A Tiktoker ran an informal experiment, calling various churches, asking for baby formula as if they were a single mother in need. Most churches were not helpful.
“People online often react strongly because we expect faith institutions to embody their values in every interaction. When someone calls a church and hears ‘we can’t help,’ it clashes with the story we’ve been told about what faith is supposed to look like — compassion, service, generosity,” Jessica Siegel, a marketing expert who works with faith-based and values-driven nonprofits.
“From a communications perspective, it’s a reminder that perception matters as much as intention,” Siegel continued. “Even when a congregation has legitimate capacity limits or protocols, the way that ‘no’ is delivered can deeply shape trust. Faith communities, like all mission-driven organizations, have to think not just about what they do, but how their actions align with the story they tell about who they are.”