On the Christian Talk radio station this week, I heard an advertisement for a church in North Dallas. It was a nice, short devotional by the pastor on an uplifting verse followed by a rundown on the church. Nothing unusual about that, on this radio station. Then I heard the tagline for the church, the one short statement that sums up everything this local body of Christ is about: "A church for adults age 50 and better, featuring familiar gospel music."
Am I weird, or is this totally boofed up? I've talked with some friends and they don't see a problem with this. They offer the same rationale the church's web site does for their focus on 50 and ups: "In an effort to reach younger people, many churches have shifted their emphasis in the areas of music, technological presentation, child-rearing seminars, social activities, etc. Many mature adults feel uncomfortable with the style of music and ministry that is geared to the younger generation." My friends say that many churches strive to attract young families, so why shouldn't a church strive to attract empty-nesters?
I grant you that many churches work hard to attract young people, but I don't know of a single church who would say in their tagline, "A church for people 35 and under"! This is bad marketing at best, and ageist at worst. Is this kind of discrimination OK? I mean, isn't this the same as having a church that is "for whites only"? Even ethnic churches allow other races to be involved!
I'd love to hear some feedback on this...am I overreacting? Or is this a church with a serious deficiency in reaching people for the Kingdom? Check the web site for details!
Listen to me...and your soul will delight in the richest of fare. - God
I do think it's a bit strange, but recognize that people often feel comfortable with people in similar walks of life. Benjamin and I are still looking for a home church here that have couples our age who are career focused with beginning families or still (like us) pre-children. I don't view this church's advertising as a way of excluding people and I don't think the church would turn away anyone who came to worship. But it's a way of letting those 50 and older that are seeking a similar grouping of worshipers know there is a place for them that doesn't focus on Godly parenting or doesn't solely use contemporary music. UBC comes to mind as a church with a specific age demographic. They don't exclude anyone from coming, but has a college-age focus and reach. They just don't advertise on the radio It is an interesting idea. I wonder how well it's working for them.
ReplyDeleteThanks, Katie. You're saying the same thing I've been hearing, and maybe I can go along with it.
ReplyDeleteAnother thing, tho, that has been overcooking my grits about this is that this kind of advertising and orientation is all about attracting people who are already Christians. The church's own web site states that it exists to give older Christians a more comfortable place to worship...to me, that sounds like a church which exists to draw Christians away from other churches. Is this kind of mission glorifying to Christ? Is this what God's Missionary People, the Church, is called to do?
I just can't jump on board with a place like this. Not sold. Not at all. I'd like to hear more discussion about it, tho!
You are right. It does sound like it's filtering people out of a church they already attend. But church changing and church jumping is nothing new. People will find any reason to go somewhere else - carpet color, pastor change, new building campaigns, etc. But such advertising might also be calling in some that gave up on attending because their past church was too young or too contemporary. They could be use advertising to bring in other "55 and better" adults who may have left the church as young adults and would like to go back to a more familiar yester-year feel. Of course it may also be reaching to empty-nesters feeling like their new emptiness is overwhelming.
ReplyDeleteI can't speak for this church, but more than the staff of a church or the congregation as a whole, I feel that each individual Christian is held accountable for their own mission work in bringing God to the unchurched and the unsaved. The church should be reaching out to all unchurched and unsaved, but I don't know if it hurts to have a specific auidence in mind to reach. Our church in Norfolk had a HUGE military push to bring in those and reach to those who serve. Granted, it's not soley depending on military attendance, but it's a real demographic that has unique needs and ways of ministering to. They find comfort in grouping with and serving God alongside of other military families and spouses. The audience the church in Dallas is trying to reach is one that's a specific age that have a specific need the church is trying to meet.
If my parents were to try it and love it, I'd be happy they're in a place they feel God called them to be and to serve. They would have similarites with the other members that they wouldn't have with quite possibly a church I would attend. After all, they fondly called UBC "the rock-and-roll church," so they might feek more welcomed and a part of a community of believers that are like them. There can be a mighty power in a group that feels connected and use thier unity towards ministering to others and serving God.
Thanks for your post Dustin.
ReplyDeleteI agree, their approach is strange. However, I wonder if many of our churches aren’t doing the exact same thing without coming out and saying it. Though the tagline does make me cringe it a bit, it may actually be a fresh breath of honesty. These people are openly announcing what they are doing, no secrets.
The larger question may be whether intentional demographic targeting (with the necessary "exclusion" of other groups by default) is acceptable for a Church. It would initially seem that any such targeting would be counter to a broad and welcoming "Kingdom Building" mentality.
However, maybe particular groups are best reached when part of a homogeneous group…(Donald McGavran's theory)
As for church taglines, at what point do they become offensive? Must a Church philosophy be formally printed to have an effect? Though our churches may not have such overtly controversial mottos, what are we telling the prospective visitor with our ethos and programming? It is possible that our churches are in reality more offensive to many than the church you gave as an example, since our motives of reaching "young people" , are often shrouded with other language.
-Ben
Agreed...it would "overcook my grits" too. (That's too funny, BTW). The problem I have with it is it's focus on the people they are inviting instead of focusing on God. Maybe I'm naive, but isn't the church's role to help people in their walk with Christ?
ReplyDeleteTheir type of marketing is exactly what Jesus spoke against in his ministry, I feel. Again, maybe a bit naive, but I believe the church--overall--is missing the mark when they are "target marketing" to increase numbers instead of focusing on leading people to a deeper walk. I mean, seriously, trying to attract people with their worship style? I'm not crazy about the idea. But then the fact that--as a whole--it appears to me (maybe it's just me!) that MOST people go to church for social reasons rather than spiritual growth, I find that disappointing (and frustrating), too.