This essay is lengthy but well worth a read about how the Southern Baptist Convention is in the process of rebranding itself to be more “marketable” here in the year 2012, you know, roughly 1,979 years after Christ supposedly said that “this generation” will not pass for the kingdom of God will come (also Matthew 16:28). It opens:

The Southern Baptist Convention is a force to be reckoned with. As the largest Protestant denomination in the United States, with over 45,000 affiliate churches, it have been shaping and channeling conservative Christian sensibilities since the Civil War, when Southern Baptists split from the North so they could advocate on behalf of slave owners. They fought to keep slavery and lost. Then they fought for Jim Crow laws and lost. Then they fought for segregation and lost.  Now, faced with eroding membership, the Southern Baptist leaders are fighting against irrelevance. Unfortunately, they have committed to a strategy that will make it harder for their members – and for all of us—to move toward a future based on collaboration, compassion and practical solutions to real-world problems. …

and closes:

… Whether they win or lose from the standpoint of re-filling church pews and bank accounts remains to be seen. What is regrettable, either way, is that by choosing to be competitive they have once again pitted themselves against the moral arc of history. Whether humanity can flourish in the 21st century will depend largely on whether we can move beyond competition to collaboration. Population growth, resource depletion and weapons technology have carried us to the point that there are fewer and fewer “winnable” competitions. Humanity desperately needs to find common ground in our shared moral core and dreams for our children. Just as they did on the questions of slavery and the full humanity of women, the Southern Baptists have positioned themselves as moral dead weight, which is a loss for us all. — Conservative Christianity’s Marketing Gimmick to Keep Its Old-Time, Heaven-and-Hell Religion Afloat