Roman Catholic Church, Marketing and First Televangelist Fulton Sheen

The Roman Catholic Church has never been a slouch in marketing.

Around the world, documents Pew Research, religion is "less important" to people. That means, of course, membership in religious institutions is in decline. However, globally Catholicism is growing. The Vatican reports:

"The global Catholic population increased by 1.15% ... rising from approximately 1.39 billion to 1.406 billion"

During one of its biggest challenges when Martin Luther kicked off the Protestant Reformation, it effectively conjured up mysticism and mystery. Many back then preferred that other-worldy force field to the rationalism provided by Protestant ministers. At the world-famous Toledo Museum of Art there had been a special exhibit on the art from that era. Lots of looks of ecstasy.

That was sticky. And powerful. Growing up in the 1950s I participated in myriad paranormal rituals associated with the local parish. For example, Jesus Christ was said to be fully present - not a symbol - in the Eurcharist. My First Communion remains the happiest day of my life.

What could be the right marketing strategy at the right time is championing the canonization of priest Fulton Sheen. That is, declaring him a "saint." Of course, that aligns with the continuity of this religion's reliance on activity in dimensions beyond planet earth. Saints can do us mortals here on earth favors. Not only could that sustain the current growth. It could also, as The Telegraph observes, distract from the clergy sex scandals. 

Sheen had always been a superbrand in religion in general. Actually he was the first televangelist, with his TV show "Life is Worth Living" debuting in 1952. We children enrolled in the parish school had to watch it every Tuesday and write up the key points. In addition to us, there were about 30 million other regular viewers.

But, there's a wrench in the works. That's the allegation that when a bishop in the Rochester area Sheen covered up sexual abuse. That kind of narrative sitll resonates. The church continues to arrange settlements for such contended or proven wrongdoing by priests. 

If the heat on this one escalates Catholicism will have to discontinue this marketing outreach. That would be a setback. Catholics hunger to engage intensely with saints. 

My favorite? Saint Jude, who goes to bat for us humans in impossible situations. Danny Thomas attributes praying to him as what set off his career. In gratitude, Thomas created St. Jude research hospital. 

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