like a fire

Center for Church Communication: About

If you are a Christian, then hopefully you think that you have heard and believed the best news anyone has ever heard or spoke. If the story of God’s kingdom is so great, why is it so easily dismissed or even worse ignored? Are we really that bad at telling our story? Is the good news we heard such bad news to others?

The link above is for a site dedicated to helping churches communicate better. They challenge and try to help churches with the messages that they try to market among the communities across the world. They provide examples, offer feedback and suggestions for church websites, print media and other forms of communication such as “word of mouth”. Check them out if that sounds like something you could use. They are really great.

Yet, I’m not sure that is the problem with so many churches across the USA. We surely could do better in our approach to marketing, but it seems that this is a newish idea that churches have of reaching many with effective communication. Marketing the gospel isn’t very new, but thinking of it as marketing might be.

What I’m thinking here is that Jesus reaching many people with the message of the kingdom. Most responded either by accepting it or by rejecting it, but most who heard had a very clear response. The message was very effectively marketed in those days as it is in some places today.

But I don’t really think that is what many churches really want - and if it is, it isn’t enough.
First I don’t think most churches are looking for the most effective communication of the gospel. What I do think they are trying to get is the best response to the gospel. They want as many people to accept the gospel in their response. Secondly, most ideas of communication start and end with church leadership. That isn’t enough. In marketing, if only the leaders of an organization do WOM marketing, it is a failure. It takes the leadership inspiring the rest of the users to be excited about the message or product.

Even Jesus realized that he couldn’t continue his message by spraying and praying. He very startegically selected twelve men to carry on his mission. It worked. If we want to have a lasting impact on or communities through the church, then I think we have to get very serious about the process of discipleship and by discipleship, I don’t mean small groups or Bible studies. I mean deliberate investment and training in people in how to follow Christ.

So communicate well, but know that lasting impact happens over time and through investment in the few over the many.