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.

[Just another Joe]

"Christianity" is not a "new religion" that Jesus started - as decribed in the Gospels, it is DECIDEDLY Hebrew in nature and practice.

Bump
We are but a branch grafted onto the tree.

[RnMomof7]

You may want to visit a sound liturgical church sometime and find out.

Having been raised in a liturgical church there are some very special practices. I went to a Serbian Orthodox vespers and I love the chanting and the incense

I do not think I would choose to go back to the liturgical worship , but I do agree on reciting the Our father or the apostles creed has a sense of history and unity .

Did you know that it was Luther that brought in congregational singing ? I have always loved it , and I do find it in my church as well..We also hold hands and sing the doxology .

[RnMomof7]

I do not believe Piper is on radio..He is on the internet though

[RnMomof7]

I have seem Hinn live (many years ago.) I would not attend a church that thought he was in anyway sound!

[RnMomof7]

Exactly ! I have been in mega churches and tiny ones (I am now in a church of 300 that is Just perfect;).

All the mega churches from what I see are man centered.

My future daughter in law went to the anniversary of the Harvest Bible chapel in Chicago with a friend and loved it and the services they provide.

Mega churches are about men first and God second or third IMO

[RnMomof7]

Calvary Chapel would not fall into that category.

I do not think it is at all inconsistent of Mega churches. He refuses to take a doctrinal stand and therefore has doctrinally ignorant members. A gospel preached with no foundation will be heard different ways by each listener

There are many Happy clappy folks that go there just like any of the churches made to attract the world

[RnMomof7]

Where do you go to church?

[RnMomof7]

Ping..good post

[FourPeas]

Let me help you with some words from a praise book song:

You Are My King

I'm forgiven because You were forsaken
I'm accepted, You were condemned
I'm alive and well; Your Spirit is within me
Because You died and rose again
CHORUS:

Amazing love, how can it be
That you, my King, would die for me?
Amazing love, I know it's true
It's my joy to honor You
In all I do, I honor You
You are my King

Refiner's Fire

Purify my heart
Let me be as gold and precious silver
Purify my heart
Let me be as gold, pure gold

Chorus:
Refiner's fire
My heart's one desire
Is to be holy
Set apart for You Lord
I choose to be holy
Set apart for You my master
Ready to do your will.

Purify my heart
Cleanse me from within and make me holy
Purify my heart
Cleanse me from my sin deep within

Heart of Worship

When the music fades
All is stripped away
And I simply come
Longing just to bring
Something that's of worth
That will bless Your heart

I bring you more than a song
For a song in itself
Is not what you have required
You search much deeper within
Through the way things appear
You're looking into my heart

I'm coming back to the heart of worship
And it's all about you
It's all about you, Jesus
I'm sorry Lord for the thing I've made it
When it's all about you
It's all about you, Jesus

King of endless worth
No one could express
How much you deserve
Though I'm weak and poor
All I have is yours
Every single breath

[Paulus Invictus]

Amen! These strange churches seem to be preaching that it is all about MONEY! And someone said (look it up!), "the love of money is the root of all evil."

[FourPeas]

You may wonder and suspect about many things, but unless you know them to be true, they're not valid criticisms.

We attend a church growing on the megachurch model. Through small groups, volunteering in the children's ministry, helping with technology and assisting with the worship services, we know quite a few people. After about a year and a half of attendance, I am involved in the lives of many more people than I was at a far smaller church that we attended for 3+ years.

And, you know, even if the people are attending the church service for social rather than spiritual reasons (or because someone dragged them there), that doesn't mean that God's spirit won't use their presence to convict them. Having a person in worship serviced, and hearing the Word of God, just because they like to tap their toes to the music is vastly better than not having them his His Word.

[CARepubGal]

Aa good website for you to check is: http:\\www.whitehorseinn.org. There are links to some excellent Reformed denominations. Very useful information contained there. And no Rick Warren style nonsense. I can't stand Warren and thankfully attend a nice Orthodox Presbyterian church where none of this watered down pseudo doctrine exists. ;-)

[CARepubGal]

No need. I was a Mormon and Warren is very very very similar: Feelings over scripture. Ick.

[Not A Snowbird]

I see. Well, I wouldn't put Rick Warren and Saddleback in quite the same category as, say, the Crystal Cathedral in Garden Grove. That church is horribly commercial and Rick would never allow his church to become anything like that, or anything like the televised services you see on Sunday mornings.

To each his own, of course. Everybody has a different comfort level and meets God in a different place. That said, I would encourage anybody visiting Southern California to go one time to Saddleback, just to talk to people, walk the grounds, and see what they are about. You might be surprised, but if it's not for you then that's fine.

I attended Saddleback for four years and was active in the orchestra ministry before I moved to Washington. This church is not about money or prestige (Rick hates talking about money), it's about winning souls to Christ. And they do it very well.

[CARepubGal]

Crystal Cathedral: Ugh! Rick is not in the same category as that horror (I put Schuller and the Crouches in the Benny Hinn group of slime). My issue with Saddleback is this: Rick uses a business model rather than simply teaching the Word of God. i can go back for an MBA if I want to hear about business models and success being defined in worldly terms. And frankly, the one size fits all mentality paired with the coveyesque teachings (Covey is a devout Mormon) is a cause for concern.

Megachurches can be excellent John MacArthur has a church in Sun Valley, CA that is scripturally sound. Saddleback is a consumer focused business.

[anncoulteriscool]

****You may wonder and suspect about many things, but unless you know them to be true, they're not valid criticisms. ****

I know them to be true.

[WillRain]

Well, that bit of information is enough for me to consign Lakewood to the heresy-friendly camp. Hinn is so over the top heretical that there ought to be another word for it. and the Bible clearly gives some of it's strongest rebukes in the New Testament to those who are false teachers and those who are party to their deeds.

Let no one uderstand that any of my comments on this thread would defend ANY ministry which has truck with Benny Hinn.

[WillRain]

You sir, paint iwht entirely too broad a brush.

Inasmuch as you are speaking of the health & wealth propserity preachers that populate TBN and there followers, you are dead on.

but not every megachurch is part of that hereasy and the implication that they are displays tremenbous ignorence on your part. By reputation, the Clavery Chapels are extreemly sound, I know for certain - as well as any non-member can - that you would find hundreds if not thousands at Saddleback who could answer your challange.

Several known ministers pastor congregations of thousands and I can assure you that the core membership of the churches pastored by John McArthur, Adrian Rogers, Charles Stanley, and many many others can meet your challange.

Furthermore, I'll wager that a rather large precentage of those members of the good old fashioned literguical creed-reading churches CAN'T answer your challange.

And that is not a slight on either form of church. EVERY church has serious, commited, well lerned members, and lazy pew-fillers who can't name the four gospels.

Bash the heritics all you want, I'll be right by your side. But broadening your claims to every large church (and I say this as a member of a church with under 500 members) is just flat out wrong.

[WillRain]

Also, when we use music patterned after the world, we send the message that God doesn't care how we worship him, that the most important thing is getting large numbers of people. The pagans see this. Why should they fear such a God, Who lets anything go, and restrain their lives accordingly?

You do realize that the majority of your beloved old hymns are set to the tune of barroom drinking songs of their day, don't you?

[luckymom]

I don't attend one on the list, but the one I do attend uses examples from Willow Creek and Saddleback. We have weekly attendance of over 3,000 and hundreds participate in mid-week bible study house groups. My family left the Lutheran church (ELCA) because it LACKED the biblical base our new church has, and was too concerned with relativism and eschewing God's unchanging word for modernism. Our new pastor has the guts to say no to abortion, homosexuality, and sex outside of marriage which our ELCA church did NOT do. It is so refreshing!