Summary: It’s become fashionable for churches to "target" a specific audience in their messages and ministry. But is that really such a good idea? Is it possible that in targeting specific groups we might be undermining our real ministry?
OPEN: In my files I ran across these nuggets of wisdom from little children:
Patrick, age 10 - "Never trust a dog to watch your food."
Hannah, age 9 - "When your dad is mad and asks you, ’Do I look stupid?’ don’t answer."
Taylia, age 11 - "When your mom is mad at your dad, don’t let her brush your hair."
Andrew, age 9 - "A puppy always has bad breath -- even after eating a Tic-Tac."
Lauren, age 9 - "Felt-tip markers are not good to use as lipstick."
Alyesha, 13 - "When you get a bad grade in school, show it to your mom when she’s on the phone."
Joel, age 10 - "Don’t pick on your sister when she’s holding a baseball bat."
But my favorite was from Eileen, age 8 who said: "Never try to baptize a cat."
I love kids. I’ve always loved kids. In fact, one of my greatest pleasures in ministry has been when I’ve been allowed to teach young children.
• They’re eager to learn.
• They trust their teachers.
• They like to play and color and do crafts.
• And they’re just a lot of FUN to be around.
Even when the kids are unruly and I have to yell at them a little to get them under control… they’re still fun to be around.
So, I’ve always found it a little bizarre that these disciples would get so upset about parents bringing their little children to Jesus. Why on earth would this upset them?
Why would these disciples not want these kids to be around Jesus?
And as I pondered this, it occurred to me that the disciples were simply exercising a principle that many trendy churches are embracing nowadays called “targeting” their audience. “Targeting” an audience is the practice of fine tuning your ministry to reach a select group of people.
• For example I visited one denomination’s website who counseled their member churches to ask:
Who is my church’s target audience and where do I find them?
• Another trendy church resource website challenged their subscribers;
“Have you spent much time thinking about who you want to reach in your ministry? To whom is your church trying to communicate? Ministers often overlook this basic question. The better you clarify your ministry’s audience the more you will be able to meet their needs.”
This site went on to say “A target audience represents your focal group—those you hope to communicate with and where you should FOCUS your attention. Without focus, you won’t be able to reach anyone effectively.”
You know what those folks are saying?
They’re saying that there are just certain kinds people out there that you want to reach, so you need to target your ministry principally to their needs.
Essentially, that’s what the disciples were doing.
They had a target audience – a special focus group - in mind, and it didn’t include little kids.
Jesus was a busy man.
He had people to heal, demons to cast out, important people to talk to.
And these were just little kids
They weren’t important.
They couldn’t contribute.
They had no influence.
They were nice (and all that) but they weren’t worth Jesus’ time.