Chapter 6 Left Behind In A Megachurch World by Ruth A. Tucker
88 – “Like any large corporation, a megachurch is involved in marketing. Marketing involves selling a product to more and more people so that the company can grow larger. Whatever a large company does to grow and bring in more revenue, so does the megachurch. There is advertising, trend analysis, product assessment, and headhunters in charge of securing top-notch managers—all in effort to sell products or services. Ministers who once lamented the difficulties of managing an all-volunteer organization no longer face that situation in a megachurch. Here there is a large, paid staff that more closely resembles a large, nonprofit organization than a church. Elder and deacons no longer serve in volunteer capacities to conduct church business and minister to the disadvantaged. Instead, a board of directors oversees the paid professionals who work as employees.”
89 –” ‘Church marketers assume that marketing is a neutral process or technique that leaves the substance of the faith untouched.’ These are the words of Philip Kenneson and James Street in their book, Selling Out The Church: The Dangers of Church Marketing…We are always looking for the latest church growth methods, concepts, or fads—very often without any thought of how the very methods affect the gospel. ‘Said another way,’ the authors continue, ‘church marketers believe that marketing affects only the form in which the faith is presented, not the content of the faith itself. This assumption about the neutrality of marketing takes the church marketers off the theological hook.”
89 – Tucker sold encyclopedias one summer and was the top salesman. When she returned home her pastor asked her to teach the other members selling techniques. “I taught the group all the little techniques of how to get a foot in the door, how to get someone to say yes when they really wanted to say no, and how to push a decision before someone was ready. The gospel was not really the gospel as we went door-to-door selling it. Form has a strange ability to change content more than we could ever imagine. So it is with church growth techniques.“
90 – “‘Marketing is a value-laden enterprise rooted in specific sets of convictions,’ writes Kenneson and Street. ‘Having management techniques at one’s disposal encourages one to see all people as objects to be managed and controlled, just as having marketing techniques at the center of the picture encourages one to view the entire world as a series of manageable exchanges.”
90 – “Yet the concept of marketing the church is widely touted by George Barna and other church growth experts. Indeed, Barna laments that the vast majority of churches in America do ‘not have a marketing perspective.’”
93 – “Although megachurches appear too easily buy into all that is cutting edge in contemporary culture, their theological tastes are decidedly conservative—evangelical and fundamentalist. According to Rob Marus, Southern Baptists are particularly tuned into the megachurch mentality because they, perhaps more than any other denomination, measure success in terms of numbers of baptisms or converts. ‘The more conservative and evangelical the church, the more important growth is,’ he urges. ‘It becomes almost a jockeying contest to see how many you can attract, how many you can convert, and how many you can baptize.’ It is no accident that every one of the presidents of the Southern Baptist Convention in the past two decades has been a senior pastor of a megachurch.”
95 – “‘Not…every church is called to be a large congregation.’ Those are the shocking words of Gene Appel and Alan Nelson, in their book, How to Change Your Church without Killing It. ‘Through history,’ they write, ‘people have taken a new thing God was doing and elevated it to an unhealthy level, so much so that their affections became attached to the method instead of to God.’“
97 – “Form does matter. The competitive corporation core structure of the church affects the content. Marketing is not a neutral formula that leaves substance untouched. Perhaps some would argue that substance, for whatever reason, needs to be changed. And surely the case for the megachurch has been ably made by its many defenders. But that these defenders would claim that form does not affect substance amounts to a superficial analysis at best. And that the megachurch form would find its rationale largely based on the failure of the typical left-behind church is an argument that does not fly. All Christians are admonished by the words of Jesus that the last shall be first and by the words of Paul that by weakness we are made strong. Form that flies in the face of bedrock Christian principles must be challenged.”