What Generous Giving does

Generous Giving, Inc., founded in 2000 by The Maclellan Foundation, is a privately funded non-profit operating its Journey of Generosity (JOG) retreat program from Lexington, Kentucky with an additional presence in Chattanooga. The organization designs and delivers one- and two-day small-group retreats that combine Scripture, curated video teachings, personal testimony, and trained facilitator-led conversations to explore biblical generosity without any fundraising ask; secondary offerings include the annual Celebration of Generosity multi-day conference, an Online JOG virtual format, an Adventure JOG format integrating outdoor activities, a Vimeo-hosted video library, Church Resources including pastor curricula, and a Facilitator Training program. The technology layer is deliberately lightweight: video distribution is handled through Vimeo playlists supporting offline downloads and HDMI/casting at retreats, while invitation and RSVP management is delivered via Greenvelope, a third-party digital invitation platform, with a WordPress-based website serving as the primary content hub.

The business model is donation-driven rather than transactional. Generous Giving is entirely funded by "a small group of families and foundations" passionate about biblical generosity, and the organization does not charge participants or accept donations from JOG attendees. All retreats, content, and resources are provided free of charge. Go-to-market is event-driven and partnership-led: distribution flows through directly hosted church retreats, a network of trained volunteer facilitators organized into US regional Partner roles (with a dedicated Canadian Coordinator), online JOGs open for individual sign-up, and channel partnerships with the Christian Stewardship Network and the National Christian Foundation for reach into broader pastor and generosity-leader constituencies.

Generous Giving serves a diversified set of customer segments across church ministry and individual Christians: primary segments include church pastors and church leadership building generosity culture in their congregations, and high-net-worth individuals and families seeking to align finances with faith; secondary segments include emerging leaders under 35 (with documented JOG activity at Yale and Stanford) and church staff/pastoral teams. The organization is governed by a board chaired by Greg Baumer and including representation tied to the National Christian Foundation (NCF), YouVersion, and other evangelical institutions, with operational leadership under CEO April Chapman and Co-Founder Todd Harper; team size is approximately 30 spread across marketing, events, volunteer operations, and church partnerships functions.

Name

Generous Giving

Legal name

Generous Giving, Inc.

Website

https://generousgiving.org

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Generous Giving is a privately funded non-profit founded in 2000 that designs and delivers Journey of Generosity retreats and related resources, serving churches, pastors, high-net-worth individuals, and emerging Christian leaders across the US and Canada.

Ownership category

akta.pro rank

Product category

Christian Ministry and Generosity Education

NAICS

Religious Organizations (8131), Religious, Grantmaking, Civic, Professional, and Similar Organizations (813)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Fundraising & Annual Giving (EDALAOAB)

Keywords

• Biblical generosity retreats
• Church stewardship resources
• Christian generosity education
• Small group ministry
• Faith-based nonprofit

Headquarters

HQ city

Chattanooga

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Donations from Founding Families and Foundations: Generous Giving is entirely funded by a small group of families and foundations passionate about biblical generosity. The organization does not ask participants for money or accept donations from JOG attendees.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Generous Giving designs and delivers the Journey of Generosity (JOG), a one- or two-day small-group retreat experience that explores biblical generosity through Scripture, inspirational stories, and trained-facilitator-led conversations in a pressure-free environment. The organization also offers the Celebration of Generosity annual conference, online/virtual JOGs, Adventure JOGs, facilitator training, and church resources including a curated video library and curriculum.

Product overview

Generous Giving offers a single core product, the Journey of Generosity (JOG) retreat program, along with related experiences and resources. The JOG is a one or two-day retreat exploring biblical generosity without fundraising appeals. Secondary offerings include the Celebration of Generosity annual conference, an online/virtual JOG option, Adventure JOGs combining outdoor activities with the curriculum, a curated video library of stories and teachings, church resources including curriculum and pastor materials, and facilitator training for those wanting to host their own JOGs.

Differentiator

Problem solved

Functional benefit

Brands

• Journey of Generosity (JOG): A one or two-day retreat designed to explore biblical generosity in a pressure-free environment.
• Celebration of Generosity

Products and services

• Journey of Generosity (JOG) A one- or two-day small-group retreat designed to explore biblical generosity in a pressure-free environment, combining inspiring stories, Scripture reflection, and guided conversations led by a trained facilitator. Designed for Christians and church communities seeking spiritual formation around generosity.
• Celebration of Generosity Annual conference bringing together Christians to explore generosity through teachings, testimonials, and worship experiences. Events held in various locations including Colorado Springs and Canada.
• Online JOG Virtual version of the Journey of Generosity retreat conducted online, offering the same content and experience through video conferencing for remote participants.
• Adventure JOG Journey of Generosity experiences combined with outdoor adventure activities such as hiking, fishing, skiing, or camping at unique locations to facilitate deeper conversations.
• Facilitator Training Training program for individuals who have attended a JOG to become certified facilitators who can guide future JOG conversations within their churches or communities.
• Church Resources Generosity teachings, small group curriculum, and stewardship resources for churches. Includes video recommendations from trusted pastors and partner resources from Christian Stewardship Network.
• JOG Video Library A curated collection of video stories and teachings on generosity hosted on Vimeo. Includes personal testimony videos, pastor teachings, and conference recordings available for JOG facilitators and attendees.

Quantifiable outcome

• Thousands of participants have experienced renewed purpose, healthier marriages, stronger families, and deeper relationship with God through JOG experiences.
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature2 records

Partnerships

Five partnerships are on record, tiered core and secondary.

• National Christian Foundation (NCF)coreStrategic or Co-development PartnerOngoing partnership for hosting generosity events. NCF Twin Cities partnered with Generous Giving to host small group events featuring NCF-curated gatherings and Generous Giving content and facilitation.
• Christian Stewardship NetworkcoreStrategic or Co-development PartnerThe Christian Stewardship Network (CSN) connects pastors and generosity leaders across the U.S. with practical tools and best practices for building strong stewardship and generosity ministries. Listed as a Generosity Partner providing curriculum and resources.
• Museum of the BiblesecondaryStrategic or Co-development PartnerHosted the 'Generosity at the Museum' event in Washington DC featuring speakers and testimonials in partnership with the museum.
• VimeocoreTechnology or IntegrationVideo hosting platform used for JOG video playlists, on-demand content, and streaming capabilities for retreats and events.
• GreenvelopesecondaryTechnology or IntegrationDigital invitation platform used for JOG event invitations, RSVP management, and attendee communication. JOG hosts use Greenvelope to create custom invitations and manage RSVPs.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Compass (Finances God's Way / Ron Blue): Faith-based financial stewardship and counseling organization teaching biblical principles of money, work, and generosity through classes, counseling, and church partnerships — comparable audience and curriculum approach.
• National Christian Foundation (NCF): Major Christian donor-advised fund organization and a documented Generous Giving partner. Operates in the same biblical-generosity ecosystem and shares key leadership ties (NCF's president sits on Generous Giving's board).
• Christian Stewardship Network: A peer organization that connects pastors and generosity leaders with stewardship tools and best practices. It is both a listed Generosity Partner and the closest operating peer in the church generosity infrastructure space.
• Barnabas Foundation: Faith-based organization that equips Christian families and their advisors with biblical generosity planning tools, overlapping directly with Generous Giving's high-net-worth donor segment and church-based giving facilitation.
• Crown Financial Ministries: Long-standing Christian financial stewardship ministry that teaches biblical money management through courses, small groups, and church-based programs — a direct functional analog to Generous Giving's JOG retreat model.
• Maximum Generosity: Christian generosity movement and ministry focused on helping believers live and give generously, with retreats, content, and church resources closely mirroring Generous Giving's JOG and resource offerings.

Broad incumbents

• The Maclellan Foundation: Parent foundation of Generous Giving and a larger philanthropic institution operating in Christian generosity and family stewardship. Included as a peer given the structural and ideological relationship, not as a direct service competitor.
• Christianity Today: Major Christian media and content organization reaching pastors and lay leaders. Comparable as a broad incumbent shaping Christian generosity discourse, though its core medium (publishing) differs from Generous Giving's retreat model.

Emerging players

• Generous Church: Christian generosity organization producing content, events, and resources to help pastors teach on biblical giving. Comparable in audience (church leaders) and content format, though smaller in scale and more content-led.
• The Gathering (Generosity Gathering): Christian generosity-focused event and community for givers, pastors, and generosity leaders. Operates in the same donor-cultivation niche as the Celebration of Generosity conference but as a smaller, event-led player.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubevimeo.com/generousgiving
• Facebookfacebook.com/GenerousGiving
• LinkedInlinkedin.com/company/generous-giving
• Instagraminstagram.com/generous.giving
• Xx.com/gengiving

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Generous Giving