CBA ‘saddened’ by decision to drop Christian retail exclusive for successful ‘Share the Good News of Christmas’ initiative

Crossway is to repeat its successful Christmas outreach this year—but not as an exclusive arrangement with Christian retailers.

The “Share the Good News of Christmas” initiative that reached an estimated 740,000 homes last year is to be extended to other markets for the 2010, disappointing CBA, which partnered in the 2009 effort as a channel exclusive.

Featuring Crossway’s ESV Christmas Outreach New Testament, the promotion includes door hangers and invitations to Christmas services that churches can distribute to local residents. The kits are available in case lots of 50 for $50.

Crossway is also to launch a new Web site as well as introduce new promotional and tutorial videos, said Geoff Dennis, executive vice president of sales, marketing and digital innovation.

Last year, Crossway distributed more than 14,500 of the packages, “which translates to more than 740,000 homes reached with the gospel message,” Dennis said. “Because many churches ordered the kits directly from their local Christian retailer, there is no way to tell how many churches were involved.” Some churches had already planned their Christmas outreach for last year by the time the initiative was launched, “and we want to give them the opportunity to participate this year.”

He added that there had been a lot of positive feedback from both churches and stores last year. “The stores we talked to really appreciated the opportunity to connect with the churches in their area and partner together in ministry.”

While “saddened and disappointed by Crossway’s decision to provide the same materials to multiple channels,” CBA Executive Director Curtis Riskey said that the association “understands Crossway’s intention to expand evangelism and ministry, and supports its goal to reach as many people for Christ as possible.”

He added: “CBA believes the network of Christian stores—including independents, chains, franchises and marketing groups—working in concert through such national cooperative programs as exclusives is valuable for raising awareness of the role and ministry of Christian stores and their support of individual Christians and seekers, churches, ministries and communities.

“These channel initiatives also help increase store sales and customer traffic, which help keep the store network operating,” Riskey said.

Dennis said that Crossway would continue to be supportive of the Christian retail channel, “as we have since we were founded in 1938. We will work in partnership with CBA and Christian retail to make our products available.”

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