What if I told you that your church’s giving problem isn’t actually a giving problem—it’s an expectation problem?

We often assume people will give when they feel inspired, convicted, or financially comfortable. But in reality, most people live up to the expectations set for them—whether spoken or unspoken.

Churches that cultivate an expectation of generosity consistently see stronger giving habits, deeper engagement, and a greater sense of ownership from the church body.

The Power of Expectation in Church Culture

Have you ever noticed how people naturally rise (or sink) to what’s expected of them?

• Teachers expect students to complete homework, so they do.
• Employers expect employees to show up on time, so they do.
• Families expect certain traditions to be upheld, so they are.

This isn’t just anecdotal—it’s backed by research.

The Pygmalion Effect and Church Giving

Psychologists call this the Pygmalion effect—the idea that higher expectations lead to improved performance, while lower expectations result in diminished outcomes.

In a landmark study, researchers Rosenthal and Jacobson (1968) found that students labeled as “intellectual bloomers” performed better simply because their teachers expected them to. Similarly, workplace studies show that people often align their behavior with what is communicated—explicitly or implicitly—as the norm.

Yet, when it comes to generosity, many churches don’t set clear expectations. Instead of teaching that giving is a normal and essential part of discipleship, they hope people will give. But here’s the truth:

➡️ People rarely exceed expectations they don’t know exist.

If churches treat giving as optional, members will see it that way. If generosity is expected—taught clearly, modeled by leadership, and embedded into the church’s culture—it becomes a natural part of church life.

So, how do we shift from hoping people will be generous to creating a culture where generosity is simply what we do?

Before we answer this question, let me invite you and your team to join me for a LIVE GENEROSITY CONVERSATION on THURSDAY, MARCH 20, 2025, at 3:00 PM EST

1. Stop Apologizing for Talking About Giving

Many church leaders feel awkward when discussing money. And that awkwardness makes attendees feel awkward.

I get it. Pastors fear sounding greedy, manipulative, or like they’re constantly asking for more. So they tiptoe around generosity rather than boldly teaching it as a core biblical principle.

But giving is not a financial issue—it’s a discipleship issue.

Jesus talked about money more than almost any other topic because He knew it was tied to our hearts (Matthew 6:21). Avoiding conversations about generosity means failing to disciple people in one of the most significant areas of their faith.

💡 Practical Shift: Talk about generosity as naturally as prayer, worship, and serving. If church leaders confidently set the expectation that giving is part of a healthy spiritual life, people will respond.

Of course, how we talk about giving matters just as much as what we say about it. That brings us to the next step…

2. Connect Generosity to Mission, Not Obligation

People give when they see their generosity making a difference.

If the only time your church talks about giving is during a financial shortfall, you’re training people to see generosity as a burden rather than an opportunity.

How to Show Impact Regularly

• • Share testimonies of how giving has changed lives.
  • Celebrate specific ministries or outreach efforts made possible by faithful giving.
  • Show before-and-after stories of impact.

People need to see where their money is going and why it matters. When they do, they will want to be a part of it.

When generosity is presented as something people get to do rather than something they have to do, it shifts from obligation to inspiration.

3. Set the Expectation Early and Often

Churches with a strong culture of generosity don’t wait until a capital campaign or budget crisis to talk about giving. They bake it into their DNA.

Ways to Reinforce Generosity as a Core Value:

✅ New Member or Discovery Classes – From the beginning, communicate that generosity is expected as part of church participation. Not in a legalistic way, but as a joyful opportunity.
✅ Weekly Worship Services – Make generosity a normal part of the service, not just a quick announcement before the offering. Teach on it regularly.
✅ Sermon Illustrations – Integrate giving stories into messages—not just during giving campaigns, but year-round.

If generosity is treated as an afterthought, it will be treated as optional. But if it is an expectation, people will embrace it as part of following Christ.

4. Model Generosity at Every Level

If you want your church to be generous, your leadership must set the tone.

People are more likely to give when they see pastors, staff, and elders leading by example.

Ask Yourself:

• • Do your leaders talk about their own giving journeys?
  • Is the church itself generous in supporting missionaries, outreach, or benevolence?
  • Do you celebrate generous acts within the church community?

The more people see generosity modeled, the more they will assume it’s simply what Christians do.

Expect Generosity, and You’ll See Generosity

What we expect, people will do.

➡️ If generosity is treated as optional, it will be inconsistent.
➡️ If generosity is seen as a core part of discipleship, it will become the norm.

As a church leader, you set the tone.

✅ Speak about generosity with confidence.
✅ Connect it to the mission.
✅ Model it at every level.
✅ Tell the stories that inspire.

And most importantly, expect that the people in your church will be generous.

Because when you expect it, they will live up to it.

Call to Action:

• Looking for practical ways to increase generosity in your church? Let’s talk. I’d love to help you implement a generosity strategy that actually works.
• I’m hosting a LIVE CONVERSATION to help you increase giving and engage first-time givers: How To Engage Non-Givers And Significantly Grow Your Budget, THURSDAY, MARCH 20, 2025,
  at 3:00 PM EST

Quotes for Inspiration:

• “Where your treasure is, there your heart will be also.” – Matthew 6:21
• “Expectation is the breeding ground for behavior. If you expect generosity, you’ll cultivate it.”

Resources for Further Learning:

• The Treasure Principle by Randy Alcorn
• Article: Is Your Church Facing a Generosity Crisis? Here’s What You Can Do

One More Thing…

At Church Accelerator, we offer consulting, workshops, content, and community to help churches break through barriers and grow their church.

Work with us in the way that best works for you:

✅ RESOURCES: Save 49 hours every month for only $49.

✅ WORKSHOPS & WORKING SESSIONS: Experience our Church Accelerator Workshop, a 2-day process with your core team where we clarify your vision, dream about your future, discover your current reality, and design an actionable plan.

✅ CONSULTING ENGAGEMENTS: Great churches don’t happen by accident. We coach and consult with churches with fewer than 100 attendees to churches with over 10,000 to improve discipleship pathways, communication and preaching, church engagement, and church leadership.

✅ ON-DEMAND EXECUTIVE: Add me to your executive team conversations and get a fresh perspective through a personal partnership.

Starting at just $49 – 🚀 Don’t wait—become a partner today.

Leading WITH You,
Dr. Gavin Adams