Mass evangelism is all about getting people evangelized through some sort of massive, industrialized process—mass mailing, mass broadcasting.
But mass evangelism in a campaign form is expensive, and usually just done “once.”
Organic, sustained evangelism isn’t done “massively.” Instead of focusing on the work, the work is used to build people who can sustain the work over a long period of time—and who will likewise build other people who will extend the work—in an endless cycle.
Multiplication is about making the doing of the work contagious.
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