The Power of Friends and Relatives
The Power of Friends and Relatives
In his book, The Great Evangelical Recession: 6 Factors That Will Crash the American Church…and How to Prepare (Grand Rapids, MI: Baker Books, 2013), John S. Dickerson tells of how once highly successful companies like Blockbuster and Borders went bankrupt, while other companies like Netflix and Amazon are thriving. The difference lies in what they chose to sell. We should care about this because it contains an important lesson for the church. Let me explain.
When Blockbuster and Borders were in business they focused mostly on selling the big hits. Blockbuster didn’t stock every movie—mainly the bestselling new releases. Borders didn’t stock every book—mostly the ones topping the best sellers’ lists. Netflix and Amazon, on the other hand, decided to stock all kinds of non-hit shows (Netflix) and low selling books (Amazon). Since they carry such a wide selection they became the go-to destinations for purchasing bestsellers as well. As Dickerson states, “Whether you’re looking for a niche product or a mainstream bestseller, you know these companies will have what you’re looking for” (p. 204).
Facebook is also capitalizing on this method. “Instead of bringing us news about a few celebrities, as some struggling publications do, Facebook brings us news from all the non-famous people whom we care about” (p. 204).
This matters for the church because while there was a time, not that long ago, when evangelism meant relying on big hitters like Billy Graham, or inviting people to big events centered around Christmas or Easter, those ways of doing evangelism can’t keep pace in today’s world. Those methods of outreach can still have some impact, but, as Dickerson notes (p. 206), The Institute for American Church Growth asked 10,000 people: “What was responsible for your coming to Christ and this church?” Here are the responses:
3% I had a special need 5% I liked the Bible class
3% I just walked in 0.5% I attended a gospel meeting
6% I liked the minister 1% I visited there
3% I liked the programs 79% A friend or relative invited me
Dickerson summarizes: “The vast majority of unbelieving Americans do not come to Christ—or to church—because of a big-hitter. They come because of a friend or relative” (p. 206). This is profoundly biblical, as Dickerson points out (pp. 209-210):
- Matthew brought many of his friends to meet Jesus. (Mark 2:13-15)
- Cornelius, as he was seeking Christ, brought “his relatives and close friends” to hear the gospel. And they believed. (Acts 10:24, 44)
- When the Lord opened Lydia’s heart to the Good News, she brought all “the members of her household” to salvation, too. (Acts 16:15)
- Timothy, Paul’s disciple and protégé, was brought to faith by the personal evangelism of his mother and grandmother. (2 Timothy 1:5)
- The Ethiopian eunuch heard the gospel in a one-on-one conversation (Acts 8:26-40), as did multiple prison guards, including the Philippian jailer (Acts 16:31) and later the “whole palace guard” (Philippians 1:13) as well as many in “Caesar’s household” (Philippians 4:22).
Dickerson says, “…if each evangelical believer shares the gospel with ten other Americans, every American who is now alive could hear the gospel directly” (p. 214). That’s a great challenge, but doable. May God help us to get busy doing what he has called us to do.