United Church of God, an International Association
Council of Elders Meeting Report
Friday, February 28, 2003 – Cincinnati OH

The morning meeting was devoted to a discussion of ideas and suggestions put forward by Victor Kubik on behalf of the Media/Evangelism Oversight Committee. The afternoon session started with a final discussion of and vote on the Strategic Plan, Operation Plan and Budget, to be presented for approval on May 4, 2003 at the Annual Meeting of the General Conference of Elders. In the final segment of the day, Peter Eddington, director of Media and Communications Services, presented an overview of the Church’s efforts in television and some thoughts on potential future development.

Media Committee Focus Group Meeting

Mr. Kubik summarized the results of a media focus group meeting that took place in Estes Park, Colorado on February 2-3. The focus group met to evaluate the status of the Church’s media and make recommendations for improvement. In addition to Mr. Kubik, the group consisted of Scott Ashley, Peter Eddington, Roy Holladay, Clyde Kilough, Melvin Rhodes and Tom Robinson. Each was asked to participate because of his immediate responsibility and experience in the Church’s media effort.

The purpose of today’s Council meeting was to begin discussion of some of their suggestions. Most of the group was present at today’s meeting (Messrs. Kubik, Kilough, Eddington and Holladay) and were able to help answer the Council’s questions. Mr. Rhodes was in Cincinnati to teach ABC classes, so also sat in on a portion of the meeting.

Both Mr. Kilough and Mr. Kubik emphasized that the focus group was not critical of any of the Church’s publications. Mr. Kubik pointed out that what we’ve done to this point has been done well and we have much to show for it. The Church has come to a certain secure plateau of identity. Nevertheless, the focus group asked several questions: Should we stay at our current level? Are we satisfied with what is said in our publications? Is our message relevant? Do we know our audience? Where should we be [in terms of media] five years from now? What can or should be changed? What elements are at the core of our publications, that we should not change?

Mr. Kubik provided the Council with nine handouts, each of which dealt with a particular area of discussion (Content, Audience, Voice, Face, Personality and Authority, First Contact Literature, New Ideas and Evangelism).

Content
The content of The Good News is a strong point. Suggestions were made as to how the content can be further strengthened. There is also a need to consider how the content is delivered, i.e., the magazine’s personality, focus, intensity, inspirational quality and authority. The focus group recommended four major areas of content:
1. A vision of the Kingdom. This is probably what we do best. We present a true vision of the purpose of life, the Kingdom of God.
2. Understanding God’s righteousness. This content area focuses on doctrinal teachings and how our understanding differs from mainstream Christianity. Emphasis is on the importance of obedience, repentance, the need to be baptized and receive the Holy spirit.
3. World events and current trends. Our publications should explain end-time prophecy and give understanding of what is happening in our world. This is an urgent message that leads to personal repentance.
4. Personal and collective growth. This category emphasizes the practical application of God’s way of life in our marriages, families and in every aspect of life.

Council comments:
• Family issues are important and should be part of point one, not relegated to point four (Gary Antion).
• Point two should include our understanding of God’s grace. We emphasize obedience, but we must also emphasize that we can’t earn salvation (Mr. Antion).
• Different publications will contain different aspects of this mix. For example, The Good News would be more about a vision of the Kingdom and understanding world events, while specific booklets might motivate personal growth (Joel Meeker).
• In our publications we must “cry aloud and spare not, show my people their sins.” We can’t separate repentance from the message of the Kingdom (Vic Kubik).
• We need to emphasize our sense of urgency (Jim Franks).
• The GN tends to be more educational than inspirational/motivational. We need more of a mix of style and to add a personal touch to the information (Clyde Kilough).

Audience
The focus group recommends that we need to more clearly define our target audience. We need to take generational differences into account. We should also focus on groups such as singles, parents, youth, grandparents, etc. We must ask ourselves whether we are doing all we can to help people along in the conversion process God has started.

If we better understand our audience we can more specifically target our message and improve results. Paul knew his audience. He went to the synagogues to reach people who were already knowledgeable about scripture.

Council comments:
• Regardless of who the audience is, we must reach their heart. Much of our literature is well-documented and well researched, but it goes to the head and not so much to the heart. We’ve been apologists, but have we been evangelists (Mr. Antion)?
• Bear in mind that international cultures will respond differently. For example, in France the mix of head-to-heart would be different. The same would be true in other international areas, including in English speaking nations other than the U.S. Keep in mind, too, that Europe is immoral and irreligious compared to the U.S. (Joel Meeker).
• Regardless of where people live, they want a better life. Our message is that they can have a better life based on what we can help them understand. (Richard Thompson).
• Maybe the editorial team could solicit ideas for articles in international editions that may not even appear in English language editions (Mr. Antion)
• Articles on current events, social and political topics that are U.S. oriented can’t be used in French or Spanish speaking areas because they aren’t relevant (Leon Walker).
• We know what kinds of articles bring a sizeable response (e.g. articles on pagan holidays), but do we know why? (Robert Dick)

Voice, Face, Personality and Authority
Voice. What kind of “voice” should the Church project? Unlike the scribes and Pharisees, Christ spoke with authority. If the GN were a minister, what would he sound like?
Face. Many organizations have a visible spokesman to whom people can relate. We have intentionally chosen not to have a high-profile personality. But would it be advantageous to put more of a “face” on what we produce?
Personality. The focus group recommended that our publication’s personality should be direct, balanced, reasoned, caring, telling it like it is but without being obnoxious. We should be direct and let the chips fall where they may, though not foolishly inviting persecution. We can make our message relevant by including more personal, real-life examples. We should challenge the reader to act and attend.
Authority. It might lend more credibility to have a short bio of the writer at end of some articles. On the other hand, John the Baptist and Jesus didn’t have formal training or credentials, they simply had authority from God. Herbert Armstrong always said, “Don’t believe me, believe your Bible.”

Council comments:
• Look at our literature as a whole. Do we want it to be motivational? Instructive? Pastors have different personalities and approaches. What is our literature’s “personality?” And what do we want it to be (Mr. Kilough)?
• Authoritative doesn’t mean to shout or crack a whip; depending on the subject, our literature has different “voices.” But overall, they need to be stronger (Mr. Kubik).
• In print, authority comes from writing that is compelling, logical and convincing (Mr. Meeker.)
• Our tone needs to be urgent. If a reader doesn’t like it, we can send that copy somewhere else. We gain credibility by proving things in the GN, then they’ll read follow-up literature for further understanding (Aaron Dean).
• When you finished an article written by Mr. Armstrong, you didn’t wonder what he thought. Some of our members say we’re too instructional, that we need to be more dogmatic and direct (Mr. Franks).
• It’s much more difficult to write an article that weaves a compelling thread throughout, rather than just tagging a stirring paragraph at the end (Mr. Dick).
• There need to be more stories and examples to take the subject beyond the theoretical and conceptual and make it real-life (Mr. Kubik).
• We [the Council] should refine what we expect in terms of content, providing the editorial department with specific guidelines. It will take time outside this meeting to establish a policy (Doug Horchak).
• We can’t say that the Council gives support to the focus group’s suggestions until we have more time to consider and evaluate their recommendations (Leon Walker).
• Perhaps this material could be presented at the media meeting prior to the annual General Conference. The council could solicit their input in forming a policy. Those involved in the process should help formulate policy (Mr. Franks).

First Contact Literature
These are “mini-booklets,” that could be read in ten minutes or less. They may be as short as 700-1500 words, almost like an advertisement, yet with more content. The purpose is to encapsulate an aspect of the gospel message, grab the reader’s attention and make him want to learn more. We could develop a corresponding “first contact” Web site to direct the reader to other first contact literature as well as full-size booklets and articles. First contact literature would be in a smaller format and easy to distribute. One target audience would be younger people, and would hopefully be widely distributed on college campuses.

Mr. Holladay commented that we’ve talked about this idea for the last few years. This is the first effort to move forward with it. The approach can be used to target various audiences, particularly youth. Mr. Eddington said that some mock-ups will be produced and shown to focus groups for suggestions, then brought back to the Council for review.

New Ideas
Each participant in the focus group discussion was asked to suggest at least one new idea for our media. Some of their suggestions included:
• Send GN readers a quarterly or semi-annual update on the local congregation nearest them (sermon summaries, activities, Q & A etc.).
• A “Living Christianity” column to illustrate practical aspects of Christian living.
• Develop a “Welcome package” of literature for people who visit services.
• More stimulating headlines and cover teasers for each issue of the GN.
• Evaluate certain segments of the GN. Could we use space more effectively?
• Personalize the GN by including a photograph of the man writing the editorial.
• Increase contact with readers.
• Increase exposure of World News and Prophecy. Advertise it in the GN.
• Include a TV log (our locally produced programs currently air on about 50 stations).
• Saturation mailings of advertisements or mini-booklets in a given city or area, possibly on subject of Christmas or Easter in their respective seasons.
• Produce a CD or book that could be sold in bookstores. For example, the Bible Study Course or a book made up of a series of our booklets and articles on prophecy.

This thought of selling any product as a strategy in preaching the gospel generated a good deal of discussion.
• Some people will not accept free literature. We would not sell something in bookstores that people couldn’t get free directly from the Church. This would not be for the purpose of making a profit, but for people who are not comfortable with or willing to take something free (Mr. Kubik).
• It would be a self-sustaining project if we can sell at cost, so there would be very little impact on the Church’s budget (Mr. Eddington).
• We could compile a series of articles and booklets into a book form. For example, books on prophecy are “flying” off Bible bookstore shelves (Mr. Holladay).
• We need to be very careful about not losing our status as a non-profit church organization (Les McCullough).
• Mr. Armstrong set a precedent by allowing a couple of his books to be sold to reach the book-buying audience. There were no tax-status problems (Mr. Dean).
• The focus group considered the scriptures we’ve used as the basis of our policy of not selling the gospel. Proverbs:23:23 means to expend all your effort and substance to get the truth and once you have acquired don’t sell it away, i.e., don’t be bought off or let it go for any reason. Matthew:10:8 means to give the truth without holding it back from any others; never suppress the truth. Perhaps the doctrine committee could thoroughly study these passages and come to a conclusion (Mr. Eddington).

Evangelism
Evangelism was the final aspect of the focus group’s efforts that was discussed. There is a great deal of controversy, history and baggage surrounding the application of the term “evangelism.” There are three primary areas of confusion: the association of the word with evangelical churches, association with evangelism as promoted by our former association and our own in-house definition of the word.

Mr. Kubik read the Council a letter written to Ministerial Services by one of our pastors which expressed concerns over the Church’s use of evangelism. Mr. Kubik also read a proposed response to that letter, answering the pastor’s questions and making it clear that UCG is not taking the same approach to evangelism as was taken by our former association. But there are many valid questions, concerns and sensitivities that must be considered and resolved.

Council comments:
• There is a line item on the local congregation subsidy request form that says “Local evangelism.” The term needs to be defined (Mr. Kubik).
• A Public Bible Lecture is an evangelistic campaign with a different name (Mr. Dick).
• The question is the method of evangelism, not the message (Mr. Franks).
• We should form a focus group to study the subject and suggest how to approach it. Their recommendations should be reviewed by the doctrine committee, approved by the Council and then presented to the Church (Mr. Antion).
• When the terminology is clarified, local congregations can be educated to understand what they could and should do.

Summary
Mr. Kilough brought the discussion to a conclusion by reminding Council that the purpose today was to introduce topics for them to begin to consider. Editorial has been doing an outstanding job. But it’s valuable and important to evaluate ourselves and stay fresh. The editorial department has asked for Council input. Mr.Kilough gave a number of specific assignments to the Council to prepare for discussions with the editorial staff prior to the Annual Meeting of the General Conference in May.

Approval of 2003-04 Planning Documents

During the first portion of the afternoon meeting the Council considered the final drafts of the planning documents that the General Conference will be asked to ratify at the Annual Meeting.

Mr. Dean gave the Council a final draft of the Strategic Plan and the cover letter that explains the edits made to it. Each operations manager reviewed the final edits to the Operation Plan since its review earlier in the week. Other than an explanation of the edits, there was no further discussion on either the Strategic Plan nor the Operation Plan prior to the Council’s vote.

Although there were no changes or edits made to the budget subsequent to Tom Kirkpatrick’s initial presentation, the Council discussed one key element before voting: the cost of living allowance (COLA).

Council member Aaron Dean asked the Council to consider the size of the COLA. Mr. Dean stated that the employees have in effect received raises through their insurance benefits and the matching funds for the 403(b) program. He suggested that some of the COLA be used in the Proclamation portion of the budget.

Comments from other Council members:
• I strongly favor the 5% COLA (Mr. Meeker).
• There have been increases in other areas of the budget every year but there has never been a COLA. In the larger comparison of the budget over many years, the COLA proposed for this year is reasonable (Mr. Walker).
• Go ahead with the COLA in this budget, but don’t let it drop for another eight years. It would make more sense in the future to give a COLA each year, even if it’s only one or two percent (Mr. Antion).
• The COLA is long overdue (Mr. Holladay).
• The 403(b) matching funds don’t help with everyday expenses and are not expendable income. In fact, to receive the 403(b) matching funds an employee must spend up to $2000 annually out of pocket (Mr. Kilough and Mr. Walker).
• Some of our pastors use their mileage reimbursement to pay the 403(b) contribution, meaning they aren’t able to put money aside to buy another car, which is the intent of the reimbursement (Richard Thompson).
• The matching funds can’t be considered a raise. Remember that most employees took a pay cut a few years ago; some even were reduced to half-salary. The average minister hasn’t been given a raise in ten years. Employees in most other companies have an annual review and receive a raise every year (Mr. Franks).
• “I would not approve a budget that does not include a 5% COLA” (Les McCullough).

Mr. Dean also suggested that the salaries reported in the budget correspond to the function of each individual shown in the Operation Plan. This is a clerical change that does not affect the amount of the budget.

The Council decided to vote on each document individually. The Strategic Plan and Operation Plan both passed 11-0 (Mr. Antion was teaching an ABC class and was not present for the vote). The Budget was passed by a vote of 10-1 (Mr. Dean opposed, Mr. Antion was teaching an ABC class and was not present for the vote).

Television Update

The final presentation of the day was made by Mr. Eddington, to bring council up to date on the Church’s efforts in cable access television and propose some thoughts on the Church’s future television efforts.

Mr. Eddington presented a seven-minute video clip of each program (Tomorrow, produced in Portland, Oregon and Good News television, produced in Beloit, Wisconsin.) The Council agreed that there is noticeable improvement in the production quality of each program.

In a handout given to the Council, Mr. Eddington listed the cities in which the programs are currently telecast. Good News television is currently shown on 12 stations and Tomorrow can be seen in 56 markets. A recent United News article encouraged members to sponsor the program on cable access stations in their area. As a result, of one member’s effort it is possible that Good News television may add 20 new stations in the Chicago area. Other members have also responded and it is possible that dozens of stations could be added by as soon as April 1.

Mr. Eddington stated that it has long been in the back of his mind that once the other media elements are in place (magazine, booklets, radio) that it might be possible to begin a home-office produced television program. In fact, that possibility has been incorporated into the Operation Plan for the last few years, however, in the near future there is no budget planned for a home-office produced television program.

Council comments:
• The Council has never decided whether there should be a home-office produced television program. I’m not necessarily opposed to television, but before we do so, the Council needs to consider it and make the decision (Mr. McCullough).
• There isn’t a need to buy time on commercial stations, just use cable access (Mr. Dean).
• A professionally-produced program would be so time and cost intensive that it doesn’t seem that only being on cable access television would be worth the effort (Mr. Meeker). Mr. Eddington agreed that airtime would be the most expensive component. Once the program is recorded, it can be used on the Internet, cable access, etc. The studio could also be used for other video productions.
• We do support television, as evidenced by the two ongoing efforts. One question is quality assurance, as we have incorporated it into our published literature (Mr. Horchak). Mr. Eddington responded that the best way to take the program to the next level in terms of quality is to do it at the home office instead of by volunteers.
• Would it be possible for the home office administration to put together something like a five-year plan on which to base this kind of decision (Mr. McCullough)?

Mr. Kilough requested that, since the Operation Plan says that long term plans include the possibility of a home-office produced television program, Media and Communications Services should continue its research and keep the Council informed so that the decisions can be made.

The meeting adjourned at 3:40 p.m.

-Don Henson

© 2003 United Church of God, an International Association