Larry Ulrich

Senior Generosity Strategist

Meet Larry Ulrich


Larry Ulrich brings a breadth of corporate business experience and a decade of ministry experience to the Generis team. Prior to his call to full-time service in the Church, Larry Ulrich enjoyed a successful 25-year marketing and sales management career. During his 13-year tenure with a $500 million dollar public traded business-to-business direct marketer, Larry led teams responsible for marketing communications, customer acquisition, product management, and channel management.

Before joining the Generis team, Larry served on the senior staff of the Northern Illinois District of the Lutheran Church Missouri Synod, where he combined his marketing and financial management experience serving more than 220 congregations across the district’s 24 Illinois counties.

While serving the LCMS, Larry provided financial services to the district’s congregations through the Lutheran Church Extension Fund, the $1.8 billion lending arm of the LCMS. Serving as the district’s Director for Mission Advancement, Larry conceptualized and led the implementation of a new collaborative funding model for the district’s local mission work. 

In 2009, Larry initiated the district’s partnership with Generis. Collaborating with Generis, Larry was a catalyst for establishing a culture of generosity for church planting amongst the district’s congregations and individual congregants. 

Larry has a BA degree in Interdisciplinary Communications from Valparaiso University. He has pursued post-graduate continuing education through the American Management and Direct Marketing Associations, the Center for Creative Leadership, and the University of Wisconsin Extension.

Active at their local church, Larry and his wife Brenda champion the congregation’s local outreach and community service. Larry and Brenda were instrumental in launching initiatives that intentionally reflect Christ’s love to community residents facing economic and personal crises. He serves on the board of Christ-centered free medical and recovery ministry in his local community.


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. 

With Generis, you’re not alone. Our customized Campaign approach will help you assess, rethink and reframe your current reality, allowing you to reach your specific goals while also establishing a foundation for increased generosity overall.

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. The Generis Coaching experience is designed to align with your greatest needs and is delivered over a period of time that makes the most sense for you.

Ministry is more fun when you don’t do it alone! A Collective is a virtual peer-to-peer experience where you will journey through a specific set of ideas or challenges for a period of 3-6 weeks. It’s a great way to break through those occasional logjams. And, if you’re not quite sure you’re ready for one-on-one coaching, this is a great way to test the waters.

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 Ulrich