Leaning into the Moment

In recent months, the world has been shaken by the tragic assassination of Charlie Kirk. Beyond the political headlines, something deeper has been happening: a measurable rise in spiritual hunger. Surveys show more people than ever are asking big questions about life, eternity, and faith. Churches across the globe are experiencing it—greater attendance, more first-time guests, and renewed seriousness among believers.

This is not a moment to pull back. When God is stirring hearts, His people must lean in.

Fresh research underscores what many pastors already sense in their congregations:

• Two-thirds of U.S. adults (66%) say their commitment to Jesus is important to them—a 12-point rise since 2021. (Barna, State of the Church 2025)
• Young people are returning: Gen Z now averages 1.9 weekends per month in church, Millennials 1.8 weekends per month—the highest attendance rates in years.
• Bible engagement is up significantly, especially among younger adults—Gen Z has seen a 36% increase in regular Scripture use. (State of the Bible 2025)
• Globally, “The Quiet Revival” has seen church attendance among 18–24-year-olds in the U.K. grow from 4% to 16% in just six years.

Clearly, the field is ripe. But the question is: how do we as the church steward this moment?

For some believers, the word marketing feels unspiritual. Yet, when used wisely, it is simply a tool to help people know where and how they can encounter Christ’s people. Think of it as the front porch of the church.

The Billy Graham Evangelistic Association offers a compelling example. Before every crusade, they purchased as many billboards, posters, and ads as possible. But when they asked attendees what actually brought them to the event, no one said “the billboard.” They came because of a personal invitation.

So why spend millions on marketing? Because the advertising gave credibility to the invitation. When a friend or coworker extended an invite, the person already knew the basics: who, what, when, and where. The marketing created awareness; the invitation made it personal.

Here are practical ways churches today can take advantage of this principle:

1. Invest in Visibility
   Use signage, billboards, social media, and local advertising to let people know you exist and are accessible.
2. Empower Invitations
   Encourage members to invite friends and neighbors. Marketing makes the invite easier, but never replaces it.
3. Leverage Credibility
   When people see your church consistently represented in the community, it communicates stability and trustworthiness.
4. Follow Through
   Ensure your church services are warm, clear, and Christ-centered. Marketing gets people in the door; ministry keeps them engaged.

History reminds us that God does extraordinary things when His people are bold. During Billy Graham’s 1949 Los Angeles crusade, originally scheduled for three weeks, the overwhelming response extended it to eight. In that time, 350,000 people attended and 3,000 made public decisions for Christ. The key wasn’t advertising alone—it was ordinary believers inviting friends to meet Jesus.

Marketing opens the door. Personal invitation walks people through it. Gospel-centered ministry changes lives.

In this unique cultural moment, churches cannot afford to remain invisible. Wise visibility is not vanity—it is stewardship. As spiritual hunger grows, let us be faithful to make sure our neighbors know where they can hear the life-changing message of Christ.