In November 2006, in the context of declining membership, the United Church of Canada (UCC) launched an advertising campaign. The major components of the campaign wound down in the fall of 2009. The campaign featured a set of provocative ads that ran nationally in popular, high-profile print publications; it also featured an interactive website called The WonderCafe. Each of the ads posed a challenging spiritual or moral question, then asked readers to go online and discuss the issue on the website. UCC leaders said the goal of the campaign was to project a positive public image of the United Church and ultimately to convince Canadians to attend or join local congregations of the denomination. This study qualitatively explored the effectiveness of the WonderCafe ads and website as a means of promoting the UCC by probing the cognitive processing of viewers of those media artifacts. The overriding purpose of the study was to advance what is known about viewer reactions to, and the persuasiveness of, religiously-oriented ads and websites. Through a series of focus groups held in early 2009, a total of 62 religious seekers were asked to view the ads and then the website. After viewing the ads the participants were asked a series of open-ended questions to determine 1) how the respective artifacts affected their perceptions of the United Church and 2) whether the respective artifacts inspired them to possible action ( e.g., attend a United Church service). Similar questions were asked after the participants perused the website. With reference to the results of the analysis, the efficacy and limitations of religious marketing, especially religious marketing that employs the Internet, are discussed.