By: Ted Vaughn
As a trusted partner to many churches, I often hear the following, “our church serves EVERYONE; our doors are open to ALL; our ministries serve CRADLE TO GRAVE.” I love the heart and passion behind these words…and I do not doubt for one second the pure motive and intention. Unfortunately, limited resources often call into the question the viability of this ministry paradigm. After all, how can any one organization possibly reach, with effectiveness, EVERYONE?
Many of my clients are struggling through this question today. They want their church to be seen as a trusted brand where anyone and everyone in the community can find a home. They also realize that, by definition, their local church exists PRIMARILY for it’s NON-MEMBERS; those not reached yet. And even that audience (non-members) is of a size and scope too large for any single church to entirely reach. Which begs the fundamental question I help churches think through: “Who, outside of your existing membership, has God best positioned you to reach?” Because you cannot – you will not – reach all of them. No brand can reach everybody….not even Apple (this is hard to admit). (more…)