Evangelicals Give from Grey Matter Research and Infinity Concepts. The Generosity Landscape is free by request – just e-mail ron@greymatterresearch.com.
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