Larry Ulrich

Senior Generosity Strategist

Larry Ulrich brings both business and ministry experience to the Generis team. Prior to his call to full-time service in the church in 2000, Larry Ulrich enjoyed a successful 25-year business career. During his tenure with a $500 million dollar publicly traded business-to-business direct marketer, Larry led teams responsible for a variety of marketing and sales functions.

Before joining Generis, Larry served on the senior staff of the Northern Illinois District of the Lutheran Church Missouri Synod, working with more than 220 congregations. As Director for Mission Advancement, Larry was a catalyst for establishing a culture of generosity for church planting. Larry also conceptualized and implemented a new collaborative funding model for local mission work in the greater Chicago area.

Larry has a BA degree in Interdisciplinary Communications from Valparaiso University. Active at their church, Larry and his wife Brenda were instrumental in launching initiatives that intentionally reflect Christ's love to community residents facing economic and personal crises.


Larry Ulrich


Blessed is the man who trusts in Lord, whose trust is the Lord. He is like a tree planted by water -- for its leaves remain green, and is not anxious in the year of drought, for it does not cease to bear fruit. - Jeremiah 17:7-8 (ESV) Today's economic drought threatens the economic viability of many churches. Yet, other churches remain vibrant and growing. Fruitful ministry leaders put their trust in the Lord and consistently communicate and cast a vision for ministry growth. These leaders encourage the faithful management of the resources Our Lord entrusts to us, while accelerating a culture of generosity in their congregations. I am passionate and committed to equipping and coaching ministry leaders, helping mobilize disciples, so each of us experiences the true joy of giving. Through collaboration, I pray that together we will help fulfill our Lord's Great Commission in Matthew 28.