The $20 Million Question

This week the Southern Baptist Convention (SBC) Executive Committee will officially hear the report of the study committee on renaming the SBC.  As rumors fly as to which name will be proposed one must acknowledge the absence of rumors stating that NO new name will be the recommendation.  It is with this absence that I write to express what I think it is the greatest question pertaining to the idea of a name change.

I can see how the "Southern" in our name could be a hindrance in some areas.  I also acknowledge that in the scope of this debate emotions will run strong on all sides.  This article is NOT to be construed with any of the above.  I am NOT anti a name change if certain criteria are met and all factors point to such.  What I am writing is simply a response to a specific aspect that I feel must be addressed when considering to support such a change now. 

What is the specific aspect?

The money required to change the name of an organization the size and scope of the SBC must first be considered; especially now.  The principle of being good stewards should be at the forefront of all that we as Christians do.  Being faithful stewards of what God has blessed us with to reach the nations will propel us to faithful obedience while the lack there of will destroy us.  It is this aspect that has me greatly concerned.  From the standpoint of the SBC, is this really the time to spend the money?  Does the name of the SBC really merit such an expense?

Today many churches are making changes to deal with relational issues tied to Brand Identity etc..  Each church should carefully look at this from time to time.  In fact, it is the individual churches that really deal with this on a daily basis.  What the SBC is called seldom comes into play if the ministry and obedience of the church is where it should be.  We are NOT winning or drawing people to the SBC.  At least we should not be.  We should be drawing people to Jesus.  It is our local churches that have been tasked with this mission.  The SBC serves as a support and avenue for missions around the world.  But in this role, it must remember that it is only a support.  So one must ask - just how important is the name of a supporting agency?  In 22 years of ministry I have never shared with an individual that they need to believe the SBC way.  Nor have I ever led someone to Christ and told them this was the SBC way.  In fact, our church affiliation has never come up.  So just what would we gain from a local church perspective? 

As the title of this article reveals, it is my understanding that a minimum of $20 million would be needed to accomplish such a change.  The re-branding will not be inexpensive if it is to be effective.  I personally think the cost will exceed $20 million when all is said and done.  $20 million for a name of a supporting type institution.  $20 million of what churches and individuals have sacrificially given to reach the nations.  My question is simple - is this the best use of $20 million?  How many missionaries would $20 million support?  Or how many church plants would $20 million fund?  What would a true cost benefit be.  Would the name effect the efforts of individual churches to reach the lost?  How many parade the name around on a weekly basis? 

What do we risk losing?

Local churches are the SBC?  What would a $20 million expense on a name change relate to in the local church?  I have asked around and discovered some key thoughts that must be examined.

1.  For older members with lifelong ties to the SBC - they reject it hands down!
2.  For younger members they do not care!
3.  It seems to be a "minister" issue or location issue. Is there another way around it?

Again the issue of the role of the SBC comes to light.  The priorities of Jesus being the one we proclaim and share are key.  Second, we worship Jesus at our local church called (Your Church Name).  Third, we believe what the Bible teaches.  And finally fourth, we are an SBC affiliated church.

Do we further alienate people in local churches by pushing something that is fourth tier at best in the scope of reaching people with the Gospel?

Do we alienate people in the South?  Will individual churches adopt a new name or will they continue on with SBC?  What will we get when we spend $20 million?


Is the name worth $20 million? 

This may be an odd way to state this point but think with me.  If we are talking about names that have been mentioned already such as Continental, Great Commission, etc.., we are talking about names that will do little to inspire passion for such a move.  I was actually excited to hear what possibilities would be developed.  I saw a chance for some really creative ideas.  But with what appears to be the direction (and I am speculating) from the domain names reserved, the excitement left quickly.  $20 million is a lot of pennies for something that has no "thump"!  If we spend $20 million on a name, it better be a $20 million name in my opinion.  THE ABOVE DON'T TOP $5!

Final thoughts!

• I have come to realize that items such as this mean little to people and their eternal destination.  If we make much of Jesus, Jesus takes care of the drawing.  Our name WON'T COME INTO PLAY.  

• There are already a "ton" of different types of Baptist out there!  A new name won't clarify the confusion that already exists.

• Do people who have not been raised in church even care?

• $20 million?  Really?  When we hear that we need more money to send people to the mission fields and we need more money to plant churches - do we really spend $20 million on a name?

In the end it is a big $20 million question!