JICHO Pevu, an exposé-style TV documentary that airs on one of Kenya’s most popular TV channels, recently aired a profile that exposed TV pastors allegedly involved in fake miracle schemes.
There are complex motivations for why people continue to believe in prosperity ministering and the idea of planting a seed for miracles. It is without a doubt of interest to explore the reasoning behind the social phenomenon that allows for these kinds of schemes to thrive in Kenya.
Contrary to common assumptions, I would like to posit that a significant number of the people involved in funding these people and believing in their false promises are otherwise quite rational in their day-to-day dealings. For today, I will cast aside my scepticism and consider some ideas on what would have an otherwise rational person believe in and fund such irrational claims that have been proven time and time again to not work.
My first thought is that these people are manipulated by the charisma of these pastors and, as Kenya is a strongly community-driven society, the fear of missing out on miracles and prosperity that Neighbour Joe might be enjoying compounds this manipulation.
How does this work? Through the testimony, a magnificent word-of-mouth tool. Now, as any marketing expert and practitioner will tell you, this is a powerful tool that guarantees success with a significant portion of the market. Add enthusiastic affirmation in hallelujahs and amens from the pastor, as well as requests for people to plant a seed like Neighbour Joe has done and shared with the congregation, and you have a captive and easily manipulated audience that believes it is making rational decisions. After all, if it worked for Neighbour Joe and I am like Neighbour Joe, then why wouldn’t it work for me?
My second thought is that after these people make the purchase and begin to feel that it may not have been a good decision to make, they are hesitant to admit that this may be the case. They are also under immense societal peer pressure to not fail — after all, Neighbour Joe did it and it worked for him. To admit that it did not work for you would be to admit a personal failing and this becomes even more complex when the personal failing involves God. No one wants to admit or consider that they failed or, even worse, that God may have failed them too. It becomes important to save face and ensure that the investment made has paid off. Therefore, this rational person continues to hope and believe that eventually his miracle will also come and he too will be able to stand before the congregation and declare his success.
My third thought is that because this miracle is so easily accessible, just make a small monthly and weekly payment and eventually something good is going to happen, it becomes easier to swallow than, say, the abstract idea and concept of savings and insurance.
All that is needed in this instance is small payments of money, prayers and belief and all success, prosperity and health will be upon you. Plus, don’t forget Neighbour Joe did it and is living better than Neighbour Carl, who is always holding back and living modestly because of his 10-year investment plan.
As a result, year in and year out we are treated to another exposé of a dodgy pastor and people weigh in on the irrationality of the followers without giving any thought to why this may have happened.
Making those that made the bad decision go onto the defensive makes them believe it is something they did. Spreading testimony and more word of mouth to those who otherwise would never have heard of this begins the cycle all over again.
• Maingi is a Nairobi-based brand management and strategy expert.
Letter from Nairobi LOGO
JICHO Pevu, an exposé-style TV documentary that airs on one of Kenya’s most popular TV channels, recently aired a profile that exposed TV pastors allegedly involved in fake miracle schemes.
There are complex motivations for why people continue to believe in prosperity ministering and the idea of planting a seed for miracles. It is without a doubt of interest to explore the reasoning behind the social phenomenon that allows for these kinds of schemes to thrive in Kenya.
Contrary to common assumptions, I would like to posit that a significant number of the people involved in funding these people and believing in their false promises are otherwise quite rational in their day-to-day dealings. For today, I will cast aside my scepticism and consider some ideas on what would have an otherwise rational person believe in and fund such irrational claims that have been proven time and time again to not work.
My first thought is that these people are manipulated by the charisma of these pastors and, as Kenya is a strongly community-driven society, the fear of missing out on miracles and prosperity that Neighbour Joe might be enjoying compounds this manipulation.
How does this work? Through the testimony, a magnificent word-of-mouth tool. Now, as any marketing expert and practitioner will tell you, this is a powerful tool that guarantees success with a significant portion of the market. Add enthusiastic affirmation in hallelujahs and amens from the pastor, as well as requests for people to plant a seed like Neighbour Joe has done and shared with the congregation, and you have a captive and easily manipulated audience that believes it is making rational decisions. After all, if it worked for Neighbour Joe and I am like Neighbour Joe, then why wouldn’t it work for me?
My second thought is that after these people make the purchase and begin to feel that it may not have been a good decision to make, they are hesitant to admit that this may be the case. They are also under immense societal peer pressure to not fail — after all, Neighbour Joe did it and it worked for him. To admit that it did not work for you would be to admit a personal failing and this becomes even more complex when the personal failing involves God. No one wants to admit or consider that they failed or, even worse, that God may have failed them too. It becomes important to save face and ensure that the investment made has paid off. Therefore, this rational person continues to hope and believe that eventually his miracle will also come and he too will be able to stand before the congregation and declare his success.
My third thought is that because this miracle is so easily accessible, just make a small monthly and weekly payment and eventually something good is going to happen, it becomes easier to swallow than, say, the abstract idea and concept of savings and insurance.
All that is needed in this instance is small payments of money, prayers and belief and all success, prosperity and health will be upon you. Plus, don’t forget Neighbour Joe did it and is living better than Neighbour Carl, who is always holding back and living modestly because of his 10-year investment plan.
As a result, year in and year out we are treated to another exposé of a dodgy pastor and people weigh in on the irrationality of the followers without giving any thought to why this may have happened.
Making those that made the bad decision go onto the defensive makes them believe it is something they did. Spreading testimony and more word of mouth to those who otherwise would never have heard of this begins the cycle all over again.
• Maingi is a Nairobi-based brand management and strategy expert.
Post a comment