Cleflo Dollar found a way to appeal to these Yuppies.
THERE was an upsurge in baby making after the Second World War. The post-war generation was called the baby boomers. They are the last of the normal people, raised in two-parent families, recited prayers even at government schools, somewhat respected authority.
In all this, there was a pre-supposition of respect for religion, and even if not active, this generation supported the church in one way or another.
The fact that this generation is dying, well over in their 60s now and retiring from active service, that has brought panic in institutional religion. Generation X (Gen X) was born post-1960 and came into early adulthood during the computer age, 1980-2000. Conceived in rebellion against Vietnam, colonialism and sexual restraints, their children, young upward mobile urban professionals (Yuppies) hold our future in their hands. Disrespectful of tradition, supported by I-pods and other star-trek gadgets, it is common for an under- 30-year old bachelorette, fresh from college, to bring home a salary ranging from US$60 000 to US$100 000. They are awesome, and their self-assurance is god-like.
Can these people save the church? That is the question.
These yuppies are vulnerable to mega-church attractions centred on tele-evangelists. Pastor Brother Cleflo Dollar found a way to appeal to these Yuppies.
A sentence in his repertoire says that God wishes all men to live their lives abundantly, but one cannot reap prosperity where one did not sow. “Sowing the seed with your pastor is required for God’s blessing, even if you are taking it out of your rent money or the last remaining cash in your wallet.”
In Dollar’s 8 500-seat church, members are awash with cash. All they want is somebody who can help them make even more money, and dream about heaven as well. So Brother Dollar told his World Changers International congregation that he had a dream. “I want to believe God for a US$65 million-Gulfstream jet.” On his website, is a promise to the first 200 000 believers who promise US$300 each. If they sow this US$300, God will multiply it several times.
It is his life-style that has caused Senator Charles Grassley’s committee to look into his tax exempt status. Grassley thought that Dollar has too many shady dealings. For instance, the commode in his bathroom cost US$30 000 and he has a US$2,5 million lodge in New York, where he has a satellite church.
Grassley wanted documents from Dollar and his wife Sister Taffy that assure congregations that their money is tax exempt. Dollar and his mentor Kenneth Copeland refused to cooperate, and condemned the work of the senate committee as interference from the devil, sometimes named Lucifer.
Senator Grassley did, however, find out that in 2007 alone, Dollar had an income of US$69 million from Atlanta Yuppie church alone. In 2015, Dollar seems more emboldened than ever. He wants to raise US$65 million for his G650 Gulfstream jet project, in addition to the annual tithes.
Last month, Dollar referred to a custom whereby new converts are indoctrinated to show their tax W-2 forms, which then form the basis of their tithes.
Dollar is correct in saying that in order to reach out to the Yuppie generation, or the newer Generation Y (the lost generation) one must use creative methods.
A similar case from England seems to show that the main attractions in these churches are the super women who grace the choir, surround the minister as his armour guard, and spearhead “empowering change and understanding grace”. (His words)
In the Agape for all Nations megachurch in Manchester, England, Zimbabwean Bishop Walter Masocha was surrounded by the most beautiful women on earth. They formed his armour bearer guard, were prominent in his mass choir, gave witness of his healing powers, and had their tithes bank transferred from their salaries.
As was the case in the United States, investigations by the state came after complaints from rival church leaders who were jealous of Masocha’s good fortune and reaping the rewards of the gospel.
The Yuppies and Generation Y want to be confirmed, not to be scolded by a prophetic voice. They argue that they work hard for six days, and go to church in order to be comforted, redeemed and confirmed in grace. We are all sinners anyway. If only those who mind others could only mind their own sins, the world would be a better place.
Generation X and Y (the lost ones) do not believe in life after death, or in sin. They come from tempestuous circumstances, single mothers, multiple divorces, multiple sexual affiliations, high paying but insecure jobs, forbidden leaves; they do not need condemnation from preachers.
Yet in all this, they are desperate for some religious re-assurance. These mega-church evangelists do not always put Christ in their sermons, but place emphasis on self-help and willpower as a basis for prosperity.
Money is not an issue. They give freely and lots of it. Dollar’s message is a reframing of the Puritan message that wealth is a blessing from God. Seek and ye shall find. It is good for those who suffered from a slave mentality which placed responsibility for failure on social forces rather than self. There is no condemnation of lifestyles, personal issues like gay-lesbian living are left alone. Tithes are part of achieving redemption and grace.
Yuppies are unreachable by old methods, Dollar’s lifestyle is a reflection of their own lack of moral inhibitions and empowerment.
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