U.S. culture is enamored with numbers. Churches are into marketing. Some churches seem willing to do almost everything to attract numbers. This tendency can be noted at two extremes. I am amazed at some of the things included in “worship”, for example, the sport of preacher vertical rock wall climbing. I am amazed also at the willingness to exclude, as in the case of consistently short sermons or no biblical preaching at all (which some sermons have attained with stories and entertaining before dinner speeches). The attractional model of church is well entrenched in most places, representing an effort to satisfy church attenders with entertainment, excitement, and minimum boredom.
My friend, Bob Smith who serves as a leader in the church in Edmond, recently sent a quotation that addresses this search for numbers. The quotation is attributed to Jeffrey Gitomer: “Satisfied customers are apathetic. Loyal customers will be your advocate.”
Churches, ministers, and church leaders would do well to ask whether they are seeking satisfied members or loyal members. Satisfied members will show up most Sundays for worship, but will hardly be involved in other church activities. Churches experience a decline in Bible class and Sunday night attendance because of the absence of satisfied members. Churches have trouble attracting satisfied members to special events. Satisfied members will seek to maintain the attractional model and its satisfying activities, but will seldom invite or involve others. (They will tell the minister and elders how good the status quo is, but will be generally apathetic toward additional activities of the church.) Satisfied members generally live at a level of spiritual superficiality. They are consumers and know what they like. They will seek it elsewhere at the drop of a hat.
Loyal members, on the other hand, are faithful advocates for the church. They can be counted on through good times and bad. They are the contributors, they are those who are consistently present, they are those can be counted on in almost every activity. They are the defenders of the church, they speak for it and not against it. Experienced ministers and church leaders can easily add to these descriptions.
How NOT to grow a church! Attract as many “satisfied customer members” as possible. Listen to what they like, and keep on doing more and more (or less and less) of it. Do not worry about the loyal members who tell you they are starving spiritually. But be aware also that you will have to constantly increase the attractional “ante” to keep the satisfied folks coming, because their regular presence is dependent on whatever attracts them–fun, interaction, entertainment, personalities, short sermons, etc.
I will grant that in some few cases, satisfied members can be encouraged to grow and become loyal members. On the other hand, a healthy church is characterized by Christians who are committed and loyal to Christ and his body–not by increasing numbers of satisfied customers.