Walden University ScholarWorks Walden Dissertations and Doctoral Studies Walden Dissertations and Doctoral Studies Collection 2020 Faith Leaders Strategies for Increasing Millennial Engagement Jessica Hayley Schafer Walden University Follow this and additional works at: https://scholarworks.waldenu.edu/dissertations Part of the Communication Commons, and the Religion Commons This Dissertation is brought to you for free and open access by the Walden Dissertations and Doctoral Studies Collection at ScholarWorks. It has been accepted for inclusion in Walden Dissertations and Doctoral Studies by an authorized administrator of ScholarWorks. For more information, please contact [email protected]. Walden University College of Management and Technology This is to certify that the doctoral study by Jessica H. Schafer has been found to be complete and satisfactory in all respects, and that any and all revisions required by the review committee have been made. Review Committee Dr. Richard Snyder, Committee Chairperson, Doctor of Business Administration Faculty Dr. Lisa Pearo, Committee Member, Doctor of Business Administration Faculty Dr. Lisa Cave, University Reviewer, Doctor of Business Administration Faculty Chief Academic Officer and Provost Sue Subocz, Ph.D. Walden University 2020 Abstract Faith Leaders’ Strategies for Increasing Millennial Engagement by Jessica H. Schafer MBA, University of Colorado, 2005 BS, University of Arizona, 2002 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration – Leadership Specialization Walden University August 2020 Abstract Faith based organizations (FBOs) have failed to engage their millennial members at the same level they have engaged the previous generations. FBO leaders who fail to engage millennials are at risk of not fulfilling their mission. Grounded in the value cocreation model, the purpose of this qualitative multiple case study was to explore strategies FBO leaders used to engage millennials successfully. The participants comprised 7 leaders from 3 Western U.S. FBOs who have implemented successful strategies to engage millennials. Data were collected from interviews, observations, and online and offline documentation. The data were analyzed using Miller’s guide to thematic analysis, and 4 themes emerged: create a sense of belonging and family in welcoming, supportive environments; remain open to innovating practices that keep the church Christ-centered; build relationships that extend beyond the church; and empower and equip people in their faith, in their life, and as leaders. A key recommendation for practitioners is to dedicate staff to understanding millennials in their various life stages—single professionals, young newlyweds, and growing families—so that practitioners adapt their strategies according to millennials’ needs as the millennials mature. The implications for positive social change include the potential for FBO leaders to engage millennials, enabling FBOs to extend missions to new communities, increase the longevity of their social ministries, and enhance community well-being through a variety of social programs. Faith Leaders’ Strategies for Increasing Millennial Engagement by Jessica H. Schafer MBA, University of Colorado, 2005 BS, University of Arizona, 2002 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration – Leadership Specialization Walden University August 2020 Dedication I dedicate this study to all souls who thirst for God (see John 4:14; Psalm 42:1-2; Psalm 63:1). God knows you, but do you know God? As a devout Lutheran, I undertook a journey of deepening my knowledge of God and His love for us through Jesus. That journey was one of sacrifice, love, pain, and grace that I would not have finished if it were not for Jesus’s constant presence. One does not go on a journey alone, however. Therefore, I also dedicate this to my loved ones. Acknowledgments I am not a quitter, but God knows this. I am deeply committed to my faith and felt Jesus’s comforting guidance throughout every step of this journey. However, God called me to this journey and helped me through it by providing people who represented beacons of support and timely guidance along the way. My husband always reminded me of the importance of balance when I wanted to skip church so that I could work on school—the irony being that, although my desire was to miss a sermon, that very sermon ended up quenching my soul for the next mile. My kids understood my dedication, saying I was in 20th grade, yet they missed me as I missed them and the valuable moments we lost together. My mom made sure I sought clarification on comments that left me unsure, or she knew my soul would remain unsettled. My pastor and his family served as sounding boards for many thoughts throughout the study; also, he sent me many articles he found relevant to my research. Members in my congregation prayed for me, offered our family grace, and extended us fellowship as I showed up exhausted to events; other times, they would pick up my children so they would not miss their faith studies. Finally, I am grateful for a knowledgeable, challenging, faith-filled, and understanding doctoral chair. His guidance has eased parts of this journey that would have been immeasurably more difficult without his calming words and his swift actions in times of need. Thank you always for the prayers and encouraging words. Table of Contents List of Tables ..................................................................................................................... vi List of Figures .................................................................................................................... ix Section 1: Foundation of the Study ......................................................................................1 Background of the Problem ...........................................................................................2 Problem Statement .........................................................................................................3 Purpose Statement ..........................................................................................................4 Nature of the Study ........................................................................................................4 Research Question .........................................................................................................6 Interview Questions .......................................................................................................6 Conceptual Framework ..................................................................................................8 Operational Definitions ..................................................................................................9 Assumptions, Limitations, and Delimitations ..............................................................11 Assumptions .......................................................................................................... 11 Limitations ............................................................................................................ 11 Delimitations ......................................................................................................... 12 Significance of the Study .............................................................................................13 Contribution to Business Practice ......................................................................... 13 Implications for Social Change ............................................................................. 14 A Review of the Professional and Academic Literature ..............................................15 Content, Organization, and Search Strategy of the Literature Review ................. 15 Problem Overview: Declining Engagement in Faith-Based Organizations ......... 17 i Overview of the Millennial Generation ................................................................ 21 Millennial Engagement ......................................................................................... 23 Reduced Support of Faith-Based Organizations ................................................... 26 Millennials’ Influence on Reduced Support of Faith-Based Organizations ......... 32 Religious Markets ................................................................................................. 43 Conceptual Framework: The Value Cocreation Model ........................................ 43 Potential Solutions Used by Growing Faith-Based Organizations ....................... 66 Transition .....................................................................................................................78 Section 2: The Project ........................................................................................................80 Purpose Statement ........................................................................................................80 Role of the Researcher .................................................................................................80 Researcher’s Relationship with the Topic ............................................................ 81 Researcher’s Role Related to Ethics and the Belmont Report Protocol ............... 83 Bias Mitigation...................................................................................................... 84 Interview Protocol Rationale ...............................................................................