A STACK of books to be reviewed recently accumulated on our desks in THE MINISTRY office. Among them was one that I couldn't resist, because the title appealed to a special interest of mine. Ralph W. Neighbour, Jr., and Gal Thomas, formerly with NEC News in Washington, teamed up to write Target-Group Evangelism. For several years I've been presenting a lecture entitled "The Target-oriented Approach to Evangelism" to workers' meetings and evangelism classes. Here was a book that promised to enlarge my vision in this area.
Eagerly appropriating it, I took it home to read. Since it contains only 132 pages, it was not difficult to finish reading it that very night. It did not disappoint me in any way. In fact, it opened new vistas in understanding this topic and inspired me to take pen in hand in an effort to sharpen my thinking on this much-needed emphasis in contemporary evangelism.
Churches still operating on a general "you all come" approach to evangelism will inevitably miss major audiences, the authors insist. That should be readily apparent. Some estimate that only about 10 percent of the populace in a given community are inclined to respond to this kind of approach. "Even our visitation programs and bus ministries are a part of a 'come structure' mentality which seeks to 'bring them in from the fields of sin,' " the authors add. What we need to do is to create a "go structure" that will reach out to contact people where they live and work and play.
The book is subtitled "Reaching People Where They Are." These should be familiar words to the Seventh-day Adventist, who for years has been exposed to such statements from the book Evangelism as the two which follow:
"Jesus found access to minds by the pathway of their most familiar associations. He disturbed as little as possible their accustomed train of thought. . . . He brings men under the transforming power of truth by meeting them where they are. He gains access to the heart by securing sympathy and confidence, making all feel that His identification with their nature and interest is complete." —Evangelism, p. 140. (Italics supplied.)
And quite forthrightly Ellen White adds, "Learn to meet the people where they are." —Ibid., p. 142.
The "where they are" includes going out to them rather than waiting for them to come in to us. Jesus set the example, as is pointed out in The Ministry of Healing, page 143. One of the most startling indications of the overwhelm ing importance of this approach is the introductory statement, "Christ's method alone will give true success in reaching the people." There are some who respond to almost any approach, but Christ's method is designed to reach all. What is this successful method?
"The Saviour mingled with men as one who desired their good. He showed His sympathy for them, ministered to their needs, and won their confidence. Then He bade them, 'Follow Me.' " —Ibid.
That instruction, written in 1905, has for too long been almost overlooked in our usual evangelistic methodology. But the tremendous success reported by the authors of Target-Group Evangelism as the result of their model's being tried and perfected in the West Memorial Baptist church of Houston, Texas, should inspire us to consider these sug gestions given so long ago much more seriously than we have.
Discovering Felt Needs
Rather ingloriously, yet practically, the authors define "target-group evan gelism" as "scratching people where they itch." The key to reaching those who would not ordinarily come to any kind of church program is to get ac quainted with people where they are, discover their interests and felt needs, and then use these insights to develop a method of helping them find Christ as the answer to their needs.
In doing so, the list of potential target groups is endless. The authors illustrate this fact by pointing out that "divorcees have common needs, and evangelistic cell groups can be formed to discuss them. Parents of retarded children have needs that can be met by a fellowship formed especially for the purpose. Teenagers who ride motorcycles could be reached by a Christian mechanic who would be willing to open his garage one night a week for a course in repairs . . . with Bible study at the close!" —Page 20.
Adventists, of course, have been developing this target-oriented approach in several missionary projects such as prison ministry, English-language schools in the Far East, and especially in our health approach, which is designed to reach out to groups particularly interested in cooking classes, stopping smoking, weight control, and other specific felt needs. Neighbour and Thomas challenge us, however, to expand our vision to include the almost infinite possibilities available. Their book includes chapters on ministry to night people, addicts, the international community, women's groups, teenagers, elementary children, men, divorcees, and even "bleeding parents."
Target-Group Evangelism differs from the usual personal evangelism methodologies in that it stresses group- to-group contact rather than one to one, and also utilizes a cultivative approach in which believers and unbelievers share a relationship over a long period of time. This group-to-group concept is one that fits right in with our instruction to form "small companies as a basis of Christian effort" (Evangelism, p. 115)
Assuming that the individual Christians who join a specific target-oriented group have the kind of living experience with the Lord that gives them confidence that they have something worth sharing, where do they begin?
First of all, of course, they must select their target group. Then they need to "stop, look, and listen." What are the needs and interests of the people in this group? What are their attitudes toward religion, toward Christ? How do they live, work, and play? What are their immediate problems and concerns? What do they think about? How do they relate to one another? Where do they gather? What makes them comfortable, or uncomfortable? How can you possibly get through to them?
This kind of awareness takes time. Time to talk, time to listen, time to think. But it is essential to the ultimate success of the program that ample time be spent in surveying the potential tar get group and in cultivating their friendship and interest. Our authors caution: "Don't be alarmed at the time invested in launching the ministries. A farmer isn't worried about the weeks that elapse during the 'growing season.' Remember the Scripture that promises that those who go forth sowing precious seed will return, bringing their sheaves with them? That comma in the sentence represents . . . T-I-M-E." —Page 31.
Explosion of Ministries
Once lay workers catch this target- group concept, "the potential for evangelism becomes one huge explosion of ministries." Every seaport, every fire- house, every community center, every truck stop, every State fair, every place that people gather, becomes a mission field, an opportunity for witness. That was Jesus' method of approach. And remember, His "method alone will give true success in reaching the people."
Let's apply these stimulating suggestions in a practical way to the development of target-group evangelism in an Adventist church. Naturally, the pastor and lay activities leader must be completely sold on this model of community outreach evangelism. Read the book by Neighbour and Thomas. Review the counsel given in Evangelism. Study the effectiveness of community contact pro grams such as the Five-Day Plan to Stop Smoking and the Wa-Rite Weight Control classes. Above all, study Jesus' ministry and His method of approach.
When you're sold on it yourself, it won't be too difficult to sell your evangelism council and church membership. Present a sermon or two on "What Would Jesus Do?" How would He minister if He were a member of this particular church? Where would He be on Sabbath afternoons and on weeknights after coming home from a hard day of work in the carpenter shop?
Then explain the potential—the amazing, mind-boggling possibility of reaching all those people who you never imagined would ever be interested in your religion. Explain clearly the fact that it takes time and initiative and creativity on the part of those banding together in small groups to reach specific targets. But also tell them that where it has been put to work, there has not only been an explosion of ministries but a continuous harvest of people fellowshiping with the church. Read them the promise of success found in The Ministry of Healing, page 143.
But, above all, give opportunity for each to join a target group that shares enthusiasm for working with a particular segment of the community. Meet with each group and help them lay plans to survey their intended contact group. Emphasize that this is a continuing responsibility. A commitment to working with a specific target group must of necessity be a long-term one if the program is to be effective. It would be a tragedy to start this kind of community contact and not follow through on it.
Another must in this program is to give these groups opportunity to report to the church—to not only breed enthusiasm with stories of their success, but to solicit prayer to help them meet specific problems. No matter how well organized the program or how dedicated the group involved, no evangelistic pro gram can succeed by man's efforts alone. Success will always be proportionate to prayer and, although man may sow the seed, the Holy Spirit alone can bring true conversion.
The work of God on earth will never be finished until the laymen of the church are organized, trained for service, and fully engaged in dedicated ministry. The challenge of finishing the work also involves reaching all classes and kinds of people. Only an explosion of ministries such as that involved in target-group ministry is capable of meeting the awesome challenge of last- day evangelism.
