Jim Sheppard, CEO of Generis and expert in church generosity, discusses the puzzling trend of rising attendance but stagnant giving within churches. He emphasizes that generosity should be viewed as a vital aspect of discipleship. Jim encourages church leaders to engage congregations on giving with clear communication and education, while highlighting the importance of diverse voices in financial discussions. He also argues for maintaining high standards in volunteer leadership and fostering a culture of generosity driven by faith rather than mere financial transactions.