From the 1975 classic “WHAT’S GONE WRONG WITH THE HARVEST” by James Engel
Audience Orientation
First Church of Rollingwood epitomizes the circumstances of churches and parachurch organizations throughout the world: an effectiveness slump brought on by one-way communication and by program orientation. Answers must be found to this dilemma if the church is to take its rightful position as the “light of the world.”
We have suggested that the key to restoring the missing cutting blades lies in a communication strategy based on an understanding of the audience. The answer is not in further polishing the message, but rather in an adaptation of what is said to the audience, making sure that what is sent is actually grasped by the recipient.
Some understandably might object that this sounds suspiciously like Madison Avenue and that we have strayed far from our biblical roots. “After all,” they may say, “shouldn’t we just follow the example of Jesus and forget all this research and strategy stuff?”
It is the purpose of the next two chapters to demonstrate that the adaptive strategy indeed is the strategy of Jesus Christ and that it represents the model given for the church to follow throughout the ages. Concern with effectiveness is most emphatically not a modern, Western cultural concept. Jesus warned that all are stewards of God’s resources and that each of us will be held accountable for performance (Luke 12:35-49). This insistence on accountability is for people of all cultures, and it must be a prime concern if we take God’s word seriously.
In the Steps of the Master
“What do we do now? He said we should give everything else up and follow Him, and now He’s dead. Everything I had built my hopes on is gone!”
“He said He was the truth and the life. And I know He meant it. There was something about Him that made Him different from anybody else I have ever known.”
“Do you suppose we could, have gotten Him away before the soldiers got ahold of Him? If only we hadn’t been so afraid. Even John and Peter, His closest friends, didn’t help.”
Two of Jesus’ followers were deep in sorrow that Sunday morning as they headed out toward Emmaus and talked about the death of their Master. Their high hopes were dashed. What were they to do next?
Then a stranger joined them. “What’s wrong with you fellows? There must be something bothering you.”
“Don’t you know?” replied Cleopas. “Where have you been? The man who said He was the Messiah, Jesus of Nazareth, was killed by our leaders. And He didn’t do anything wrong at all. Now we just heard from some women that His body is gone from the tomb. Somebody even said that an angel told them Jesus is alive. We can’t make any sense out of this at all.”
“Oh you foolish people,” replied this stranger. “Don’t you realize that all of this is explained in the Scriptures? Let me tell you about it. May I walk with you for awhile?”
The stranger, of course, was Jesus, although these friends didn’t recognize Him at first. As they walked until dark, something began to happen in their lives. It was as if scales were being lifted from their eyes. They understood! Yes, now it was clear. Jesus was alive, just as the Scriptures said He would be!
“Peter, John, James — everyone — Jesus is alive! We saw Him! We walked with Him! He’s alive!”
“Yes, we know. He has really risen! He appeared to Peter, too!”
Oh, how their hearts burst with joy. And then He stood among them. “Don’t be afraid. I’m alive — your friend, Jesus. Touch me. See? I’m not a ghost.
“Now do you remember My telling you that everything written about Me by Moses and the prophets and in the Psalms must all come true? Yes, do you understand it now? Do you see that there is salvation for the world, because I am here?
“Now, go and take this message of salvation from Jerusalem to all nations (all ethnic• groups). You have seen these prophecies come true. You won’t be left alone, because I will send the Holy Spirit upon you as My Father promised. Wait for a while, and go when you have received power from Me.”
What had happened? Jesus had said all things before, but now they understood. It seemed as if He couldn’t penetrate their filters earlier. At times these well-meaning but very human men had been more concerned about who would be greatest in the kingdom. They had been seeing “through a glass darkly,” but now Jesus gave them a second touch. Now they saw clearly; now they understood. On the Emmaus road the two followers were in the depths of intense despair. Their hopes were dashed until Jesus spoke to their felt need. “Don’t you see? I have conquered. We have won!”
No wonder they couldn’t contain their joy. Now they had a new felt need — the need to share with their brothers who also had a deeply felt need to receive Jesus’ good news.
Jesus didn’t give what we now call the “Great Commission” as just another commandment. Instead, He could truly direct His disciples by saying, “Now your hopes have all been fulfilled. So go, with the very power of God Himself!”
He knew they would have a strong desire to share and that their message would be brought to many who would be responsive. The world mission of the Church really began that Sunday morning as two men had a fresh encounter with their Master.
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