As we consider the different segments of people in relation to the church – such as the Churched, Dechurched, and Churchless – one group stands out among all the others. This group presents a tangible opportunity for the church as they consider how to best reach others with the love of Christ.

I’m talking about the C.E.Os of the church world – or the Christmas and Easter Only crowd. Like the name suggests, these are the people who only attend church on Christmas and Easter and no other time. C.E.Os are not religious people, nor do they have any particular regard for Christianity. However, they value tradition and a “good” image. By attending church, they’re fulfilling a requirement; it’s more of an obligation than anything else.

Basically, C.E.Os are not seekers – they’re (usually) not looking for answers or salvation. But for these two days out of the year, they are present and perhaps prepared to listen.

Many pastors and church leaders are painfully aware of C.E.Os, preparing elaborate services designed to draw these people in and convince them to return the following week. And while they succeed in reaching a few, the vast majority walk out unaffected. They’ve checked their box, now they can return to their holiday.

In my experience, churches go one of two ways in planning Christmas and Easter services for a crowd that contains many unchurched people. First, they make the service a production. The children’s choir sings, inspiration videos are shown between remaster carols that contain far too much electric guitar, a fog machine adds to the ambiance, and the pastor gives a brief message full of funny stories. It’s more of a concert than anything else, designed to wow the C.E.Os with how “cool” the church is. Yet, in the midst of all the drama, very little substance is actually given.

The second way is one of strict tradition. The congregation croons the traditional Christmas carols from their hymnals, and maybe some kids sing a song or two. Then, the pastor gives a sermon of either fire and brimstone, or repeats the Christmas/Easter story in the most dry tone humanly possible. It lacks the engaging element of the production-based service, but at least it isn’t shy about the church’s identity. The only thing it guarantees, though, is sleepy attendees.

Perhaps you think my assessment is too harsh, and maybe you’re right. After all, people walk out of both of these services being touched by the Gospel. Some walk away accepting Jesus as their Lord and Savior. However, for all of the church’s intentionality, it’s mostly for naught. While the heart is certainly there, churches are ultimately inefficient in their efforts.

I don’t presume to the know the answer to how churches can best reach C.E.Os, nor do I think that a perfect formula exists. The Lord can move through any setup, but I don’t believe that a production spectacle or a rigid traditionalist service is the answer. Rather, in order to reach C.E.Os, we need to go back to the basics. We need to remember how Christ saved us.

The Gospel must be the heart of both the Christmas and Easter story. Both are, after all, the culmination of the greatest epic of all time.

Therefore, worship simply, but worship well. Acknowledge traditions, but present something new… something unexpected. Boldly proclaim that this world – indeed each person in the room – is flawed and full of sin as a broken person yourself, not as someone who has all the answers nor as someone who is somehow “better” because of your Christian status. Offer hope as one who has witnessed that hope firsthand. Don’t seek to “save the lost,” but stubbornly point to the One who can actually save them.

Shape the service around Christ and all He has done, not around C.E.Os or fancy worship or congregational traditions. Steadfastly proclaim Christ and watch the Holy Spirit move.

If you truly want to reach C.E.Os, the only way is through the power of the Gospel.