
A study published in the American Journal of Industrial and Business Management investigated and reported the negative impact of using jargon in the workplace. The study revealed that using too much jargon negatively impacts productivity and can alienate employees. But what about churches that use “Christianese” to entice potential members and donors?
Is it counterproductive to your goals?
Churches can alienate people from their congregation without even realizing it. A prime example is using insider language that pushes people away rather than drawing them in. As communication plays a vital role in inviting people to join your Christain community, it’s crucial that you know how to use Christian jargon—and when NOT to.
What Is Christianese?
Christianese is essentially the unique language used by those who practice Christianity. More specifically, Wikipedia defines it as “contained terms and jargon used within many of the branches and denominations of Christianity as a functional system of religious terminology.” These religious terms are used in everyday conversations in place of traditional, colloquial words. In addition to individual words, there are also puns and phrases that are understood within the Christian community but not outside of that circle.
These terms and words are part of Christian history. They are also used in the Bible and other Christian teachings and documents. Christian jargon is part of the history and evolution of the Christian faith, which is preserved by church leaders and its members. While the words we use are important, they also have their place.
How Using Christianese Can Deter Your Mission
Every group has “insider jokes” or terms they use that only they can understand. Using the language provides a sense of exclusivity, as only members can decipher the meaning behind the words. Christianese is like insider terminology for church leaders and members.
This is an important consideration for church marketing and communication teams because the words we use can either establish a connection or create a divide.
Everyone comes to the table with different ideas about what words mean. In your web and social content, it's important to define what terms and phrases mean so people will not only better understand what you are communicating but also avoid feeling insecure, which is a driving emotion that keeps people away.
Perhaps this is one of the reasons why there is a decline in religion in the US. The use of this language too often alienates people from the Church. They don’t understand it, so they feel it doesn’t apply to them.
Here are some additional ways using Christianese can have a negative impact on your mission…
It Doesn’t Contextualize the Gospel
Using Christianese in gospel teachings, and other church communications, can alienate people within the church, especially newcomers whom you have worked so hard to get there. There are cultural, religious, and geographic barriers that exist between every individual member of the Church. The more you use jargon in your gospel and church communications, the more of a divide you create.
Deviating from the use of Christianese is about knowing how to put the words of God in the context of the people (think about Paul’s words in 1 Corinthians 9:19-23). Keep in mind that the people who attend your church don’t have theological training; therefore, it is the responsibility of church leaders and marketers to speak to them in a language that they understand.
The point: If people hear or read a word they don’t understand, they get stuck on that word and struggle to move on to the rest of the message. And the whole gospel message is what you want them to hear!
It Gives the Impression of Superiority
Scientists and professionals who employ jargon do so to showcase their expertise in a subject. In the Church, it can create the same impression among those on the receiving end of your message.
Christianese can create the impression that you (i.e., church leaders) are superior, and they are inferior. It makes them feel like they must learn to speak your language to fit in.
If people must work that hard to become a member of your church, many of them will choose to walk away.
The point: You want people to feel welcome and hopeful. While clearly, you can’t change everyone’s perception, you can be more aware of the words and phrases used, building a bridge for them to join your church community.
It Is Impersonal
Not making an effort to connect with potential church members is one of the main church growth killers. If you want to invite people into your congregation and encourage them to grow their faith, get connected with others, serve, or become invested, you must refrain from using jargon—at least until they’re familiar with you.
When scientists use too much jargon, no one wants to listen because they don’t understand the language. The same applies to church leaders and marketers. For the people who are invited to the church, it feels more like a business transaction; there is no personal attachment involved.
For anyone choosing to follow Jesus and join a new church, it’s about the personal and spiritual journey..Jesus spent much of His time connecting with the individuals around Him. He got personal, speaking to them in the way they needed to hear.
The point: Jesus came to reveal who God was on a personal level. You can think about this and weave this point into much of your church communications.
What Are Some Examples of Christian Jargon and Insider Language?
As we’ve seen, using jargon can kill the customer experience in business marketing. However, this dilemma is not unique to businesses; it can also affect churches.
Here are some terms you may be using that you should consider defining further in your church communications…
Tithing
Tithing an offering to the church is part of the Christian practice. In fact, various churches and ministries employ marketing strategies to get more people to donate to their mission.
When church people ask you for a tithe, they’re essentially asking for a donation. It is a charitable act, and anyone who has the capacity to give will do so. However, you can simplify your use of words to make it more accessible even for those who don’t understand the word “tithe.”
Body of Christ
This phrase can be very confusing for someone who is new to the Church. Make sure to provide adequate context or use a word that is easier to understand among those who are new or non-Christians. It’s one of the insider terms that can be interpreted in many ways.
Communion/Commune
Communion is a word that has various applications in the Christian context. It could refer to the sacred sacrament of receiving communion during each service. Or it can mean the spiritual union of Christ and those who receive him in the service. This makes it confusing to newcomers. With people coming from different backgrounds and different understandings of the word, go ahead and clarify in your church communications.
Anointed
This is one of those Christian words that are rarely used outside the walls of the church. Therefore, someone who is new to the Christian faith or who isn’t part of the church might not grasp its meaning. Since it refers to the God-given abilities that an individual might possess, it might be better to simply say that.
Washed by the Blood/Saved by the Blood of the Lamb
The shocking image this phrase brings to someone who isn’t a member of your church can easily confuse. It’s best to clearly state what this means in your church communications, especially content that goes out to those new to your congregation, email list, etc.
Lay Hands On
To Christians, this means prayer or to pray, specifically for someone. But for someone who doesn’t use the jargon, it can be taken quite negatively and turn off potential invites. Again, it helps to define in outgoing church communications.
Hedge of Protection
This phrase is another example of Christianese that is best understood among the members of your church. In the Bible, it means a protective defense against acts of evil that could bring harm to you or those around you. Use simple language that will demonstrate that.
Phrases Like “Quiet Time”
This phrase refers to any time you spend being alone with your thoughts and praying to God. Instead of using this phrase, choose a more contextually relevant expression such as “My quiet time reading the Bible and praying” when conversing with non-Christians or nonmembers of your church.
It isn’t that these phrases and words can’t or shouldn’t be used, but rather knowing when to define them further, so those who are exploring their faith will have a better idea of their meaning.
Names for Your Church’s Groups

Branding your church groups is one way to alienate those who aren’t a part of it. While it is important to put a name to your group to create a unified front, you must be careful that you don’t end up turning people away who might feel like they don’t belong.
Other Insider Language
Many church leaders opt to develop unique names for members, services, resources, etc. Although this creativity may seem like a good thing that helps the church stand out, it can do more harm than good. Too much insider language can lead to missed opportunities.
Define your programs and groups in the content someone would receive at the beginning of their journey with you. As they learn more about you and your congregation, these terms can stand alone and be understood. Defining helps welcome them into the program or group.
What to Do with Insider Language
To reach more people for the Kingdom, you need to be careful about using insider language. The fact is that newcomers aren’t familiar with your programs and branding terms. Using such language in content geared toward those you want to bring into the fold will likely confuse them—and push them away.
So, take a more straightforward approach in the beginning by…
- Researching what people are asking for in these times
- Focusing on the pain points potential members/donors are experiencing
- Saying what you mean and explaining it clearly
Once you’ve built a relationship with newcomers and they’ve ascended further into their journey, you can incorporate insider language into your content. However, this is later down the road.
When someone first discovers your church (for example online), you need to speak their language rather than forcing them to understand yours.
Takeaway
People in specialized areas will naturally develop insider language over time. Christianese is a good example of it. However, you must learn to adapt your language use based on the context of each situation. It’s inspiring for church members to be devoted to the Church and its language, but there is a time and place for using it so that you don’t alienate others.If you need help building the right message and communication approach to market your church, we can help. Learn more about our church marketing services today!