Larry Armentrout

Vice President

Meet Larry Armentrout

Helping churches reach that defining moment when they can articulate and embrace God’s vision for their future growth is what drives Larry Armentrout. 

The other half of his mission is helping them follow-through and deliver – and he’s been delighted to guide churches through the sometimes-awkward stages of change. 

He has served over 282 clients in his tenure at Generis, many of which experienced exponential growth. With excellent organizational and relationship skills, Larry is an accomplished and trusted counselor; helping diverse church bodies engage in generosity audits, strategy days, new building initiatives, debt retirement efforts, endowment campaigns, mission projects, anniversary campaigns, and budget-enhancing general fund cultivation. 

After serving four years in the USMC, he completed both a BA and MA from Hardin Simmons University in Abilene, TX. He is also a graduate of the National Planned Giving Institute at the College of William and Mary and has served churches for more than 31 years in fundraising. Prior to that he served in the local church for 12 years. An Ohioan, he and his wife, Gay, have been blessed with daughters Julie, Jamie and granddaughter, Madison Olivia who is a senior at The Ohio State University.


  • campaign
  • Coaching
  • donor development
  • generosity assessment

No matter the size of your God-inspired dreams, it can be daunting to think about chasing down the necessary resources. The truth is that while vision almost always exceeds current realities, the means to support your vision is within your grasp. We can not only help you get there, our virtual campaign services allow us to serve churches of almost any size and budget.

Let’s be honest; there are times when one-on-one guidance, encouragement and accountability brings out the best in us and accelerates our ability to chase down those big, audacious dreams. Our virtual coaching service is designed to align with your greatest needs and is delivered over a period of time that makes the most sense for you.





At Generis, a majority of our Strategists have managed medium to very large Advancement/Development shops and are equipped to help move your Development effort forward, even without on-site Development leadership. We can adapt our leadership to your specific needs; whether weekly external accountability for established Development Plans or regular on-site presence to lead the effort.

From time to time, it can be extremely helpful to analyze the habits of your overall giving climate to see what is currently working as well as where opportunities for a culture of generosity to increase might exist. The Generosity Assessment is a one-day experience that provides a thorough assessment of your church’s effectiveness and reveals new opportunities for creating a culture of generosity. Think of it like an x-ray into the giving perspective of the church.


Contact Larry Armentrout