marketing and church

My friend, a colleague, wants our missional leaders group to talk about marketing techniques and church. I am eager to do so. Here's why:
Marketing the church is like selling doves in the temple. It betrays an ecclesiology sold out to consumer, market-driven ecomomics. The sacraments, prayer, mercy, serving, God's Word are not for sale. And we are not in competition with other gospels, other churches, other religions, other spiritualities, other ways of living. Attractional modes of church require marketing strategies today, in a market that is overloaded with religious and pshyco-spiritual self-help. Since Christianity isn't the most popular kid on the block, especially mainline Christendom, then we feel like survival is dependent on becoming more trendy and relevant---and to do so requires a rebranding of ourselves and a new marketing strategy. Savvy consumers will recognize that to market Christianity is to dumb it down, simplify it, and understate it. Can't market theology of the cross in a culture that avoids suffering and death at all costs. Can't market creation stewardship in a culture unwilling to reject so many idols, whose byproducts destroy clean air, water, ecosystems, etc...Whose ready to sell their possessions and give their money to the poor? Try marketing that!

It's a false ecclesiology, a failing one, that will go the same way Christendom went (though it took 11 centuries). when we start talking marketing, we start talking about advertising. How long will it take consumers to realize that we aren't selling cheap latte's, but cheap grace? Cheap grace is grace without the cost of discipleship.
I'm all for sharing the hope that is in us. But I don't think it's about a marketing strategy. I think its about love and love is about realtionships and relationships are harder than making a striking 'ad' or radio spot. Unfortunately we have a single model for building church: People live like Jesus. Some people are repelled by that, others gravitate toward it. We invite those people to come and follow, too. They learn to live like Jesus. Some are repelled by them and others are inspired by them. They are invited to join us, too. And some do.
It begins with how we live as public witnesses. Missional Christians love their neighbors and friends unconditionally. They also seek to go deeper into the mystery of divine presence through ancient spiritual practices. And they invite others to experience the same mystery.

Laps for Loose

How does separation of church and state pertain to a church's supportive involvement in a local elementary school? I have a parishioner, a beloved servant and disciple of the Lord,who is opposed to any overt involvement from the church. For example, we are going to provide an end-of-the-year thank you gift to the faculty---Fair trade coffee and chocolate with a note of gratitude for their "inspiring devotion to Akron's children." This parishioner is opposed to such a gesture. I don't believe this is a breach of the separatin clause. And the ELCA has an entire social statement devoted to our calling in education, including a fine section on public education and our supportive role therein as a church.
Now, every Wednesday and Thursday afternoon I am a classroom helper in our local elementary school. I was assigned to Mr. Bonagura's hird grade class in the late Fall. I'mnot as consistent as I would like to be, but most weeks I am able to be there. I help them with math and writing. There are students who need some extra encouragement to keep motivated. there are students who need someone working with them one-on-one in order to keep up. I gravitate toward them. I love being in the class. They're a great group of kids. And Adam is a good teacher.
So, I come as a Pastor. I sometimes dress in clerics and a cross. They all call me Pastor Lenahan. Its no secret that I amthe leader of a local congregation. but I am not there to pray with the kids, to invite them to church, to start a bible study, or to engage in church-focused activity. I am there to assist them in their academic achievements. But I am also a Pastor, called and sent to embody the message of the gospel. I remember Paul's words in romans 1, "For I am not ashamed of the gospel. It is the power of God for those who believe." I amnot ashamed to be who I am there. The kids know that I am safe, caring, kind, funny, helpful, and loyal. I come back.
There is a third grader who is dying from cancer. The students are walking laps on the track in compassionate response to Brandon. One of his dream destinations is Mt. Rushmore, so the kids are walking the equivalent miles in a virtual trip with Brandon to the tourist attraction. Last week, I walked with them. One girl, Tori, walked with me. we held hands and walked together, talking a lot about cancer. Brandon's chances are not good and some of the kids are talking about it. She said, "He might not make it." How do we talk about death with kids? How do we talk about the injustice of cancer and why their friend is suffering? All I could say is that cancer is dangerous and deadly, that fighting it is hard, and that we ought to be hopeful and encouraging despite knowing that truth. I did not share what my hope is in. If they asked me, I would tell them.
When their counselor came to the class to help them process their thoughts and feelings, Daniel said, "We have a Pastor."
This week I intend to contact brandon and his family as offer encouragement, prayer, even prayers for healing with anointing. I hope they might take me up on it. I'm not sure if they have spiritual care or not. in what do they have their hope? I'd like to share mine with them.
I suspect the faculty will receive these little token gifts well. I don't believe we are infringing on their religious liberty. We are not asserting any belief, save one: Christians are called to love and to serve with grace.That means we do so free of conditions, free of charge, free of ulterior motives. I have no motive beside that of a servant. I do not believe that my presence at the school is meant to be seen as a marketing technique, an opportnity to invite, or a way to promote Zion Lutheran. The church is sent on a mission. Working on attracting people is a distraction from our higher purpose and calling. If people come on account of the way we live and serve, good. if they don't, at least we lived faithfully in commmuity. As for Brandon, I am praying that God provides a healing miracle so that His glory and power might be revealed in Akron. And if not, then we'll keep on doing math together.