This also from his church's web page: Pastor Luter wants the congregation to remember Franklin Avenue is not in competition with other churches. He wants members to "continue to stay focused on what God has called us to do as a church." That calling is embodied in the church mission statement: to spiritually impact our families, neighborhoods, city and state by exalting the Savior, equipping the saints and evangelizing the sinners."
Most mainline denominations get a case of the vapors when they hear phrases like "evangelizing the sinners."
If you are talking about the liberal "churches" they think their calling includes equipping the sinners and evangelizing the saints."