Church Fundraiser Developed by 21ministry & EMI CMG Promotes the True Meaning of Christmas Worldwide

Business Wire, Nov 16, 2004

DURHAM, N.C. -- Popular Christian Music Artists Help Churches of All Faiths Spread Holiday Spirit

Churches around the world are reaching out to visitors this holiday season with a compelling compact disk that carries a universal message. "The True Meaning of Christmas," a dynamic multimedia CD produced by EMI Christian Music Group (EMI CMG) and 21ministry, is transcending denominations to help Christians of all faiths reach new members and raise funds for charities like Habitat for Humanity. The CD is distributed at the grassroots level through churches in the U.S., Canada and Australia.

"When I first saw 'The True Meaning of Christmas,' I thought it was outstanding," said Craig Pelham of Bardstown Christian Fellowship, a Baptist church located in Bardstown, Ky. "We are a new church and plan to use the CD as an instrument for promoting our church. It keeps Christ in the forefront of the season and reinforces the true meaning of Christmas. This helps us further our mission, which is to keep Christ at the center of our church."

"The True Meaning of Christmas" is a compilation CD of holiday favorites performed by top contemporary Christian artists such as Steven Curtis Chapman and Aaron Neville. Multimedia included on the disk features inspirational articles and video excerpts from the film "JESUS," the world's most popular movie. The CD can be played in a stereo or viewed on a computer.

As a grassroots campaign, the CDs are distributed through churches, Christian organizations and businesses. Online Christian organizations, such as www.WorshipTogether.com, feature the CD for sale and help raise public awareness of the project. The Crossings(R) Book Club has ordered nearly 17,000 to give to members that order through its online retail site www.Crossings.com.

"This grassroots distribution impacts those who are hard to reach in a very credible and authentic manner," said David Crace, senior vice president of marketing at EMI CMG. "We are very supportive of 21ministry's mission to share the true meaning of Christmas in our communities."

Many church leaders believe the CD will help welcome visitors to their services. "Popular Christian artists speak to the 30 to 45 year-olds we are trying to attract to our church. This is something they can identify with," said Pastor John Pavelko, of Crossroads Presbyterian Church in Walled Lake, Mich.

The cost and entertainment value of "The True Meaning of Christmas" CD speaks to church leaders' desire to be responsible stewards. "We want to give our visitors a keepsake that reflects our feelings about them and our church," Pavelko said. "We considered giving a small book that was less expensive, but to me a book conveys we want to tell you something. Our CD conveys here is something you can enjoy and cherish."

Churches purchase custom-labeled CDs for $4.95 each. If they choose to use it as a fundraiser, they set their own price for resale, keeping all the profits. Our Lady of Lourdes Catholic Church in Carver, Mass., will use the CD during the Advent season as a fundraiser for the St. Vincent DePaul Society. First Baptist Church of Rochester, N.Y., will donate money raised from selling "The True Meaning of Christmas" to Habitat For Humanity for a home being built there.

Christian organizations and businesses also find "The True Meaning of Christmas" to be a valuable gift for customers and employees. North America's largest manufacturer of residential oil burners, the R.W. Beckett Corporation, will give the CD to its employees this holiday.

"Christmas is really about the birth of Christ. Yet, modern culture is progressively crowding out this central message," said John D. Beckett, chairman of R.W. Beckett Corporation. "The True Meaning of Christmas" CD will help our hundreds of employees and their families to refocus."

For more information about the 2004 Edition of "The True Meaning of Christmas" CD, please visit www.Christmas.21ministry.com or phone 1-866-21FAITH (866-213-2484).

Through its Sparrow, ForeFront, and EMI Gospel record labels, EMI Christian Music Group is home to many of today's top Christian musicians, including those on this exclusive CD. Four-time Grammy award winner Steven Curtis Chapman headlines this compilation. EMI CMG is a unit of EMI Group plc (LSE: EMI.L), the second largest recorded music company in the world.

21ministry is headquartered in Durham, N.C., with offices in Chicago and Charlotte, N.C. By advocating Digital Evangelism among individual churches, religious organizations and seminaries, 21ministry helps them spread the gospel and make connections with young adults through dynamic, interactive outreach methods. 21ministry works with Christian organizations of all denominations, including: Presbyterian Church (USA), Garrett-Evangelical Theological Seminary, and Christian Appalachian Project, among others. www.21minstry.com