Marketing Mission: The Divergence in Missiological Thought between Pastors and Missionary Leadership

Abstract

This qualitative study examines paradigms of the definition of mission as held by high-level Assembly of God pastors and missionary leaders. The study reveals that the two groups differ in their definition of mission. In the church, pastors generally feel that “mission” encompasses outreach to all people groups; missionaries, however, consider that mission is specific to the apostolic function, namely, reaching out with the Gospel where no one has gone before—to unreached people groups (UPGs). Implications for missionary leadership suggest a targeted marketing approach; using niche strategies directed to the mission-funding churches may be needed.