 August 2001
Have you tried "Servant
Marketing"?
"Sell" your
program, school, or family values by putting faith into action.
It happened again. The undergraduates in
my theology class this summer voted conclusively in favor of the Servant
Model of Church. We were using Avery Dulles' classic Models
of the Church, and I asked them
to rank their favorite approaches to Church from 1 to 6.
Most in the class said
that they could best relate to a Church that was, to quote Dulles,
"helper, healer, reconciler to the world". I have taught
the course three times, and this has happened each time: young adults
relate strongly to a church that reaches out, serves the poor and needy,
and works for justice.
Those of you who do justice
and peace projects with youth are probably nodding your heads. You have
experienced the power of people joined together in a common good work.
What struck me was that we should not only be communities of
justice and peace because of the Gospel message; We
should also do this to show strangers a face that they will recognize: the compassionate
face of Christ.
Marketing with Justice
and Service
Have you integrated
outreach and advocacy for others into all aspects of your
catechetical programs, with learners of all ages? Have you made the
commitment to be a parish or school that is deeply involved with the local
community? Do people know your community to be a place where charitable
works are done, and words of justice proclaimed? Do you as parents take
your children to do works of charity, or to speak out for justice? Commit
yourself today to making these the hallmarks of your community, if for no
other purpose than to help "sell" the message of Christ.
I am sure that it sounds a
bit crass to talk about doing justice and service for the sake of
"marketing". Of course, there are plenty of other great reasons
to reach out with hands and voices to others. Not the least of these is
the Gospel mandate to love others as Jesus loved, and do what Jesus did. At the
same time, isn't it exciting to think that living a more
profound life with Jesus has the potential to actually
draw more people than to turn them away?
Values for Sale!
Recently a father I know suggested that he had made a big parenting mistake by not
doing more charitable works with his children. He said that his kids, now
teens, are primarily tuned into
taking care of themselves. While a certain self-centeredness is part of an adolescent's
life agenda, he wondered if he could have helped his kids to be more tuned into
others today by setting an example himself. I think he is right. He sure
made me think about
the example I am for my kids.
Nike Corporation had the advertising
idea: "Just do it." Being communities of justice and service is
not just the right thing to do; it could very well be the most effective
way to lure new disciples to the mission.
Chris Weber
Director
Catholic Education Ministries of Central Maryland.
Copyright © 2001 by the Catholic Education
Ministries Center of Central Maryland, Emmitsburg, MD 21727. All rights reserved.
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