
I want to be really careful how I write this as I am aware it could possibly illicit an emotional response, but, given my experiences over the past couple of weeks I really feel I have to say something.
I received a letter in the mail yesterday from an organisation calling itself "Jesus all about life" (JAAL for short). It wasn't the first time I had received something from them. I have been the recipient of unsolicited emails from them for a few months now.
JAAL are running a sophisticate, national church marketing program with the goal of engaging the "unchurched" community in church run activities. The crux of the campaign is a series of television advertisements which will be broadcast in W.A. throughout the month of October.
Churches can register to participate in JAAL for $100. Registration ensures any prospective seekers responding to the TV advertising will be directed to the JAAL participating church closest to them, and also includes a JAAL pack participants pack which has a DVD evangelism course and ideas for running "special" JAAL events.
Now the whole thing is pretty standard, attractional/evangelical church fair. It's based around the "build it and they will come" philosophy of church growth. Nothing new or terribly thrilling in all of that.
Some of the adverts (you can view them on the JAAL website) are ok in their content and all are professionally produced. And, according to the information on the site, it seems the JAAL crew have put a fair bit of time and effort into researching Australian's attitude towards the church and Christianity. So, while the JAAL project is obviously a genuine, well intended effort at raising the profile of Jesus Christ in the general community and getting new people into the church, I predict the real results are going to fall way short of the expected outcomes. In this sense it looks and sounds like so many other recent attempts at faith marketing that, when critically assessed, have all fallen flat - the recent push by Churches of Christ to get an intelligent design video to every secondary school student in Australia, Rick Warren's "Purpose Driven" campaign and Nicky Gumbel's Alpha, to name a few.
What really grabbed me about JAAL, and perhaps what is ultimately the difference between this campaign and most of the others, is the overall cost of the campaign. Until receiving yesterday's letter I hadn't given much thought to how the JAAL team were going to get their adverts onto the box. I guess I assumed they would be aired for free like the (cringe-worthy) Christian Television Association announcements of the 80s and 90s - used as fillers in the early hours of the morning and during kids after-school programming. But that's not the case at all. JAAL is a prime-time, hit 'em in the face, campaign. And as such, the JAAL team are requiring a minimum financial commitment just shy of the $500,000 dollar mark (that's half a million dollars if you are having trouble counting all those zeros!).
When I read this my attitude towards the project changed from mild amusement to irritated frustration. I find it incredible that after 15 years (at least) of failed church marketing programs and projects, the JAAL crew can justify raising and spending this kind of money on something that, given the track record of all the others before it, is unlikely to produce anything that even remotely resembles value for money. Especially at a time when the community services sector is chronically underfunded and underserviced.
This is particularly irritating to me at this time because the successful youth drug and alcohol program I have been managing for the last 3 and a half years has just shut down due to lack of funding. And mine isn't the only one.
It makes me wonder how much could be achieved for the kingdom if the same amount of time and effort put into this project were put into encouraging the church to participate in and provide funding for community based programs that actually transform live - and have track records to prove it! Half a mil would have kept Kick Start (my program) running for another 3 or 4 years. Yet the track record of the church when it comes to these kinds of things is abismal. They simply aren't interested.
I wonder if, when the hoohaa fades away and the dust settles and churches begin to take down and pack away their "Jesus All About Life" banners and coffee mugs if anything really will change? Or will it simply be a matter of time until another genuine group of well meaning Christians come along with another expensive way of "guaranteeing" bums on church seats?
What do you think?