Crossway Books & Bibles is partnering with retail stores and churches throughout the country to reach at least one million homes with the good news of Christmas.
The Share the Good News of Christmas initiative was launched this year to provide a creative and cost-effective way to reach out to friends and neighbors this season.
"We can only begin to imagine what an amazing impact for eternity this could have – if tens of thousands would come to know Christ as their Savior this Christmas as a result of this partnership in the Gospel," said Lane Dennis, president of Good News & Crossway, in a statement.
The initiative includes gift bags that contain an ESV Outreach New Testament Christmas Edition, a Christmas tract written by popular speaker Max Lucado, a gift of 30 days of free access to the ESV Online Study Bible, and a customizable invitation to Christmas services or a special event at the participating church. The kits retail for $1 a piece.
"We're hearing about all kinds of creative ways churches around the country intend to utilize the Share the Good News of Christmas bags, including church choirs who will use them to invite people to their Christmas musical program, and large Sunday School classes who will host neighborhood Christmas parties and pass them out in the neighborhood as they go Christmas caroling door-to-door," Dennis noted.
Already over 500,000 of the Share the Good News of Christmas gift bags have been sold.
As of early November, Arrowhead Parable Christian Store in Johnson City, N.Y., sold 175 cases of the Share the Good News of Christmas bags (each case contains 50 kits). Local pastors who were introduced to the Christmas outreach initiative were quick to get on board, the store reported. Also, a local businessman is working with the Johnson City store to distribute 3,000 bags to low-income families who will attend a community Christmas party, co-hosted by the store and a number of local churches, later this month.
Dennis emphasizes that the partnership with Christian retailers and churches is not merely about moving product. Rather, "the driving passion behind the Share the Good News of Christmas program is to reach a massive number of people with the gospel and God's Word this Christmas."