My blog this week is an article I wrote while minister at S. Thronton Church of Christ in Piggott.  It came to my mind as a result of a recent conversation I've had on the same matter that bordered on the same accusation.

I understand that S. Thornton was “featured,” though unnamed, in a local bulletin as a church that uses “gimmicks” and proclaims little “gospel.”  I thought I might have a word to say about the charge since many of the “gimmicks” were used on my watch and with my cheerleading them along.  Among the “gimmicks” we’ve used and which the article referenced were “Sweetheart Banquets” and “Breakfast With Santa.”   

Howard Norton, editor of the Arkansas Christian newspaper that appears every month, told preachers gathered together in April for a luncheon at Crowley’s Ridge College that our biggest challenge evangelistically is to “meet” and “teach” people.  His meaning of  “to meet” is “to go beyond a mere handshake and exchange of common pleasantries; it is a mutual coming to a point of more than casual knowledge”—in other words, to a point where we and the prospect have a level of trust in each other.  All the “gimmicks” I have ever known and have ever used have been intended purely toward that end—“to meet” so we can teach.  

My World Book Dictionary has three definitions for “gimmick.”  The primary one is “a device used secretly or in a trick manner, such as one used by a magician in performing a trick…”  This definition doesn’t describe the “gimmick” we have used.  The second definition: “a hidden or tricky condition in a plan…; catch…”  That won’t work either—we had no hidden plans to “catch” anybody unaware.  The third definition of “gimmick” fits what we've done:  “an idea, scheme, or stunt to attract attention.”  That’s exactly what we’ve wanted with every “gimmick” we’ve used—just to get people’s attention long enough to tell them what they really need to know about, namely Jesus.  

I confess to being a “gimmick” man.  I’ll do anything that gets Jesus and His people more attention from our friends and neighbors.  It’s about time the people we meet see us as interested in their soul forever and their plight now.  The soul is the priority, of course, but our most frequent outcome is to never get to do anything about souls because we’ve paid no attention to present plights.   

I have more to say about the matter.  By the definition of “gimmick” we’re using, Jesus was a “gimmick” man.  He'd feed a crowd that it was losing it’s ability to keep attention on Him and His words due to growing hunger.  His miracles—every one—were “gimmicks” planned by Heaven itself to gather attention so its Messenger would be heard.  Walking on the waters of Galilee was a “gimmick” to give thick-headed disciples keener insight into Him and grow their faith.  His argumentative prowess and oratorical skills were Heaven’s equipping Him with tools that would bring Him attention everywhere He went.    

I know of no church, including the one piously claiming to rise above “gimmicky” methods, that doesn’t have all kinds of things in their strategy books that, when broken down, are simply “ideas and schemes to attract attention.”  Church parking lots are “gimmicks”—they let Christians park close to their places of worship so they are more able, unwearied by long walks, to give appropriate attention to the spiritual food being offered.  Ditto for comfortable pews… heating… air conditioning (or funeral home fans)… lights… restrooms… water fountains… songbooks… printed Bibles… Sunday School materials… Sunday School itself… in-building baptisteries… multiple cups… buildings… visual aids (both the ancient flannel boards and chalkboards and the modern PowerPoint).  I have heard many a preacher quote scripture, not nearly so much to deliver the truth in it, as to call attention to his great memory.  The very bulletin that bore the accusation is a “gimmick” to attract people’s attention to what goes on in that church’s fellowship and at its assemblies. It occurs to me that to announce a “dinner on the ground” or a “Friend’s Day” is a gimmick, as is the announcing of an event with a polished, accomplished Eloquent Elmer doing the presentation… why do we not just simply announce in all cases, “Gospel of Jesus Christ will be taught and preached” and say no more?  

Does Breakfast With Santa produce scores of converts?  No, can’t say it has.  But it is a seed-planting, a compassionate gesture in imitation of our Lord’s compassion that may one day get fertilizer and water from another source and grow a Christian.   Do “Sweetheart Banquets” bring in scores of outsiders.  No, they don’t.  But they accentuate our love for each other--the one thing, according to Jesus, that lets the world know we are disciples indeed.  

We are in a spiritual struggle with Satan over souls.  He uses "gimmicks" all the time.  So must we.  Let’s scratch our heads, think hard, and come up with the best ones possible, trying as “children of light” to be as wise as the “children of this generation” in terms of getting attention for Jesus Christ and His church. 

Bottom line then: if a promotion is not immoral per se, it’s fair game for consideration and use.  Gotta’ meet ‘em and get their attention before we can teach ‘em.