Why We Do What We Do

It’s high time we talked about what we’re doing and where we’re going. We’ve asked for help and we’ve asked for money, and so it’s only fair that we clue you in to what you’re signing up for. Below is part one of a new series about the past, present and future of the Center for Church Communication (CFCC). It’s our heart and soul series. We want to help the church matter, and we hope you do, too.

You’ve passed that building on the corner a thousand times and never thought about it twice. But today as you park your car and walk towards the front door you realize you have no idea what’s inside or who’s inside or why you’re really going inside in the first place. All you know is that for the first time in a very, very long time you’re going to church.

That’s why we do what we do.

Any number of things could have prompted that visit. It could have been an invitation from a neighbor. Or maybe a big life change like a death or a birth that suddenly made someone think beyond this particular moment. It might have been a postcard in the mail or maybe a news story about a church youth group cleaning up the neighborhood. It could have been the first result in Google, or maybe the church had a funky viral video you stumbled across.

But for whatever reason someone decided to go to church. And while the going to church part is great, it’s what hopefully happens after that truly motivates what we do. When that visitor who nervously took a bulletin and shook the usher’s hand eventually fell to their knees and cried out to Jesus—that is truly why we do what we do.

Jesus commanded us to spread the Gospel. It’s the mission of the Church. And that mission inherently requires communication. Sometimes that communication is less than inviting. Even though God can and does work in spite of our botched efforts, our vision is to see churches communicating in a way that doesn’t mess it up. God is worthy of more than our best efforts, and that means communicating with clarity, authenticity and effectiveness.

We cringe at the thought of visitors being turned away by shoddy workmanship, by typos or eyebrow-raising moments. We’re tired of Christians and the church being the main reason fewer people become Christians or go to church. We’re tired of second-rate efforts when God deserves so much more.

The Center for Church Communication and all our various efforts, from Church Marketing Sucks to our Flickr group, are all about helping the church matter. We want to see the church matter to the person on the street. We want to see the church matter—not because the broken institution of the church is anything to look at—but because the church is how we’re supposed to get a glimpse of the kingdom of God here on earth. We’re all broken and messed up and so it will only ever be a tiny glimpse, but if we can get people to see that one shimmer, that’s all it takes. Lives will be changed. And the church will matter.

We’ll continue this series next week as Brad takes a look at the history and roots of CFCC.