Posted by:
caedmon
(
)
Date: December 01, 2010 08:32PM
A cautionary tale from Daymon Smith's new book as recapped by blogger Rock Waterman:
So Church headquarters had a problem with its excess inventory. Before they could even think about printing millions of new missionary editions of the Book of Mormon, they had to get rid of warehouses full of the old ones. They couldn't sell them to the missions, because the missions weren't buying. The missions would accept the books for free, of course, but that would reflect a loss to the Church. They couldn't throw them away or even give them away to members for the same reason.
Hold on a minute. What was that about giving them away to members?
Some hot shot genius in the Marketing Department came up with an idea. What if we could get the members to actually buy all those books from us?
And so was born the Family to Family program. And it was a corker. Here's how it worked.
What you did was purchase a quantity of the books from the Church, then inside the front cover you would place a picture of your family along with a short note containing your testimony of the Book of Mormon and how it had enriched your life and the lives of your family. Those books would then be given to your local missionaries, or sent back to Church headquarters which would send them to foreign missionaries, and you would have a direct hand in bringing the gospel to people you never met. It lent a personal touch to missionary work, and well, you never knew what effect your testimony might have on some far away family in say, France or Minnesota.
The program was a resounding success. The Church promoted the program with an extensive campaign of ads, letters, fliers, and articles in the Ensign and the Church News. Talks were given in conference encouraging the membership to “flood the earth with the Book of Mormon,” and that phrase became the promotional tag line for the program.
By 1990, 6.5 million Books of Mormon were sold to the membership of the church, a total, reports Smith, “that approximates the same number of Mormons on record that year.”
http://puremormonism.blogspot.com/2010/10/how-corporatism-has-undermined-and.html