Under the Counter

Austin Gardner • August 13, 2026

Reaching the rich?

A missionary once handed a church member a stack of gospel tracts with an odd instruction. “Put these under the counter,” he said. “Only give them to the kind of people who would feel comfortable in our church.”


The tracts had his church’s address printed on them. The people he had in mind were the wealthy, the well-dressed, the ones who wouldn’t embarrass the folks already sitting in the pews. Everyone else the poor, the ordinary, the people who might track dirt across the carpet could keep walking.


That church has no sign out front. Nothing that says “church,” let alone “Baptist.” The reasoning goes something like this: wealthy people don’t want to be seen walking into something religious, so why make them uncomfortable?


The New Fad on the Field


Call it what it is. A growing number of missionaries have decided that reaching the wealthy is the smarter strategy, and reaching everyone else is optional. Go where the money is. Make the rich comfortable. Build a church that feels less like a church and more like a country club with a chaplain.


Ask the missionary about it directly, and he won’t say he’s avoiding poor people. He’ll say something about respecting the culture. But strip away the language, and the philosophy underneath is plain old partiality, dressed up in missionary clothes.


Here’s the question that should stop every one of us cold: what if the church that led you to Christ had operated by this same rule? Would you have made the cut?


What James Already Settled


James wrote to a scattered, struggling church about this exact temptation, and he didn’t soften it.


“My brethren, have not the faith of our Lord Jesus Christ, the Lord of glory, with respect of persons” (James 2:1).


He pictured two men walking into a service, one in a gold ring and fine clothes, one in rags, with the usher seating the rich man up front and telling the poor man to stand in the back or sit on the floor.


“Are ye not then partial in yourselves, and are become judges of evil thoughts?” (James 2:4).


“Hath not God chosen the poor of this world rich in faith, and heirs of the kingdom which he hath promised to them that love him?” (James 2:5).


“If ye have respect to persons, ye commit sin, and are convinced of the law as transgressors” (James 2:9).


Not a mistake. Not a cultural adaptation. Sin.


This isn’t new information to these missionaries. They know James 2. What’s happened is that a new international status mixing with businessmen, doctors, ambassadors, people who once wouldn’t have returned their calls back home has gone to their heads.


God Never Sorted People This Way


Go back through the Gospels, and you can’t find Jesus building a client list. He sat down with Zacchaeus, a rich man everybody despised, and He stopped in the road for a blind beggar everybody ignored. He didn’t run two ministries, one respectable, one for the desperate. He ran one.


“But when thou makest a feast, call the poor, the maimed, the lame, the blind: and thou shalt be blessed; for they cannot recompense thee” (Luke 14:13-14).


That’s not charity advice. That’s a description of a kingdom where nobody’s invitation depends on what they can offer the host in return.


Peter learned the same lesson standing in a Gentile’s house he never would have entered a week earlier.


“Of a truth I perceive that God is no respecter of persons: but in every nation he that feareth him, and worketh righteousness, is accepted with him” (Acts 10:34-35).


Moses had already said it centuries before God


“regardeth not persons, nor taketh reward” (Deuteronomy 10:17)


Paul went further. In Christ, the categories that used to sort people into “acceptable” and “not acceptable” nationality, class, and standing stop functioning as walls.


“There is neither Jew nor Greek, there is neither bond nor free, there is neither male nor female: for ye are all one in Christ Jesus” (Galatians 3:28).


And the cross itself is described as the thing that took a wall down, not built one up. Christ


“hath broken down the middle wall of partition between us” (Ephesians 2:14).


A missionary building a wall the cross already tore down is working against the very gospel he’s supposed to be carrying.


The Man Who Took Out the Pews


A hundred and some years ago, George Müller looked at his church in Bristol and realized something was wrong. The pews were rented; the more you paid, the better your seat. So he tore that system out. No reserved seating for the wealthy, no back row for whoever couldn’t pay. Everyone sat first-come, first-served, and the offering became free-will instead of a subscription fee.


Müller understood that giving someone a better seat because of their bank account isn’t hospitality. It’s the sin James named, just done quietly enough that nobody has to admit it’s happening.


What This Isn’t


None of this means a church shouldn’t be planted in a wealthy part of town. Plant it there. Reach every businessman, every doctor, every family in that neighborhood you can reach.


The problem was never location. The problem is a front door with a filter on it: a church that reaches the wealthy while quietly redirecting everyone else somewhere they’ll feel more comfortable. A church too embarrassed to hang a sign. A parking lot arranged so nobody has to be seen driving in.

That’s not missions. That’s the world’s seating chart with a steeple on top.


Where This Actually Ends


Paul reminded the Corinthians who God tends to choose:


“Not many wise men after the flesh, not many mighty, not many noble, are called: but God hath chosen the foolish things of the world to confound the wise... that no flesh should glory in his presence” (1 Corinthians 1:26-29).


And Solomon, long before any of this, already named the one thing rich and poor actually share:


“The rich and poor meet together: the LORD is the maker of them all” (Proverbs 22:2).


Salvation doesn’t rearrange someone’s bank account. It rearranges their heart. A man saved by real conversion, not a comfortable, filtered version of the gospel, loses his taste for sorting people by class, because the God who saved him never sorted at all.



That’s the only kind of church worth planting anywhere: one where the businessman and the man who swept floors for bus fare kneel at the same altar, because grace never checked either of their addresses before it found them.


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