• Thrivent tries to adapt without alienating Lutheran base

It says it right there in the name: Thrivent Financial for Lutherans. But high-profile ads that don't appear to be aimed at Lutherans are making some wonder if Thrivent is getting away from its roots as a Lutheran fraternal organization.

This question has been asked since AAL & LB merged. But if they spread themselves thin and forget their roots, what will it mean for the churches they help?