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Joyce Meyer Ministries: A 4-Day Special Report (November 16-19, 2003) Bill Smith and Carolyn Tuft
From Fenton to fortune in the name of God
Joyce Meyer says God has made her rich.
Everything she has came from Him: the $10 million corporate jet, her husband's
$107,000 silver-gray Mercedes sedan, her $2 million home and houses worth
another $2 million for her four children — all blessings, she says, straight
from the hand of God.
It's been an amazing run, nothing short of a miracle, says Meyer, a one-time
bookkeeper who heads one of the world's largest television ministries. Her Life
in the Word organization expects to take in $95 million this year.
Just look around, she told reporters last month from behind her desk on the
third floor of the ministry's corporate offices in Jefferson County.
"Here I am, an ex-housewife from Fenton, with a 12th-grade education," she
said. "How could anybody look at this and see anything other than God?"
In many ways, Joyce Meyer is an American Cinderella.
Describing herself as sexually abused as a girl and neglected and abandoned as
a young wife, Meyer has remade herself into one of the nation's best-known and
best-paid TV preachers. She has taken her "prosperity through faith" message to
millions.
"If you stay in your faith, you are going to get paid," Meyer told an audience
in Detroit in September. "I'm living now in my reward."
Meyer, 60 and a grandmother, runs the ministry with her husband, Dave, and the
couple's four children. All of the family, including the children's spouses,
draw paychecks from the ministry.
But the way Meyer spends her ministry's money on herself and her family may
violate federal law, legal and tax experts say. That law bars leaders of
non-profits -- religious groups and other charities -- from privately
benefiting from the tax-free money they raise.
Last month, Wall Watchers, a watchdog group that monitors the finances of large
Christian groups, called on the Internal Revenue Service to investigate Meyer
and six other TV preachers to find out whether their tax-exempt status should
be revoked.
Meyer and her lawyer say she scrupulously abides by all federal laws.
Meyer's rise to prominence followed years of struggle. But by 1998, Charisma &
Christian Life magazine was calling her "America's most popular woman
minister."
Last year, Meyer was the keynote speaker at the Christian Coalition's Road to
Victory tour, a gathering of some of the nation's most influential politically
conservative leaders.
And today, her TV shows, regional conferences and fund raising from her Web
site bring an average $8 million a month to her ministry. Of that, the ministry
says it spends about 10 percent — $880,000 a month — on charitable works around
the globe.
Her star has risen so high and so fast that it amazes even Meyer.
"Dave and I feel almost like, 'Can this really be us?"' she said. "We feel like
we're the most blessed and honored people on the face of the Earth."
"Every nation, every city"
Meyer's ministry stretches around the globe.
From a 15-minute St. Louis-area radio show in 1983, it has spread to virtually
every corner of the civilized world, largely through the reach of satellite and
cable transmissions and the Internet.
In the United States, her "Life in the Word" TV show airs on local channels in
43 states, from Pembina, N.D., and Crowley, La., to Boston, Detroit, Los
Angeles and St. Louis.
Meyer has become a household name in areas of Canada, Mexico, South America,
Europe, Africa, Australia — about 70 countries in all, according to her
ministry's magazine.
She says the ministry gets 15,000 letters a month from India alone.
In September, an Arabic language translation of her program began airing six
times a day on the Life Channel network in the Middle East. Meyer hopes to use
the network to bring the message of Christianity to 31 Islamic nations.
"You've got to keep in mind that nobody's ever done this," Meyer said. "When a
Western woman shows up in Western clothes, preaching the gospel of Jesus in the
Arabic language, it's going to be rather interesting."
Meyer and her husband say the ministry has the potential to reach 2.5 billion
people every weekday.
Despite the ministry's far-flung success, the couple say they still have work
to do.
"Every time we feel like we've reached our peak, God opens more doors," Dave
Meyer says.
The couple's recent slogan, printed on posters in the ministry's headquarters
and on banners at its conferences, sets out an ambitious goal for the future:
"Every nation, every city, every day."
Devoted followers and dogged critics
Meyer's hard-edged, often self-effacing preaching has won her legions of
followers, many of them women who see her as part minister, part trusted
friend.
"She's so down-to-earth," bus driver Eva McLemore, 43, said at one of Meyer's
recent conferences in Atlanta. "She makes you feel like she's your sister, that
she can totally relate to you and understand you with no condemnation, no
judgment."
Her style also has prompted criticism from those who paint Meyer as a
get-rich-quick carnival barker focused on one thing: how to get the most money
from the most people in the shortest time.
Ole Anthony, head of the Dallas-based religious watchdog Trinity Foundation,
says, "She is in the typical genre of the TV evangelists who have become
wealthy on the backs of the poorest people they are supposedly ministering
to."
Besides being a charismatic speaker, Meyer is the author of more than 50 books
on a variety of topics, from self-help books on dieting and marriage to deeper,
more philosophical themes.
Two of her most recent books, "Knowing God Intimately" and "How to Hear From
God," deal with building a faith-based relationship with God.
She also sells audiotapes and videotapes, enough to fill several pages in the
ministry's product catalog.
Meyer makes no excuses for hawking her books and tapes and for relentlessly
pleading for donations on her Web site, on her TV show and at her conferences.
"They don't let me on that television for free," she said at the Atlanta
conference. "The gospel is free, but the pipeline that carries it is not."
A penchant for nice things
Meyer is fond of nice things and is willing to spend for them. From an $11,000
French clock in the ministry's Fenton headquarters to a $105,000 Crownline boat
docked behind her vacation home at Lake of the Ozarks, it's clear her tastes
run more to Perrier than to tap water.
"You can be a businessman here in St. Louis, and people think the more you
have, the more wonderful it is," Meyer said in an interview. "But if you're a
preacher, then all of a sudden it becomes a problem.
"The Bible says, 'Give and it shall be given unto you.' "
The ministry's headquarters is a three-story jewel of red brick and
emerald-color glass that, from the outside, has the look and feel of a luxury
resort hotel.
Built two years ago for $20 million, the building and grounds are postcard
perfect, from manicured flower beds and walkways to a five-story lighted
cross.
The driveway to the office complex is lined on both sides with the flags of
dozens of nations reached by the ministry. A large bronze sculpture of the
Earth sits atop an open Bible near the parking lot. Just outside the main
entrance, a sculpture of an American eagle landing on a tree branch stands near
a man-made waterfall.
A message in gold letters greets employees and visitors over the front
entryway: "Look what the Lord Has Done."
About 510 people work there. It's an office much like that of any other
business, where clerks open mail, accountants count money, editors tweak
Meyer's videos, technicians copy tapes, and warehouse workers send out the tons
of Meyer's tapes and books to paying customers. The only sign of a church
inside is a chapel, but the public is kept out. Only employees worship there.
The building is decorated with religious paintings and sculptures, and quality
furniture. Much of it, Meyer says, she selected herself.
A Jefferson County assessor's list offers a glimpse into the value of many of
the items: a $19,000 pair of Dresden vases, six French crystal vases bought for
$18,500, an $8,000 Dresden porcelain depicting the Nativity, two $5,800 curio
cabinets, a $5,700 porcelain of the Crucifixion, a pair of German porcelain
vases bought for $5,200.
The decor includes a $30,000 malachite round table, a $23,000 marble-topped
antique commode, a $14,000 custom office bookcase, a $7,000 Stations of the
Cross in Dresden porcelain, a $6,300 eagle sculpture on a pedestal, another
eagle made of silver bought for $5,000, and numerous paintings purchased for
$1,000 to $4,000 each.
Inside Meyer's private office suite sit a conference table and 18 chairs bought
for $49,000. The woodwork in the offices of Meyer and her husband cost the
ministry $44,000.
In all, assessor's records of the ministry's personal property show that nearly
$5.7 million worth of furniture, artwork, glassware, and the latest equipment
and machinery fill the 158,000-square-foot building.
As of this summer, the ministry also owned a fleet of vehicles with an
estimated value of $440,000. The Jefferson County assessor has been trying to
get the complex and its contents added to the tax rolls but has failed.
Stylish sports cars and a plane
Meyer drives the ministry's 2002 Lexus SC sports car with a retractable top,
valued at $53,000. Her son Dan, 25, drives the ministry's 2001 Lexus sedan,
with a value of $46,000. Meyer's husband drives his Mercedes-Benz S55 AMG
sedan.
"My husband just likes cars," Meyer said.
The Meyers keep the ministry's Canadair CL-600 Challenger jet, which Joyce
Meyer says is worth $10 million, at Spirit of St. Louis Airport in
Chesterfield. The ministry employs two full-time pilots to fly the Meyers to
conferences around the world.
Meyer calls the plane a "lifesaver" for her and her family. "It enabled us, at
our age, to travel literally all over the world and preach the gospel" with
better security than that offered on commercial flights, she said.
Security is important to Meyer, who says she has received death threats. She
has a division of the ministry dedicated to her safety. Her officers wear
pistols; they guard the headquarters' front gate, keeping out anyone but
employees and invited guests.
The ministry bought a $145,000 house where the security chief lives rent-free
to keep him close to the ministry's headquarters.
The family compound
The ministry has also bought homes for other key employees.
Since 1999, the ministry has spent at least $4 million on five homes for Meyer
and her four children near Interstate 270 and Gravois Road, St. Louis County
records show.
Meyer's house, the largest of the five, is a 10,000-square-foot Cape Cod style
estate home with a guest house and a garage that can be independently heated
and cooled and can hold up to eight cars. The three-acre property has a large
fountain, a gazebo, a private putting green, a pool and a poolhouse where the
ministry recently added a $10,000 bathroom.
The ministry pays for utilities, maintenance and landscaping costs at all five
homes. It also pays for renovations. The Meyers ordered major rehab work at the
ministry's expense right after the ministry bought three of the homes.
For example, the ministry bought one home, leveled it and then built a new home
on the site to the specifications of Meyer's daughter Sandra and her husband,
county records show.
Even the property taxes, $15, 629 this year, are paid by the ministry.
Meyer called the homes a "good investment" for the ministry and said the
ministry bears the cost of upkeep and maintenance because the family is too
busy to take care of such tasks.
"It's just too hard to keep up with something like that when you travel as much
as we do," Meyer said.
She said that federal tax law allows ministries to buy parsonages for their
employees, so the arrangement does not violate any prohibitions against
personal benefit.
Meyer also said the decision to cluster the families together was a way to
build a buffer to better ensure privacy and security.
"We put good people all around us," she said. "Obviously, if I was trying to
hide anything or thought I was doing anything wrong, I wouldn't live on the
corner of Gravois and 270."
The irrevocable trust
Meyer says she expects the best, from where she lives to how she looks.
Much of her clothing is custom-tailored at an upscale West County dress shop.
At her conferences, she usually wears flashy jewelry. She sports an impressive
diamond ring that she said she got from one of her followers.
Meyer has a private hairdresser. And, a few years ago, Meyer told her employees
she was getting a face-lift.
Not everything is paid directly by the ministry.
Last year, the Meyers bought a $500,000 atrium ranch lakefront home in Porto
Cima, a private-quarters club at Lake of the Ozarks. A few weeks later, they
bought two watercrafts similar to Jet Skis and a $105,000 Crownline boat
painted red, white and blue that they named the Patriot.
In 2000, the Meyers also bought her parents a $130,000 home just a few minutes
from where the Meyers live.
The Meyers have put the Mercedes, the lake house, the boat and her parents'
home into an irrevocable trust, an arrangement that tax experts say would help
protect them from any financial problems at the minisry.
Meyer says she should not have to defend how she spends the ministry's money.
"We teach and preach and believe biblically that God wants to bless people who
serve Him," Meyer said. "So there's no need for us to apologize for being
blessed."
Meyer's "trusted" board
For the most part, Meyer can spend the ministry's money any way she sees fit
because her board of directors is handpicked. It consists of Meyer, her husband
and all four of her children — all paid workers — as well as six of Meyer's
closest friends. (Ministry officials said that daughter Laura Holtzmann has now
resigned; state records still list her on the board.)
"Our family is a huge help to us," Meyer said. "We couldn't do this if we
didn't have somebody we trusted."
Board members Roxane and Paul Schermann are such close friends that for more
than a decade they lived in the Meyers' home. The ministry employed both of
them as high-level managers and in 2001 bought them a $334,000 home. Roxane
Schermann no longer works at the ministry; her husband continues as a paid
division manager. The Schermanns bought the house at the same price from the
ministry in January.
Delanie Trusty, the ministry's certified public accountant, also serves as the
ministry board's secretary.
The board decides how the ministry's money is spent. The salaries of Meyer and
her family are set by those board members who are not family members and are
not employed by the ministry, Meyer's lawyer said. The arrangement meets IRS
regulations, the lawyer said.
"We certainly wouldn't have enemies and people we don't know" on the board,
Meyer said. "That wouldn't make any sense. Anybody who has a board is going to
have people in favor of you."
Meyer and her ministry refuse to tell how much the ministry pays Meyer, her
husband, her children and her children's spouses.
"I don't make any more than I'm worth," Meyer said. "We're definitely within
IRS guidelines."
Such an overlap between top administrators and board members concerns the IRS
because "the opportunity to manipulate and control the organization is easier
to accomplish," said Bruce Philipson of St. Paul, Minn., the IRS group manager
of tax-exempt organizations for this region.
The followers stay loyal
Meyer's followers don't seem to care how much of her ministry's money Meyer
spends on herself. In interviews with some of her followers at her conference
in Atlanta in August, all said they believe that Meyer helps them and that she
deserves the wealth.
William Parton, 32, an Atlanta policeman, said people should not care what
Meyer does with the money.
"I think if they believe they are doing what God has called them to do, and
they have a following, and people enjoy listening to them, even if it's just
for entertainment value, just like sports athletes, they deserve to live
however their means dictate," he said.
Michael Scott Horton, who teaches religious theology at Westminister
Theological Seminary in Escondido, Calif., said attitudes such as Parton's are
exactly what evangelists like Meyer bank on.
"These poor people want to believe that they have that kind of faith," Horton
said, "that they're going to risk it all on the say-so of this supposed man of
God standing up in front of them."
None of her critics seems to rile Meyer. She says her material success is a
reflection of her commitment to God.
As she puts it: "The whole Bible really has one message: 'Obey me and do what I
tell you to do, and you'll be blessed.'"
Meyer traces her fervor to early abuse, alcohol
When Joyce Meyer was 12 or 13, her father decided to teach her to drive.
He didn't do it for her, Meyer said. He never did anything for her.
He did it because he wanted to get her out of the house and away from her
mother. He wanted to use her.
Sometimes, they would drive to a cemetery and park the car. He liked
cemeteries, she said. They were remote and private.
"Things were a little better in the wintertime," when she was in school, she
said, because her father worked nights and they were rarely home together.
"But I hated summers. He would go out and get drunk and take me with him. He'd
feed me alcohol ... get me dizzy. And he'd do different things in the back of
the car ..."
Meyer, 60 and one of America's wealthiest and most powerful TV preachers, has
repeated these stories often in recent years — in her books and at her
conferences. They are stories of a bullied and emotionally starved young woman
victimized by an abusive father, a weak mother and a manipulative first
husband.
They are stories, she said, that have had lasting, profound effects on her life
and on a ministry that reaches around the globe.
"I'm not telling you this to get you to feel sorry for me," she told followers
in a crowded church in Tampa, Fla., in September. "I'm telling it to you to
show you that people have awful things happen to them."
Still, she said, "I know that my life is more powerful because of what happened
to me than it ever would have been if it wouldn't have happened."
Meyer and the ministry's attorney, Tom Winters, have asked that reporters not
interview Meyer's parents, threatening legal action against the Post-Dispatch.
Meyer said any stress could jeopardize her parents' fragile health. The
parents, both in their 80s and living in south St. Louis County, did not
respond to a letter sent by the newspaper to their home.
Nightmares of childhood
Meyer was born Pauline Joyce Hutchison on June 4, 1943.
In her recent book, "Help Me — I'm Married," Meyer recounts how her father went
into the armed forces the day after she was born.
When he was discharged three years later, he returned "bitter, angry and
addicted to alcohol." Almost from her first conscious memory, she said, he
began to abuse her sexually.
In her 1990 audiotape series "Trophies of God's Grace," Meyer says the abuse
began as molestation and worsened as she reached adolescence.
A factory worker and machinist with roots deep in the "back hills" of Kentucky,
Meyer's father saw nothing wrong with what he did, she said. In his family, he
told her, "everybody did it, and that's just the way it was."
He was persistent and demanding, she said. He looked for opportunities whenever
and wherever he could find them.
"He might tell me, 'I'm going down to the basement. Meet me in five minutes,'"
she said. "'I'm going out to the garage. Meet me out there in ten minutes.'"
As early as age 9, she said, she told her mother what her father was doing to
her. When her mother confronted him, Meyer said, he denied everything. Her
mother chose to believe him.
Meyer wrote in her book "Beauty for Ashes" that one day when she was 14, her
mother returned home early from a shopping trip and discovered the two of them
together.
Her mother "looked, walked out and came back two hours later, acting as if she
had never been there," Meyer said.
Years later, her mother told her that she knew about the abuse but could not
bring herself to face it, she said.
Meyer said that her father often beat her mother but that he rarely struck
Meyer. He didn't have to, she said. The threats and the intimidation were
enough.
Feeling the power of God
When Meyer was 9, her mother became pregnant with Meyer's brother.
"I remember so desperately wanting the new baby to be a girl," she wrote in
"Beauty for Ashes." "I thought that maybe if there was another female child in
the family, I might be left alone, at least part of the time."
That year, Meyer said, she felt the true power of God for the first time.
One night, while visiting relatives out of town, she decided to sneak away to a
local church service. She says she was "born again" while there.
"I felt clean, as though I had received an inner bath," she wrote years later.
The next day, she said, she cheated in a game of hide-and-seek, which made her
feel that she had betrayed God. By the time she returned to her own home, she
said, the peace she had felt had vanished.
"I thought that I had lost Jesus," she said.
As a girl, Meyer recalls, she had a fascination for the spiritual: stories of
extrasensory perception, science fiction and horror movies.
She said she was drawn to hypnosis and astrology, "any kind of a carnival."
"I would go by the fortune teller's booth or the person who was reading the
tarot cards ... or I would always want to have somebody look into the crystal
ball for me," she said.
Meyer said she routinely stole "about anything I could get my hands on" as a
child, including "stuff I didn't even need." Once, she said, she stole a pair
of eyeglasses from a friend's home.
"She was a woman I loved," Meyer said. "I stole the glasses and took them
outside and hid them under a rock."
Even years later, as an adult, she continued to steal, often straight from the
cash registers where she worked, she said. She believes now that it was her way
to exert some control over a life in which she felt largely powerless.
At 13, she began working in St. Louis dime stores and restaurants so she
wouldn't have to depend on anyone else for what she wanted.
A disastrous first marriage
Meyer attended O'Fallon Technical High School, where, she said, "people
constantly came to me for counseling."
"The Flame and Steel," O'Fallon's yearbook, pictures her with the June clerical
department graduating class and says she was trained in bookkeeping. The
yearbook lists her activities as girl's softball, school representative and
Honorama, a school honorary for students who excel in scholarship, school
service and attendance.
An O'Fallon classmate remembers Meyer as the "sharp tongued" leader of a small
but tight "in crowd" of girls who seemed unusually concerned with fashion, hair
and makeup.
While he said he is surprised that Meyer became a minister, he is not surprised
that she became so successful.
"Getting out in front and leading the parade, that's where she always wanted to
be," said the classmate, who asked not to be identified.
Almost immediately after graduation in 1961, shortly after her 18th birthday,
Meyer packed her belongings into her black 1949 Chevrolet and moved out of the
family's red brick, two-story flat in the 3900 block of Wyoming Street.
"As far as I was concerned, I was going to run my own life from that point on,"
she said.
That year, she married "the first young man who showed an interest in me." He
was a fifth-grade dropout and part-time car salesman.
From the beginning, the marriage was a disaster. He worked only sporadically;
they moved often. She said she routinely returned home from work to find him
gone. He might not return for days, weeks or even months.
She said he sold her typewriter and her class ring and "one night I caught him
trying to get my wedding ring off me in the middle of the night." She said she
was working as a bookkeeper in charge of her company's payroll department when
her husband persuaded her to steal money by writing phony payroll checks.
"We ran around town and cashed them and then we took off for California," she
said. Years later, she said, she returned the stolen money.
At 21, Meyer suffered a miscarriage. The next year, she became pregnant again.
During a sweltering St. Louis summer, she came "dangerously close" to losing
her mind, she said. Severely depressed over her marriage and the couple's
financial situation, she said, she stopped eating and sleeping and started
taking over-the-counter sleeping pills.
Within months of her son's birth, Meyer decided she could no longer tolerate
her husband's infidelities and trouble with the law. She took her son, anything
else she could carry and walked out.
She went to a corner phone booth, telephoned her father and asked whether she
could come home. She said he was delighted.
Depressed and confused, Meyer said, she began turning to local bars for
"entertainment" and started sleeping with men she barely knew.
Her days, she said, had become a living hell.
"Dear God," she said she prayed, "please let me be happy ... someday."
A gradual path to the ministry
In late 1966, just months after divorcing her husband, Meyer met David Benjamin
Meyer as she washed her mother's car outside her parent's home. After five
dates, they married in St. Louis on Jan. 7, 1967, and he quickly adopted her
infant son.
He was, she said, a good and kind man, a hard worker and completely devoted to
her. But happiness continued to elude her.
In her book "Knowing God Intimately," published this year, Meyer says she was
driving to work one morning in February 1976 when, out of frustration and
desperation, she began crying out to God.
She said she heard God call her name. He asked her to be patient, she said.
"From that moment," she said, "I knew with certainty that God was going to do
something."
That evening, as she drove home from a beauty shop appointment, God filled her
"full of liquid love," she said. That night, at a local bowling alley, she felt
almost drunk with the spirit of God.
Soon after, while working as an office manager at Isis foods, she began a
regular 6 a.m. Bible class at Miss Hulling's cafeteria at Eighth and Olive
streets.
Initially active in Our Savior Lutheran Church, Meyer and her husband left
there in the early 1980s. They joined Life Christian Church, then a small,
struggling, 30-member interdenominational storefront church at Tesson Ferry and
Green Park roads in South County.
Since then, Life Christian has grown to about 3,000 members, at least in part
because of Meyer's popularity. The church is now housed in a sprawling complex
off Gravois Road in Fenton.
Rick Shelton, the pastor, says he liked the Meyer family from their first
visit.
Shelton serves on the board of Joyce Meyer Ministries and sometimes travels
with the family on the ministry's private plane to their three-day rallies.
"How to fight the devil"
Soon after the family joined the church, Shelton said, Meyer began holding
Bible study classes for women in her home.
Before long, the meetings were moved to the little church and then continued at
Life Christian's new home in a converted IGA grocery in South County.
Eventually, he said, 500 women were attending the Thursday morning Bible
classes.
"Ladies were coming from all over the metropolitan area," he recalls.
By 1983, Meyer was standing in for Shelton in the Life Christian pulpit. He
asked her to appear with him on a daily 15-minute radio program on the old WCBW
Christian station. Soon, she had a 15-minute program of her own. Before long,
she had purchased time on six other radio stations, from Chicago to Kansas
City.
It was while at Life Christian that Meyer began one of the more unusual
chapters of her early ministry.
In an audiotape series called "How to Fight the Devil and Win," Meyer recalled
how she read a book on freeing people from demons. She saw the book as a
revelation from God and began what she called a "deliverance ministry," much of
it out of the family's home on Codorniz Lane in Fenton.
"I had every person, I think, anywhere within 10 miles who had a demon come
knocking at my door wanting deliverance," she said. "And I was staying up half
the night, almost every night, Dave and I were, casting out devils."
She said she got on people's backs and rode them "all over the house, with
these demons of anger and fear and violence ... you know our kids are back
there sleeping and we're in the living room screaming at demons half the
night.
"I mean one woman came to my house, and me and my pastor (Shelton) literally
rode her piggyback all over my house.
"She threw up in every towel I had. She spit all over us. Rick had to get his
tie off. He had to get his jewelry off. Sweat was pouring off of both of us."
In a recent interview, Meyer said she understands how some people might
consider such activity "goofy." She said she is no longer involved in such
work.
Founding Life in the Word
Meyer stayed at Life Christian for five years. In her book "A Leader in the
Making," published two years ago, Meyer said God told her when it was time to
leave.
"The Lord spoke to me and said, 'Take your ministry and go north, south, east
and west.' So I did," she said.
Shelton said he expected great things of Meyer but he had no inkling things
would turn out as they have.
"If I were to say I expected anything even remotely close to this, even a small
fraction of this, I would be disingenuous," Shelton said. "I am stunned by what
has happened."
In August 1985, Meyer and her husband, David, filed papers with the Missouri
secretary of state's office establishing Life in the Word as a nonprofit
corporation. By the following May, Life in the Word had received status as a
501 (c) (3) federally tax-exempt corporation.
The early years of the ministry were anything but easy, Meyer has said.
Scraping for money, she said, she and her husband usually drove to conferences,
often sleeping in their car on "a McDonald's parking lot" because they couldn't
pay for a motel room.
"We would believe in God literally for our socks and underwear," she said.
Going for it all on TV
Dave Meyer said in an interview in 1999 with the Post-Dispatch that he was in
the bathroom in 1993 when God "opened his heart to me" and changed the
direction of the ministry.
"I could feel the hurts of the world," he said. "I decided that Joyce's message
should go international on television.
With about two dozen employees, the ministry put together a TV program using
video from Meyer's live conferences. Initially, it was aired on WGN in Chicago
and Black Entertainment Network. Within five years, Meyer and her message were
on about 600 radio and TV stations, seven cable networks and seven satellite
networks.
In November 1998, Meyer made the big time with a cover story in Charisma &
Christian Life magazine, one of the nation's leading publications for followers
of the charismatic movement. On its cover, the magazine called Meyer "America's
most popular woman minister."
A year after the article, the ministry moved from its office building in Fenton
into a $20 million headquarters nearby.
Trying to heal the past
Despite the enormous success of her ministry and a series of personal victories
— Meyer won a battle with breast cancer in the early 1990s and says she
repaired difficult relationships with her four children — she has said that
possibly her biggest challenge was confronting her own past.
Twice, she said, she went to her father to tell him she had forgiven him for
what he had done to her. Twice, she said, he refused to acknowledge that he had
done anything wrong.
Still, she said, God continued to push her to heal the relationship.
In November 2000, Meyer and her husband bought a $130,000 house in St. Louis
County for her parents and moved them there from the small town in southern
Missouri where they had been living.
In the newest version of her book "Beauty for Ashes," Meyer writes that three
years after her parents' return to St. Louis, she and her husband visited them
on Thanksgiving.
As they walked through the door, she said, her father began to cry.
"I just need to tell you how sorry I am for what I did to you," she said he
told them.
"It's all right, Daddy," Meyer told him. "I forgive you."
Ten days later, Meyer said, she baptized her father in a simple ceremony at the
St. Louis Dream Center on the city's North Side.
IRS requires pay, perks for evangelists to be "reasonable"
Federal law bars religious groups and charities from spending excessively on
insiders — those who form and control the organization.
One lawyer calls it a "drop-dead prohibition."
Some tax experts say Joyce Meyer may be violating that law.
Wall Watchers, a North Carolina-based nonprofit group formed to monitor the
finances of large Christian organizations, wants the Internal Revenue Service
to investigate Meyer and some other TV preachers on exactly that point. Wall
Watchers, formed in 1998, provides financial information of 500 Christian
groups on the Internet. It's stated purpose is to educate donors about where
their money is being spent.
Rusty Leonard, founder of Wall Watchers, said that if investigators determined
that the TV preachers are compensating themselves at "extraordinarily high
levels," the IRS should be prepared to revoke their tax-exempt church status.
Meyer and her lawyer, Tom Winters, say they aren't worried.
"Obviously, this is a big ministry, and the IRS can look at it at any time,"
Winters said. "But we're confident there are no problems. This ministry is so
darn compliant with the IRS. This thing's clean."
Wall Watchers tax expert Rod Pitzer says federal law requires that any
compensation — salary and perks, including housing for ministers — must be
reasonable. "Reasonable" means that the benefits to Meyer and her family
roughly equal what other ministers in the St. Louis area get from their
congregations, Pitzer said.
For example, Pitzer said, Meyer's use of church money for five homes in South
County — for Meyer and her husband, and for each of their four children — seems
"abusive."
But Meyer says there's nothing wrong with the ministry paying about $4 million
to purchase, renovate and maintain the five homes. As she sees it, the
ministry-owned homes are simply parsonages for her church.
"Ministers either have a parsonage that their ministry pays for — like the Pope
lives in the Vatican, which is very nice — or they can take a housing allowance
and own their own house," Meyer said.
Winters said that under tax laws, Meyer could take tax-free housing allowances
and then deduct the family housing expenses from their income taxes. The homes
would belong to the Meyers and their children and not the ministry, he said.
Winters called the parsonage plan "a more conservative approach."
"To criticize them for doing it this way, it's just not right," he said.
Church audits are "sensitive"
Robert R. Thompson, a lawyer in Michigan who participated in some of the
earliest investigations of TV ministers, said the law is clear: Private
inurement — excessive benefits to anyone who founds or controls a ministry — is
"a drop-dead prohibition."
"If even an ounce of private benefit is found," the IRS can act, he said.
But starting an IRS investigation is not easy. Religious groups get special
treatment under the law because of the freedom-of-religion guarantee in the
Constitution's First Amendment, and resulting court rulings and laws.
"We have to have serious allegations," said Bruce Philipson of St. Paul, Minn.,
the IRS regional group manager of tax-exempt organizations for this region.
"Church audits are always going to be sensitive."
Before launching an investigation, the IRS must narrow the scope to be as
specific as possible. It must get the approval of the agency's national
director of exempt organizations. And it must give the ministry up to 90 days'
notice before looking at any of its records.
Other measures hamper the IRS' reach. First, federal law allows religious
groups to enjoy tax-free status without ever proving that they have a
charitable purpose, as other nonprofits must.
Further, religious groups never have to report their finances publicly, as
other nonprofits must.
Despite these safeguards for religious groups, Philipson said, the IRS usually
can get approval to start an investigation when one is merited.
Jefferson County, Meyer joust over tax exemption
Atop a hill in Jefferson County sits the $20 million headquarters of Joyce
Meyer Ministries. The 52-acre complex is the focal point of county Assessor
Randy Holman's toughest tax battle.
For two years, Holman has wanted Meyer's complex and its $5.7 million in
contents on the county's tax rolls. If Holman wins, Meyer will have to pay
$600,000 in annual real estate and personal property taxes that would help pay
for schools and for fire and police protection.
But Meyer is standing firm.
"You're not going to, out of the kindness of your heart, pay over a half
million dollars in taxes that you don't owe," she said in an interview. "If
we're not tax-exempt, I don't know who would be."
Missouri law mandates that religious institutions asking for tax exemptions on
real estate must use the property solely for religious purposes — "exclusively
for religious worship, for schools and colleges, or for purposes purely
charitable and not held for private or corporate profit," according to Missouri
state law.
Holman argues that Meyer's property does not comply with the law because it is
a business. He says it consists of a 158,139-square-foot office building, a
35,020-square-foot distribution center and a 5,000-square-foot automotive
maintenance center on Gravois Road in Fenton.
In 2001, as work at the complex was almost finished, Holman's commercial
supervisor strolled inside the buildings and concluded that "the entire
operation has the look and feel of a business — the business of selling
religion and, specifically, Joyce Meyer religion."
At the headquarters, Meyer and her staff of 510 produce Meyer's television
program, audiotapes and videotapes, take in money from contributions and the
sale of Meyer's products, answer phone calls from viewers responding to Meyer's
television show and ship out orders.
An armed guard stands outside in a shed at the edge of the headquarters,
checking the identification of all employees. He stops members of the public
from entering, unless they want to go into a 300-square-foot bookstore to buy
Meyer's books and tapes. Only Meyer's staff members can attend services in the
chapel in the main building.
Meyer argues that the complex is the site from which her television program is
sent around the world. Her conclusion: Because her church is her television
program, the property houses her church.
Meyer and Tom Winters, her lawyer from Tulsa, Okla., declined to discuss the
matter further because Meyer's appeal of the assessment is before the State Tax
Commission.
Holman said that during the decade Meyer ran her ministry out of an office park
at 300 Biltmore, just a block from her current headquarters, Holman taxed Meyer
as a business — and Meyer paid her taxes, which were $109,000 for the last year
there.
And when he sent Meyer the first tax assessment in 2001 on the new
headquarters, Holman said, Meyer said nothing. Then, in December 2001, as the
tax bill came due, Meyer sued Holman.
Meyer dropped the suit in April, after county lawyers defending Holman demanded
a second inspection of the headquarters and financial records for the
ministry's operation.
In the meantime, Meyer went through the normal channels last year and appealed
to the county's tax appeals panel, the Board of Equalization. The board sided
with Meyer, saying she is tax-exempt as a church, and removed Meyer's property
from the tax rolls.
The move sparked angry cries from citizens and taxing bodies alike. Schools and
fire departments had to trim their budgets and boost their tax levies.
Last summer — months after Holman called the building a business park, Meyer
erected a five-story, blue-lighted cross at the headquarters to help designate
it as a religious place.
Holman put Meyer's property back on the tax roll this year. But when Meyer
appealed this time, the county's tax board chose to keep her on the tax rolls.
So, Meyer took the matter to the State Tax Commission, which has the final
say.
To offset outcries this time around, Meyer responded to the local police
department's plea for help by buying the department a new van. And she gave the
cash-strapped Northwest R-1 School District $110,000 for this school year. She
foots the bill for the county sheriff's Christmas party.
Meyer says she's confident that the commission's hearing officer will see it
her way.
"There are two other ministries right here in the same district that have had
to fight at the state level and won, and so there's already a precedent set,"
Meyer said. "I don't know how we could possibly lose."
Money pitch is a hit with followers
The spray on Joyce Meyer's hair and the sequins on her tailor-made pink suit
sparkled in the bright stage lights. She stood before 8,000 people in the arena
where the Buffalo Sabres play hockey.
Meyer's rough, homespun south St. Louis drawl thundered out to her audience,
which suddenly had become silent and still.
To give is godly, she said. Never fear giving too much in the name of God, even
if it means sacrificing dinners out during the three-day conference. Fear, she
said, is the work of the devil.
She lectured for nearly an hour before ending with the same plea she'd been
delivering for a decade: "Make your checks payable to Joyce Meyer
Ministries/Life in the Word. And million is spelled M-I-L-L-I-O-N."
Many in the crowd flipped open their wallets or pulled out their checkbooks.
No one came forth with a million dollars that day in June. But in September,
the ministry says, an East Coast woman gave stock worth that amount. Meyer then
asked for more.
"I didn't have that thing for five minutes and I said, 'OK, God. Next I'll take
$5 million,'" Meyer later told an audience in Tampa.
It is this kind of hard-edged audacity that has made Meyer one of the biggest
names in big-name TV evangelism and has endeared the Fenton grandmother to
millions of faithful supporters worldwide. At 60, she shows no signs of slowing
down as she stretches herself further.
In St. Louis last month, Meyer asked for a $7 million check.
"That would really bless me," she said.
Meyer's 20 or so conferences each year, where followers usually have their only
opportunity to see and hear her live, are part old-fashioned tent revival, part
motivational rally and part unrelenting sales pitch.
Meyer attracts her fans to her gatherings with promises of a free conference.
The only conference with an entrance fee is her annual St. Louis women's
conference, which charges $50 per person.
Yet, from the moment followers enter one of her free conferences, Meyer pushes
for their money.
"God does not need our money. The giving thing is not for Him, it's for us,"
Meyer told a Detroit audience in September. "I should not have to work to try
to support myself."
The Post-Dispatch attended four of Meyer's conferences: Buffalo in June,
Atlanta in August, Detroit in September and St. Louis in October.
The newspaper found virtually identical elements at each conference — heavy
doses of modern religious music, an unwavering religious faith of her audiences
and a strong, focused effort to bring in money.
Joyce Meyer Ministries is, without question, a well-oiled moneymaking machine.
Selling as the doors open
Faithful followers line up outside the arena hours before a Meyer conference
begins. The doors open exactly two hours early. Some fans arrive in dresses and
matching handbags. Others wear jeans and T-shirts. Still others wear miniskirts
or shorts. Sheri Davis, 39, a former St. Louisan living in Atlanta, wore an "I
Love Jesus" motorcycle jacket.
White women over 30 are Meyer's biggest audience. But all ages and races are
represented. The relatively few men in the crowds seem to accompany wives or
girlfriends. Children play in the aisles.
After bags and purses are checked by security, Meyer's volunteers hand the
followers a 20-page catalog listing Meyer's products for sale.
Just a few steps inside the arena, followers find 100-foot-long tables with
Meyer's items for sale. People crowd them, jockeying for places to look at
Meyer's products.
Videotapes, audiotapes, books, CDs, calendars and coffee mugs are stacked up to
10 high. Prices range from $3 for palm-size books of 60 pages to $110 for
videotape and audiotape packages. The average cost of a videotape is $22.
Meyer's ministry depends on more than 100 volunteers from local ministries to
help work her conferences.
Her workers flown in from St. Louis handle the sales. Followers, their arms
overflowing with books and tapes, line up in roped-off lanes similar to those
at airport ticket counters. Ministry workers behind the counters keep 10 credit
card machines whirring.
Nearly everyone in attendance carries a plastic Life in the Word bag containing
the products they bought.
Inside the arena, followers troll for seats as close as possible to Meyer. They
seem undaunted by having to sit behind two cameramen, perched 10 feet above the
center of the crowd.
Another camera, mounted on a mobile arm like those used on TV programs such as
David Letterman's, is positioned beside the stage to catch Meyer's every move
and her audience's reactions.
The stage is set to look like the gates of heaven, with towering columns and
flowing drapery. An image of a blue sky with puffy clouds is projected behind
the stage.
On each side of the stage is a large video display. Each flashes messages to
the audience:
"Buy $500 worth of product and get $100 free."
"The music now playing is from our 'Free at Last' CD and is available at
the product table."
"The tapes of these sessions can be ordered at the product table."
Minutes before the session is scheduled to start, Meyer's daughter Laura
Holtzmann steps onstage. She urges the audience members to buy Meyer's books
and tapes and offers them special deals. She tells them not to be discouraged
by long lines at the product tables. The lines move fast, she says, because 15
Life in the Word employees are working them.
Holtzmann tells them that their money will go to good causes — 50 charities.
In June in Buffalo, a video outlined one of Meyer's charities: Her ministry
says it has sent care packages with Meyer's books and shampoo to 789,898
prisoners in 946 prisons in more than 40 states. Unnamed men identified as
prisoners tell how they love Meyer. The tape ends, but no one applauds. The
crowd wants to see Joyce.
The videos often show followers giving testimonials on how great things
happened to them after they gave to Meyer. In Buffalo, Meyer called a woman to
the stage to talk about how her husband gave his last dollar after seeing Meyer
at a conference. Her husband's name: Dan Goodson, Meyer's general manager.
Enter: Joyce Meyer
At each conference, Charlie and Jill LeBlanc come onstage and sing modern
gospel songs, preparing the audience for Meyer. The video screens flash lyrics
so the audience can sing along. After each stanza, the screens tell the
audience members how they can buy CDs containing the songs.
Meyer walks onto the stage, singing along. The audience goes wild. They hang on
every word. When she tells them to do something — stand, say amen, answer her —
the audience quickly responds.
Hundreds yell: "We love you, Joyce," "Hallelujah" and "Praise the Lord."
Meyer keeps the audience standing. She tells them that through her, God will
cure their headaches, depression, stomach problems, drug addiction and
homosexuality.
In Buffalo, Meyer instructed the women in the audience to place their hands on
their stomachs while she spoke. Most did. She told them she had healed all of
their female problems. She announced that she once did this and a woman with
cancer went to the doctor and found it had gone away.
Meyer then told the audience, which had been standing for an hour, that she was
going to heal their backaches. She let them sit down.
"I know someone is already feeling better," she quipped.
Meyer then delivered her sermon for giving. She told them that some Christians
are worried that if they give it all, they will end up with nothing. If they
give, she said, they can expect much more in return.
"Sowing and reaping is a law," Meyer told the Buffalo audience. "If you sow,
you will reap. I believe stingy people are very unhappy people. I want you to
give your best offering. I believe one person could write one check to cover
all of the expenses of this one conference."
A middle-aged man wearing worn jeans pulled a wad of $20 bills from his pocket
and placed them in an offering envelope. An elderly woman in a wheelchair wrote
out a check for $100.
As hundreds of volunteers passed around white paper tubs resembling movie
theater popcorn buckets, Meyer lectured on her partnership program. She said
regular partners who allow her to deduct a monthly donation directly from their
bank accounts get a tape of the month, the ministry's monthly magazine and are
prayed for "as if in the room."
She said she has 120,000 partners that have monthly donations taken out of
their bank accounts. She's hoping to double that number by next year.
"Don't procrastinate, because procrastination is the tool of the devil," she
warned the Buffalo audience.
After the offering, the bucket-bearing volunteers were ushered to a remote part
of the arena. There, ministry workers counted the money, supervised by Dave
Meyer, the ministry's business administrator and Meyer's husband.
A practical message
While money pleas dominate most of her conferences, Meyer also gives a
practical lesson. It's the main thing the followers come to see. Each lesson is
edited for use on her TV show and videotapes that she sells.
On June 26 in Buffalo, Meyer's message was about "thinking big." She told the
crowd that everyone there needed to become a "fresh piece of clay, starting
over."
"Stretch out your borders. Enlarge your tent," Meyer urged. "You need to stop
telling God what you've done wrong all the time. You need to move on."
Meyer told them they should never let their disabilities or disadvantages stop
them. Like her — an abused girl, and a housewife from Fenton when God called
her to preach — He has a plan for them, too.
"I don't care what anyone says about me," she said. "Just hide the wash. Mmmm,
mmm! I feel like the Holy Ghost."
The hall erupted in shouts of "Hallelujah" and "Praise the Lord."
"Don't let mutterers stop you in life," Meyer told them, shaking her fist in
the air. "People are jealous, critical. They're resentful. Most people want
what you get but they don't want to do what you did to get it."
She told a biblical tale about Zacchaeus, a short man who wanted to see Jesus
so badly that he climbed a tree. Jesus liked his ingenuity so much, he went to
the man's house to eat dinner with him.
"When an opportunity comes before me, I go for it," Meyer said. "Thinking about
it kills it. Narrow-minded people almost always miss their miracle. They look
for Him to come in the front door, and He comes in the window."
Dress well, live well
Outside the Philips Arena in Atlanta in August, about a dozen people had
gathered nearly three hours before Meyer's conference was set to begin.
One was Ronald Granville, 45, of Sacramento, Calif., a seminary student. He
wore a black shirt with white and gold letters that said, "God has been so good
to me."
Granville said he's heard the criticism of evangelists like Meyer: They live
the high life while many of those who support them live at or near poverty.
"That's between them and God," Granville said. "If they're getting the word of
God out, why should they ride around in a 1980 Pinto? Is Joyce Meyer supposed
to come out here in Salvation Army clothes or patched-up jeans?"
Meyer wears nothing but the best. Her clothes are tailor-made. She has a
private hairdresser. Her nails are perfect. She wears glasslike slippers and
dangly earrings and sparkly necklaces.
Her workers back in St. Louis pack the things she needs at the conference.
Perrier water is a must.
It takes four 18-wheelers to carry her products and stage setup from St. Louis
to each conference.
On the road, Meyer and her husband live in exclusive hotels.
In Detroit, they stayed in a suite in the Townsend in Birmingham, Mich., the
area's richest suburb. The Townsend houses movie and rock stars when they
appear locally. Privacy protection is the hotel's hallmark, and it prides
itself on its "discreet" handling of each guest. Suites cost about $1,500 a
night.
Meyer's magnetism
There is something magnetic about Meyer's appeal to women. Much of this appeal
is Meyer's willingness to share nearly every aspect of her life, including
sexual abuse by her father, her quick temper with her four children, how she
hates it when her husband overdirects her — telling her how to walk or to close
the blinds while undressing in front of hotel windows.
In St. Louis last month, Meyer told her audience about an exploded hemorrhoid
that had sent her to the hospital during her Thursday evening session.
All of Meyer's past flaws are an open book to her fans: She chain-smoked. She
drank. She slept with men she had just met. She stole things she didn't need.
And those are the things that endear Meyer to her followers. Her advice hits
home: Forgive those who hurt you. Copy others' successes. Believing will heal
you and make you wealthy.
At times, Meyer's speeches ramble as if she is speaking thoughts at the very
same time they occur to her.
"I can stand up and talk all day and not even know what is coming out of my
mouth next," she told the Buffalo audience in June. "That's my gift."
In Atlanta in August, Meyer's followers wanted to see her perform one of her
classic acts. Meyer hinted she might do her so-called robot routine. Hundreds
of women began chanting: "Robot, robot, robot. . .!"
Meyer finally went into a stiff-armed, animated walk, her representation of a
self-indulgent, windup robot that repeats the phrase: "What about me? ... What
about me? ... What about me?"
Meyer demands order at her conferences. In St. Louis, Meyer commanded that
nobody leave the hall during her sessions. She said she has to talk for two
hours without going to the bathroom, so if she can wait, they can wait.
In Buffalo, when her microphone was not positioned the way she liked, she
stopped the conference and ordered an employee to the stage to fix it.
Meyer wanted to teach them to talk in tongues, a practice that she says caused
her, in part, to leave her Lutheran church in St. Louis. She ordered the crowd
to stand and told them she was filling them with the Holy Spirit.
"Soak in the Holy Ghost," she demanded. She began muttering inaudible words.
Many followed her lead.
"I believe His presence is here," her voice thundered.
A middle-aged woman wearing a white bow in her hair and a hunter-green dress
began howling, "Oh, Jesus ... Oh, Jesus." She collapsed on the steps inside of
the arena. Meyer's workers quickly whisked her away.
"Thank you, God, for reaching the people tonight," Meyer told them. "We're not
going to leave the way we came."
Meyer's money pleas
Sometimes soft, sometimes tough, Meyer's plea for money, like most things she
does, is matter-of-fact and without apology.
"Some of you need to sow a special seed this weekend," Meyer told her Detroit
audience. "Don't be a $10 man all your life. Don't even be a $100 man all your
life. . . . You have to give sometimes until it hurts. It needs to cost you
something."
Sometimes, she's more demanding.
"I don't have to stand here and beg," she told the crowd in Buffalo. "What God
wants you to do here tonight is to pay for somebody else to watch my show."
Meyer told her Detroit audience about those who are unhappy with the way she
pleads for money.
"People say, 'I don't want to hear about the money, the money, the money, the
money. I came to hear Joyce. I didn't come to hear about the money,'" Meyer
said. "Giving will change your life. When God gives you an increase, you give
more."
Meyer often stands on stage hawking her products. In Atlanta, she held an
enormous basket, overflowing with 50 of her books — "free" for a $1,000
offering.
She showed off new tape offerings packaged like suitcases. At one point, Meyer
struggled to carry four of the massive tape cases, which sell for $110 apiece,
across the arena stage.
"I need to see you leaving my meetings just like this," she said.
She pointed out that her audiotapes are cheaper than the $100 an hour that some
professional counselors charge.
She told her flock in Buffalo that they have to stop being jealous of people
like her who have nice things.
"Don't be jealous of what somebody's got," she said. "It's not about somebody
getting your money. You need to give."
After 9 years of giving, man has no Chrysler, no wife, no wealth
Bob Schneller gave to Joyce Meyer until it hurt. Nine years later, he says, it
still aches.
He's out of money, out of a marriage and out of faith with televangelists.
Schneller, 59, lives alone in a 600-square-foot, early-model mobile home in
House Springs. He's surrounded by videotapes of televangelists. He says he
studies the tapes to learn how he was taken in by Meyer.
Not so long ago, Schneller spent his days hanging on Meyer's every word. The
money he gave her — $4,400 a year — surpassed his annual mortgage payment. He
and his wife lived on $30,000 a year.
"She teaches you that if you give a seed offering, it will come back tenfold or
a hundredfold," Schneller said. "I know it sounds ridiculous, but you get
caught up in it. You believe it as truth."
Schneller was reared as a Roman Catholic but said he was reborn as a Protestant
Christian when he was 40.
A year later, in 1985, the Schnellers started attending Life Christian Center,
near their home in Fenton. At the center, they learned what Schneller calls the
prosperity message: If you give, you will get more in return. And there they
met Joyce Meyer, then an up-and-coming preacher.
"Her teachings were practical," Schneller said. "I'd never heard anyone preach
that way before."
He and his wife, Mary Jo, followed Meyer to her church meetings in a Ramada Inn
in South County, one of several places she preached.
Soon, the Schnellers were working for Meyer. Bob Schneller became Meyer's
exterminator. Mary Jo worked as Meyer's hairdresser.
Most of what Meyer taught, Schneller said, is what he calls the
"name-it-and-claim-it" theology: If you have enough faith, you can name what
you want.
"So I laid across the hood of a brand new 1985 Chrysler Fifth Avenue,"
Schneller said. "I never did get it. She would say that I didn't have enough
faith, or that there was sin in my life blocking the blessing. It always goes
back to you."
The Schnellers began giving more to Meyer: $350 a month. They went to Meyer's
home Bible sessions.
By the early 1990s, Meyer's popularity started to climb.
But Schneller was less fortunate. His back went out, and he lacked money to pay
his bills. He went to Meyer and told her what was happening. She laid her hands
on him, he said, and told him that he would be healed, that his problems would
soon go away.
"One day, I went out to my mailbox, and there inside were six $100 bills
wrapped up," Schneller said. "Right after that, she had me give testimony, and
she used it to prove that you can be blessed."
Despite the $600, nothing changed, he said. He went on workers' compensation
and underwent neck surgery. Meyer called him to wish him well, he said. She
began giving seed money to a ministry that Schneller and his wife had started,
Sword of Spirit of Truth.
Then, in the spring of 1994, a new technique was percolating among charismatics
like Meyer. It was called "holy laughter," a ritual in which the congregation
sings songs repetitively. The preacher steps onstage and begins laughing.
Immediately, the room breaks into laughter. People slide out of their chairs
and onto the floor, "drunk on the Holy Spirit."
But Schneller felt uncomfortable with it.
The Schnellers went to a church in Waterloo. There, Schneller spoke out against
holy laughter. A few days later, Schneller said, his wife was called into
Meyer's office.
Meyer told her, Schneller said, that because of their position on holy
laughter, "I can no longer support you."
They parted ways.
Since then, Schneller's marriage has fallen apart. He works as a security guard
and attends a "regular church, where the Bible is taught verse by verse."
Referring to Meyer's ministry, he says: "My advice to other people thinking
about getting involved and giving: Don't give it — you're being ripped off."
Women offer testimonials on how Meyer's preaching has helped them
Four years ago Sandy Dunn had a $125-a-day heroin habit, a room in the St.
Louis County Jail and an "I don't give a damn" attitude about her health, her
family and her future.
"I weighed 90 pounds," Dunn said, referring to the walking nightmare that was
her life. "I never ate, I never slept, I never did anything except get high.
"I was torn up."
Dunn said she saw Joyce Meyer's "Life in the Word" program on the jailhouse
televisions but didn't give it much thought until a group of volunteers from
the ministry arrived to pass out pamphlets and books to the prisoners.
"Her ministers gave me 'Battlefield of the Mind,'" Dunn said, referring to
Meyer's self-help guide on using faith to break through depression and anger.
"It changed my life."
In August, Dunn, 36, sat in a folding chair 10 rows from the stage inside the
Philips Arena in Atlanta, one of 8,000 people who had come to hear Meyer's
series of "tell-it-like-it-is" sermons.
Once she left jail in 1999, Dunn said, she never used drugs again, thanks in
large part to Meyer and her message. She works now as an emergency veterinary
technician in the Atlanta area, and says she has a good home and a new
relationship with her family. She is a member of a ministry similar in
philosophy and outreach to Meyer's ministry — Creflo Dollar's World Changers
Church International in nearby College Park, Ga. Her money, she says, goes to
her church now instead of into her arm.
"I have everything," she said. "Life is good, very good."
Testimonials to Meyer and her ministry are everywhere in the pages of Meyer's
corporate magazine, on her Web site, in the letters and phone calls that pour
into her offices around the world, and inside the convention halls and the
arenas where she speaks.
At Meyer's conference in Atlanta, every woman seemed to have a story:
n Valerie Fannin, 50, of Durham, N.C., says she quit a smoking habit "cold
turkey" through the encouragement she found in Meyer's ministry.
n Kelley Slotty, 34, of Dallas, Ga., said that before she found Meyer and God,
"I weighed 206 pounds, smoked and had a bad attitude." The cigarettes and the
extra weight are gone, she says. She also credits Meyer, through God, with
healing a painful broken tailbone. "God can heal you," said Slotty, who
contributes $35 a month to Meyer's ministry.
n Alice Lawrence, 51, of
Douglasville, Ga., said Meyer's ministry helped heal her from chronic
headaches.
n Pam Ericson, 37, of Warner Robins, Ga., who said she attempted suicide 17
years ago after she lost her 3-year-old son in a fire at her home, said she
owes everything to the guidance of Meyer and ministers like her.
Many women say that Meyer's autobiographical messages of child abuse, family
estrangement and anguished search for love strike a familiar chord with what
they have faced.
"It's like she is talking directly to me," said Rhonda Spidle, 43, of New York,
who says she was sexually assaulted at age 14. She said she first noticed Meyer
preaching on TV.
"I'd see this white lady who was dressed so sharp, her hair and her nails were
done so nice, and she had so much authority," says Spidle, who is black. "Just
looking at her, you wouldn't think she'd had a bad day in her life."
As Meyer spoke of forgiveness, Spidle talked directly back at the TV screen,
she says.
"Oh, no, Joyce, I will not forgive that person."
But one day, Spidle said, she realized that if Meyer could forgive her own
father for years of abuse, "I could forgive someone for one incident.
"Now," she said, "I love everybody, even the person who did this to me."
Meyer's charity work begins at home
The former Holy Rosary Catholic Church rises from the intersection of
Margaretta and Clarence avenues like a hulking giant, its rough stone facade
the color of bone in the late-afternoon sun.
It's a Tuesday, just after 5:30 p.m., and yellow buses already have begun to
arrive for the 7 o'clock worship service, their riders spilling onto the
street. Women in flowered housedresses, girls in ribbon-tied pigtails and men
in baseball caps pulled snug on their heads gather on the sidewalk — laughing
and talking.
Just four years ago, the church in the O'Fallon Park area of St. Louis was
little more than a tired neighborhood relic, desperate for life and purpose.
Not any more.
In the fall of 2000, the church and adjacent school were reborn as the St.
Louis Dream Center, an ambitious, privately funded effort of Joyce Meyer
Ministries, a $95 million-a-year TV ministry based in Fenton.
The center is modeled in part after a similar program in Los Angeles and is the
largest and most visible local example of Meyer's charitable work, which also
includes support for a proposed home for troubled young women in Jefferson
County and orphanages in India and Latvia. Recent figures compiled by the
ministry report that it donates more than $650,000 a month — nearly $8 million
a year — to charitable groups. They include a radio ministry in Warren, Mich.,
and outreach programs in Africa, England, Brazil and Ecuador.
This year, Joyce Meyer Ministries also will contribute nearly $2.8 million to
the operation of the Dream Center and get back about $600,000 in donations
collected there, a ministry spokeswoman said.
Covering nearly an entire block, the St. Louis Dream Center is a grand
experiment in faith-based social service outreach in the midst of a
neighborhood in urgent need of help.
A brochure given to first-time visitors calls the Dream Center "a healing place
for a hurting world ... a place of unconditional love ... a church of second
chances."
Extensively renovated, funded and staffed by Meyer's ministry, the Dream Center
offers a wide range of Christian-based social service programs, from a teen
drop-in center to nursing home visitations to efforts to reach out to area
prostitutes and the homeless.
It operates Christian education centers for neighborhood children from
prekindergarten through high school, including a traveling "KidzJam" Bible
school program and a "Super Saturday" program of music, videos and games in the
church sanctuary.
At first, the Dream Center seems far removed from Meyer's $20 million, red
brick- and-glass corporate headquarters in Jefferson County and her carefully
landscaped $2 million home in south St. Louis County. Just three blocks west of
Fairground Park, the church sits in the middle of some of the poorest areas of
the city.
But Meyer, who preaches at the center several times a year, says it is a
natural extension of who she is and what she believes.
"The Bible said that Jesus came for the sick and not the well," Meyer says.
"We're just trying to relieve suffering any way we can."
"Cubbies" and warehouses
On a clear Friday night in August, about a dozen church workers and volunteers
from the Dream Center made their way along a dirt path cut through a tangle of
tall weeds near the city's riverfront.
They carried bottles of fruit drink and sandwiches wrapped in plastic, gifts
for the people who live there. Others carried fliers printed on brilliant red
and pink paper, invitations to church the following Sunday.
Earlier that evening, Richard Jones, who runs the center's homeless ministry,
spoke to a gathering of volunteers who would be traveling with him into the
gritty shadows of the city.
"Some people do things for power," said Jones, best known simply as Pastor
Richard. Other people, he said, "do things out of greed. We do it for love."
At the start of each weekend, three Dream Center vans loaded with food head
into the city's parks, tunnels and alleyways, searching for the people of the
streets. Most are known only by their first names or nicknames.
Jones, whose work with the homeless began years ago as a volunteer with the
Rev. Larry Rice's winter patrol, has known many of the men and women for
years.
Along the riverfront, Jones led his group to little plastic- or
tarpaulin-covered tents, reminiscent of Depression-era lean-tos, and hidden
back among the weeds and the litter.
"Cubbies," the people who live there call them.
Outside one of the tents, a toy firetruck sat in the crook of a tree for
decoration. At another, a large number 9 had been painted just above the
entranceway, an address in a place without addresses.
A man known as Steve approached the group, showing off a shopping cart equipped
with makeshift headlights: flashlights taped to the sides of the cart.
"We've got four people cutting hair on Sunday," Jones told him.
Not far away, inside an old warehouse littered with wood pallets, a thin man
with short, wiry hair appeared from the shadows with his pet dog.
Suddenly, the man pulled himself up on a forklift and stretched himself out
until his body was parallel to the ground as his guests applauded politely.
The workers traveled into the little city parks, where men were drinking from
bottles wrapped in paper sacks. And they drove deep into the old railroad
tunnel under Tucker Boulevard, where people live atop rocky embankments.
They stopped near an enormous pile of sand under the Interstate 55 Highway
Bridge and called to a young man who sat there atop the sand, in the darkness.
"I'm all right," the man said, as he waved them away. "I'm all right."
"A whole lot of friends and...enemies"
The day-to-day operation of the Dream Center is in the hands of senior pastor
Terry Gwaltney, a one-time heating and air conditioning worker from rural
Southern Illinois who gained notoriety in the winter of 1999 for leading a
fight to post the Ten Commandments in public schools in Harrisburg, Ill.
Gwaltney was cheered and vilified by a community that split deeply over the
issue. Supporters tied white ribbons around trees outside their homes;
opponents, including the American Civil Liberties Union, argued that posting
the commandments violated the constitutionally mandated separation of church
and state.
Ultimately, the local school board decided against the commandments idea.
Gwaltney, facing additional criticism over his running of his Harrisburg church
and a not-for-profit clothing and food giveaway program, left for St. Louis in
the spring of 2000.
"Unfortunately, it seems in the ministry you make a whole lot of friends and
you make a whole lot of enemies," Gwaltney said, referring to his time in
Harrisburg.
In the months before he left, still more controversy surrounded Gwaltney.
Several members of his local church quit, accusing Gwaltney of blocking their
efforts to obtain financial records. Gwaltney denies the claims and calls much
of the criticism a vendetta against him. There were people, he said, who wanted
to "destroy my credibility and the credibility of the church."
Several former associates of Gwaltney said their most serious concern involved
his handling of the purchase and sale of the Saline County home where he and
his wife lived.
County records show that the ministry bought the house for $63,000 in 1966 and
sold it to the Gwaltneys for $58,000 in 2000. Gwaltney, as president of the
charity, and his wife, as secretary, both signed off on the transaction. The
Gwaltneys sold the house in February 2001 for $71,000.
Federal tax laws bar private individuals from profiting on the sale of
charitable property, which Gwaltney said he did not know.
Gwaltney said that after paying for repairs of termite damage, and a fee to the
real estate company that sold the house, he and his wife made very little on
the sale of the property.
Gwaltney and his wife now live in the House Springs area. His wife, brother,
sister-in-law, father and a longtime friend are listed as staff members of the
Dream Center.
Meyer said Gwaltney has done an exceptional job running the center.
"We love on the people"
The center offers a variety of programs for women, especially women in
trouble.
On Friday nights, immediately after its sandwich-and-juice ministry to the
homeless, a Dream Center van takes sandwiches, matchbooks with the Dream
Center's address and long-stem red roses into some of the St. Louis area's
toughest alleyways and bars, in search of prostitutes.
Led by Alliece Cole, a woman with seemingly boundless energy and faith, the
prostitute ministry stays on the streets until 3 a.m. or later, talking and
praying with women who have become numb and hardened.
"We just go in and love on the people," said Wes Gwaltney, brother of Terry
Gwaltney, who often drives a van for the prostitute ministry.
Recently, the center opened a Women of Hope program, a project that offers
transitional housing to women trying to make changes in their lives.
A 47-year-old resident of the program, who asked not to be identified, said she
owes her life to Meyer, Terry Gwaltney and to the Women of Hope project. She
said the Dream Center helped her beat a long drug addiction, has dramatically
reduced her need for prescription medication for depression and, hopefully,
will soon help reunite her with her children.
"If not for Joyce Meyer and Terry Gwaltney, I might be on the streets of
Missouri looking for my next fix," she said. "I'm not angry any more. I'm not
angry at people; I'm not angry at God."
Sunday at the Dream Center
On a recent Sunday, the buses began arriving at the Dream Center shortly after
8 a.m., filled with homeless men and women picked up at the Rev. Larry Rice's
New Life Evangelistic Center, the Salvation Army's Railton Residence and St.
Patrick Center.
Some were ushered into a second-floor room to wait for showers, haircuts or
clothing. Others were directed into the church chapel, where music was already
echoing across stained-glass windows and two enormous video boards on both
sides of the pulpit.
"Let your hair down," Terry Gwaltney called to those filling the church on a
Sunday in August. "This is a celebration. We're excited about what God has done
in our lives."
Terry Horiace, 52, a resident of Rice's New Life shelter, said he had been to
several churches before joining the Dream Center.
"The people here look on the inside of you, not on the outside," he said.
On Sundays, the Dream Center is split into two areas: the sanctuary, where
services are held three times a week; and the nearby administration and
activities building. There, the center runs a small clothing boutique, a
women's gymnasium and three lively children's areas, one of them a teen drop-in
center called "The Court," similar to a program Gwaltney operated in
Harrisburg.
Good for the neighborhood
Residents who live near the Dream Center say the local ministry has been a
godsend to the neighborhood. They praise the center's work with children and
older residents and its desire to integrate itself into the community.
Pat Allen, who has lived across the street from the church for 45 years, said
center employees went door-to-door soon after the Dream Center opened,
introducing themselves to residents. She said that workers from the center
regularly pick up litter in the neighborhood and that the center's private
security staff keeps an eye out for problems in the immediate area.
One downside, Allen said, is an ongoing problem with parking in the area,
particularly on Sunday mornings and during special holiday events. Still, she
said, employees have seemed sincere in working with neighbors to ease the
situation.
Keishia Curtis, of the 4300 block of Margaretta Avenue, said the center's
programs have been "good for the kids. It keeps them out of trouble." She said
her daughter LaKeishia, 4, and son Winston, 8, regularly take part in center
activities.
Brian Zimerman, principal of Ashland Elementary School, which is just west of
the Dream Center, said that before the start of the school year, volunteers
from the center sanded and painted the school's wrought iron fence.
He also said the center has been involved in a wide range of in-school
activities. He said center volunteers have donated gifts to the children,
organized recreational activities and put on plays designed to teach respect
and citizenship.
Not once, Zimerman said, have center workers tried to influence the children
with their religious beliefs while they were at the school.
Last year, Joyce Meyer Ministries and its Rage Against Destruction Program came
under attack from civil liberties groups for using that program to invite high
school students to a Christian-oriented after-school rally. The groups argued
that the ministry was violating laws mandating the separation of church and
state. The ministry eventually ended that program.
Rosemary Townsend, who lives about a block from the center on San Francisco
Avenue, said center employees regularly check on her elderly mother. She also
said the church has made great strides in promoting racial understanding in the
area. Most of the top staff at the center are white, while the congregation is
racially mixed, she said.
In a recent interview, Meyer said she knew from the moment she entered the
ministry that part of her work would involve reaching out to the poor.
Since the Dream Center opened, Meyer said, visitors from several other cities
have been so impressed with the work there that they have taken the idea back
to their own communities.
"I've seen firsthand what God and His word have done for me in my life," Meyer
said. "God is taking all the abuse I went through, and it's made me that much
more determined to try to make sure that other people are restored."
Homeless ministry's parish is in the streets
On his first Sunday in St. Louis, Fredrick Warren sat on a folding chair inside
a crowded, second-floor room in the St. Louis Dream Center, looking forward to
a hot shower, a change of clothes and a fresh shot at life.
"God had been calling me, but I'd been running," said Warren, just off a
Greyhound bus from Chicago. "There's something He wants me to do and, whatever
it is, I'm going to do it in a church.
"And this may be the church."
Warren was among dozens of homeless men and women who came to the Joyce Meyer
Ministries' Dream Center this year, lured by the promise of doughnuts and a
free haircut, and a simple message: "Jesus loves you."
Many visitors brought to the Dream Center are the city's shadow people, whose
homes are in the old warehouses and abandoned truck trailers sprinkled
throughout the fringes of downtown.
They are men like Frank, who uses a borrowed lawnmower to cut the weeds in
front of his riverfront shanty, and JoJo, who stepped sleepily out of the back
of a derelict semitrailer one evening last summer to greet a group of Dream
Center volunteers.
"I knew it was you," he told them, grinning. "It had to be you."
Richard Jones, who heads the homeless outreach for the Dream Center, said
center staff and volunteers go into the streets every weekend, seeking out
people with drug and alcohol addictions, mental disabilities and anyone else
with too many problems and too little hope. They are people, he said, who
"sleep on the dirt," who "urinate on themselves."
"Love," he says, "is a color the devil cannot see. It's a smell the devil
cannot smell. As long as your motives are pure, you can do anything you want to
do."
The Prosperity Gospel
The end of the 1980s was a bad time for TV preachers.
One moment, men like the PTL Club's Jim Bakker and television's Jimmy Swaggart
seemed bigger than life, supermen blessed with an uncanny ability to attract
followers and money. The next instant, they were only men -- fragile, flawed
and the butt of barroom jokes and newspaper cartoons.
In many ways, it seemed like the beginning of the end for big-time TV religion.
Look, the critics said, the emperors really do have no clothes.
But Americans, at least many of them, seem to have forgotten and forgiven. TV's
salvation shows are still here, bigger and flashier than ever, thanks to the
proliferation of the internet and the continued spread of satellite and cable
TV.
The names may have changed -- Juanita Bynum, Kenneth and Gloria Copeland,
Creflo Dollar, Benny Hinn, T. D. Jakes, St. Louis' Joyce Meyer and a dozen
others have replaced Bakker, Swaggart and Oral Roberts at the top of the
evangelical mountain -- but the message remains virtually identical.
Believe with all your heart and soul, they tell the faithful. And give, give,
give until you can't give any more.
God, they say, loves a cheerful giver.
In the late 1980s, when the sex-and-fraud scandals boiled over into America's
living rooms, Joyce Meyer's little radio ministry was scarcely a blip on the
evangelical radar screen.
Today, Meyer heads a ministry fast approaching $100 million a year and is among
a dozen or so evangelical superstars headlining a revived, and very healthy,
industry.
The prosperity gospel also has been called the ``name it and claim it''
theology. God wants His people to prosper, evangelists like Meyer maintain.
Those who follow God and give generously to his ministries can have anything,
and everything, they want.
But critics, from Bible-quoting theologians to groups devoted to preserving the
separation of church and state, abound. At best, they say, such a theology is a
simplistic and misguided way of living. At worst, they say, it is dangerous.
Michael Scott Horton, who teaches historical theology at the Westminister
Theological Seminary in Escondido, Ca., calls the message a twisted
interpretation of the Bible -- a ``wild and wacky theology.
``Some of these people are charlatans,'' Horton said. ``Others are honestly
dedicated to one of the most abhorrent errors in religious theology.
`` I often think of these folks as the religious equivalent to a combination of
a National Enquirer ad and professional wrestling. It's part entertainment and
very large part scam.''
Sociologist William Martin of Rice University said that most people who follow
TV religious leaders put so much trust in them that they want them to thrive.
Martin is a professor of sociology at the university, specializing in theology.
The preachers' wealth is ``confirmation of what they are preaching,'' Martin
said.
Ole Anthony's Trinity Foundation, best-known for working with the national
media to uncover questionable activities involving TV evangelists, often
resorts to digging through preachers' trash to find incriminating evidence.
Anthony said that most of the preachers begin with a ``sincere desire to spread
the faith. But the pressure of fundraising slowly moves all of them in the
direction of a greed-based theology.''
Even J. Lee Grady, editor of Charisma & Christian Life magazine has become
alarmed at what he sees as the excesses of some TV preachers.
Grady defends the principle that if you are stingy with your money, you will
lack things in life; and if you are generous, you will get things in return.
``But that doesn't mean you can treat God like a slot machine,'' Grady said in
an interview.
Bakker, who spent five years in prison for defrauding Heritage USA investors,
says he has had a change of heart about the prosperity gospel.
The same man who once told his PTL coworkers that ``God wants you to be rich,''
now says he made a tragic mistake.
``For years, I helped propagate an impostor, not a true gospel, but another
gospel,'' Bakker has said in his 1996 book, ``I Was Wrong.''
``The prosperity message did not line up with the tenor of the Scripture,'' he
said. ``My heart was crushed to think that I led so many people astray.''
While Bakker may have changed his tune, many more TV preachers are steadfast in
their conviction that if you give money, you will receive it many times in
return.
Meyer spends most of her three-day conferences on lessons in giving, and she is
blunt when she addresses what the critics say about her seed-faith
interpretation of the Bible. She says that those preachers who believe that to
be godly is to be poor are the ones who have it wrong.
``Why would He (God) want all of His people poverty stricken while all of the
people that aren't living for God have everything?'' Meyer said. ``I think it's
old religious thinking, and I believe the devil uses it to keep people from
wanting to serve God.''
TV evangelists call signals from the same playbook
The end of the 1980s was a bad time for TV preachers.
One moment, men like the PTL Club's Jim Bakker and television's Jimmy Swaggart
seemed bigger than life, supermen who had been blessed with an uncanny ability
to attract followers and money. The next, they were only men - fragile, flawed,
and the butt of barroom jokes and newspaper cartoons.
In many ways, it seemed like the beginning of the end for big-time TV religion.
Look, the critics said, the emperors really have no clothes.
But Americans, at least many of them, seem to have forgotten and forgiven. TV's
salvation shows are still here, bigger and flashier than ever, thanks to the
proliferation of the Internet and the continued spread of satellite and cable
TV.
The names may have changed - Juanita Bynum, Kenneth and Gloria
Copeland, Creflo Dollar, Benny Hinn, T.D. Jakes and St. Louis' Joyce Meyer have
replaced Bakker, Swaggart and Oral Roberts at the top of the evangelical
mountain - but the message remains virtually identical.
Believe with all your heart and soul, they tell the faithful. And give, give,
give until you can't give any more.
God, they say, loves a cheerful giver.
In the late 1980s, when the sex and fraud scandals boiled over into America's
living rooms, Joyce Meyer's little radio ministry was scarcely a blip on the
evangelical radar screen.
Today, Meyer heads a ministry with an annual income fast approaching $100
million a year, and she is among a dozen or so evangelical superstars
headlining a revived, and very healthy, industry.
"Wild and wacky theology"
The word-faith, or prosperity, gospel has been dubbed by some critics the "name
it and claim it" religion. God wants His people to prosper, evangelists like
Meyer maintain. The proof, they say, is in the Bible.
Give and you shall receive; sow and you shall reap.
But critics, from Bible-quoting theologians to groups devoted to preserving the
separation of church and state, argue that the theology is simply wrong. At
best, they argue, it is an excuse to take advantage of their followers to
accrue power and wealth.
Michael Scott Horton, who teaches historical theology at the Westminister
Theological Seminary in Escondido, Calif., calls the word-faith, or
"seed-faith," message a twisted interpretation of the Bible - a "wild and wacky
theology."
"Some of these people are charlatans," Horton said. "Others are honestly
dedicated to one of the most abhorrent errors in religious theology.
"I often think of these folks as the religious equivalent to a combination of a
National Enquirer ad and professional wrestling. It's part entertainment and
very large part scam."
Sociologist William Martin of Rice University said that most people who follow
TV religious leaders put so much trust in them that they want them to thrive.
Martin is a professor of sociology at the university, specializing in theology.
The preachers' wealth is "confirmation of what they are preaching," Martin
said.
Ole Anthony's Dallas-based Trinity Foundation, best-known for working with the
national media to uncover questionable activities involving TV evangelists,
often resorts to digging through preachers' trash to find incriminating
evidence. Anthony said that most of the preachers begin with a "sincere desire
to spread the faith. But the pressure of fund raising slowly moves all of them
in the direction of a greed-based theology."
Even J. Lee Grady, editor of Charisma & Christian Life magazine, has become
alarmed at what he sees as the excesses of some TV preachers in their constant
trolling for money. He is most concerned about preachers who guarantee that God
will reward followers with new homes, cars or better jobs in exchange for their
donations.
Grady's concern is remarkable because his magazine gets most of its advertising
from TV preachers.
In the magazine's August issue, Grady wrote a column headlined "Fair Warning,"
in which he said: "Some charismatic churches in this country are headed for
serious trouble."
Grady said he still believes in the principle that Christians who are generous
with their money will be blessed, while those who are stingy will want.
"But that doesn't mean you can treat God like a slot machine," Grady said in an
interview. "It's not fair for a minister to get up and say, 'If you give
tonight, you'll be rich.' ... What if you are living immorally and give an
offering? That's not a guarantee that you will be blessed.
"Let's cut out the craziness and manipulation and the shenanigans and the
pressure that is rampant right now."
Even Bakker, who spent five years in prison for defrauding Heritage USA
investors, says he has had a change of heart about the prosperity gospel.
The same man who once told his PTL co-workers that "God wants you to be rich"
now says he made a tragic mistake.
"For years, I helped propagate an impostor, not a true gospel, but another
gospel," Bakker said in his 1996 book, "I Was Wrong."
"The prosperity message did not line up with the tenor of the Scripture. My
heart was crushed to think that I led so many people astray."
"I am here. It worked"
While Bakker may have changed his beliefs - he now uses the same Bible passages
to criticize the prosperity theology that he once used to defend it - many more
TV preachers are adamant that the more a Christian gives, the more he will
receive.
Meyer spends much of her three-day conferences emphasizing the importance of
giving. Her critics, she says, are simply wrong.
"Why would He (God) want all of his people poverty stricken while
all of the people that aren't living for God have everything?" Meyer said. "I
think it's old religious thinking, and I believe the devil uses it to keep
people from wanting to serve God."
In Tampa, TV preacher Rodney Howard-Browne went so far as to tell his flock
that if they gave to the building fund for his River at Tampa Bay church, they
could expect God to give them a house in return.
"For whatever he sows, it is what he will reap," Howard-Browne said. "People
stop reaping because they quit sowing."
Randy White, a TV preacher from the other end of Tampa at the Without Walls
International church, told his congregation in September that if they were
broke, they should still give to his church.
"If you don't have anything to give, ask the person beside you to borrow $100,"
White said. "If they don't have it, ask them to give you a blank check. I'm
asking everyone to give."
Those who support the ministries say they have seen first-hand the miracles of
seed-faith giving.
Rallies and church services are filled with people who say they are living
proof of the seed-faith message.
At a recent Sunday morning service in Meyer's Dream Center, Luchae Manning of
St. Louis said she was jobless and homeless when she began volunteering at the
center. Almost from the moment she began donating 10 percent of her state aid
check to the ministry, her life began to change.
She says she now has a GED and her own apartment.
"I have a car," she told those who had crowded into the sanctuary. "And it's
not an old, raggedy car.
"I am here. It worked."
Preachers teach each other
Fifteen years have passed since Bakker's Praise the Lord empire turned to dust,
the victim of a motel tryst with Jessica Hahn and a criminal conviction of
defrauding thousands of investors in his Heritage USA theme park.
Swaggart, too, fell fast and hard, after a rival minister caught him meeting
with a prostitute. His guilt-ridden, tear-streaked face still graces mocking
Internet Web sites.
Even Roberts, dubbed the father of television evangelism, took fire for
claiming that God would "call me home" unless his viewers sent him $8 million,
a statement seen by some as a form of evangelical blackmail.
Since then, cooperation among televangelists seems to be growing. They
regularly contribute money to each other's ministries and often come together
for rallies and conferences.
When one comes up with a new idea for making more money, the others seem to
follow.
In September, Meyer stood on stage before 3,000 worshippers at Randy and Paula
White's church in Tampa.
Meyer, clearly the biggest name of the three, told the flock that they had to
start copying each others' successes. She told them how Paula White, an
up-and-coming preacher with a TV show of her own, wanted to pick Meyer's brain
to find out how Meyer had become one of the most successful women evangelists.
She said White wanted to ask her: " 'How did you do this? How did you do that?
What about this? What about that?' ... She wants to know how I got where I am,
because she has a dream and a vision."
Paula White, sitting in a chair on the side of the stage, smiled and nodded.
Days later, the Whites hosted a five-day "Fall Campmeeting" session, a kind of
classroom for new preachers. Creflo Dollar, Jesse Duplantis and Robert Kayanja
appeared to share their knowledge.
Start-up ministers begin by organizing with the IRS as a tax-exempt religious
organization. That allows them to accept tax-free donations, buy and sell
products like books and videotapes - mostly free of sales taxes - and keep
their financial books closed to the public and the government.
Most set up boards made up of themselves, friends and family members. Some
board members are also employees of the ministries.
Next, an upwardly mobile TV evangelist needs to find a way to get on cable
television. The cost can be relatively inexpensive, depending on the station.
The more and bigger the stations, the bigger the audience. The bigger the
audience, the bigger the gifts to support the ministry and the ministers.
Paul and Jan Crouch's Trinity Broadcast Network, home to some of the biggest
names in TV evangelism, is considered the top of the Christian TV ladder's rung
and a kingmaker, or queenmaker, for television preachers.
The ministers now have added another medium: the Internet.
An Internet check turns up a seemingly endless number of preachers asking for
prayers and money. Many of the sites point to their ministry's support of a
variety of outreach programs, such as programs for hungry or abandoned
children. The sites often show the preacher's TV program 24 hours a day.
Most televangelists release dozens of self-help and religious books and tapes
that are available to their followers who send them a set donation.
The newest tool to assure a continuous pipeline of funding allows supporters to
make direct monthly deductions from their bank accounts. Ministries tout it as
a "more convenient" method of monthly giving.
Many also make use of marketing companies to saturate a certain demographic
group with requests for money. Using target lists, the preachers send out
mailers and catalogs.
Some send out "free gifts" - small booklets with inspirational messages,
blessed cornflower and bottles of holy water - through the mail to woo the
recipients to send money to them.
Last month, Meyer began using her Web site to ask followers to send the
ministry money for $7 million worth of new TV equipment to help her improve the
quality of her show, saying she needs to compete with sports shows and movies
on television.
In return, she promised to send out free crystal globes - small, medium and
large - depending on whether the follower's gift was $100, $500 or $1,000.
As a result, many of the ministries have enjoyed astonishing success. Of the 17
ministries researched by the Post-Dispatch, six surpass the $100 million-a-year
mark.
Attempts to police the industry
Even before the televangelist scandals of the 1980s, many in the business had
begun quietly looking for ways to recover their credibility.
A watchdog group called the Evangelical Council for Financial Accountability
was set up in 1979. In 1989, after the scandals, the group began random on-site
checks to verify that cooperating ministries were following their standards.
The group's goal: to help "Christ-centered organizations earn the public's
trust through developing and maintaining standards of accountability that
convey God-honoring ethical practices."
The council monitors how much money a preacher raises and how the money is
used. The group then provides the financial information free on the Internet.
The problem: Most TV preachers don't participate. Of the 17, including Meyer,
surveyed by the Post-Dispatch, only the Rev. Billy Graham's ministry is a
member of the group.
The council has said they have received no financial information from any of
the rest.
Because internal policing has fallen short, an external watchdog group is
trying to fill in. The group - Wall Watchers Ministries - sends out
questionnaires to 400 of the largest Christian ministries in the United States.
Wall Watchers asks for full financial disclosure of revenue and expenses for
each group.
Wall Watchers then grades the religious group for its willingness to share its
financial information with the world. Wall Watchers gave Meyer an F, or
failing, grade. That's because Meyer's ministry refused to disclose how she
raises or spends the $95 million a year her ministry is taking in.
Of the rest of the ministers researched by the Post-Dispatch, five more -
Dollar, Hinn, the Copelands, TBN Christian network owners Paul and Jan Crouch,
and Kenneth Hagin - got an F grade from Wall Watchers. The 11 others were not
listed as ministries researched by Wall Watchers.
Last month, Wall Watchers called on the IRS and Congress to investigate the
finances of Meyer and other TV preachers, specifically mentioning the ones who
got failing grades.
"Such a high level of profitability is appalling for a ministry," said Wall
Watchers founder Rusty Leonard. "However you slice it, what they're doing is
wrong.
"If a ministry or person is going to solicit money by invoking the name of
Jesus Christ, they should certainly be completely open with their finances."
Tom Winters, Meyer's lawyer from Tulsa, Okla., said that everything Meyer's
ministry has done is legal. Meyer herself says only that the ministry has no
obligation to release specific financial information.
Graham is the only TV evangelists to get an A grade from Wall Watchers.
Graham's ministry, in fact, helped form the Evangelical Council for Financial
Accountability. His records, available on the groups' Web sites, show that
Graham took in $117.8 million in 2001, the latest year for which the
information is available.
In 2000, Graham got $197,911 in salary, benefits and an expense account for his
work as chairman of the ministry, according to the latest figures available
from the organization.
Nearly every TV preacher talks about aspiring to be like Graham. Yet, most
evangelists operate differently.
The most obvious difference: Graham has an independent board that votes on what
his ministry can do.
To theologian Horton, the difference is that most TV preachers today have only
one goal in mind: to personally prosper.
"With the exception of Billy Graham, it is hard to see any of the
televangelists who are not personally flourishing today," Horton said.
Sociologist William Martin at Rice University sees little changing in the way
that television evangelists do business, at least in the near future.
TV preachers will continue to prosper, he said, and journalists will continue
to report their excesses. And their supporters, Martin said, will continue to
"chalk it up to a liberal media controlled by Satan."
Downsized Bakker returns to TV pulpit in Branson, Mo.
To much of America, Jim Bakker was the preacher with the Midas touch.
Everything seemed to turn to gold in his hands, from his massive PTL Club
ministry to his squeaky clean, fun-for-the-whole-family, Christian-based
Heritage USA theme park. At the height of his popularity in the mid-1980s, he
owned six mansions and a Rolls-Royce and was pocketing an annual salary of
nearly $2 million. God, it seemed, was good business - very good business.
Today, the nation's most famous fallen electronic preacher is in Branson, Mo.,
the family entertainment capital of America's Bible Belt. He's older and wiser,
Bakker says, and scraping to make ends meet at a little cafe-TV studio just
north of the town's famous "strip." He hawks whipped cream-topped pies and
barbecue sandwiches, pleads for a new piano and begs for volunteers to operate
his TV cameras.
"This is the lowest-budget show in America," he said last month
during a taping of "The New Jim Bakker Show," set in the 260-seat Studio City
Cafe. "It's just a miracle that we're even on the air."
Bakker's hourlong, five-day-a-week program, which first aired Jan. 2, marks the
evangelist's first tentative steps back into the life that cost him his first
wife, Tammy Faye, his fortune and his freedom. Convicted of 24 counts of fraud
and conspiracy for taking more than $3 million from his followers, Bakker spent
five years in prison before winning an early release.
"I didn't ever plan on being on television again," Bakker said last month from
the basement office of the restaurant. "And I thought I could never move to
Branson.
"This is a show town. I know that every move I make is being analyzed."
Bakker, 63, and his second wife, Lori, moved to Branson and the Studio City
Cafe at the urging of Branson businessman Jerry Crawford, who credits Bakker's
old PTL ministry with helping to save his marriage. Crawford says he was born
again during a PTL visit in 1986. It was Crawford who built the cafe, paid for
the TV equipment and offered them to Bakker for his program. Crawford lets
Bakker and his family live rent-free in a home he built near his own.
Bakker says he made $16,000 last year and still owes the government about $7
million in penalties and interest tied to his conviction.
A Joyce Meyer fan
Bakker said that most mornings, as he and his wife are getting dressed to come
to the cafe for the show, they watch a videotape of their favorite TV preacher:
Joyce Meyer. He says Lori Bakker began listening to Meyer on the radio 13 years
ago.
"She has such a practical teaching," Jim Bakker said.
He says he worries about so-called prosperity preachers - men and women who
have followed in his ministry's "give and you shall receive" philosophy.
"It's very, very dangerous when we focus on material things," Bakker said.
"Especially the church - to focus on material things is opposite of what Jesus
taught."
He says he is amazed by the good will he has received from the community since
his move to Branson.
He talks of praying with Andy Williams, Tony Orlando and the Osmonds. He says
the Lennon sisters have embraced him and his family "like we're old friends."
He is so comfortable here, he says, that he never wants to leave. He hopes to
stay "until death or rapture, whichever comes first."
Some hype remains
Bakker's show, which features religious music, interviews with guests and party
hats for diners celebrating birthdays, is aired in more than 150 countries,
according to a ministry news release. The cafe walls are hung with gold-framed
religious paintings, and photos of Bakker with celebrities and former
Presidents Jimmy Carter, Ronald Reagan and George Bush. A framed picture of a
Rolls-Royce hangs in the cafeteria men's room.
Bakker also spends part of the show selling his and his wife's books and
soliciting donations. For a $100 contribution, visitors from the cafe audience
are invited onto the set to pose for photos with the Bakkers.
Many of those who come to the diner are the same people who watched Bakker on
the old PTL Club program. Some lost money to Bakker and his ministry when a
plan to offer lifetime memberships to Heritage USA went sour.
Among the ministry's volunteers are Stan and Diana Stuart, who followed Bakker
when they lived in Colorado in the 1980s. Stan Stuart maintains that Bakker was
railroaded by the government.
"At the time," Stuart said, "it seemed almost like a crucifixion."
When Bakker talks of the old days, there is a hint of regret in his voice.
Still, he says, he would not want to return to them. Even now, he sometimes
worries that things are happening too quickly.
"There are times I say to Lori, 'Let's just go back to the ghetto ... people
loved us there,'" he said, referring to the post-prison days at the Los Angeles
Dream Center. "I tell you what, riches and things are just not all they're
cracked up to be. The more you have, the more stress you have."
The "New Jim Bakker Show" is not available on St. Louis-area TV, but programs
can be viewed live at jimbakkershow.com, the show's internet Web site.
Popular TV preachers
Joyce Meyer is one of America's best-known prosperity-gospel TV ministers -
preachers who teach that personal wealth can be attained through a strong faith
in God and a strict adherence to the Bible.
Following is an alphabetical list of a new wave of popular word-faith ministers
who have used television to build large followings:
Juanita Bynum
Headquarters: Waycross, Ga.
Reach: Her program, "Weapons of Power," is seen worldwide on TBN;
she holds conferences throughout the United States.
Wealth: No information available.
In the news: In April, Bynum married Thomas Wesley Weeks III in the
palatial Regent Wall Street Hotel in New York City. The ceremony featured a
wedding party of 80, a platinum-colored satin bridal gown with a bodice covered
in Swarovski crystals and a 7.76-carat diamond ring.
Kenneth and Gloria Copeland
Headquarters: Fort Worth, Texas
Reach: Ministry Web site says its TV show, "Believer's Voice of
Victory," is seen by more than 76 million households on nearly 700 U.S.
stations. Show also airs on about 135 international stations.
Wealth: A ministry official estimates the ministry's annual revenue
at $70 million.
In the news: In June, the Copelands joined four other TV preachers
who gathered around Oral Roberts, 85, considered the grandfather of the
prosperity gospel, to pray for healing the failing founder of the university
that bears his name.
Jan and Paul Crouch
Headquarters: Costa Mesa, Calif.
Reach: The Crouches are owners of Trinity Broadcast Network, the
world's largest Christian TV network. TBN reaches millions of viewers on more
than 5,000 TV stations and 33 international satellites around the world.
Wealth: The Crouches and their son Paul Crouch Jr. said they earned
a total of $855,000 last year. TBN's annual income exceeds $100 million a year,
according to the Los Angeles Times. The ministry provides the Crouches a $10
million, 80-acre, eight-home ranch near Dallas and two Land Rovers that the
Crouches drive. In 2001, the couple bought a $5 million oceanfront estate in
Newport Beach, Calif.
In the news: The ministry recently purchased the Nashville, Tenn.,
home and estate of the late country music performer Conway Twitty and opened
Trinity Music City USA as a tourist attraction there.
Creflo Dollar
Headquarters: College Park, Ga.
Reach: Dollar's "Changing Your World" TV program on TBN reaches 150
countries.
Wealth: The ministry's income is unavailable, but newspaper accounts
say the ministry paid $18 million in cash for his new 8,000-seat World Changers
Church International on the southern edge of Atlanta. He drives a black
Rolls-Royce and travels in a $5 million private jet.
In the news: Dollar's ministry became a focus of a court case
involving boxer Evander Holyfield in 1999. The lawyer for Holyfield's ex-wife
estimated that the fighter gave Dollar's ministry $7 million. Dollar refused to
testify in the case.
Marilyn Hickey
Headquarters: Denver
Reach: Her TV show, "Today with Marilyn," on the TBN and Black
Entertainment Television networks can be seen around the world. She has offices
in England, South Africa and Australia, and is on the board of Oral Roberts
University.
Wealth: Her ministry occupies a 260,000-square-foot former shopping
mall in Denver. No information on ministry or her personal wealth is available.
In the news: She has been dubbed the "fairy godmother of the
word-faith movement" and "the mistress of mail-order madness," by the
Texas-based Christian Sentinel, a ministry that monitors what it calls
"religious deception." Hickey got the "mistress" name for her use of trinkets -
blessed cornmeal, cloths, seeds and coins - sent out to followers to urge them
to send in money.
Benny Hinn
Headquarters: Grapevine, Texas
Reach: Hinn's "This is Your Day" program is seen throughout the
United States and in nearly 200 foreign countries.
Wealth: The ministry took in $60 million in 2001. A news story
earlier this year in the Colorado Springs Gazette said annual income now
exceeds $90 million. Hinn told CNN in 1997 that he drew an annual salary of
$500,000 to $1 million a year. He has a $3.5 million home in the Los Angeles
area and drives an $80,000 Mercedes-Benz G500.
In the news: A "Dateline" segment on NBC examined five of Hinn's
faith-healing "miracles," showing that none of the people was cured and that
one woman with lung cancer died nine months later.
Rodney Howard-Browne
Headquarters: The River at Tampa Bay, Tampa, Fla.
Reach: His live broadcasts from his River at Tampa Bay Church stream
online on his Internet site www.revival.com and can be seen worldwide.
Wealth: He and his wife, Adonica, oversee his $16 million church,
which they founded in 1996. The couple live in a six-bedroom, four-bath
lakefront home on Cory Lake in northwest Tampa. The home includes a dock, spa,
pool and gazebo.
In the news: Howard-Browne has called himself the "bartender of holy
laughter." Holy laughter was a controversial movement that swept evangelical
circles in the mid-1990s. He would walk on stage laughing uncontrollably. The
congregation would begin laughing. Howard-Browne would sweep his arm toward the
crowd. People would appear "drunk on the Holy Spirit" and slide out of their
chairs or dance in the aisles.
T.D. Jakes
Headquarters: Dallas
Reach: Jakes' "The Potter's House" TV program is seen throughout the
world on TBN and Black Entertainment Television. His ministry boasts more than
26,000 members. A rally at the Georgia Dome in 1999 drew more than 100,000
people.
Wealth: He has mansions in Charleston, W.Va., and Dallas.
In the news: Called the best preacher in America by Time magazine in
2001.
Robert Tilton
Headquarters: Miami
Reach: He once ran his Farmers Branch Church in Dallas before
scandal toppled it in the early 1990s. His show now airs on Black Entertainment
Television and has a potential audience of 74 million homes.
Wealth: He is building a two-story home on a $1.39 million
oceanfront lot on an island in Biscayne Bay off Miami Beach, and his ministry
owns a 50-foot yacht. His ministry takes in about $24 million a year.
In the news: Tilton is rebounding after his ministry collapsed in
scandal a decade ago amid news reports that prayer requests he said he
personally prayed over were found in a trash bin after the money, food stamps
and rings had been removed.
Randy and Paula White
Headquarters: The Without Walls International Church, Tampa, Fla.
Reach: The "Paula White Today" TV show can be seen worldwide on TBN
and Black Entertainment Television. The ministry's Operation Explosion travels
into public housing complexes with "rolling theatre-style pink trucks" to share
Christianity in a Nickelodeon-type program for underprivileged children.
Wealth: The Whites live in a $2.1 million, 8,000-square-foot home
facing Tampa Bay. Their ministry owns a jet airplane, a Cadillac Escalade and a
Mercedes-Benz sedan.
In the news: Paula White calls Joyce Meyer her mentor; Meyer visited
their church in September.
 
The Entire Nightmare
Information about Terry Gwaltney
Sunday Morning with Terry Gwaltney and his Congregation
Long version of the November 16th School Board Meeting
Profile of the Rutherford Institute
Resources for the Separation of Church and State
The Harrisburg Schoolboard
Harrisburg Daily Register
St. Louis Post-Dispatch

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