Soul Winners: The Ascent of America’s Evangelical Entrepreneurs

Modern megachurches that dot the nation’s landscape may seem unorthodox with their stadium seating and showbiz flourishes, but they are deeply rooted in America’s history of mass evangelical movements that blend business principles and media savvy. In this even-handed and meticulously researched book, award-winning journalist and author David Clary traces the longstanding entrepreneurial roots of evangelicalism, and how America provided a perfect backdrop for the creation and proliferation of a movement and its enterprising preachers.

In the beginning of the 19^th century, George Whitefield transcended sectarianism and took his message to the people. Successors like Dwight L. Moody and ballplayer-turned-fundamentalist-preacher Billy Sunday united big business and revivalism. The flamboyant Los Angeles preacher Aimee Semple McPherson knew that radio’s intimacy was ideal for listeners seeking a personal relationship with Jesus and became the first American woman to hold a radio broadcasting license in 1924. Early to proponents the benefits of television, Billy Graham and Oral Roberts built multimedia empires with Graham embarking on worldwide crusades and counseling U.S. presidents. Protestant minister Norman Vincent Peale’s potent cocktail of psychology, self-help, and business tips framed by biblical guideposts sowed the seeds of today’s popular “prosperity gospel”. In the 1970s, Pat Robertson and Jerry Falwell took up the torch of televangelism while still engaging in the business of winning souls and advancing their political ideas (political ideas that run much deeper than any one president or politician). Today’s prosperity megachurches – most notably Joel Osteen’s Lakewood Church in Houston – may seem crass, but their message that believers can improve their material fortunes through faith is a powerful and pervasive one in America.

This legacy even informs today’s evangelical pastors, who are trained to impose a corporate structure upon their churches. Soul Winners is a thoughtful and informative history that reveals the longstanding connections between business, politics, and religion in America, and the profound effect that evangelism has had on the country.