“Selling” Christianity in the 21st Century

[from the archive: the following post from June 2010 is being repurposed here given its ongoing relevance to the church’s evangelistic efforts.]


USA Today opinion writer Tom Krattenmaker has an interesting article on evangelism in America. In “How to Sell Christianity? Ask an Atheist,” Krattenmaker profiles Seattle pastor Jim Henderson. Due to his conversations with atheists, Henderson is done with evangelistic formulas — especially the old “bait and switch” outreach programs. Instead, what he calls for is the radical notion of actually getting to know non-believers and letting one’s witness flow out of genuine relationships. Krattenmaker approves:

Henderson and his fellow travelers are right in urging would-be evangelists simply to get to know people, become their friends and let the spiritual chips fall where they may.

Call it the no formula, formula.

So, how does one sell Christianity? You don’t.

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