In this Issue
July 2005

FROM THE PASTOR'S DESK
Advertise church through acts of kindness
By Rev. John Wild
Brookfield Congregational Church

Today we see the common phenomenon of churches doing advertising in many public settings with the goal of trying to increase the number of attendees or membership. I have some thoughts on that practice that I would like to share with you this month.

What do you think about manufacturers who design and make a product, then do their advertising to try and convince you and me that we need this product and should buy it? To me this process is backwards. I think what should be done first is to try and find out what purchasers really need – and then proceed to make it.

Likewise, we in the church sometimes ask people the question: Why don’t you come (or go) to church? Wrong question! And, there is no right answer to a wrong question. A professor in divinity school long ago once said words that I have never forgotten: “You have to begin with people where they are if you want to really relate to them, help them or teach them.” Yes, Jesus said, “…Go and preach [the Gospel] to all people.” But implicit in these words is the directive – ‘Go and show forth the love of God by how you live and relate to others. Preaching is not all about words (or advertising). St. Francis invited his followers once, “Let’s go preach the Gospel. If necessary, you might have to use words.” There’s no sense asking people to come to church unless those people can see that those in the church embody the love of God in their lives. That is the thing that will touch people and speak to them. I particularly liked this story that relates to this subject….

“Kamalam and her husband, a former bishop, settled in a small village in South India following their retirement. As the wife, daughter, and granddaughter of ministers, evangelism was second nature to her. During her active days of professional ministry, she did well-planned evangelism among Christians and non-Christians.

“Her evangelism did not stop even after her husband died. In India, it is very difficult for a Hindu widow to survive with confidence in a Hindu society, especially in a small village. Kamalam was a Christian widow with strong faith, convictions, and talent. She did not retreat as Hindu widows do but continued to be an active witness to her faith.

"Kamalam lived in a comfortable house with a large and pleasant front porch. She began ‘sharing the Good News’ with people in the village from day one. Her front porch evangelism soon became popular. The village population included mostly Hindus, some Muslims, and a few Christians. Her front doors were always open to all who wanted to enter. People of upper and lower castes, rich and poor, conservatives and liberals, sober and alcoholic, young and old, women and men, intellectuals and illiterate: all started entering her front porch any time, day or night to hear the ‘Good News’ because they felt welcomed. How she shared the Good News depended on the individual’s need and intellect. The stranger was always welcomed with a warm smile. The visitor got her undivided attention. She listened very carefully to their concerns without being judgmental. She shared their joys and sorrows, laughter and tears! She had won their trust. To her, evangelism was not about sharing the Good News with a motive of winning numbers for Christ. Her responsibility was only to share the love of Christ with others through her loving actions.”

-Kausalya Samuel White

For those of us in the church to expect others to come and support the church is, I believe, once again designing something and telling people they should want it. Only if people see in Christian churchgoers what is good and loving will they want to come to join in the party. And, it must be a party – joyous, loving, and exciting or who on earth would want to be part of it.

Should churches advertise? Yes, but not necessarily on billboards or on TV but by the embodiment of the love of God in the lives of those who are on fire with love and care for all of God’s people. Of course church people have the human marks of failure and sin but they also embody hope and endurance, forgiveness and courage and, most of all, the love for all people. God doesn’t want me as a pastor to tell people what they should do, but God does call me to listen to people, share their journey, tell them that they are loved by God no matter what, and to walk with them, sometimes through the dark places in their lives. My job, as I see it, does not include telling others how to live their life.

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