An Alternative to Cold Evangelism

The practice of going out to evangelize people you meet at random is sometimes called “cold evangelism,” and it must be admitted that this is not a very inviting phrase (I gave an overview of this kind of evangelism here). When many Christians think of this approach to evangelism, they think of obnoxious people, Jehovah’s Witnesses, or the sinner’s prayer. The idea of “cold evangelism” can produce feelings of guilt—for not doing it—or of inadequacy—for not being able to do it well.

And I want to make a clear statement at the beginning of this post: not all Christians are called to do this kind of evangelism. Don’t misunderstand me; I am in favor of evangelism, and I know that some people get saved from cold evangelism. But I also note that while this form of evangelism may be seen in the New Testament, it is by no means normative.

God, in his wisdom and mercy, gave some to be evangelists, but not all (Eph 4:11). Some people have a passion for going door-to-door, for stopping people in markets and plazas, and for winning people over on the subway. But not all.

However, every single Christian should be active in evangelizing those they come in contact with. I have seen dozens of people claim they should not evangelize people because they are not gifted at cold evangelism. In other words, they see the intimidating process of approaching strangers in public with the gospel, and they decide “that is not for me,” and then they never evangelize anyone! The very knowledge of our salvation and of the reality of hell should compel any Christian to want to win others to Christ. If an aversion to cold evangelism drives a person to not evangelize anyone, then it is an excuse exposed by its fruit.  I grant that cold evangelism is not a mandatory part of the Christian life, nor is it a reflection of spiritual maturity. But evangelism should be part of every believer’s life.

So if  a person does not participate in cold evangelism, what is left? For many, the most effective form of evangelism is with people you know and have relationships with. These are the people whom you love, and with whom you will be able to spend time carefully explaining the Gospel. Think of your co-workers, your neighbors, your friends, and your family. These are your immediate mission field. Are you being faithful to proclaiming the gospel to them?

God has put all of us in the world. We all have relationships with people who are lost. We have a chance to live a transformed life in front of them, and we have a chance to patiently explain the Gospel to them. All too often, we neglect the relationships that God’s providence has granted us. I am shocked at how many Christians do not even know their neighbor’s names, and they isolate themselves from their co-workers and their unsaved family. But, this is where effective evangelism begins.

Christians should be active in evangelism. There is a place for coordinated outings for cold evangelism, and I think more Christians ought to at least try it to see if they are gifted at it. But evangelism is a practice, not a program. It happens in your life, not on Friday nights at 7 pm.

When pastors are faithful in evangelism, their people will mimic it. Friends, relatives, the mail-carrier, and the dentist will hear the Gospel from someone whom they know. This is the foundation for effective evangelism.

As an outreach pastor, I encourage people to evangelize those they know, and I want to give opportunities for those who are gifted at cold-evangelism to use their gift. But, the most important thing I want to teach my people is that real evangelism is part of the Christian life, not an activity they do once a week.