Case Study: Christianity’s “Call to Action”

Grassroots communications is all about getting people talking.  Whether it’s a company, political candidate or cause, when people talk they spread the word and do your marketing for you.

I’ve already posted a couple articles about the importance of being interesting.  But equally important is offering a clear “call to action.” That is, something people can do to help spread the word.

Christianity provides a great example of how a successful call to action and an “interesting” subject can get people talking.

Mark 16:15 provides one of Christianity’s two most important calls to action: “Go ye into the world and preach the gospel to every creature.”  Early believers like Paul of Tarsus (right) responded, traveling the world and issuing to non-believers their own call to action: Convert to Christianity and ensure your eternal salvation.

These dual requests – convert and evanglize – along with an extremely compelling message (eternal salvation) worked like a charm.  Despite brutal repression in its earliest years, Christianity thrived.  Today more than 2.2 billion people around the world follow the Christian religion.

Others have used evangelism with similar success.  The Church of Latter Day Saints is one of the fastest growing religions and they rely heavily on evangelism to spread the word and gain converts.  So do Greenpeace and US PIRG with their earnest volunteers knocking on your door, or standing on street corners, with their petitions and pamhplets and requests for donations.

Evangelism has been so successful, marketers have even coined the term “brand evangelists” for those who spread the word about a company, candidate or cause.


One Response

  1. […] Posted on September 27, 2010 by carterlamountain Last January, I wrote an article about Christianity as an example of an effective grassroots movement.  But I recently made another connection between Christian […]

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