What Pete Scazzero heard made his eyes bulge.

"This same marketing program launched a number of highly successful churches in Southern California," the denominational executive enthused. "I'm sure you've heard all about their success. We'll loan you $5,000 to participate in this program. You'll mail out 20,000 letters and should get 200 people to jump-start your church."

Wow, 200 people! Pete thought. This mailing is just what I need. It will force our Bible study group to pick a date to start the church.

Pete dreamed of planting a multi-ethnic church in a poor barrio of Queens, New York. He had never planted--or pastored--a church before. Nor had he taken any classes in seminary on church planting. But what he lacked in experience, he made up for in verve. So he jumped at the chance to start a church, and on Easter 1987, Pete's dream opened its doors for worship.

A few weeks later, however, Pete was both broke and broken. The marketing scheme was a bust. The few the mailing had attracted ...