(By: Danny Akin & Bruce Ashford)
Our convention must confront the brutal facts:
In Matthew 28:18-20, Jesus commands us to make disciples of all nations. This includes our own nation-the United States of America-and yet the truth is that we are failing to meet the challenge. While the population of our nation increases, the population of our churches has not kept pace. While the United States becomes increasingly diverse, the Southern Baptist Convention remains a mostly middle-class, mostly white, network of mostly-declining churches. This is a painful truth, and to ignore this fact is the worst form of denial.
It is not as if the churches of the SBC have not tried to reach their own towns and cities. Many of them have worked hard to reach their cities and many of them have more or less succeeded. But the truth of the matter is that we are losing the battle. Our nation is becoming increasingly post-Christian and we are not stemming the tide. Perhaps one of the reasons that we are losing the battle is that we are “aiming at” a culture that no longer exists. The SBC built its programs and its personality, if you will, in the 1950s. But we find ourselves in a socio-cultural context that varies significantly from that of 50 years ago. Many of our churches no longer have the luxury of communicating the gospel within a city that has basically one culture. Instead, they find themselves communicating across numerous cultural and sub-cultural divides. 
In years past, many of us found ourselves ministering in regions heavily influenced by Christianity, but now often we do not. Many, if not most, of our neighbors had sufficient knowledge of the biblical narrative to understand “sermonese,” but now they do not. In a previous era there were common categories for moral discourse, but now these categories are less and less common. There was a day when we were able to build our churches by inviting people to church events but now we find it hard to do so. So, how do we conceive of the task of communicating the gospel effectively to the various cultures and sub-cultures of our own country? How can we create and implement a missiology that will enable us to win the lost, make disciples, and plant churches in an increasingly larger array of American socio-cultural contexts? In a nutshell, how can we build missional churches and a missional convention?
Our mission must be cross-cultural:
The United States is increasingly multicultural, multiethnic, and multilinguistic, as immigrants from around the world now live in our own cities and suburbs. Many of the tribes, tongues, and peoples of Revelation 5 are right here on our doorstep. Further, there is a dizzying variety of sub-cultures within the broader American culture, each with their own distinctive beliefs and ways of life. Many of them do not have even a basic understanding of Christian worldview or vocabulary. Southern Baptists missionaries and pastors in North America must take their own cultural contexts as seriously as Southern Baptist missionaries take their international contexts.
We must seek to understand the cultures and sub-cultures around us so that we can preach the gospel faithfully and meaningfully within the framework of our neighbors’ cultural and social contexts, and plant churches that are at home in the culture. We must preach the gospel faithfully, allowing it to be defined and delimited by the Scriptures. We must also preach the gospel meaningfully, so that the hearer understands the gospel in the same way that the preacher intends it. The concept of the gospel might be foreign to them, but we may communicate it in language and constructs that are not. By doing so, we are able to preach the gospel clearly within the framework of the audience’s cultural, sub-cultural, and situational contexts.
The way we preach the gospel affects the way the audience receives it. Many church planters, pastors, teachers, and authors have pointed out that if evangelical churches are to be missional, they must make changes in their preaching. Southern Baptists are no exception. When Southern Baptist churches were ministering in the Bible Belt in the mid-to-late twentieth century, they ministered to a population who had some (or much) knowledge of the biblical narrative, and there was a common language for moral discourse. But in the 21st century, we find ourselves in a context where many people have little or no knowledge of the Scriptures or Christian language. How do we communicate the gospel effectively in this situation? Tim Keller is one church planter who has written extensively on this challenge. He argues that:
The missional church avoids ‘tribal’ language, stylized prayer language, unnecessary evangelical pious ‘jargon’, and archaic language that seeks to set a ‘spiritual tone.’
To Keller’s admonition, I would add this clarification. We are not proposing to give up biblical-theological language, the very grammar and vocabulary of our faith. Instead, we are proposing to speak to those who are gathered in such a way that they can understand the gospel. And we do so precisely so that we can draw them into the biblical world, where they will find a better set of categories for understanding God and his world as well as a deeper and more profound vocabulary for speaking of those things.
 One particularly helpful treatment of ideological diversity in the United States is Gertrude Himmelfarb, One Nation, Two Cultures (New York: Vintage, 2001). Himmelfarb argues that the United States is a divided nation. On the one hand, there is a religious culture that has common categories for discourse and common convictions on ethical issuess. On the other hand, there is an elite culture that is very permissive on moral issues and does not share the religious culture’s moral language and categories.
 Tim Keller is the founding pastor of Redeemer Presbyterian Church in New York City, New York. Keller founded the church in the late 1980s, and since then has seen the church grow to more than 5,000 in attendance (in addition to 5,000 sermon downloads per week), most of whom were unchurched before finding Redeemer. More significantly, perhaps, is the fact that Redeemer’s church planting center has facilitated over 100 church plants. In January 2007, Outreach Magazine named Redeemer the top “Multiplying Church” in America. http://outreachmagazine.com/docs/25innov_JA07.pdf.
 Tim Keller, “The Missional Church,” (June 2001) http://www.redeemer2.com/resources/papers/missional.pdf. Also, this material is explained in Tim Keller and J. Allen Thompson, Church Planter Manual (New York: Redeemer Church Planting Center, 2002), 224-5.