Is there a right and wrong way to evangelize? How could the way Christians proselytize affect the Gospel message? Elmer Thiessen discusses these questions and many others in his new book, The Ethics of Evangelism: A Philosophical Defense of Proselytizing and Persuasion.

Dr. Thiessen recently took time out of his busy summer schedule to answer some questions on the main points of his new book:

How do you define proselytizing?

I define proselytizing, or evangelism (I used the terms interchangeably) as the deliberate attempt of a person or organization, through communication, to bring about the conversion of another person or a group of persons, where conversion is understood to involve a change of a person’s belief, behavior, identity, and sense of belonging. Although my focus in the book is on religious proselytizing, it should be obvious from this definition that proselytizing occurs in many contexts, including the area of commercial marketing. Advertisers are trying to change our identities! It is also fairly common to define proselytizing as bad evangelism. I, on the other hand, use the term in a neutral sense, where proselytizing can be either good or bad. In short, proselytizing involves any attempt at trying to convert a person.

What are some of the ethical objections leveled against religious proselytizing?

I deal with a dozen different objections to proselytizing in my book. Many view it as inherently wrong because it seems arrogant and intolerant. Persuading another is seen as meddling or an invasion of privacy. It is also seen as coercive. Missionary activity can be described as religious colonialism or cultural genocide. Some critics assume that proselytizing is wrong because religion is inherently irrational or unverifiable. There is also a weaker form of opposition to proselytizing, which maintains that proselytizing is often, or nearly always immoral. Here, some critics point to the unwelcome consequences of proselytizing. It sometimes (often) leads to hatred and division. Some proselytizers claim a right to proselytizing while denying this right to others. The motivations of proselytizing are also often questioned. Is it merely a form of self-aggrandizement? Or, is it a way to overcome self-doubt?

What are the characteristics of ethical proselytizing?

Ethical proselytizing protects the dignity and freedom of the individual and cares genuinely for the person being proselytized. These are the foundational characteristics. Obviously, any kind of physical coercion is wrong. Similar concerns arise with regard to social and psychological coercion, though as I argue in my book, these are difficult to define, and so we can at best rule out extremes in social and psychological coercion. Financial inducements to convert are also wrong. Ethical proselytizing must always be truthful and humble, even to the point of admitting that one might be wrong. After all, we as Christians only know in part! Ethical proselytizing will take into account and show some respect for the communal identity and culture of the proselytizee. It should be noted, finally, that success is not a criterion of ethical proselytizing.

Why is it important to note the difference between ethics and etiquette?

Frankly, I find it rather annoying to have Jehovah Witnesses or Mormons come to my door from time to time in order to spread their faith. It’s embarrassing to have to refuse their invitations and finally close the door on them. I prefer to be left alone, but have they done anything morally wrong? Obviously not! They have only encroached on standards of civility that we have come to accept in a liberal democracy. That is why I think the distinction between ethics and etiquette is so important. Proselytizing is frequently seen to violate our standards of civility, or violate our normal etiquette, but these standards are not central and are relative to a specific culture. Ethical norms, on the other hand are more important and universal. My concern in the book is to uphold ethical standards in proselytizing.

How should churches evaluate their evangelistic efforts?

The first step for churches is to be aware of the importance of doing evangelism in an ethical manner. There is a danger, particularly in evangelical churches, to think that because evangelism is so important, we shouldn’t worry at all about how we go about doing evangelism. But Christ’s message needs to be conveyed in a Christ-like manner. Therefore, I believe churches should spend some time reflecting on how they do evangelism. There are some key biblical passages where concerns about the ethics of evangelism are raised (Luke 9:51-6; I Cor. 4:1-2; I Peter 3:16-16). The approaches to evangelism in a church should be evaluated in the light of these passages. In my book, I identify 15 criteria in Appendix I to distinguish between ethical and unethical evangelism. This might be a useful checklist to help a church assess how they are doing in terms of ethical evangelism. It is also important for members of a church to hold each other accountable; we need to help one another uphold the highest ethical standards in spreading the Good News of the gospel of Jesus Christ.

Elmer Thiessen is currently spending his summer at a college in Debra Zeit, Ethiopia teaching a course called “Philosophy, Theology and Logic” to 25 seasoned Ethiopian pastors.

I’m a strong believer in full cultural immersion. When I decided to study abroad in college, I chose a program that would provide classes about the culture I was living in and allow me to physically experience that culture through travel, museums, language, and in particular, Irish dance.

So when I started working at IVP just over a year ago as the International Sales Coordinator, the question of my attendance at the International Christian Retail Show was raised. Would I like to attend? Could I handle such a big show within weeks of starting a new job? Would I be able to establish a rapport with customers by then?

“Absolutely,” I said, laying down all my cards. I was in. Taking the leap. Fully immersed.

Not having heard of ICRS before, I did some research: the International Christian Retail Show is produced and hosted annually by the CBA, the association of Christian stores. It features a variety of Christian publishers and music/movie producers who set up booths featuring their artists and products. Store owners, distributors and media browse the aisles checking out the latest in Christian retailing.

It seemed simple, but what followed my very brief three-week training period was a small bit of cultural shock. Yes, I grew up in an evangelical home, and yes, I attended an evangelical Christian college, but was I ready for the art of evangelical Christian retail? Not particularly.

I was thrown into a world of Christian celebrity sightings, rows of booths and kiosks vying for my attention, mazes of author-signing lines and meetings with international customers on a noisy show room floor. Full immersion means no turning back, and there I was, in a completely new conference culture. But thankfully the experiment worked just the way I hoped it would, and adapting quickly, I gained brand new insights into the publishing world.

This year I felt much more prepared. I knew our customers and authors, had a year of experience and was quite excited to meet up with so many people whom I only see once a year.

ICRS took place in Atlanta this year, and two IVP authors attended, both of whom I was thrilled to get to know in greater capacity. Richard J. Foster, author of the forthcoming Sanctuary of the Soul, and Adele Calhoun, who recently published Invitations from God, both gave interviews and signed copies of their books for fans, media and shop owners. It was lovely to see these stellar authors interacting with the people who so cherish their writing.

I was also able to spend time with both Richard and Adele throughout the show. Richard was full of wisdom about ICRS (which he has attended many times), giving me tips and pointers. Adele and I bonded over our shared love of Cape Cod, and she even gave me ideas on places to visit for my upcoming vacation!

Conversations with our international customers were also priceless. It’s fascinating that our books, which generally are written in America, relate to people not just in other English-speaking countries, but even in places like Singapore and Ghana.

Highlights of this year’s show: 

• Sitting in on a radio interview during recording (this one between Richard Foster and Moody Radio)
• Hosting a delicious author dinner at an Italian restaurant in downtown Atlanta (despite walking 1/3 mile in the sweltering heat)
  
• Meetings over meals with our major distributors to share food and conversation (always about books, of course)

I think some cultural aspects of ICRS will remain the same—it will always be a place to meet authors and buy your favorite flavor of “Testamints”—but I hope it will continue to be a place where IVP can nurture relationships between authors and readers, and foster bonds between ourselves and the dedicated people who love to sell our books.

I have a problem. Many, I’m sure, but the one I’m referring to is that I love to be right. Not so bad in itself, I suppose, if it weren’t accompanied by a more devious character flaw: I love it when I’m right, someone else is wrong, and I can prove it.

I’m not so hard on myself as to think that I’m the only one who suffers from this hubris. It’s human nature, and followers of Jesus are not exempt. In fact, I sometimes wonder if we are not more prone to it than the general population. In any case, it’s a serious challenge facing the modern church.

I remember exactly when I realized I had this defect. I was a freshman in college, and had proudly declared my major in Bible and theology. I was telling my boyfriend (who is now my husband) all about what I was learning in one of my theology classes. I excitedly delved into some theological minutiae—something about the economic and immanent Trinity, I think—and spoke very eloquently about all the interesting things I had learned. At the end of my trinitarian sermon, my not-yet-husband asked, “So … why does all that matter?”

“Um. What?”

He repeated the question. “Why does it matter? I mean, how does it affect our lives?” I don’t know, I thought, suddenly frustrated with his practical nature.

I realized then that being right, or knowing facts simply for the sake of knowing them, wasn’t sufficient for the faithful follower of Christ. Right thought (orthodoxy) and right action (orthopraxy) have to be connected. Being right—or smart, or informed—is worthless if it isn’t connected with obedience and action. In fact, it can be destructive. The book of James says as much. Jesus, too.

This is one of the reasons I was so interested in being a part of the first annual Wild Goose Festival in Shakori Hills, North Carolina. The wild goose is a Celtic metaphor for the Holy Spirit, and this festival was all about gathering together and discussing how the Spirit is moving in our time, and how we can enter into the movements of God. The festival was oriented around the themes of justice, spirituality, art and music, and was intentionally inclusive—all were welcome regardless of age, race, gender or religious commitment.

Speakers and performers at Wild Goose—all of whom waived their speaking or performance fees—were regarded more as participants in the discussion than as celebrities. They were there on their own time, with their own money, because they thought it was worth it. Half of each session was devoted to conversation, allowing other participants to throw in their two cents, or to ask questions of the speakers. There was no green room—or any other color room, for that matter—to which the speakers could escape. They walked around talking with others, many of them camping like the rest of us. The festival hosted several Likewise authors, including Mark Scandrette (Practicing the Way of Jesus), Margot Starbuck (Unsqueezed), Sean Gladding (The Story of God, The Story of Us) and Jonathan Wilson-Hartgrove and Shane Claiborne (Becoming the Answer to Our Prayers).

The inclusive nature, along with the session structure, made for an environment that encouraged humility (though imperfectly) among speakers and participants alike. Speakers were immediately held accountable for what they said, conversations happened in-person and face-to-face rather than in an impersonal online dialogue. It was an admirable and helpful format, and I hope the gathering becomes more theologically and ethnically diverse to bring healing and relationship among the various affinity groups of Christianity.

My husband will tell you that I continue to struggle with the impulse to prove others wrong. Certain topics (and, to be frank, certain people) set me off on angry tirades. I imagine I’ll never be completely healed of this, but the image of the wild goose encouraged me to strive for the fruits of the Spirit: love, joy, peace, patience, kindness, generosity, faithfulness, gentleness and self-control (Galatians 5:22-23). Paul says that if we live by the Spirit, we will produce these fruits. He contrasts these with the works of the flesh, which include enmities, strife, jealousy, anger, quarrels, dissensions, factions and envy (Galatians 5:19-21). I’m often tempted to converse according to the flesh; Paul tells us that these ways have been crucified with Christ, and that we must now be led by the Spirit.

Experience some of what Wild Goose was all about in this summary video:

For those who are wondering what exactly goes on in a publisher’s distribution center, here are the facts. The IVP warehouse is 34,000 square feet and currently has 11 full-time employees. This year, these employees picked, packed and shipped over 2,538,000 books!

To receive and ship all these books, we use a ton of boxes. To be more precise, we used 29.84 tons of cardboard this year, or 58,710 pounds. All this was compacted and recycled, saving 264 cubic yards of landfill space, according to www.cardboardrecycling.org.

IVP is ready to start all over for 2011-2012, but first, we’d like to say thank you to our loyal customers by inviting you to participate in our 50% off Summer Sale! Make that summer reading list a little longer with a selection from IVP Books and IVP Academic. This offer is only available online through the end of July, so check it out today and save!

So many people feel a pull toward a more embodied path for spiritual formation. But as one leader recently observed, “There is a lot of radical noise in the church today with little radical action.” I wrote my latest book, Practicing the Way Of Jesus, to help address this gap between how we want to live and how we actually live. In the book, I suggest that followers of Jesus have always been formed best by taking tangible steps in solidarity with others, to live into a vision of life in the kingdom of God. I like to call these risks of obedience, “experiments,” because we learn to integrate the teachings of Jesus into the details of our lives through creative trial and error. An easy way to get momentum is by inviting a friend into a short-term shared experiment.

Over the phone last week my friend Nate made an offhand comment about how his electronic communication devices were crowding out his awareness of God and attention to people. He said, “Its gotten out of hand when I reach for my device before kissing my wife good morning.” Nate and I both spend a lot of time using communication technology in our work (smart phones, email, etc). These are compelling and useful devices for getting things done and staying connected; however, we’ve both noticed a tendency to be compulsive, jumping up to check email before having a few moments of prayer in the morning or replying to email or status updates at the breakfast table when we should be giving our full attention to those we love. We asked each other, “Why do we do struggle with this?” Partly its the little ‘hit’ you get when email arrives in the inbox. But we surmised that on a deeper level, it’s because we have a fear of missing out or worrying that if we unplug we might lose some of our power to control what happens in the world.

How do the teachings of Jesus speak to these issues? He invites us to trust and not worry, to “welcome children” and to pay loving attention to the people nearest us. Nate and I decided to do a a seven-day experiment together to pursue these things, using principles of abstinence and engagement. We made a commitment to do the following each day: (1) engage face to face with another person and read something on paper before turning to our devices; (2) limit checking email to twice a day— once in the morning and once in the late afternoon); (3) When going through text messages and emails, pause momentarily to pray, “Your kingdom come, your will be done…” for each person represented before hitting “reply” or “delete.”

Nate and I both experienced dramatic shifts during the week. Clarifying boundaries between work and rest made us more available to our families. Pausing to pray for each person we messaged elevated the task of correspondence to a sacred appointment. And by adopting voluntary limits, we both felt less stressed and hurried. During the week, I struggled to pray mindfully before hitting “send,” and once or twice Nate checked his email an extra time. But in general, we found it easy to keep these commitments because we were doing it together. We learned something tangible about what it looks like for us to practice the way of Jesus in the messy details of our lives.

For more on Mark and his other experiments in the way of Jesus, visit www.jesusdojo.com.

Whether you have a significant relationship with your father or not, the Heavenly Father has already given his life out of love for you. In the book, The Girl in the Orange Dress, author Margot Starbuck recounts her search for a father who does not fail. What she finds is a vastly loving God who says, “I am for you.”

Now, two years after the book’s publication, Margot reflects on her life and the redemption she’s now found through her Father God. Read “Searching for Abba on Father’s Day” on Christianity Today’s blog her.meneutics. Margot’s words are a reminder that the God of the Universe is also the Father who never fails.