• Sticking with being a welcoming church

    There’s been a post on another blog that has been doing the rounds over the last week or so which really made me think. Indeed, I lost count of the number of times I saw people refer to it on Facebook and every time, it made me think some more.

    It was entitled: “We will no longer be a welcoming church” and it can be found on the website of Robert Moss, who is pastor at Lutheran Church of the Master (Evangelical Lutheran Church in America) in Lakewood, Colorado.

    You can probably see straight away why it grabbed my eye. The slogan we’ve been working with since I came to St Mary’s is “Open, Inclusive, Welcoming”. It is one of those claims that is easy to make and harder to live up to. If you say on every bit of paper that you ever produce that you are welcoming then that has to be backed up with some sense of reality. However, St Mary’s generally is a friendly place and I find that lots of people who come do find it very welcoming. That won’t be true for everyone of course but it is true more often than not. Being in Glasgow makes it easier to be a welcoming church of course. When folk round here are not trying to murder you they are the friendliest people in the world after all.

    Generally speaking, I can see what Robert Moss is getting at when he says that it is time to stop focussing on being a welcoming church in favour or thinking about being an inviting church. However, I’ve a feeling that the whole “inviting church” thing may be in danger of putting the cart before the horse.

    I used to think that what we needed to do was teach people how to invite people to church. That’s the essence of so many worthy church growth strategies and mission plans. It is at the core of the much-lauded “Back to Church Sunday” initiative and is at the heart of what http://www.unlockingthegrowth.com/ is up to.

    It isn’t just them, it is lots of people. The theory is, if you can teach people to invite people to church then they will do so and all shall be well and all manner of things shall be well.

    I used to think this was the answer but I don’t any more. I’ve become convinced that if you want people to invite others to church you’ve got to begin by giving them something really great to invite them to. The thing is, if what you are offering is on the button, you don’t need to teach anyone how to invite people to church. They’ll do it anyway. Indeed, if they are having enough fun, if it meets their spiritual needs, if it is a place they have a chance of making friends, if it teaches them something good about how to live in this crazy world and make sense of it then they won’t be able to stop themselves. They’ll invite people anyway.

    We don’t need to teach people how to invite others to church. We need help congregations to become such that people will do it anyway.

    The trouble with things like Back to Church Sunday is that it invites people to come back to something that they probably had good reason to leave.

    Let quality, friendship, love and joy loose and you don’t need mission plans. And within that vision is a taste of heaven.

    So, good luck to the Lutheran folk in Lakewood, Colorado. I hope the initiative works. For now, here, I think we need to stick with being a welcoming church whilst working at being a church which is a barrel so full of delights that people can’t stop themselves from sending those Facebook invitations, tweeting those tweets about what their church experiences and from gossiping that they’ve seen the church, that which they thought was dead, alive and dancing.

    (And before anyone starts wittering about cathedrals, resources, & congregational size, this is exactly what I tried to do in a much smaller church than I work in now).

10 responses to “Advertise, advertise, advertise!”

  1. Matt Hanson Avatar

    Good writing. Keep up the good work. I just added your RSS feed my Google News Reader..

    Matt Hanson

  2. Eamonn Avatar
    Eamonn

    How naff can you get? It was worth listening to a professional advertiser’s comments on the Lichfield advert on the Sunday programme on Radio 4.

  3. Gavin Drake Avatar

    Adverts that make people in the church feel comfortable are likely to be completely irrelevant to people outside the church. As the instigator and creator of the Lichfield football adverts campaign I stand by them – they did what we wanted them to do. We had a target and we achieved that target. The professional advertising chap on Radio Four was anti the adverts; but he was also anti the entire Christian message as a self-proclaimed militant atheist. His best effort? “Life” – which is a campaign he created for the Billy Graham missions 20 years ago. Hardly creative (now, 20 years on) nor fresh. His message was that the church should get rid of Jesus, God and all the “after life” stuff and concentrate on making people feel good now.

    One final thought, in this blog entry aren’t you demonstrating the Christian Christmas grumpetyness which you appear to be criticising in others?

  4. kelvin Avatar

    Thanks for your comments Gavin.

    You are quite right about my grumpityness though I was not particularly being critical of it in others. Indeed, being able to rely on other people’s grumpityness is one of the things which has ensured a lot of exposure for the CAN ads, for example, the Bad Hair Day campaign and the Meek, Mild As If one. It was the (mock?) outrage of the christian community that got those ads talked about.

    I’m a fan of what the CAN do, which I perhaps did not make clear in the above blog entry.

    I’d be interested to know what the target was and how achieving it was measured.

    I have to confess to feeling embarrassed by the Lichfield ad but then of course, it was not aimed at me.

    I also commented about past CAN campaigns here and here.

  5. Kennedy Avatar
    Kennedy

    Having listened to the CAN adverts, I am left asking what the message was and who was the target audience? If the intention was to familiarise the audience with the characters and motifs from the Christmas story then OK, but there is more that could be said in the time.

    You’ll permit me a small plug for the stuff that GRF produce.

    Have a listen:

    http://smallvoice.org.uk/wp-content/uploads/2008/09/01-ms-christianity.mp3

    Yes, this uses the style of the M&S ads but I think that it communicates something about the Christian message and in a form that a non-church person could relate to.

    The judges at the Jerusalem Awards seemed to like it as they awarded it the premier award in the ‘Shorts’ category at their awards ceremony last week.

    If you are looking for creative audio to use in churches or schools then have a look at http://www.audiopot.org.

    Kennedy

  6. kelvin Avatar

    Thanks Kennedy. I like the M and S Ad. Very clever. I always like hearing Albatross (the music underneath) because it reminds me of someone I knew a long time ago who used to play it (on large pipe organs) during communion.

    One of the drawbacks of the ads that I was speaking about above is that they all depend on knowing the Christian story. That is perhaps legitimate in a Back to Church Sunday as it is presumably aimed at folk who have gone away knowing something or other.

    The line about the penalty does kind of imply that substitutionary atonement is what we believe though.

    The Lichfield ad certainly got a lot of coverage and if that was the intention, it succeeded.

  7. Elizabeth Avatar
    Elizabeth

    I must admit I found the racing advert amusing. The football ones leave me cold. Aside from issue about inclusivity and dubious theology, I think living in Glasgow has made me very wary of any connection between religion and football.

  8. Coxy Avatar

    I think that the football one is excellent, as does my wife (and she can’t tell the difference between Liverpool and Arsenal – I guess they do both play in red though!). How is it not inclusive of men and women? As I see it there is good build up play from Mary and Joseph before Jesus scores…

  9. kelvin Avatar

    Hi Nick

    I’ve just rescued your comment from a spam filter – don’t know why it got swallowed.

    At St Mary’s we tend to avoid language like “men” where what is really meant is men and women, “mankind” when what is meant really is humanity etc

    This affects things like the language we use for hymns.

    We’d never sing, “Brothers, this Lord Jesus, shall return again” for example. In a mixed crowd it just seems rude.

    There is an ongoing degate about how far to go with this policy but by and large, language inclusive of men and women is the norm at St Mary’s and exclusive language tends to jar and be distractive when you’ve got used to more inclusive language in church. Thus the ad is something we couldn’t use because of the use of the word “man” meaning something other than just men.

  10. ryan Avatar
    ryan

    The term “banter”, as featured in the ad, should also be used by no-one anyway (and only partly because of Chewing the Fat). O the amount of people that have endured abuse and had it expained away as “just banter”.

    Wondering if “male” ads like this are ok if one also does female-centered advertising, or if the whole idea is hoary sexism. St.Silas does a Women 4 Women thing which I believe is popular. No Men 4 Men though.

    Hope I’m immune from the st.silasite ensnaring spam filter
    ;-).

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