Polling Television Preachers

The results of a major survey of television ministries on the topic of financial accountability appear on a chart on pp. 48–49. CHRISTIANITY TODAY asked the ministries that produce the 15 most-watched religious television programs (according to the Arbitron Ratings Company) to participate. Evangelist Billy Graham was included because of his high visibility as a television minister, though he does not appear on Arbitron’s list of the top 15 since he does not have a regular program.

Jimmy Swaggart Ministries, which produces the most popular religious television show (193 viewer markets; 1.76 million households), chose not to respond to the survey. A representative for Swaggart said the organization was willing to discuss its finances “in detail” only after Congress is through examining the finances of television ministries.

Two other organizations, PTL and Kenneth Copeland Ministries, also did not respond. PTL expressed a willingness to do so in the future. A spokesperson explained that PTL is in the midst of a major reorganization and that policies that would determine the answers to many of the questions on the CHRISTIANITY TODAY survey have not been finalized. A spokesperson for Copeland merely said the survey had been referred to the evangelist’s attention.

The Oral Roberts Evangelistic Association, which accounts for 2 of the top 15 programs (“Expect a Miracle” and “Richard Roberts Live”) also did not respond directly to the survey questions. A press spokesperson said information on the organization’s finances would be appearing in Abundant Life magazine and that it wanted donors to be the first to see it.

The organization did send copies of the articles appearing in Abundant Life to CHRISTIANITY TODAY. Some of the information from the magazine appears on the chart.

The Worldwide Church of God responded to the survey with a letter describing the organization. Some of the information gleaned from the letter is included on the chart.

The letter states that the Worldwide Church of God does not consider its show “The World Tomorrow” part of the American “electronic church” since “no worship services are aired as part of the program.” According to the letter, the show does not solicit funds or attempt to convert people. Also, it points out that all publications promoted on the air are offered free of charge and free of obligation, and that the program is apolitical.

The information on the chart reflects only how participants responded to the survey. There was no investigation to determine to what extent the information given is accurate or complete.

In some cases, respondents handled questions in different ways. For example, some considered all of their activities to be potentially revenue producing, while others did not. Some disclosed all sources of financial remuneration for the ministry head, while others disclosed only ministry-related compensation.

The issue of what ought to be considered ministry-related income is a sticky one, particularly as it relates to publishing royalties. Some maintain that Christian leaders have a right to profit from books they write and sell outside the ministry.

Others maintain that a person is not entitled to profit personally from books if sales of those books result in part from that person’s visibility as the head of a not-for-profit organization. Arthur Borden, president of the Evangelical Council for Financial Accountability, said this is one of a number of gray areas in defining what constitutes legitimate income and ethical financial disclosure.

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