"You Shall Be My... Marketers?"
Thought provoking segment from a 2007 article in Christianity Today quoted by Jared Wilson in his book, The Prodigal Church: A Gentle Manifesto Against the Status Quo.
When we "market," we try to make a larger audience aware of the value of exchanging a good or service. We assume both parties will benefit from the transaction. Marketing is a wonderful thing. I like to hear pitches about products I might use. I like the fact that my publishers pitch my books to a larger public. Thank God for marketing!
But there's a reason Jesus said "You shall be my witnesses," and not "You shall be my marketers"...
Should it surprise us that in this church-marketing era, members demand more and more from their churches, and if churches don't deliver, they take their spiritual business elsewhere? Have we ever seen an age in which church transience was such an epidemic?
Should it surprise us that in this era, pastors increasingly think of themselves as "managers," "leaders," and "CEOs" of "dynamic and growing congregations," rather than as shepherds, teachers, and servants of people who need to know God? And that preaching has become less an exposition of the gospel of Jesus' death and resurrection and more often practical lessons that offer a lot of "take-away value," presented in an efficient, friendly manner, as if we were selling cheeseburgers, fries, and a shake?...
Today churches large and small (the small imitating the large) have unthinkingly adopted a marketing mentality that, it turns out, subverts rather than promotes the gospel. We inadvertently imply that the church benefits as much from the spiritual transaction as does the recipient. Marketing, by its very nature, contradicts the essence of the gospel lifestyle of Jesus, who came not to be served, but to expend his life for others—no exchange implied or expected.