Demons & Dialog

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Televangelism empire in chaos over family split

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AP – Robert A. Schuller, left, poses for a photo with his father, Robert H. Schuller, outside the Crystal …

GARDEN GROVE, Calif. – Once one of the nation’s most popular televangelists, the Rev. Robert H. Schuller is watching his life’s work crumble.

His son and recent successor, the Rev. Robert A. Schuller, has abruptly resigned as senior pastor of the Crystal Cathedral. The shimmering, glass-walled megachurch is home to the “Hour of Power” broadcast, an evangelism staple that’s been on the air for more than three decades.

The church is in financial turmoil: It plans to sell more than $65 million worth of its Orange County property to pay off debt. Revenue dropped by nearly $5 million last year, according to a recent letter from the elder Schuller to elite donors. In the letter, Schuller Sr. implored the Eagle’s Club members — who supply 30 percent of the church’s revenue — for donations and hinted that the show might go off the air without their support.

“The final months of 2008 were devastating for our ministry,” the 82-year-old pastor wrote.

The Crystal Cathedral blames the recession for its woes. But it’s clear that the elder Schuller’s carefully orchestrated leadership transition, planned over a decade, has stumbled badly.

It’s a problem common to personality driven ministries. Most have collapsed or been greatly diminished after their founders left the pulpit or died.

Members often tie their donations to the pastor, not the institution, said Nancy Ammerman, a sociologist of religion at Boston University. Schuller, with a style that blends pop psychology and theology, has a particularly devoted following, she said.

“Viewers are probably much less likely to give when it’s not their preacher they’re giving to,” she said. “There’s something about these televised programs where people develop a certain loyalty.”

Today’s increasingly fragmented media landscape is also to blame, said Quentin Schultze, a Calvin College professor who specializes in Christian media.

Church-based televangelism led by powerful personalities filled TV in the 1980s, but now only a handful of shows remain, he said. Among the struggling ministries are those of Oral Roberts and the late D. James Kennedy of “The Coral Ridge Hour” TV show.

“I don’t see a scenario for maintaining a TV-based megachurch anymore. The days of doing that in the models of Schuller and Jimmy Swaggart and Oral Roberts are over,” Schultze said. “It’s amazing to me that the ‘Hour of Power’ was able to keep going as long as it did…..”

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Written by Michael Cooper

January 31, 2009 at 9:21 pm

Posted in Uncategorized

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