5. Thinking outreach is offering them what they already have.
A flyer recently arrived in my mailbox from a new church plant, promising me relevant and practical messages, contemporary “urban” music, and great coffee. The idea is that if you offer such things, people will come who wouldn’t normally come.
It’s a subtle and enticing temptation. All we have to do is encourage casual dress, offer Starbucks coffee, play rock music and then deliver a “felt needs” message in a style similar to the popular speakers of the day and we will automatically grow.
And if you want to guarantee your growth comes from a younger demographic, just throw in skinny jeans, designer t-shirts and a noticeable tattoo. It will instantly turn the most middle-of-age pastor into a Millennial magnet.
People already have those things. They do not need to go to church to find them. If they want Starbucks, they’ll go to Starbucks; if they want to hear contemporary music, they have iTunes and their iPod. They may appreciate those things once they attend, but it is not what will get them to attend.
This approach may have worked back in the ’80s and ’90s, but that was because the typical unchurched person was a Baby Boomer who had been raised in a church, just starting to have kids. They had the memory and the experience; once they had kids, they actually wanted to find a church. When churches took down the cultural barriers associated with attending (eliminating stuffiness, boredom, irrelevance, empty ritual, outdated music), Boomers were attracted.
And yes, back then, if you built it, they came.
But this is no longer our world, and hasn’t been for quite some time.
As ubermarketer Seth Godin notes, “The portion of the population that haven’t bought from you … is not waiting for a better mousetrap. They’re not busy considering a, b and c and then waiting for d. No, they’re not in the market. … As a result, smart marketers don’t market to this audience by saying, ‘Hey, ours is better than theirs!’”
Bottom line: The foundational way that people divorced from the church and a life in Christ will come to church and find that life in Christ is if a Christ-follower does three things: builds a relationship with them, shares how Christ has intersected the deepest needs of their life, and then invites them into the community to see, hear, taste and explore.
And actually, that’s pretty much the bottom line for all five.