Jim Searls takes a look back at The United Methodist Church’s “Open Hearts. Open Minds. Open Doors” brand campaign, launched twenty-five years ago.
JIM SEARLS
Communications Coordinator, North Central Jurisdiction
Did you know that Igniting Ministry will turn 25 this month? Do you even know what Igniting Ministry is?
In the summer and early fall of 2001, United Methodist Communications introduced the concept of Igniting Ministry (IM). In a nutshell, IM was the church’s first major effort to develop a comprehensive marketing plan to introduce the world to The United Methodist Church.
Open Hearts. Open Minds. Open Doors.
This was the aspirational phrase of the entire campaign. It was what The United Methodist Church hoped to show people about who we are.
In 2001, I chaired the West Michigan Conference Commission on Communications. Along with Linda Burson, David Wiltse, John Ross Thompson, David Lundquist, and many others, we decided to investigate what Igniting Ministry offered. We quickly realized that getting the “Hearts, Minds, and Doors” in the correct order would be challenging. Even Bishop Jonathan Keaton had trouble at first. It took him many takes to get the order right as he ventured into using video to tell a story.
Conference Communications participated in several training sessions in Chicago, where Rev. Steve Horswill-Johnston, the principal developer of IM, introduced the plans. Training sessions were also held in Lansing and Traverse City. Learning to welcome the stranger became the central theme, and telling the United Methodist story through advertising also became a focus. Grant funds from the denomination were made available to purchase advertising via print, radio, television, and movie theaters. The Grand Traverse District had the largest advertising buy using the pre-produced media.
By most accounts, the effort had some success. However, it soon became clear that not everyone was buying into the marketing. Despite an abundance of materials to help local churches with their welcoming efforts, the program began to raise concerns about the church’s struggle to embody Open Hearts. Open Minds. Open Doors.
Now, 25 years later, we might ask the question again: Do we have open hearts, minds, and doors? Igniting Ministry’s developer, Rev. Steven Horswill-Johnston, has been asking that same question. United Methodist News recently asked him to reflect on Igniting Ministry today. Spend a few minutes reading his reflections in this editorial, “When the doors were not yet open.” What are your thoughts?
Last Updated on August 5, 2026