Marketing the passion of faith

“Ask three times” is traditional for those who wish to begin Zen. If

someone does not have serious motivation and willingness to

persevere, it is unlikely that he or she will be able to benefit from

Zen training. Marketing, selling and proselytizing are quite foreign

to Zen. The commercialization of Zen -- the avalanche of

advertisements using the word “Zen” to market everything from sushi

to cars to soap to perfume -- is not Zen!

No one has to practice Zen in order to “be saved!” It is not our

mission to convert people or sell anything. Our outreach is limited

to situations that will help people who are looking for a Zen or

meditation or Buddhist center to find us, rather than trying to

stimulate or manufacture an interest in Zen where none exists. There

is a “self-selection” process, which we respect and trust.

We keep an eye on matching our center’s finances and programs to

the means and needs of our participants, so we are not subject to

bringing in people for their money or finding attendees to make our

programs seem successful. My teacher used to say she would rather

work with eight people who were sincere and whose lives were being

genuinely helped by their practice, than have hundreds of people

hanging around.

It is a standing joke at our center that we would attract more

participants if we did less meditation! Our community forms through

the bonding of those who practice and share Zen meditation and its

applications in daily life. It does not form around golf, potlucks,

music entertainments or other kinds of “candy.” We have a low-key

social after our sitting periods, where people drink a cup of tea and

talk about practice, movies, family, vacation and so on. We have

designed programs for newcomers and beginners, and we try to let

those who might be interested know we are here through our website,

yellow page listings and so on. We are committed to deepening our

practice and forming a community of regular Zen practitioners. We do

not see marketing, media hype, inducements or fads as contributing

much to this.

THE REV. DEBORAH BARRETT

Zen Center of Orange County

Costa Mesa

If the intention to use marketing tools were to bring religious

awareness to the mass, then it would be considered good. Nonetheless,

keeping in mind the subject of the film, if it were intended to

promote and maximize movie sales then it would be considered

repulsive. The promotion of God, in the purest form, would only

result in bettering our own lives and the lives of others.

IMAM MOUSTAFA AL-QAZWINI

Islamic Educational Center of

Orange County

Costa Mesa

Marketing is essential for those seeking patrons and economic

success. Although advertising and public relations are important for

us, “success” should be judged differently by religious persons and

organizations. The real question becomes “To what ends may we go to

‘boost attendance’ or ‘attract attention’?” Of course, we must be

welcoming, inviting, inclusive; and as my seminary dean said, “meet

people where they are!”

But, here in Holy Week, it is obvious that Christians have not

marketed well. Chocolate bunnies, sugar-coated candy eggs, jelly bean

baskets, peeps (those marshmallow chicks that someone on NPR’s

“Chef’s Table” called “the icon of the Easter season”) and the like

seem to have become Easter. And having Easter egg hunts before Easter

Day is like hearing Christmas carols in department stores before

Halloween. Have faith communities lost holidays (“holy days”) to the

civil religions of our secular society and its effective marketing?

Most lamentably, Christians have not done a great job of “selling”

the Easter portion of Jesus’ life, death and resurrection. While our

culture seems to have lapped up the Hollywood versions, I wonder who

truly gets it.

People in/of churches try to share with one another and others

what it took for God to get to that empty tomb and what it takes for

us to enter the garden where we encounter our Risen Lord face-to-face

knowing what grace God in Christ gives. This Easter I’ll pray that we

realize the true abundance of that grace and that we will devote our

resources to gathering God’s children into the fold of limitless

grace that surrounds us all. This is less “marketing” than, simply,

sharing faith. Because it is God’s way -- sharing faith and grace is

what faith communities must do to “boost attendance” and “attract

attention.”

Surely we must let others know that this is what we have to offer.

And, yes, I’m sure that sometime on Easter Day, I’ll take a peep from

a tray of sweets. When I do, I will try to remember the true

sweetness that comes from knowing that there is an empty tomb and why

it is empty!

THE VERY REV. CANON

PETER D. HAYNES

St. Michael & All Angels

Episcopal Parish Church

Corona del Mar

People can’t take advantage of what they aren’t aware of. Ministry

marketing is simply using contemporary methods to communicate the

services we offer people. Marketing begins as simple as an ad in the

yellow pages or having a website.

Churches are no longer just a neighborhood entity; many draw from

regional audiences. Traditional methods aren’t as effective

regionally. If we didn’t market our ministries, many people would

never discover that we have programs for alcoholics, drug addicts,

divorce recovery, anger management, great child care options, classes

for parents of teens, and counseling, not to mention some great

social and community service opportunities.

Bottom line, the reason we market is because it works. People

respond. Many people do come to church because of some marketing

strategy. If it didn’t work, we wouldn’t be wasting the resources.

Was the marketing the only reason they came? Absolutely not! We

believe the Spirit was working on them already and the marketing tool

merely provided an avenue of response.

ASSOCIATE PASTOR

RIC OLSEN

Harbor Trinity Church

Costa Mesa

Should a house of God be advertised on a bus’ waiting-bench along

with a suggestive ad for the latest R-rated movie or revealing

fashion?

Religion and materialism are often depicted as mutually exclusive,

one of the spirit, one of the marketplace. Advertising, whose goal is

to convince us of our need for a product, a manufactured good, seems

to belong to the world of mammon, an area outside that of faith and

reverence. Religion is characterized as “high culture” while

advertising is “low culture.”

It might be argued that when the shopping mall is the new

cathedral, when belongings have crowded out beliefs, and when

purchasing is a religious experience for many, we must know our

audience as consumers. It used to be that we loved people and used

things; now we love things and use people. We are told that religion

must be realistic in accepting this new construct as churches and

McDonald’s, synagogues and Coca Cola meld into the commonality of

“merchandise.”

Often, worshippers at our services inform me they are synagogue

“shopping.” For many, this is the appropriate designation for their

quest, since they are seeking the product that will best meet their

desires and service their needs. Congregations vie with each other to

brand and package themselves as offering the quintessential

experience for potential members. In newspapers and in the Yellow

Pages, in letters to people newly moved into the area and on the

airwaves, they tout a niche that they alone occupy or plug a service

they perform better than any other institution. Seeking to attract

membership, which is the lifeblood of a congregation, they hype their

philosophy, atmosphere, programs, activities, size and reputation.

The adjective “exciting” is one of the most overused and abused

words, as it is employed to describe any and every congregational

offering. Every church and synagogue membership is presented as

“inviting,” “warm” and “spiritual.”

Many clergy advertise their upcoming sermons on the board outside

their house of worship. I imagine this tactic repels as many would-be

worshippers as it attracts, but there is nothing intrinsically wrong

with the strategy. Nineteenth century evangelist, Dwight L. Moody,

was well known for his pioneering use of newspapers to spread the

religious message. “It seems to me a good deal better to advertise

and have a full house,” Moody once said, “than to preach to empty

pews.”

Now that I have your attention, may I say that Temple Bat Yahm has

it all and is the perfect synagogue for anyone to join! Just call for

an appointment to meet its dynamic and brilliant Rabbi and learn

about the warmth of its caring congregation!

RABBI MARK MILLER

Temple Bat Yahm

Newport Beach