Churches Sing Praises of 'True' Holiday Fundraising CD

Business Wire, Oct 27, 2004

DURHAM, N.C. -- As the Christmas season approaches, church groups are singing a new tune with holiday fundraising thanks to an upstart ministry and one of the world's largest record companies.

The days of youngsters peddling candy door-to-door or relying on holiday wreath sales to fund church ministry trips may be numbered. Instead, they are relying on the hottest artists in Christian music.

This Christmas season, churches and Christian organizations are receiving a helping hand from spiritually based multimedia company 21ministry, and EMI Christian Music Group (EMI CMG), a unit of the world's second largest recorded music company. The two have combined to create a unique compact disk entitled "The True Meaning of Christmas" for churches' use in outreach and fundraising (www.christmas.21ministry.com).

The CD features top-selling artists Steven Curtis Chapman, Aaron Neville, and others singing traditional Christmas songs. Each disk is multimedia-enabled with spiritual content, including video excerpts from the film "JESUS." This initiative is designed to return the focus of the season to Christ.

"We hope to touch the hearts of 2.1 million people during the holidays," said Erik Wirsing of EMI CMG in Brentwood, Tenn. "Listeners identify with artists like Avalon and ZOEgirl who share a passion for the spirit of Christmas."

To spread that spirit, the keepsake CD serves as the centerpiece for church outreach. Not found on store shelves, it is purchased in bulk by churches for $4.95 and then offered as a gift to build affinity with worshippers and visitors.

As a grassroots fundraiser, church groups also have the option to set their own resale price. "All proceeds from fundraising are then kept by the church," said Wirsing.

Another popular feature is that disks come with labels custom-designed for each organization by 21ministry. "Immediately, I saw an exciting opportunity for family ministry," said the Rev. Richard McCullough of Wesley Freedom United Methodist Church in Sykesville, Md. "The duality of fundraising and ministry makes it so appealing," he said.

"It has been dynamic the way it has spread," said 21ministry's Jason Song, visionary behind the Christmas-themed compilation of contemporary music artists, video and inspirational writings.

"The purpose is to reinforce what the holiday season is about," he said. "Turns out, the true meaning of Christmas is a message people want to hear." He notes the CD has been especially popular with pastors looking for ways to reach young adults.

"Having well-known artists makes it relevant," said Song, describing it as a multimedia invitation for the current generation to learn on its own terms.

"The CD is an outstanding instrument for promoting our church, because it keeps Christ at the heart of the season," said the Rev. Craig Pelham of Bardstown Christian Fellowship, a Baptist church in Ky.

It even has crossover appeal with corporate America. Popular Christian book club, Crossings(R), offers "The True Meaning of Christmas" as a gift to club members who place orders between now and the holidays.

From the project's outset, both 21ministry and EMI CMG felt a spiritual synergy to spread goodwill during the holidays. "We speak to the human spirit through music," said Wirsing.

Collaborations of this type have become popular within the entertainment industry as it partners with Christian businesses for evangelistic purposes. Another recent example of this synergy is the use of Mel Gibson's "The Passion of the Christ" in church evangelism.

In the case of 21ministry and EMI CMG, both businesses operate from a dedicated, spiritual base in the hopes of inspiring newcomers to explore the gospel. Song's 21ministry team out of Durham, N.C., and Chicago has helped Presbyterian Church (USA) and Christian Appalachian Project build unique outreach programs, capturing their spirit through the use of multimedia music and video.

"We use our talent every day to communicate with a spiritual tie-in," he said.

With "The True Meaning of Christmas" CD, churches have a keepsake to convey the passion of the Christmas season. "It helps people keep the true spirit from getting lost among the hustle and bustle of the holidays," said the Rev. McCullough.

EDITOR'S NOTE:

Author Eileen Scott can be contacted at (919) 669-8264.

Ordering information for "The True Meaning of Christmas" can be found at www.christmas.21ministry.com, or via phone 1-866-21FAITH (866-213-2484).