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.

[loftyheights]

"We do not do infant baptism"
Are you aware of the fact that infant baptism wasn't even questioned in the church until well after the Reformation? Orthodox Christianity teaches that Baptism produces faith. The view that Baptism is a work of man is a relatively recent idea in Christian circles. That right there should tell you something. "There is also an antitype which now saves us-baptism"(1 Peter 3:21). "Go therefore and make disciples of all the nations, baptizing them in the name of the Father and of the Son adn of the Holy Spirit, and teaching them..."(St. Matthew 28:19-20)
As for your full immersion assertion, I would simply say that it is important not to get hung up on the mode of baptism. Martin Luther prefered immersion. However, when told that immersion was the only method, he simply refused and baptized by pouring or sprinkling. To insist on a mode of baptism(such as denying infant baptism, requiring non-infant baptism, or requiring immersion baptism) is to turn baptism from Gospel to Law.

[wallcrawlr]

Although I dont have an issue with saying a confession of sin during the service I understand what it is that Im doing. Many people today simply dont have the liturgical education or doctrine knowledge to understand it. Todays church going public isnt as knowledgable as it used to be.

I see todays new congregation as one where a pastor has to meet the people where they are at, at their "reality", then educate them to a more mature level or christian faith. Preaching down to them is not as fruitful for either the speaker or the audience becuase they simply dont understand it.

Maintaining traditional liturgies doesnt evangelize people.
Its time for a change in our presentation skills.

[wallcrawlr]

...mature level OF Christian faith.

[loftyheights]

Three items you bring up. First, the fact that many people don't understand what it is that I'm doing or don't have the liturgical education or doctrine knowledge to understand it. The church shouldn't cater to those who don't understand or don't have liturgical training or doctrinal knowledge. Sure, we should be aware of these facts and try to understand the reality, but to cater to the most theologically ignorant or uninformed is suicide.
Second, your idea that we need to meet the people where they are at, etc. This is nothing more than watering down the Christian faith. It is hard to argue authoritatively with this statement: "The only thing that will keep the people coming is what brought them there in the first place." Jesus preached down to people all the time. We call them parables!
Third, your assertion that traditional liturgies doesn't evangelize people and that it is time for a change. You have to simply ignore almost a couple thousand years of church history, to say nothing of the Old Testament worship, to make this statement. Incredulity is setting in!

[NYer]

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.

All that's missing here is a chorus line ...

[Penner]

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.

This attitude is the reason why I no longer attend church services. I want to hear the Word, not be entertained.

[Desdemona]

And we thought amateur rock bands were bad.

[sangoo]

This attitude is the reason why I no longer attend church services. I want to hear the Word, not be entertained.

I hear ya! I have to drag myself there every Sunday, and am about ready to stay home myself. There are some good preachers on the radio (MacArthur, Stanley, McGee) that will fill me and convict me much more than the Saddleback style of entertainment.

[WillRain]

Too much said in the replies on this thread for me to point out my disagreements with all of them but two major points need to be made:

1. The "megachurch" phenomena - good or bad - is NOT the source of the moral decline in America. This trend has only been a real force in Chrisitnity for the last 20-25 years. The moral decline in America has been a steady trend for at least 40 if not 50 years. One can argue that megachurches are a result of moral decline, but not the reverse.

2. Every generation bemoans the leaving of the "old ways" of the one before it. Many of the "traditions" we worry about losing now are relativly recent inventions themselves. Edwards & Co. never had "alter calls" for instance. Almost all the hymms we consider fine old Godly songs were at one time brand new and quite a few of them were set to the tune of pub songs (Imagine the outrage if we sang a new hymn set to the tune of "I've Got Friends in Low Places," lol).
Further, every time one of these new "inovations" became popular it was because the old traditional ways had become a cliche to those outside the church.

Look, I'm not the greatest fan of churches over 10K members. Especially if they are not starting new churches (and Saddleback has started dozens of spinoff congregations) BUT they get a LOT of unjust criticism.

These churches (at least Saddleback and Willow Creek and those in that mold...can't speak of Lakewod or that den of heresy Dollar preaches at) are designed and targeted for those folks who would never attend a traditional "old fashioned service."
Which is better, a family come in their jeans and sing a praise corus see a drama and get saved, or stay home because they refuse to wear a suit and sing a 200 year old song and listen to a hellfire sermon and never know the love of Christ? How dare we suppose that they must not only come to Jesus (who IS the ONLY way) but they must come on OUR MAN MADE terms?

Now, that said, I don't think an already established church should go to that model unless the current congregation is in agreement because those folks need ministering too in the manner that reaches their hearts as well. A pastor who just arbitrarily tries to apply those methods which reach the anti-church crowd to long time believers is risking real trouble. But when used for it's designed purpose, I think it's just another facet of God's work.
Just as there is a great diversity between a Baptist service, a carismatic service and a Lutheran service, so this is just another deminsion of the wonderful diversity of ways to be touched by God - no better or worse than any of the others.

We definatly need to discern when someone like Dollar is preaching heresy, but I think I'll be careful about criticizing methodology - especially given how very few of our traditional methodoligies have direct Biblical precedent.

[Just another Joe]

My church would qualify as a mega church, just barely.
We just finished an over three year long look at the life of Christ. Passage by passage, verse by verse.

Are we saving souls? Yes.
Do we, "Put on a good show"? Yes.
The "Heart of America" Christmas Pageant is one of the largest in the midwest. We annually spend over $100,000 dollars on it and start getting ready for it, (music, casting, etc), in August or September. Not a penny of the money for it comes from the church budget. All the cast and crew are volunteers except for the church employees and even they volunteer on their off time.
Last year we had over 700 people make the decision to take Christ as their personal saviour during the pageant. That does not count the other people making that decision during the rest of the year.

The pastor uses scripture every Sunday to illuminate his message. If you're not using the scripture you're not saying the right things.

The first "big" church I've ever been a member of that still has a "small" church feel to it.

[WillRain]

This is exactly the sort of thing I mean:

Three items you bring up. First, the fact that many people don't understand what it is that I'm doing or don't have the liturgical education or doctrine knowledge to understand it. The church shouldn't cater to those who don't understand or don't have liturgical training or doctrinal knowledge. Sure, we should be aware of these facts and try to understand the reality, but to cater to the most theologically ignorant or uninformed is suicide.

This, with respect, is nothing more than a variation of Gnosticism.
"I, the church, need not make myself accesable to you. You want in, do the hard work of learning my ways and then and only then may you earn atmitence."
BALDERDASH.
The church should be free to the most humble of entries. Did Christ educate the woman at the well in doctrine BEFORE he revealed himself to her? To say that the Church must set up the (effective) barrier of "liturgical training or doctrinal knowledge" between the unchurched and the congregation is 180 degrees oppisite of the mission of the church.
When, in Acts 2, the crowd asks Peter "Men and brethern, what must we do to be saved?" Peter did NOT answer "Go and acquire liturgical training or doctrinal knowledge and get back to me."

Second, your idea that we need to meet the people where they are at, etc. This is nothing more than watering down the Christian faith. It is hard to argue authoritatively with this statement: "The only thing that will keep the people coming is what brought them there in the first place." Jesus preached down to people all the time. We call them parables!

Wait a minute!
Did you just affirm that Jesus did something we should NOT do?
HUH?!

You are mistaken both on the premise that we should not "put it on the lowest shelf" (as you just admited our Lord himself did) but also in the assumption that it should remain there.
A. The Bible is replete with examples of conversion based on what you mistakenly call "watered down" gospel. It is not watered down at all IF it preaches Jesus Christ and him crucified as the only way to God. the rest of the "doctrinal knowledge" is NOT what saves us. Prety much every prominent Christian you've ever heard of at some point in his or her life acquiesed to the "watered down" truth that Jesus was there only escape from hell and only door to God. There is, in fact, no other way to believe. No one was ever saved by litergy.
B. The truth of the above further implies that quite a few people DO move beyond that initial simplicity to the deep truths of God. Paul himself said that we progress from the "milk" to the "meat" of the word. Many come to know Jesus in unconventional services and go on to study and even teach the deep theological principles of the word.
You seem to want them to know these deep things before there conversion. Pardon me for saying so but that's just silly.

Third, your assertion that traditional liturgies doesn't evangelize people and that it is time for a change. You have to simply ignore almost a couple thousand years of church history, to say nothing of the Old Testament worship, to make this statement. Incredulity is setting in!

As I stated in my previous post, new methods of evangilism come along from time to time and have throught the history of the church to meet the people at the point of their spiritual need. IF the church had never moved past literguical methodology it would not be nearly the size it is today. Millions have responded to protastant alter calls which would by no means have responded to the methods of litergical churches.
Absolutly SOME people will respond to a traditional liturgical system, but God has created a wide diversity of people and not all respond to the same stimulus in the same way. There may be a carismatic or a black church member who would consider my baptist church dry and unspiritual - why should I insist that he conform to my form of worship? Methinks you exibit an inordinate amount of vanity in your chosen form. A little humility is recomended.
VERY little of your vaunted litergical service derives it's athority from New Testament precedent.

[BooBoo1000]

I don't know about Joel, but Mr. Warren's Church requires Baptism by complete immersion, no exceptions. As far as Purpose Driven Life is concerned, it is all bases on faith.

[wallcrawlr]

I agree.

[wallcrawlr]

A couple points:

After originally posting a response to you I noticed that you had mentioned you were Missouri Synod. Now I understand the strict adherence to your liturgy.

AND THAT IS JUST FINE.

I would identify with the denominations of the Association of Free Lutheran Churches or Lutheran Charismatic Renewal.

People are different, Christians are different. One way of communicating Christs love can be just as good as another. Christs love still gets through.

Maybe we would agree that too many pastors or Christians preach on the love and mercy aspect of God and leave out the Repent and Justice side. I would say, "What good is knowing God loves you if it doesnt get a person to identify their need for Christ as a savior."

What I am concerned with is that people will not confess to sin when they beleive it does not exist. Churches need to meet people where they are at, develop a relationship and allow the Spirit to convict them. Making them recite the confession doesnt take that 18 inch journey from head to heart that is needed in a believer.

[Lexinom]

You might try listening to the online sermons at http://www.hnrc.org as well. Those are convicting, experiential grace sermons, not dry lectures nor schmooze sessions. Just the Word of truth.

[Lexinom]

Now we're getting to the core of the issue.

"What good is knowing God loves you if it doesnt get a person to identify their need for Christ as a savior."

On Salvation, and God's obligation to save: Does the Church exist for God or for man? Is the chief and highest goal in life to save sinners willy-nilly, without apparent purpose? Or is the chief end of man to glorify God and enjoy Him forever? If you claim to know and trust God, ask yourself this: "Do I trust Him enough to save me?" Not because of your decision. HIS decision. Infant baptism is a beautiful, beautiful, illustration of this, in that the infant is utterly helpless, passive, when the water of baptism washes his forehead, marking that little one as a covenant member. That is how it is with God saving sinners; they are utterly bankrupt, with nothing in their hands to bring but their sin, hellworthy sinners with no claim on any Divine gift that God saves for His own Name's sake.

This is very, very hard for Americans to accept because of our individualism - we want to be in control - but is what the Bible teaches throughout.

What I am concerned with is that people will not confess to sin when they beleive it does not exist. Churches need to meet people where they are at, develop a relationship and allow the Spirit to convict them. Making them recite the confession doesnt take that 18 inch journey from head to heart that is needed in a believer.

On meeting people where they're at: A twofold issue. First, does the church bend its ear and ask, "Okay, what do you want? And you?" In short, does the church exist primarily to cater to man's "felt needs" or worship the Triune God? There can only be one primary purpose, not two. I think it was Karl Barth who, in spite of his doctrinal shortcomings, got it right when he said, "When I preach, the Bible is in the foreground, and the people are in the background. THAT's my priority." The pastor must give an account before God, and will be judged more harshly than others, according to James. If he spent his time on earth telling men what their itching ears wanted to hear, he will answer for that at the Judgment.

Secondly, it is true that the preaching must accord with the pastor's perception of the spiritual condition of the congregation. It can be broken up into four parts: The unrepentent/unconverted, the indifferent, the troubled/weak, and the strong. He should tailor his message appropriately. For example, he wouldn't preach on the warnings in Hebrews 10:25,26 on damnation to the troubled, or words of comfort to the indifferent.

Meeting people where they're at does not mean that the church makes itself just like the world, bringing in the world's music, the world's entertainment, the golden calf, and the spirit of the age. Worshipping God is serious business; the word "fun" does not appear one time in the Bible, neither should the pastor crack jokes; the place for that is outside of public worship. "Be ye holy, even as I am holy."

[Not A Snowbird]

Rick Warren has gone to great lengths to avoid the commercialism associated with the televangelist crowd, which is why he refuses to go on TV or radio with his services. They can be accessed over the internet, but you have to have an account at Saddleback to view them.

His teaching is straight from the Bible, with common sense application for daily living. He doesn't water down his message just to get butts in the seats, but he fills the place anyway. Obviously he reaches a demographic that traditional services do not reach. Saddleback Church is the only thing about California I miss since my relocation to Washington.

[Not A Snowbird]

Have you ever attended a Saddleback service?

[biblewonk]

snip-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,

What a convenient definition.

[Lexinom]

It doesn't tell us much, does it? I found out they're actually dispensational Baptist, though, in their doctrine.