Staying On the Mark(et)

Today's readings: Ps 75, 76; Est 2:5-8, 15-23; Acts 17:16-34; John 12:44-50

Some churches approach evangelization like a marketing campaign, while others consider this tactic crass. Demographic analysis and ad campaigns may not seem spiritual, but they can get butts in the seats. Prayer groups and one-on-one meetings may seem more spiritual, but risk becoming insular activities that impact only existing members. Trite as it may sound, a healthy approach lies somewhere in the middle.

Paul knew a thing or two about marketing. When he spoke to the Athenians, he used familiar phrases from Greek poets and philosophers (Acts 17:28) to support his position. When modern churches try to appear relevant by co-opting the latest trends, they aren’t as far from Paul as we might think. In Paul’s Greece, a person’s choice of philosophy was a social statement as much as a system of thought, so Paul knew to keep his references culturally savvy. He chose to “speak their language.”

Critics of Christian culture – including many Christians – often point to “relevant” marketing efforts as a sign of desperation or insincerity. If Paul is our example of effective evangelism – and if he isn’t, who could be? – such critics might want to temper their judgments. On the other hand, a packed house does not indicate a successful church, at least not by Christ’s standards of success. A large congregation means nothing if its members are not challenged to fully live the Gospel because to do so might negatively impact the collection plate or the head count. Conversely, a small congregation is not by default virtuous or successful, especially if it isn’t reaching out to the greater community.

A successful congregation is one that shares the Good News in ways people can understand and are attracted to, without compromising its message. The primary goal is never numbers-driven. Some churches also run the risk of speaking “Christianese” – insider language which may be meaningful to members, but leaves outsiders feeling excluded. Think what “slain in the spirit” sounds like to a non-Christian. A church should not resemble a club with a secret password. If we follow Paul’s example, we will see that presenting the unexpurgated Gospel message in a sincere but relatable way is the only marketing plan we need.

Comfort: Some of the best evangelism is simple truth, plainly spoken.

Challenge: Check your church’s promotional material for “Christianese.”

Prayer: Compassionate God, teach me to share Christ’s message.

Evening reading: Ps 23, 27

Tomorrow's readings: Ps 93, 96; Est 3:1-4:3; Jam 1:19-27; Matt 6:1-6, 16-18