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Christianity Today, October (Web-only), 2007 |

SOULWORK

Do I Have a Witness?

Why Jesus didn't say, "You shall be my marketers to the ends of the earth."

Mark Galli | posted 10/04/2007 09:20AM

When we "market," we try to make a larger audience aware of the value of exchanging a good or service. We assume both parties will benefit from the transaction. Marketing is a wonderful thing. I like ...

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Jon Westlund

Posted: October 15, 2007 10:10 AM

Hi Mark, Thank you for some insightful comments on the state of the church following its excitement over business-like practices. I lament many of the things we see today in much the same way you do. Yet I must speak a bit differently about church growth and marketing, because I am educated in the first and experienced in the second. Neither the first as a movement nor the second as a practice has to be harmful to the church. Rather the loss of the priority of Scripture over each, as practiced by too many pastors, has resulted in a deflating of a sound message to God's people. It is up to the educators and to the pastors to make sure that practices like marketing are under the umbrella of Scripture and then marketing becomes a means informed by God's Word and not the reverse. I cannot say the harsh things you do about marketing itself because I have seen it practiced in a godly way that does not deflate a sound message. But unfortunately that has not usually happened.

Chris

Posted: October 11, 2007 10:23 AM

Unlike the author, I generally can't stand marketing, though I simply regard it as reality. I inevitably feel manipulated by it. I feel the same about church marketing, but I react a lot more vehemently (and cynically, I'm afraid) to "soul manipulation" than I do to pocketbook manipulation. I have some different thoughts about some of what you present here, and I'm also a little wary of the general tone (I've realized that my own default tendency is to cry "foul" at the church without the balance of building her up) but I think you made a strong and refreshing point about the paradox of the implied benefit to the church in the "transaction" when Jesus came not to be served, but to serve. Wow- had I forgotten this? (yes, daily.) I actually think that the church should benefit from the transaction, but I mean the church as the worldwide body of believers, not the structure that enables our fellowship. After all, I believe it is among our primary purposes to strengthen each other.

Joergfrom Germany

Posted: October 10, 2007 4:18 AM

Thanks a lot for this importand point of view. I know that we have to use marketing strategies to attract the people at least. I learned to do so a little bit. But more and more I recognize that all great methods created members of churches that only want to be entertained better and better. Transformation of the gospel to become more humble, gentle and full of love, to suffer with those who are not saved yet and to see the individuals als loved by our Lord that is not worth any more. Whom do we worship? Our Lord or the feelings that we created? Where is the place for the depressed to find rest an peace? I hope that this article will be read and understood.

Lee Pretorius

Posted: October 09, 2007 6:05 AM


Hi Mark I've been thinking of writing on this topic lately and even went to speak to a Marketing Professor who is Christian about it. Would you be interested in such a piece? Lee

A Hermit

Posted: October 08, 2007 11:03 AM

Wonderful, thought provoking article. I believe that Jesus wanted the 'good news' spread; he did not want news of His miracles spread, so that people would ignore the message (repent, change the direction you seek happiness) and flock to Him for 'miracles' and wonders. Further, the 'good news' is not a belief system or doctrine; those only point to the living reality of Y*H*V*H. Living the Truth is the point.

dana	Posted: October 06, 2007 8:37 AM

good reminder about Jesus preaching in parables for people to discover the gospel rather than laying it all out. a believer and academic, i get very bored when a sermon sounds like a motivational speech. i'm reminded here of the film 'the machinist', an excellent study on the destructive effect of unconfessed sin, and how after it was over i eagerly wrote down little notes and flowcharts, trying to piece together the core of the story and message, and realize how they revealed it throughout the course of the film. i sometimes deeply wish i could do that with more sermons, but hey, i can still definitely do it with the Bible! (case in point, my husband and i read a chapter each aloud every night together, and currently we're deep in levitical law - as a messianic Jew, there's lots to unpack there!)

John Doe

Posted: October 05, 2007 6:34 PM

I think you missed it man. This may apply to some churches (prosperity gospel churches come to mind for sure). But I think the main goal of church marketing is to fulfill the great commission in the best way we know how! It's part of being a good steward of what God has entrusted us with (i.e. buisness knowledge/marketing techniques) to bring His Glory to everyone! Marketing opens exciting doors for the sake of the gospel. Some preachers twist their marketing gifts to fulfill their own pride and greed, sure- (not naming any names like T.D. Jakes, or Paula White, or Joel Osteen)- but when churches market the Glory of God- if it is done soley to bring God glory and bring people into relationship with the king- how can we condem that? Just plain good stewardship if you ask me...

Mike	Posted: October 05, 2007 3:17 PM


Great point, let's stop McDonaldizing the Church. I've met too many pastors who think they are CEOs. One small point (from a NT lecturer), the prohibition in Mk. 1.44 does not apply to Jesus' messianic identity, but to his miracle working abilities which are not the same thing.

Mike	Posted: October 05, 2007 3:17 PM


Great point, let's stop McDonaldizing the Church. I've met too many pastors who think they are CEOs. One small point (from a NT lecturer), the prohibition in Mk. 1.44 does not apply to Jesus' messianic identity, but to his miracle working abilities which are not the same thing.

Steve A.

Posted: October 05, 2007 12:40 PM

Mark, thankyou for putting into words something that has been a subconcious irritant to me for some time. Church marketing has a way of transforming something that should be sacred (the Gospel), into something superficial (the good life). I think that sometimes this marketing is done because we think that the end (salvation for many. Hopefully?) justifies the means. Maybe it does? However, there is no questions that some church leaders have fallen in love with the worldly trappings of running a successful Church. What you have written here will hopefully be an encouragement to us to "step back" and have a different perspective on Church life, and sharing the Gospel. Sorry I inadvertantly pressed the wrong star rating. I would definately rate higher.

Benny

Posted: October 05, 2007 9:26 AM


Excellent piece. We really should as Christians focus on spreading the message on a more personal level and let our lives be our testimonies. Jesus said we are like the light on a hill and not the loudspeaker. Definitely this is something to think about in our own churches.

Anonymous

Posted: October 05, 2007 8:54 AM

there are better words than "marketing" for spreadig the good news; and if some use the word maketing literally, as in selling a product for money or material gain, then marketing is a bad idea. Spreading seeds of good hope should be for preparing a spiritual harvest of souls and freedom which cannot have a material price put on it nor should there be any materialistic gain by anyone. We must in all cases be generous and kind wanting people to enjoy the liberty of being face to face with God in prayer. There cannot be any sense of marketing a product.

jimcoons

Posted: October 05, 2007 7:40 AM

It is a lovely line of reasoning but full of logic wholes and speed bumps. As a professional marketing executive for 30 years and now a missionary for 5 years, in my opinion the author couldn't be more off base. I plan to take as many people into the Kingdom with me as possible and I'll do anything short of sin to make that happen. There is nothing wrong with rephrasing the eternal message so that it is even more relevant and applicable to the unsaved sinner's presently felt pain.

Scott McCarty

Posted: October 05, 2007 7:08 AM

Brother Galli (a southern designation of another in the Family) has taken a step in the right direction. Who will follow his lead and go a second step, preach or write against S I N IN THE WESTERN EVANGELICAL WORLD in the power of the apostles Paul and John? This "world" is supposedly a reflection of the Lord Jesus Christ, but it carries another name = LAODICEA. No pessimism here, just realism. THINK.

Jud	Posted: October 04, 2007 10:21 PM


It's about time someone in a publication such as this raised this issue. The gospel isn't somethng we sell. It's somthing we honor, testify about, and share with our fellow human beings. God calls through honest testimony of imperfect believers. The apparent need to package the gospel to enhance its appeal seems to me to indicate an unwillingness to trust in the reconciling work of the Spirit.

Amar Josh

Posted: October 04, 2007 8:42 PM

Amen! Brother Mark. I think people in the so-called "Christian" and "open" nations need to be careful and learn from the nations where Christianity is prohibited and Christians face persecution on account of their faith. But in spite of such circumstances, they preach the real message - often involving suffering and hardships for His sake - and guess what? the churches are growing, being filled with real Christians and not just "label" Christians.

chetler

Posted: October 04, 2007 7:50 PM


While we shouldn't market the gospel, the apostles take a radical different approach to sharing the message of Jesus. While we shouldn't market the gospel, we have to show people how God meets their felt needs (where they recognize their inability or short-coming) While we shouldn't market the gospel, the demand for results shakes up complacent churches.

MartinfromOz

Posted: October 04, 2007 7:48 PM

Part of the problem stems from the fact that with the various denominations across the spectrum & the emphasis on church buildings whether traditional European Gothic to modern day auditoriums. The Day of Pentecost took place in the marketplace of Jerusalem, not the Temple after the disciples had received the Holy Spirit in the upper room. 3000 people were saved that day but there is no meeting recorded between Peter & the remaining 10 apostles as to whether a building program was necessary. The Great Commission is clear to GO into all the world. In some respects this has gone 180 degrees to COME to the local church. Now I am not against various types of church meeting places as a practical measure. Like the writer I would like to see the great European churches to be filled with worshipers rather than tourists looking at the architectural beauty.

Kurt Michaelson

Posted: October 04, 2007 7:42 PM

It is sad to see some churches resorting to advertising in the community with poster lawn signs, rather than training members of the congregation for evangelizing the community and beyond. Jesus said, “Go and preach the Gospel” (Mark 16:15). Wherever Paul went he preached Christ (Acts 8:5, 9:20, Romans 15:19, 2 Cor 1:19, Phil 1:18). Even Philip preached Christ to the Ethiopian eunuch (Acts 8:34-35). This is an article I hope more ministers will closely examine whether or not they are biblically fulfilling the Great Commission and not trying to replace it with another form of evangelism. The church should be sending people into the world to preach the Gospel, not marketing itself to fill seats in the sanctuary.

Jon Brecke

Posted: October 04, 2007 4:22 PM


Thanks. A much needed article in today's church climate. Christianity is hard and doesn't offer "take away", more than it does "give-away". Jesus message of take up your cross and follow me aren't very "take away" friendly... it's demanding and will cost one their life.

Robert

Posted: October 04, 2007 3:22 PM

Jesus is not a product. He does not need to be marketed. Evangelicals have managed to package Jesus in every way imaginable, which not only diminishes the gospel message, but causes our view of the historical and biblical Jesus to be distorted. Long ago Malcolm Muggeridge wrote the "Fourth Temptation" in which he mused about whether Jesus, were he alive today, would appear on or use TV to spread his message. Muggeridge's answer was a definitive "no". No one was listening then; no one is listening now. Evangelicals are so enamored with mass media they have completely lost sight of the message they have embraced the tools of mass media to market.

Kim	Posted: October 04, 2007 3:21 PM


I am reminded of what someone told me: We might be the only Bible someone else sees. May we remember that and live it. Great reminder!

DW	Posted: October 04, 2007 3:14 PM

It seems to me that the "pendulum" of our appraisal of "church marketing" is swinging gently back to a position of moderation. That is how many of us in the church operate, isn't it? From time to time, we allow ideas such as "The Church Growth Movement", "User Friendliness", "Church Marketing", and similar brainstorms to smack us with great impact, command our attention, and dominate our philosophy for a while -and then-gradually, those who love the Lord return surely and safely to a more reasonable philosophical position and to a better relationship with Him. We then wait for the next "new idea" to come along - and it will. It never surprises God-and He never moves.

Jonathan Hunnicutt

Posted: October 04, 2007 2:50 PM

Excellent Article. Galli's insight about the 'Messianic Secret' is very interesting, and worth mulling over. A mjor problem with the church in North America is that it's trying to be a business and not a church! The old mantra: "The medium is the message" is worth thinking about: when we market the gospel, we infect it with our ideas of commerce and exchange. And these things are far less than the biblical idea of salvation. I don't understand how the same man could have written an article a month or two ago arguing that it was a good thing that churches look just like the world. How does this reconcile with his earlier article? I'd love to see an article about that. So can we as Christians be just like the world, except in the area of marketing? A wonderful place to start, actually, for being disciples, but hopefully we'd go beyond that. Please explain your self, Mr. Galli.

Brian

Posted: October 04, 2007 1:59 PM


Amen!

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