By Apprising Ministries special correspondent and Christian Research Network contributor Jim Lupacchino of Watcher’s Lamp.

Rick Warren has announced the new church growth marketing campaign “What on earth am I here for?” in honor of the 10th year anniversary of his record selling book, The Purpose Driven Life.

From the Saddleback Church Sign up page:

This transformative book has been expanded and reimagined with 2 new chapters, a new cover, and free online extras that address the crucial needs of a new generation. 

Warren’s promotional video to pastors reveals a more mundane purpose of the campaign…repackaging and rebranding of Saddleback’s spiritually agnostic training material delivered via a classic multi-level marketing platform all in the name of increasing the customer base:

[mejsvideo src=”https://www.apprising.org/wp-content/uploads/2012/11/RickWarrenNext.mp4″ width=640 height=360]

Warren even offers a Customer Care department, the toll-free number is 1-800-SADDLEBACK (723-3534).

From Warren’s video:   ” I want to talk to you for just a few minutes about how you can help your church be stronger, healthier, more stable and experience exponential growth. 

…I am often asked by people…what’s the single most important ingredient in the growth of Saddleback church…It is the power of the annual campaign.   I began to think, What are all the things i have learned in the last 10 years?

…Out of that emerged a whole new series, a whole new small group curriculum, several new chapters for the revised and expanded version of  The Purpose Driven Life. 

…Then I went back and began to write new sermon outlines…all that I learned about worship, fellowship, about discipleship, ministry and evangelism.  I will be sharing these sermons with pastors as they do this campaign together.

So we are doing a brand new campaign…simply called What on earth am I here for?  …I’m going to share all that I have learned in the last ten years.  Let’s do it together.  Let’s watch our church grow.  Let’s watch our communities be infected with the good news of Jesus Christ…” 

Warren announced his mainstream media engagements to roll out the campaign in January 2013…

TV SHOWS NEXT WEEK! In preparation for our completely new What On Earth Am I Here For? campaign in January, I travel to New York City next week for a couple of days of media interviews. Please pray for me as I will be a guest next Tuesday and Wednesday on…   CBS THIS MORNING … FOX & FRIENDS … CHARLIE ROSE … CNN PIERS MORGAN … HANNITY …and several other TV shows.

Rick Warren’s existing downline network of numbers-driven pastors no doubt will be excited about the fanfare surrounding the campaign remake of The Purpose Driven Life.   “Exponential growth begins with exponential thinking.” – Rick Warren

Editor’s note:  It has been said that what you hook them with, is what you need to keep them with… Rick Warren’s rebranding of his spiritual product line proves he is no exception to the rules of mass marketing.

Don’t drink the Kool-Aid.

2 Peter 2

2And many shall follow their pernicious ways; by reason of whom the way of truth shall be evil spoken of. 3And through covetousness shall they with feigned words make merchandise of you…

The original appears here.

Further reading