What would you do with a $10,000 gift to your church earmarked for evangelism? Some 65 synods will receive just that this month from the Evangelical Lutheran Church in America (ELCA), according to a recent news release. The Rev. Mark S. Hanson, presiding bishop of the ELCA, told the Conference of Bishops that each of the synods will be sent a one-time grant from the churchwide organization to be used for "evangelical outreach."

The money will come just in time for Easter (Apr. 8), a holiday that church leaders understand as one of two times each year they can count on a disproportionately large amount of visitors. But Rev. Hanson, like many other leaders, is concerned about evangelism the rest of the year as well.

"I suppose one of my greatest frustrations in six years as presiding bishop is it just feels like we haven't been able to turn around what I think is a deep ambivalence and resistance in this church to being what we claim in our name, and that's evangelical," Hanson said.

Evangelism may require fundamental change

Such resistance won't change quickly and won't be overcome by a program or campaign, Hanson admitted. Instead, he said that requires a "deep, fundamental cultural change," which must be led by the bishops.

The one-time grants will be delivered immediately, Hanson said. "We want you to use your imagination," he told synods, suggesting that the funds could be used for evangelism, training, transformational mission or to help fund new mission starts.

Another idea related to evangelism came from Rick Warren recently. The megachurch pastor offered his Purpose-Driven audience six practical ideas this month to spruce up church facilities in preparation for Easter guests: 1)a well-lit worship area, 2) no crackling sound system, 3) comfortable and individual seating, 4) a cool room temperature, 5) clean and safe nurseries, and 6) non-stinking and clean restrooms.

That list may or may not use up a $10,000 grant in your building, but it is well worth paying attention to since visitors probably will. Paying attention to the worship area, worship service, parking lot, greeters and signage are all especially key for Easter. These areas directly impact visitors and help form first impressions of your congregation.

Maybe you’re interested in spending money on inviting new people to join you for Easter services. Mailing fliers to neighbors around your building costs money, but could result in a stream of new faces. You could also opt for advertising on television, radio or print media in your community, although that will eat up your budget quickly. According to Rachel Damien of Event Management Services, free publicity is possible if your church does its homework to find the right markets.

"You need to know your audience and know your media market," Damien wrote in a recent press release (another good way to spread the word about your worship for Easter and other events.). She offers a few examples, such as television newscasts, which are geared to different audiences at various times of the day.

Asking yourself a key question

Here’s another question to ask yourself before you dive head first into all the wrong publicity: Are we trying to reach people who have no interest in Christianity, or people who are believers but don’t go to church? The answer will dictate which radio stations you choose for your press releases and/or advertising.

Thinking about a gift of $10,000 for evangelism reminds me of the Parable of the Talents from Matthew 25. All churches have resources for evangelism—each according to their ability. What would be the best way for your congregation to double its money, so to speak?