NBC News: Elevation Church Manipulates Baptism Call

If you want to be the first one in the baptism tank at Elevation, middle-aged people need not apply. According to a report from the local NBC affiliate in Charlotte, hometown to Steven Furtick’s church,

Volunteers are instructed to “pick young energetic people” to go on stage first to be baptized and “not necessarily those who are there first.”

But the entire crowd response is manipulated from the very outset. The report notes,

…the first people instructed to respond to Pastor Steven’s call to baptism were not converts suddenly inspired but Elevation volunteers carefully planted in the crowd.

The guide instructs, “Fifteen people will sit in the worship experience and be the first ones to move when Pastor gives the call. Move intentionally through the highest visibility areas and the longest walk.”

“They had people in the crowd stand up who never intended to be baptized,” said James Duncan, a communications professor at Anderson University and critic of Furtick. “They were shilling for Steven and the intent was these shills stand up and everybody else follows.”

Duncan blogged about the baptism guide in a post he titled, “How Steven Furtick engineered a miracle.”

Furthermore the church instructs other churches on how to stage the same type of response,

Elevation produced a document to show other churches how they could do likewise.

It’s titled “Spontaneous Baptisms – A How-To Guide” and the church shared it freely on the Sun Stand Still website.

But the church categorizes the great response it gets as belonging in the realm of the ‘miraculous,’

“Although Furtick says this is a miracle, it’s not a miracle,” Duncan said. “It’s emotional manipulation.”

The spontaneous baptism how-to guide describes its purpose as to “pull off our part in God’s miracle.” Church leaders have repeatedly referred to the mass response as a “miracle.” But the guide reveals plenty of human staging.

And what are people being baptized into? The Body of Christ, hopefully; but it’s also a Baptist baptism as the report states at the beginning,

You wouldn’t know it by the name, but Elevation Church is Southern Baptist. Its Pastor Steven Furtick graduated from a Southern Baptist seminary. Elevation was planted with seed money from Southern Baptists. And Elevation gives money to Southern Baptist missions.

But you won’t find the Baptist name on Elevation… There’s not even the traditional cross on the outside of Elevation buildings.

and at the end,

…brand loyalty is to Elevation and not necessarily to the Southern Baptist Church. Rev. [David] Key says the Southern Baptist church runs a risk investing in Elevation.

“A church like his does not create any denominational loyalty,” Rev. Key said. “Because every member of Elevation Church will not necessarily look for a Southern Baptist church when they move away.”

Elevation Church video via WCNC

I encourage you, if you’ve come this far, to read the entire WCNC report in full. (Or watch the 5-minute video at the same link.)

How widespread is this technique of ‘priming the pump’ at altar calls? If Furtick shares the strategy with other pastors, you can bet many of them avail themselves of Elevation Church’s methods.

I have to also say that on a personal level, this is disappointing. I was quite impressed with Furtick’s writing and preaching style, and gave glowing reviews here to Sun Stand Still here when it was released, and also Greater the follow-up title that is in many ways a sequel. (I won’t be reviewing Crash the Chatterbox.) But then the $1.7M house scandal tainted Furtick’s ministry, and now this revelation.

What is the role of WCNC here? Are they the enemy of the Church of Jesus Christ? Far from it. I think they’re simply doing their job, and I think they’re doing us a favor. I’ll go further and say that I believe media reports like this are part of the purification process the capital-C Church needs. If anything, we should be thanking WCNC’s Stuart Watson for the investigative work he is doing. (The report concludes with various offers he made to the church to respond.)

I don’t believe Watson’s aim is to see the church’s doors locked and the windows shuttered. I believe that he, myself and everyone reading this yearns for Elevation Church — and all churches — to operate at the highest standard, above suspicion and above manipulation.

The bottom line is that Furtick doesn’t need to resort to tricks like this; he is pulling in the crowds just fine and he will with absolute certainty, get a response to a baptism altar call.

To resort to this is simply insecurity.

For the appeal we make does not spring from error or impure motives, nor are we trying to trick you. (I Thess. 2:3 NIV)

Thanks to Flagrant Regard for making us aware of this story.

• Elevation’s own statement on church metrics, see The Code, item #9, “We are all about the numbers.”

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