Marketing the Gospel?

I recently came under fire for suggesting that a local church focus on their target market. I am not sure if my sin was applying business language to a spiritual concept, or the pre-supposition that I was somehow excluding people from the gospel message. Below you will find three reasons why I make no apology for a focused approach to evangelism.

1. The early church used target marketing. The gospel went first to the Jews and then to the Gentiles. Paul was called as an apostle to a specific, targeted group (the Gentiles). Even early evangelists went to the synagogues to preach (i.e. they took their message to areas where their target audience regularly attended).
2. Targeting a sector of a community (any community) is not an effort to exclude, but to practice effective ministry. We have programs in every church that target specific segments of the community. Marriage classes exclude singles, financial management classes typically appeal to those with money management issues, even in our church families we have singles programs, youth programs, classes divided by age and interest. All of this so we can practice effective ministry. Why, when we apply the same approach to the community is it anathama.
3. Finally, knowing our target audience allows us to more effectively present the gospel message. Take a few minutes and contrast the two sermons in the book of Acts. In Acts 2, the message is being preached to a Jewish audeince. The old law, prophets and writings are used to lead people to Christ. In Acts 17 Paul is preaching to a very different, pagan audience and addresses their false polytheistic view of God, quotes thier own Greek poets, but his objective is the same, to lead people to Christ.

I am not sure why people get a bee in their bonnet when you talk about marketing in a church context. We all do it at some level. I am confident that the motives of most are pure - spread the saving gospel of Christ. I would even suggest that Christian stewardship demands that we pursue the most effective, practical, biblical approaches to bringing souls to Christ.

Radical Faith

Another Sunday, the Lord's Day, our Christian day of worship. I sit watching the crowded auditorim when my focus and attention really should be on God. I sense there are a lot of carbon-copy Christians entering the room. We went through the motions of another week, and now we are about to go through the motions of worship. Maybe I am projecting my own bias, but I see a lot of people who are sitting, completely disengaged from what is going on around them (myself included).

The last few years I have had a dramatic shift in my spiritual paradigms. I haven't drifted far from my core beliefs. I am not ready to run headlong towards spiritual Bablyon, but I do long for the New Jerusalem, the shining city on a hill, a place of refuge where all can come for repentance and restoration.

I remember the day over a decade ago when a man walked into our assembly intent on intimidating those present. The years of drugs and addiction made him a hard, callous man who would just as soon cut your throat as carry on a conversation. He wasn't welcomed, greeted or offered a seat of honor (or any seat at all for that matter). Most people made a conscious effort to walk the long way around the auditorium.

A few months later that man was my brother in Christ. His hair neatly cropped, his heart completely changed. He continued to struggle with the challenges of his past. Members struggled with how to help him, but he was trying, searching and longing for something better than he had known.

For years I longed for a church without problems, now I shudder to think what that mindset means to the salvation of men. The troubled, the heartsick, addicts and outcasts need a safe harbor, a place of refuge from the storms of life. If they are not welcome in our churches, ministered to by the saints, and taught by the faithful - where will they go?

So answer that question for me - WHERE WILL THEY GO?

Finding a Balance

Preaching is hard work! There is the challenge of presenting meaningful, biblical, inspiring messages week after week and month after month. You try to tailor your message to a broad and diverse audience and you have to try to take into account the sensitivities of certain sections of the membership.

All that being said, and after spending more than 30 years in and out of the pulipt, I have my own ideas of what makes for excellent preaching.

1. Be transparent. People want to be taught, inspired and motivated, but more than anything they want you to be real. Those of us sitting in the pew want to be able to relate to our speaker in a real and meaningful way.

2. Provide practical applications. Understanding the importance of faith and learning to walk according to faith are two deeply different issues. When I leave on a Sunday morning, I want another tool to put in my toolbox of life. How can this make me live better?

3. Know your audience. Our churches are now filled with people in second marriages, single parents and step-families. I can't tell you how many "off the cuff" comments I have heard from pulpits all across the country that re-enforce negative stereotypes, bruise sensitivities, or indict whole segments of our church family.

4. Avoid Improvisation. That brilliant illustration or idea that pops into our heads while we are making a point, may not seem so brilliant when it passes our lips. I am guilty of this particular fault and it has gotten me in trouble more than once.

5. Find a faithful critic. You are not looking for someone who is going to kick you every chance they get, but a true friend who will share perceptions from audience. Whenever I speak at a conference, or workshop, I pass out evaluation forms. Honest feedback makes me a better speaker.

So, what rules would you add to these five?

Understanding our purpose

"Give me your tired, your poor,
Your huddled masses yearning to breathe free,
The wretched refuse of your teeming shore.
Send these, the homeless, tempest-tost to me,
I lift my lamp beside the golden door!"

Those words are inscribed on the base of the Statue of Liberty. They are part of a poem entitled, "The New Colossus," written by Emma Lazarus. For decades those words have reflected the hope, promise and opportunity provided within the borders of the United States. People flocked to this country from every nation on earth for freedom, liberty and opportunity. As a result our society has become a melting pot of cultures, people and in many cases problems, but it is still one of the things that makes America great.

I believe this concept reflects what the church is supposed to be. A land of promise and opportunity. A place of new beginnings, restored hope and a unique bond of fellowship. If we embrace the words of Jesus, "Come unto me all ye who labor and are heavy laden and I will give you rest . . .," then we are inviting those who are different, those who are socially, morally and spiritually challenged. We welcome the quirky, unique and challenging people in our society.

How tragic it is when we so homogenize our worship and our spiritual community that people don't feel welcome. What a shame it is when rather than work with people, teach people and lead people, we simply wash our hands of them. We need to return to doing the hard work of ministering to those who don't fit into our neat little mold of church life.

Veritas

I hadn't been preaching long when an older brother pulled me aside after a sermon to gently correct me. My intentions had been good, but my application of a particular passage of scripture was not accurate. He did not belittle me, or condemn me for the mistake, he humbly corrected me and went on to be a great encouragement to me in ministry.

Our culture is so concerned with political correctness that we are afraid to speak truth into the lives of others. Everyone is entitled to their opinion, it is unloving if we are plain spoken concerning sin. I have to stop and wonder if the reason our society has deteriorated is because so few have the courage to say, sexual immorality is sin; filling our hearts and minds with movies and music that lead us away from Christ is sin; compromising our values concerning the work and worship of the church is sin.

I am not suggesting that we are hateful or unloving in how we present truth. It should always been done in a spirit of meekness and loving kindness. Our desire should be for the good of others, not with the self-righteous indignation displayed by the Pharisees.

My children don't always like it when I call them to accountability for their actions. At times they are frustrated and angry that my standards and expectations for them are set higher than the world. I believe that God has called me to speak truth into the lives of my children whether they are happy with me or not.

But, who speaks truth into my life? Who holds me accountable? Who do I trust to tell me the hard truths about myself? We all need someone like that in our lives. We need brothers and sisters in Christ who love us enough to say, "your behavior is troubling, your conduct is unacceptable, the path you are walking is leading you away from Christ."

Are you open to allowing others to speak truth into your life?

Lighten Up.

A cheerful heart is good like medicine (Proverbs 17:22)

Jane Austen once wrote, "What do we live for but to make sport for our neighbors and laugh at them in our turn." I was reminded today of just how important a laugh or smile can be in lightening our day. I was visiting an old workplace, when a friend reminded me of a prank that had the entire staff in stitches for days.

Looking back at my own life, I have had more than my share of moments when I amused my neighbors (even when that wasn't my intent). There was the time I quoted from the "American Standard Virgin," of the New Testament, or another occasion when I quoted the great philosopher - Socrates (but I pronounced it So Crates). You would have needed to see the Bill & Ted movies to understand.

There are so many funny occassions in ministry that I thought I would remind you of a few, and maybe you can share a few of your own. There was the time a co-worker was standing in the restroom, holding up his blackberry checking his schedule when another worker came in and said, "That is taking multi-tasking too far."

Or, how many times have ministers forgotten to turn off their cordless microphones during private conversations, or trips to bathroom?

One Sunday night I traveled over 150 miles to preach, only to learn that I was scheduled for the following Sunday (yes, they did let me preach that night).

We all need to lighten up and learn to laugh at ourselves. Someone once told me, "If it will be funny later, then lighten up and let it be funny now." How great is it when we can laugh at our weaknesses and missteps rather than be defensive of them.

So whatever else happens today, try to laugh about it. Turn it over to God, and turn your rainy day into a ray of sunshine for someone else.

Why & Wherefore

In science we learn the laws of cause and effect, in human nature we need to learn the laws of why and wherefore. Just as every effect has an adequate cause, every wherefore has an adequate why. All that to say, people do things for reasons and it would serve us well sometimes to stop and ask ourselves why?

• Why did my boss ignore my proposal?
• Why did my spouse snap at me for no apparant reason?
• Why are the kids so grumpy this morning.

Understanding the why behind human behavior can often make a challenging situation much better. If I realize that this is the week that our corporate 990's have to be filed, it makes more sense that my proposal hasn't received much attention. If the kids only slept for 2 hours and haven't had breakfast I am surprised that they are only grumpy and not killing one another.

Sometimes we are too quick to judge the motives and even the actions of others. I am not suggesting that we excuse bad behavior, or adopt the philosophy of situational ethics, just that we strive to have an understanding spirit. What a difference it makes when our character is strong enough to follow Jesus' instructions:

"You have heard that it was said, 'Love your neighbor and hate your enemy.But I tell you: Love your enemies and pray for those who persecute you, that you may be sons of your Father in heaven. He causes his sun to rise on the evil and the good, and sends rain on the righteous and the unrighteous. If you love those who love you, what reward will you get? Are not even the tax collectors doing that? And if you greet only your brothers, what are you doing more than others? Do not even pagans do that? Be perfect, therefore, as your heavenly Father is perfect." (Matthew 5:43-48)

We become most like Jesus when we love those who are unloveable, forgive those who sin against us, and pray for those who do us wrong.

Transformed

This week I was reminded of the words of Paul "to offer your bodies as living sacrifices, holy and pleasing to God for this is your spiritual service. Do not conform any longer to the pattern of this world, but be transformed by the renewing of your mind. Then you will be able to test and approve what God's will is - His good, pleasing and perfect will" (Romans 12:1, 2).

In the next few days the movie Transformers 2 is probably going to break box office records. I was one of those eager to go see the movie until I overheard a friend mention the strong sexual overtones in the film. Concerned I went to Plugged In only to have my worst fears confirmed. The reviewers had this (and much more) to say about the film, "The first time the Transformers motored into theaters, Plugged In was dismayed by the film's sexual content. This time around, we're appalled." The next seven paragraphs described sexual inuendo, inappropriate dress, suggestive comments and a very open and course attitude towards the entire topic of sex. I understand there is one particularly graphic scene in the movie that is not appropriate for children (of any age).

My point is not to provide a movie review, but to return to Paul's words about "being transformed." Clearly Hollywood's goal is to transform our minds into garbage cans filled with filth and immorality. There is no doubt in my mind that Satan has taken the action thriller of the summer (that every kid wants to see) and has used it to fill their minds with the idea that sex is fun, appealing, appropriate and acceptable - a stark contrast to what Paul tells us in Philippians 4:8, "Finally, brothers, whatever is true, whatever is noble, whatever is right, whatever is pure, whatever is lovely, whatever is admirable - if anything is excellent or praiseworthy - think about such things."

Plugged In is a great website for reviewing the content of movies and videos. I have always cautioned my children about putting drugs in their body, but at times I haven't been as diligent about the things they put in their mind. Transformers has reminded me of how important it is that we remain diligent.

WORDS

This week I was reminded why words are so powerful, destructive, encouraging, and dangerous. Everything we say, type, text or email has multiple contexts. Most of us have heard the illustration about the man who shouts, "YES, I LOVE YOU!" at his wife. His words say one thing, but the context says something completely different.

Twice in the same day I let my words get away with me. In both cases I should have known better. In the first instance I should have picked up the phone because email is cold and impersonal. In the second, the words had hardly passed my lips that I regretted saying them.

Whether it is marriage, a friendship or working relationships we just can't be too careful when it comes to the words we communicate. I recall a few years back when I got a very stern and "matter of fact" email from a business associate. I was deeply concerned that I had offended him and damaged our relationship for years to come. A few days later when I got up the courage to ask about the situation I learned that he wasn't upset, troubled or irritated with me in any way - it simply was sent in the cold, emotionless sphere of the internet.

So, how does context effect our communication? Here are just a few examples:

1. The tone of my voice or my body language may contradict what I am saying. My wife and children assure me that my eyes often betray my words.
2. Emails leave lots of room for interpretation. Rarely is the tone or emotion correctly communicated.
3. The sender may have sent what would have been a harmless email but it followed other correspondence that left the reader wondering. For example, if I am negotiating a difficult situation with a colleague and tensions are high, anything I write will be read in that context.
4. The recipient of the communication may have received it after having a bad day. Have you ever wondered why someone would over-react by a seemingly harmless comment. It was received at a bad time.
5. The recipient of the communication may have heard something similar in another context. If my boss spent all day questioning my work, I may take offense to something as simple as, "Honey, are you going to take the garbage out tonight." What may be intended to be a simple, honest question might be perceived as a criticism after a hard day.

What is the answer? If I never know how I am going to be perceived? If innocent words can be considered harsh criticisms? If a simple request is going to become an unreasonable demand, what am I to do?

* Apologize immediately! Even if you didn't mean to be offensive, a quick and sincere apology goes a long way.
* Don't get defensive! "I didn't mean anything by it. You are just too sensitive. I can't believe you twist my words that way." Those are all sure fire phrases to get you in trouble.
* Reassure the other person. I am sorry my words offended you. I value your friendship and it is not my desire to do any harm. Please forgive me.
* Be sincere and genuine. Comments like, "I am sorry you misjudged my words," or "I'm sorry I can never do anything right around you," are not sincere apologies. They are carefully crafted phrases intended to throw the blame back on the person who is hurt or offended.

These things are always easy (especially when we sincerely meant no harm), but that doesn't change the other person's perspective. We will never craft all our words perfectly, but that is why humility and forgiveness are such precious gifts.

Pride goes before destruction . . .

Most of us are aware of the words of the wise man, "Pride goes before destruction and a haughty spirit before a fall" (Prov. 16:18). Pride is one of the most insideous of sins. It creeps into our life without notice and then robs us of our influence, example and character.

Someone wisely said, "To truly know a man, watch how he handles success rather than failure. When we fail, our pride supports us, but when we succeed, it betrays us." I have little trouble being humble when life is hard. I am reminded of just how dependent I am on God and how little I can do without Him. It has always been in my successes that my character is most challenged. I tend to get a little too big for my britches, but God is quick to size me up.

Throughout the Bible we have seen the tragic effects of pride. Moses was not allowed ot enter the promise land because of pride; Nebuchadnezzer lost his kingdom because of pride, and Peter denied Christ because he was just so sure he couldn't fall.

Working in the mission field for the past couple of decades I have seen our brethren ruin good men and good works because of pride. We prop men up, we drape them in praise and glory and then wonder why they think they are more important than the work they are doing. I have seen far too many godly men destroyed because their successes betrayed them. I have often prayed for God to keep me humble, but I have not always liked the manner in which that prayer is answered.

A study of church history will quickly remind us that the church prospers in adversity. While I don't wish persecution or hardship on the people of God - there is a sense in which we must always labor for the kingdom. Our commitment to God can be measured in our toil, sweat and tears. May God always challenge our faith, bring us growth through struggles and hardship, and bless us because of our meek and contrite hearts.