Cash for Christ followers

(Photo courtesy: Chicago Tribune)

If a Chicago-area pastor’s goal was to create a little buzz, it has certainly worked.

But will that buzz around his church’s cash weekly giveaway lead people to a meaningful, personal relationship with Jesus?

Only time will tell. Maybe the real goal is to raise awareness of the church itself and its impact on its community. In any case, not unlike many PR and marketing campaigns, you can’t always measure it and judge it while it’s still in play.

I read about Rev. Dan Willis and his Lighthouse Church of All Nations in Alsip, Illinois on the PR Junkie blog, as well as a story in the Chicago Tribune.

The Tribune explained the premise:

At each of the three Sunday services, the Rev. Dan Willis pulls a number of one seat from a bag and the worshiper in that seat wins a cash prize. Two of the churchgoers win $250 and the third gets $500. The church gives away $1,000 each Sunday, Willis said.

The tactic is working, according to Willis, as he focuses his messages on what the Bible says about certain aspects of money and debt-free living:

Willis concedes the cash prize is a gimmick to fill the pews. But he’s unapologetic about the plan, because it’s working. On a typical Sunday, his church draws about 1,600 people to its three Sunday services. But since the money giveaway started, about five weeks ago, the congregation has grown to about 2,500 each week, he said.

But besides increased attendance, a story in the Southtown Star says Lighthouse is actually seeing an increase in the weekly offering too. And it’s giving him a chance to teach financial discipline.

I have no problem with the premise. I’m actually surprised though that attendance at the services has jumped during the giveaways. I’m guessing more of the “regulars” are choosing to make sure they make it to church each Sunday rather than them getting many new faces into their building.

But the lure might not just be about the money.

At a time like this, we all need to hear the message Willis is preaching on. Relevant, biblical lessons on our finances and debt hit home… hard. Maybe that’s what people are connecting with. Not necessarily the cash.

Yes, many churches are into marketing. Yes, they’re using tactics traditional churches are scoffing at.

But I’d argue the critics of these kinds of tactics should renew their own efforts to strengthen the faith of their flock and make better efforts to lead more people to Christ. It doesn’t have to be flashy or gimmicky.

Just be relevant to the daily lives of the people who walk through your doors every weekend.

Relevance goes a long way, whether you’re marketing a product or a message.