Airline Chronicles — Permanent Conversions
In the nearly 15 years that I worked at United Airlines we were taught to do evangelism. For a period of time we had a programs where as agents we could earn rewards by ‘converting passengers.’ The idea in this evangelism was that during the busy times of the day at the Airport we would ‘help’ unsuspecting passengers entering into the Airport. (There is some kind of law of nature that when people enter into Airports they lose all sense of direction and stand in need of copious amounts of direction.) In order to help the passenger in need of direction to their carrier we would ask to see their tickets. Upon looking at their tickets we often would learn that they were booked on a different carrier but if we knew that United had a flight leaving about the same time we would convert them to a United flight by telling them of the advantages of flying United. Often the hook in converting them would be to accurately tell them that a United flight would get them to their destination earlier.
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But United Airline’s evangelism didn’t stop with individual passenger conversions. Once we had them on our flight they were immersed in United Culture. If our converted passengers had children we would give their children little Airline wings that said ‘United Airlines’ on them and then often we would take them down to the airplane to let them see the cockpit. When these converted passengers would walk to our concourses and gates everywhere they looked there was the United Airlines trademark or United Airlines theme music playing (George Gershwin’s 1924 “Rhapsody in Blueâ€). When they heard the gate announcements they were greeted with United’s Trademark line “Welcome to the Friendly Skies.†Once onboard the aircraft they would find headphones emblazoned with the United Logo and they could flip through the United Airlines magazine (Hemispheres). When they received their box meals the boxes were imprinted with the United Logo and when silverware used to be needed the silverware was likewise etched with the United Logo. If they wanted to snuggle up for a nap United had blankets that had the United Logo stitched into them. Upon destination upon pulling up to the Gate they would see a huge United Logo on the Jet-way that was pulling up to their flight. The point in all of this is that when we converted our passengers from another Airline United Airlines built a culture that immersed those converts into what United Airlines was with the purpose of working into those converts a loyalty to United Airlines.
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There is metaphor here.
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As Christians our evangelism is best when we get conversions that can be followed up with a culture that immerses our converts into what Christianity is with the purpose of working into those converts a loyalty to the Christian faith. To often we emphasize the individual conversion without realizing the need to provide a context wherein the convert can find a reason to be loyal.
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Now a potential objection here is that it is up to the Holy Spirit to work loyalty in our converts and He has always done so. This is true but, in the same way that the Holy Spirit converts people by using other people to proclaim Christ so I would insist that the Holy Spirit works loyalty in people by building up a culture around them wherein Christians – new and old – can make sense of the Christian life. From beginning to end – from conversion to perseverance God does it all but He marries means to ends and one of the things the Airlines teach us is if you want converts that remain loyal then immerse them in a culture that shouts who you are and provides orientation and context for them while at the same time working in them an appreciation for what it means to belong. In a Christian context this begins with the Church but it cannot end there. The Church must realize that in its institutional capacity it not only has a teaching office but also organically speaking, it has an incarnational office also. In its institutional capacity the Church teaches the people and in its organic capacity the Church, as people of God, incarnates that teaching into every area of culture thus providing context for new converts – a context and culture that reflects the good, the true, and the beautiful and so is used by the Holy Spirit to work loyalty into our converts.
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It is true that many converts remain loyal to the Christ despite our failure to create Christian culture. It is also true that Balaam was saved by his talking donkey. I would contend that just as we don’t expect to be saved by our talking donkeys even though that has happened in the past we shouldn’t expect our converts to remain loyal despite our failure to provide the largest possible context where they can be given orientation and ballast even though converts may have converted that way in the past. The Christian Church in the West simply must discontinue thinking individual converts can thrive without having a culturally Christian context in which to be immersed. Â