What does the word “stewardship” bring up for you?
For many, the word evokes joy — a chance to reflect on God’s generosity and all we have and the ways we are invited to participate in ministry. For others, it carries the weight of obligation, a once-a-year sermon about money that is often dreaded.
At the Presbyterian Foundation’s Day of Learning on June 26, the Rev. Ellie Johns-Kelley offered both tools and inspiration in her presentation, “Stewardship as Story: How to Transform Giving Through the Love of Story.” She challenged church leaders to reframe stewardship not as a fundraising campaign but as a joyful, year-round act of storytelling.
Johns-Kelley is a Ministry Relations Officer with the Presbyterian Foundation, and as part of that, she works with congregations on financial and ministry matters, including stewardship and legacy giving.
“Whenever I talk about stewardship I think of my dad growing up,” Johns-Kelley said. “He was an only child and he and his parents never missed church, except for one Sunday a year when they would drive to see the leaves at their peak.”
This one Sunday per year was the day of the church’s annual stewardship sermon. When Johns-Kelley’s father grew up to become a pastor himself, for most of his ministry, he dreaded giving the annual stewardship sermon. It felt like an appeal focused solely on money. He feared it would burden those on the margins, forcing them to choose between giving to the church and feeding their families.
“My dad was always telling the story of Jesus and his love,” Johns-Kelley said. “The Bible is made up of stories. He was a great preacher and teacher, but for him, stewardship was isolated. It wasn’t part of that.”
This disconnect, she said, is where many churches miss the mark. “If only I could have gotten to him earlier to share that stewardship shouldn’t be a once-a-year event,” Johns-Kelley said. “It shouldn’t be a burden. When we reframe stewardship to be about storytelling, it is not an obligation but about living into what we are doing.”
This approach is rooted in a deep human need. Theologian Harvey Cox said all humans have an innate need to hear and tell stories and to have a story to live by.
The need for powerful storytelling in churches is more urgent than ever. In 2024, giving to religion accounted for 23% of all charitable dollars in the United States, down from 50% in 1995, according to the recently released Giving USA report. With more than 1.5 million charities competing for support, churches must articulate a clear and compelling reason for people to give.
“We want people to give because they believe in what we are doing, not out of guilt,” Johns-Kelley said. Research shows the top factors that influence a donor’s contribution are making an impact, the organization’s financial stability and a belief in its leadership.
A powerful story addresses all three. To tell that story effectively, a church must have a clear mission and vision that is owned by the congregation. Your mission statement articulates your purpose, while your vision answers the question, “How will the future look if our mission is achieved?” This clarity becomes the foundation for every decision, every sermon, and every appeal.
Johns-Kelley offered a wealth of practical advice for putting this into practice.
Tell your story year-round: Stewardship isn’t a season; it’s a constant conversation. Weave stories of your church’s impact into all your communications. She listed the following ways to share those stories.
- Preach on generosity at least once a month.
- Share brief, powerful stories during worship as part of a Minute for Mission.
- Tell stories online. Use social media, newsletters and video testimonials to share small, consistent narratives.
- Consider segmented appeals. When it’s time for the annual appeal, replace the “one-size-fits-all” letter with targeted messages for different groups within your congregation.
By embracing stewardship as an act of storytelling, Johns-Kelley says we can move beyond obligation and guilt and invite our congregations into a joyful, generous partnership in the mission God has given us.
The Presbyterian Foundation offers a wealth of free resources to help your church, including the Stewardship Navigator and the Church Financial Leadership Academy.
Erin Dunigan, for the Presbyterian Foundation (Click here to read original PNS Story)
Let us join in prayer for:
Carla Dobson, VP, Director of Philanthropic Services, Trust Services, The Presbyterian Foundation
Susan Jackson Dowd, Executive Director, Presbyterian Women
Let us pray:
Most gracious God, protect and strengthen your children, especially in times of crisis, that they might see your face and be living examples of Jesus Christ. Amen.
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