11 Sep Beyond Christianity as a Transaction

I’m in Chicago attending MinistryCOM, an annual conference for Christian communications professionals. Nearly everyone is on staff at a megachurch. They are a tech-savvy bunch. They carry laptops, consult smartphones, use Twitter and Facebook, write and read blogs. Very connected. And highly competent.

This is my fourth year attending MinistryCOM. I always learn valuable stuff.

Yesterday I attended the “Branding 101” workshop, something they do every year. The topic of branding crops up constantly. Large churches focus a lot of attention on their brand identity–how they are perceived, and the experience people have in attending. This was my third time attending Branding 101. Today, it was led by two guys from CHANGEffect, a Christian firm based in Chicago. They hit the subject from some new angles.

Here’s one thought I found interesting. It concerns our consumer mentality.

They said we often present Christ as a transaction–you accept Christ, you get a ticket to heaven. But we shouldn’t be surprised, then, that so many of our people take the attitude, “What does the church do for me?”

Isn’t that true? Our pews are filled with folks who just take take take, and if they don’t like the meal you provide, they complain. Like people griping because their steak is medium and they asked for medium well.

Rather than view themselves as consumers, people need to understand that they are becoming part of a movement. They need to view themselves as citizens, rather than as consumers. They are citizens of a community to which they belong, and in which they have responsibilities.

In your church, do you have consumers or citizens?

They also cited several trends in society which churches need to adapt to. Let me mention two of them.

• We need to move from products to experiences. Products meet needs. Experiences fulfill desires. What are people experiencing at your church? To reach younger generations, you need to provide a total experience, not just a collection of well-done elements.
• From communication to dialogue. Communication involves telling. Dialogue is sharing; it’s two-way. When people attend your church, are they just sitting there watching the show, or is there interaction?