Megachurches, Megabusinesses

Forbes.com ^ | September 17, 2003 | Luisa Kroll

[anncoulteriscool]

Christian Capitalism

Megachurches, Megabusinesses

Luisa Kroll, 09.17.03, 12:00 PM ET

Maybe churches aren't so different from corporations. World Changers Ministries, for instance, operates a music studio, publishing house, computer graphic design suite and owns its own record label. The Potter's House also has a record label as well as a daily talk show, a prison satellite network that broadcasts in 260 prisons and a twice-a-week Webcast. New Birth Missionary Baptist Church has a chief operating officer and a special effects 3-D Web site that offers videos-on-demand. It publishes a magazine and holds Cashflow 101 Game Nights. And Lakewood Church, which recently leased the Compaq Center, former home of the NBA's Houston Rockets, has a four-record deal and spends $12 million annually on television airtime.

Welcome to the megabusiness of megachurches, where pastors often act as chief executives and use business tactics to grow their congregations. This entrepreneurial approach has contributed to the explosive growth of megachurches--defined as non-Catholic churches with at least 2,000 members--in the U.S. Indeed, Lakewood, New Birth, The Potter's House and World Changers, four of the biggest, have all experienced membership gains of late. Of course, growth for them has a higher purpose: to spread their faith to as many people as they can. "In our society growth equals success," says Scott Thumma, faculty associate at the Hartford Institute for Religion Research. "And religious growth not only equals success but also God's blessing on the ministry."

In 1970, there were just ten such churches, according to John Vaughn, founder of Church Growth Today, which tracks megachurches. In 1990, 250 fit that description. Today, there are 740. The most common trait that these churches share is their size; average number of worshippers is 3,646, up 4% from last year, according to Vaughn. But they also demonstrate business savvy, with many holding conferences (47%) and using radio (44%) and television (38%), according to a 1999 survey conducted by the Hartford Institute for Religion Research. The average net income of megachurches was estimated at $4.8 million by that same survey.

Churches are exempt from income taxes. But in some cases they do pay an unrelated business income tax on activities not substantially related to the church's religious, educational or charitable purposes. (Churches do pay payroll, sales and, often, property taxes.)

Church Attendance* City, State Pastor

Lakewood Church 25,060 Houston, Tx Joel Osteen

World Changers 23,093 College Park, Ga. Rev. Creflo Dollar

Calvary Chapel of Costa Mesa 20,000 Santa Ana, Calif. Pastor Chuck Smith

The Potter's House 18,500 Dallas, Tex. Bishop T.D. Jakes

Second Baptist Church 18,000 Houston, Tex. Dr. H. Edwin Young

Southeast Christian Church 17,863 Louisville, Ky. Bob Russell

First Assembly of God 17,532 Phoenix, Ariz. Dr. Tommy J. Barnett

Willow Creek Community Church 17,115 S. Barrington, Ill. Bill Hybels

Calvary Chapel of Ft. Lauderdale 17,000 Fort Lauderdale, Fla. Pastor Bob Coy

Saddleback Valley Community Church 15,030 Lake Forest, Calif. Dr. Rick Warren

*Catholic churches are not tracked for this study. This is all 2003 attendance data and represents total weekend attendance for each congregation. Source: Dr. John N. Vaughan, Church Growth Today

Technology also plays a large role in helping these giant churches communicate with members and keep track of them. Many provide a transcript of the weekly sermons and an events calendar on the Web site as well as sell products, such as books and CDs. They also allow members to post prayers and donate online. Almost all (99%) have Web sites. "Cell phones, e-mail, complex phone systems and the Internet all enhance the way megachurches work," says Thumma, faculty associate at the Hartford Institute.

Helping churches grow is a business in itself. There is even a publicly traded company, Kingdom Ventures (otc: KDMV - news - people ), whose sole mission is to help faith-based organizations get bigger. In its latest 10Q, the company did disclose that it's received a subpoena from the Securities And Exchange Commission relating to its stock and transactions. Founded in 1999, the tiny company operates 12 subsidiaries and claims to work with 10,000 churches on everything from fundraising to event planning (it provides speakers and artists for events) to upgrading technology by helping sell new audio and visual equipment and sound systems. "One of the reasons megachurches are as big as they are is because they use the technology of today," says Kingdom Chief Executive Gene Jackson, "We can help smaller churches become big with technology."

If that doesn't help, they may steer folks to a new book they are about to publish: PastorPreneur, which is hitting Christian book stores this month. The book teaches pastors to think like entrepreneurs; for instance, encouraging them to set up strategic partnerships with nonchurch groups and to use event marketing to draw in new members.

For a lesson in marketing, religious leaders would do well to study the success of Bill Hybels and his Great Barrington, Ill.-based Willow Creek Community Church. In 1975, he and members of his student ministry went door to door asking residents what kept them away from church. Hybels then crafted his services to address their concerns, becoming one of the first pastors to use video, drama and contemporary music in church and encouraging a more casual dress code. "Hybels really showed that churches can use marketing principles and still be authentic," says Michael Emerson, a Rice University sociology professor who has studied megachurches. Willow Creek, which has a staff of 500 full and part-time employees, is renowned for its conferences and seminars that teach other churches how to market themselves as well as for its "buzz" events, featuring well-known personalities such as country singer Randy Travis, NASCAR Champion owner and former Washington Redskins coach Joe Gibbs and Lisa Beamer, widow of Sept. 11, 2001, hero Todd Beamer--all intended to attract nonchurch goers.

Media has helped spread the message, particularly for Lakewood Church, the largest megachurch in the U.S. In 1981, Joel Osteen, son of then-pastor Joe Osteen, quit college to set up his father's television ministry. The services eventually aired in 140 countries. He also advertised Lakewood on local television and on billboards throughout Houston where the church is located. After his father passed away in 1999, Osteen became pastor and expanded the church's media strategy.

Like most churches, Lakewood's broadcasts had been relegated to the very early Sunday morning shows. Lakewood instead decided to target the top 25 markets in the nation and negotiate for timeslots on the four top networks between 8 A.M. and 10 A.M., rather than working with just one network. It also agreed to increase its budget for airtime to $12 million from $6 million. Its program now can be seen in 92% of the nation's households.

Never satisfied, the church analyzes its media strategy each quarter.

As for the services themselves, Lakewood makes sure to put on a grand show. It has a 12-piece stage band, a lighting designer to set the mood and three large projection screens. The technology will be even more spectacular when it moves into its new home in the former Houston Rockets' stadium "We really want it to feel like a concert," says Duncan Dodds, Lakewood's executive director. Something is working: Church attendance has grown from 6,000 in 1999 when Osteen became pastor to 25,060 today.

Pastor Rick Warren, who founded Saddleback Church in Lake Forest, Calif., in 1980, has deftly used technology as well as marketing to spread his message. His Pastors.com, which reaches 100,000 pastors worldwide each week, has e-mail forums, archives of all of his sermons from the past 22 years and a place to post prayer requests. He also sends a free weekly newsletter, Rick Warren's Ministry Toolbox, to pastors. When it came time to launch his book, The Purpose Driven Life, last year, Warren used Pastors.com to invite churches to participate in a "40 Days of Purpose" event (to correspond with the book's 40 chapters). The 40-day-long event attracted 1,562 churches and was kicked off with a simulcast broadcast to all those churches. Some 267 radio stations ran a "40 days campaign" during the same time period. And a CD of "Songs for a Purpose Driven Life" featuring well-known Christian artists was also released. From the start, the books and CDs were distributed in mass-market retailers such as Wal-Mart (nyse: WMT - news - people ), Costco Wholesale (nasdaq: COST - news - people ), Barnes & Noble (nyse: BKS - news - people ) and Borders Group (nyse: BGP - news - people ). It quickly became a New York Times bestseller and has already sold 5.8 million copies, outselling Billy Graham and making it one of the most successful book promotions in Christian publishing history.

No doubt, churches have learned some valuable lessons from corporations. Now maybe they can teach businesses a thing or two. Companies would certainly appreciate having the armies of nonpaid, loyal volunteers. "The business world would love to have that kind of fellowship," says Vaughn.

[opus86]

Interesting article. Ultimately any church - mega or not - should be evaluated by its doctrine. Style must not overshadow substance. I'm not a big fan of Rev. Dollar's (prosperity gospel), but I've heard good things about Chuck Smith and Rick Warren.

[WillRain]

If you consider the players in Counterfeit Revival to be representitive of "mainstream evangelicals" then you, sir, are profoundly ignorent of mainstream evangelicalism.

Call Hehagraff on "The bible Answer Man" and ask him for yourself and he will quickly disabuse you of the notion.

[sheltonmac]

I don't consider them to be representative of "mainstream evangelicals," which why I qualified the term with quotation marks. My concern is that some people obviously do see them as credible representatives of Christianity. We need more men of faith like Hank Hanegraaf who are willing to expose them for the frauds that they are.

[Clintons Are White Trash]

I have a feeling that most of the people on this thread that are so quick to criticize "mega churches" have never attended one.

I do recall one strong message the pastor at our church (yes, it's over 2,000 members) was about the scripture on judging. I would never pretend to know what is in other peoples hearts and I really think they would be wise to do the same.

[safisoft]

Sunday: There is support for the Sunday Sabbath in the NT.

A simple understanding or Jewish reckoning of day (evening to evening) will reveal that in Acts the OPPOSITE is true. The Sabbath is the Seventh day - God does not change as you so correctly said.

Respectfully, there is a very clear command to Remember the Sabbath and keep it holy.

Amen!

Why did God directly write some of His laws at Sinai on stone tablets - the ones destroyed by Moses in his righteous anger?

And then write them again 40 days later? Those tablets were in the Ark of the Covenant. Those are summary, and the divisions of "ceremonial," "civil," and "moral" are man-made and arbitrary. Is Sabbath civil or moral? Or maybe it is ceremonial. No, quite clearly the Word says there is "One Law" (Exodus 12:49 - BEFORE Mt. Sinai).

Also, you will note that the ENTIRE Law was written on the stones on Mt. Ebal.

Guilt by association; I think you're better than that... Easter and Christmas have their roots in ancient pagan religigions like Zoroastrianism.

From your words alone, I would never lump you with such - but since you brought up Easter and Christmas, I would reject them PRECISELY because of their pagan origins and present practice.

God does not change and therefore neither does the standard for sin

Amen! In line with the Acts 15 command against eating blood, you can see this as well... which brings us back to the question - what about pig, shellfish, etc.? God had those standards for sin before - what changed?

Thank you for responding to my rhetoric. I am a firm believer that the Word is living and active - that all of it from Genesis to Revelation has applicability to us today and should be practiced to the degree possible - not to earn salvation (laughable), but having TRUSTED in the eternal and enduring sacrifice of the Lamb without stain (Jesus) - we are called to live like He did - obedient to God's Laws - all of them - because He has written them on our hearts.

Shalom Friend.

[safisoft]

I have a feeling that most of the people on this thread that are so quick to criticize "mega churches" have never attended one.

I have - and have for a number of years. I know pablum when I see and hear it. I also know that Jesus said that the way would be narrow and few in it. Anytime everyone is flocking to something, we need to examine the RESULT. A true movement of God will be judged by HIM - and the product will be PURE. Don't give me the membership statistics - or number of "re-baptisms" - tell me about the restored marriages, the children who return, the righteous living in these so call "churches" and then we can talk about whether it is a movement of God.

I do recall one strong message the pastor at our church (yes, it's over 2,000 members) was about the scripture on judging.

The most common verse known by UN-believers is, "judge not lest thou be judged". Let us look at the context of that.

In Matthew 7:5 Jesus tells us the CORRECT way, "...first cast out the beam out of thine own eye; and then shalt thou see clearly to cast out the mote out of thy brother’s eye."

To say we are not to "judge" is unbiblical, and out of context. Instead we are told to judge with HIS judgment and standard, not our own. We are told to examine and know the fruit of ourselves, AND of others.

Matthew 7:13-16: "Beware of false prophets, who come to you in sheep’s clothing, but inwardly they are ravenous wolves. You will know them by their fruits.

We are called to "fruit examiners" - examining our own, and others... If someone's pastor is teaching the tired old "don't judge" routine, then there is a distinct lack of biblical teaching. We need self-judging (1Corinithians 11) and we need to be testing those leaders out there to see if they are speaking truth or not. Here is what Paul says about people who did not simply follow the religious trend - but Scripture instead:

"These were more noble than those in Thessalonica, in that they received the word with all readiness of mind, and searched the scriptures daily, whether those things were so." Acts 17:11

[AppyPappy]

The Sabbath is the Seventh day

Are you assuming the universe was formed on a Monday?

[aCookieMomster]

I have personally attended both Saddleback and Calvary Chapel in Southern California. Both churches do not water down the gospel nor exchange the truth of the gospel for any programs. Both of these churches thrive because of the small home group Bible studies where members connect and have accountability in their Chirstian walk. I attended a small group during Saddleback's "40 Days of Purpose" last year. We had people who had been Christians from 4 months to 40 years, and two who were seeking. The "seekers" did become Christians by the end of the study.

I am now in a small church plant in Southern California that was sent out from another megachurch. It is exciting and challenging to see God work in the lives of our tiny congregation to effect changed lives by people coming to Christ.

I think your statement, "What I see in and read about these churches whose primary emphasis is the Law," is erroneous. It is about God's love and grace that He showed us through Jesus' death on the cross.

[safisoft]

The Sabbath is the Seventh day
Are you assuming the universe was formed on a Monday?

Let's count:
1st Day (common Sunday)
2nd Day (common Monday)
3rd Day (common Tuesday)
4th Day (common Wednesday)
5th Day (common Thursday)
6th Day (common Friday)
7th Day (common Saturday)
Six days shall you labor, on the seventh you shall rest. Guess that makes it the common Saturday.

As for "when one should start counting" - this is understandable, unless you have no contact with Jewish people. Believe me, today's Monday, is EXACTLY the same 2nd day of the week it has been for millenia. I would ASSUME that Jesus knew which day was the Sabbath, and it being the 7th day - and as anyone who knows Jewish people knows... there is NO way in the past 2,000 years someone lost count of which day was the 1st, and which was the 7th.

[aCookieMomster]

You have no idea what you are saying. Saddleback, Warren's church, has regular baptisms where those being baptized have an opportunity to share their faith.

[Binghamton_native]

Specifically, most GARB (General Association of Regular Baptists) churches and many independent Baptist churches in the northeast, midwest and west have always refused to participate in a Billy Graham campaign. A national publication, Christianity Today, would tend to define a fundamentalist church as an evangelical protestant church that emphasizes separation. Separation from the world, and separation from Christian organizations that they feel do not exercise sufficient separation.

[AppyPappy]

Believe me, today's Monday, is EXACTLY the same 2nd day of the week it has been for millenia.

I assume this is a joke.

[Yardstick]

I know little about Hinn, but that deceptive cantilevered comb-over makes me suspect he's a bit self-absorbed.

[CARepubGal]

Untrue. I attended mega churches and had the pain of some horrid small groups. I was simply never fed anything but Hapeeeee Happpeeee! Everyone be Happeeeeee ( or God is mad at youuuuuuu!) and found that unrealistic and realy unhelpful during the inevitable trials and life events. God's Sovereign Will and an awareness of my fallibility and Sin with a clear explanation of scripture is so incredible and true accountability is present . How is this a bad thing?

[Clintons Are White Trash]

That doesn't mean that they are all the same. If you had a bad experience, that's unfortunate, but thousands of people are experiencing Gods love who might not have otherwise because these churches are reaching out to their communities in a new way.

[mrs tiggywinkle]

I'd encourage you to visit the CC website and see what CC believes before assuming and judging w/o full knowledge. Thank you.

www.calvarychapel.com

[Lexinom]

Consider the latest hit from Mariah Carey. Compare it to Bach's Sheep May Safely Graze. Is it simply a matter of subjective opinion to say that, in the area of beauty, the latter far exceeds the former? Is it a matter of mere taste that Jesus Christ is Risen Today exceeds Celebrate, Jesus Celebrate in joyful, deliberate majesty? I enjoy Tito Puente, and Jobim, but would never use music from that genre to worship God publically.

I can think of two possible responses you might have. One, you might say that this is all just a matter of taste, that what's beautiful and majestic to me (and we agreed God had a right to be worshipped on his terms, and He is both beautiful and majestic) may not be so to you. You might say that this is a matter of taste and that there is no objective beauty, objective majesty, objective reverence. At this point all future discussion is pointless, since the Word of God itself could be subjected to the same standard, and my "tastes" may lead me to the Koran instead. At that point we've slidden into the sticky mire that is postmodernism, the same spirit that prompted Pontius Pilate to ask "What is truth?", and has made a mantra out of the saying "That may be true for you but is not true for me."

However, this doesn't sound like you, since you've asked for Scriptures. Leviticus is replete with verses about worship, and about the ceremonial law (which pointed to Christ), which should tell us something of the character of God, that He is concerned with worship. The entire book of Psalms is a book of worship, and some churches today use only the psalms in worship. Psalm 150 is a beautiful represention of the believer committing his whole life to the worship and glory of God, expressed in musical terms. It says, let the believer use all these instruments to praise God. In the NT, we have this: "Let the word of Christ dwell in you richly in all wisdom; teaching and admonishing one another in psalms and hymns and spiritual songs, singing with grace in your hearts to the Lord." Col. 3:16.

Lastly, the best Scriptural support I can offer is this: the Bible tells us about the character of God, from cover to cover. From this, we can determine what music is appropriate and what is not. Is the music majestic? Does it befit a king? Does it comport with God's holiness in its reverence? The music needn't come from any particular cultural background, but should reflect God's character.

I identify with your feelings on this issue because I was there once (see post 173, intended for you but erroneously addressed to me).

[Lexinom]

CARepubGal is experiencing God's sovereign, redeeming grace and infinite, umerited love in Christ the OPC.

[The Grammarian]

I'd encourage you to visit the CC website and see what CC believes before assuming and judging w/o full knowledge. Thank you.

Been there before. Decided to double-check, by the way, and the link to the "About Calvary Chapel" page is now an HTTP 404 File Not Found.

[Lexinom]

In Christ in the OPC.