Source of large churches' growth: Faith or marketing?

Experts say new 'mega-churches' appeal to large crowds with targeted marketing and modern messages.

While membership in mainline churches is holding or declining, participation in "mega-churches" and churches with such characteristics is increasing dramatically, according to Scott Thumma of the Institute for Religious Research at the Hartford (Conn.) Seminary, a nondenominational theological institution.

The churches tend to attribute their rapid growth to the work of God.

"We prayed that more people would have a spiritual understanding" is how Building Committee Chairman Vince Staiger explained the rapid growth at Alliance Bible Church in Warren, which has grown from 92 to more than 500 worshippers in six years.

But academics such as Thumma attribute it to skilled marketing. The churches, in many cases newly established, are able to identify their markets and develop ways in which to serve them, he said. They are more organizationally nimble than mainline churches, which have more established traditions and practices. Finish this article from the Courier News Online.