Big Sort: Segmenting Religion

(Link to Part 6)

Bill Bishop writes in The Big Sort:

American Churches today are more culturally and politically segregated than our neighborhoods. This happened partially because we prefer to worship in like-minded congregations. But churches also grew more homogeneous because ministers took what was learned nearly a century ago by Christian missionaries trying to overcome the caste system and language barriers in India and applied those lessons to the American villages appearing on the subdivided plains outside the central cities – neighborhoods where the castes consisted of taste, culture, lifestyle, and, in the end, political belief.

The strategy was as simple as like attracts like. The new and crowded megachurches were built on the most fundamental of human needs: finding safety within the tribe. … (159)

Bishop relates a narrative that begins with 20th Century Church growth guru Donald McGavran. McGavran was a Disciples of Christ missionary who held degrees from Yale and Columbia University and spent most of his years in India. While the missions he participated in often offered wonderful social services, he wasn't saving many souls. He began applying anthropological/sociological insights to church evangelism in a culture deeply divided by economic class and caste, and he was successful. Upon returning to the United States in the 1950s, McGavran became convinced that his insights were needed to deepen and grow the American Church. He was widely ignored.

The 1950s and early 1960s were the pinnacle of bi-partisan homogeneity. McGavran's insights seemed pointless in a culture unified behind Public Protestantism (Church as a means of cultural transformation and cohesion), and Private Protestantism (Church as a means of saving souls and transforming individuals) were marginalized. But as we have seen, the cultural consensus began to break apart around 1965. Many became disillusioned with societal institutions, including the Mainline churches, and the previously isolated Private Protestants became sufficiently distressed that, after decades of exile, they began to make themselves known in the public square.

Suddenly McGavran's ideas came into vogue. Drawing on aspects of McGavran's teaching, notable pastors like Saddleback's Rick Warren began employing McGavran's insights to develop and grow his Church. In Purpose Driven Church you will find Saddleback Sam and Saddleback Samantha described. These are fictional characters that exhibit lifestyle traits that would be typical of the people Saddleback wants to reach. This couple is to be kept firmly in mind in developing and executing every bit of work Saddleback does. This is, of course, borrowed directly from market segmentation efforts in the marketing world. Others predated Warren in this strategy, and countless others have followed, but without a doubt, it has created many well-attended Churches.

Bishop writes:

Members of the "disappearing middle" objected to McGavran's tactics. To some, the goal of the Church was the diversity (a Public Protestant virtue), not growth (Private Protestantism as defined by the Great Commission.) "The church is called by Christ to be a transformer of culture," wrote Robert Evans, a theologian at Hartford Seminary Foundation. "I can find no emphasis in the New Testament on a self-conscious strategy for growth." Jesus' kingdom was a feast, and those "at a table would be Samaritans and Jerusalemites, Pharisees and slaves, harlots understood the image correctly, the greatest breaking down of homogenous units we will ever know." (171)

The disappearing middle kept disappearing over the last forty years, and congregations in Mainline denominations began succumbing to the same segmenting principles. Many now gather around a collection of social justice causes (with politically left solutions), gay inclusion, or being green. Many of these congregations and their denominations hold themselves out to be ecumenical and seek diversity. Yet, the only partners they seek are those who share these values and a similar politically left orientation toward societal transformation. Ironically, embracing "ecumenism" and "diversity" has become one more social segment around which to create a politically left-homogenous community. And not being politically left means (in their eyes) you are opposed to God's mission of societal transformation.

"Churches were once built around a geographic community, [Martin] Marty said. Now they are constructed around similar lifestyles." (173) Bishop points to Martin Luther King's observation that 11 o'clock on Sunday morning is the most racially segregated hour of the week and declares that now it is also the most politically segregated as well. He isn't suggesting that most people look for a political position held by the congregation, but instead, they are looking for a church that comports well with their lifestyle, and political views correlate highly with lifestyle factors.

Bishop cites Eddie Gibbs in noting that North America never fully understood McCavran's views. Bishop writes, "Whereas McGavran was a missionary building bridges from castes or villages to Christ, today's churches define tribes in the same way people are attracted to different sections of a shopping mall." (179) Bishop also notes political scientist James Gimpel's observations:

"I find very little evidence that churches are really transforming their congregations … It's rather quite the reverse. Ministers depend on pleasing a particular congregation for their longevity. The last thing they want to do is offend those people or try to transform their viewpoint … It's conformity all the way." (180)

Bishop closes Chapter 7:

"The church needed to be birthed within … indigenous cultures and take on that indigenous expression," Eddie Gibbs told me. "It was a missional principle, and when it came to the U. S., it became a marketing principle: how to gather more people like us. [Churches] picked up the tactical parts, but I'm not sure they understood the deeper mission implications. And they didn't really address the cultural implications, because mission morphed into marketing." (182)

I might phrase Gibbs's last observation a little differently. The Church competes in a marketplace of idolatries and communities based on those idolatries. The Church has no choice but to "market" itself in the world … not in the false sense of equating marketing with advertising, but rather in the sense of being cognizant about the market and being strategic within the market. To do this well, you must be crystal clear about the "product" you are promoting. If the product is Kingdom communities where there is "neither Jew nor Greek, slave nor free, and male and female," then a marketing strategy that segments the Church and intensifies divisions isn't going to be successful. The Church has had no choice but to market, but the American Church (both Public and Private versions) has not understood the product it was to bring to market.

[Continued] [Index]

Comments

[Travis Greene]

Interesting. I agree that the church has to market in the sense that it has to communicate. But if the medium is the message, we need to be careful. Maybe we should take more cues from viral marketing, and plant seeds of faith, hope, and love in a world of cynicism. Be mysterious. Ask more questions than give answers. Tell stories. And then, invite folks to participate.

Sounds like somebody I know.

[Michael W. Kruse]

Exactly, Travis.

One of the challenges for me is that in that in the popular lingo marketing is a synonym for advertising; especially in the form of some print or electronic communication.

In the business world anything that communicates to the world who and what your business is, is marketing. Therefore, the way I related to my employees is marketing. The way I relate to the public in terms of issues that have nothing directly to do with my sales is marketing.

There are industries where the only advertising may be a number in the phone book and a business card. Business is generated because clients come to trust your services and they recommend them to others. Word of mouth referral is probably the most coveted form of advertising a business owner has. I'd go so far as to say that for a great many industries that print and electronic advertising is effective only to the degree that the more relational aspects of the business have been properly developed.

Just being who we are called to be is probably the most important "marketing strategy" we have.