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ECPA to present bestselling author MAX LUCADO with the industry’s Pinnacle Award for the exceptional impact of over 145 million products in print

Lucado’s books are distributed in 80 countries and translated into 45 languages worldwide

March 29, 2021 – Tempe, Ariz. –  The Evangelical Christian Publishers Association (ECPA) announces today that they will present bestselling author MAX LUCADO with the industry’s PINNACLE AWARD for the outstanding contribution of his writing, both to the industry and to society at large.  The award will be presented at the ECPA Awards Celebration on May 6 at 1:00 pm (Central time), via webinar at the conclusion of the ECPA Leadership Summit.

Max Lucado is a pastor, speaker, and bestselling author who, in his own words, “writes books for people who don’t read books.” He serves the people of Oak Hills Church in San Antonio, Texas, and his message is for the hurting, the guilty, the lonely, and the discouraged: God loves you; let him.  He’s been dubbed “America’s Pastor” by Christianity Today, and “The Best Preacher in America” by Reader’s Digest.

Lucado’s products have exceeded sales of more than 145 million.  His books are printed in 45 languages and distributed throughout 80 countries worldwide (including the United States). He published On the Anvil, his first trade book, in 1985. His latest title, Begin Again, was released in January 2021. Lucado’s books regularly appear on bestseller lists, including The New York Times. His writing has also been featured in Bible studies, Bible commentaries, songs, greeting cards, and even plush toys.  Twenty-three of his titles have sold more than 1 million copies.

In March 2020, Lucado started daily video “check-ins” to pastor people during the pandemic. These videos have been viewed more than 45 million times and were the catalyst for launching “The Max Lucado Encouraging Word Podcast” with more than 1.2 million downloads in the first eight months.

ECPA has presented a total of 43 industry awards to Max Lucado titles — including 16 Christian Book Awards® (including Gold Medallion), 9 Platinum Sales Awards (for over one million sold), and 18 Gold Sales Awards (for over 500,000 sold).

“It is such an honor for ECPA to present the Pinnacle Award to Max Lucado,” said ECPA president Stan Jantz. “I was a bookseller in 1985, and I clearly remember when our store received On the Anvil for the first time. The accessibility of the writing, and the clear expression of the heart of someone who loved Jesus more than anything, were clear indicators that this was a special author.”

Max is only the fourth recipient of this high honor from ECPA, that recognizes the outstanding contribution by an author or book, to the industry or society at large.  The Pinnacle Award was presented to Stormie Omartian last year for her Power of a Praying® series.  Other recipients include Dr. Gary Chapman (The 5 Love Languages® series), and Jerry Jenkins and Tim LaHaye (Left Behind® series).

For more information about this special award presentation at the ECPA Awards Celebration webcast on May 6, visit the ECPA Leadership Summit event site.

Max Lucado is a pastor, speaker, and best-selling author more than 140 million products in print that have been translated in 43 languages and distributed in 74 countries worldwide.  As a writer, Max is known for combining poetic storytelling and homespun humor with the heart of a pastor. Max’s love for everyday people began during his childhood in the small town of Andrews, Texas. His father was an oilfield mechanic, his mother was a nurse. Max grew rebellious in his teenage years, and after one specific drunken night, he began to wonder if there was more to life than parties and chasing girls. He now believes that if Jesus hadn’t found him and changed his heart, alcoholism would have been in his future. After high school, Max attended Abilene Christian University and graduated with two degrees and a heart for following Jesus and helping others learn about him, too. He moved to Miami, Florida, and took a position as an associate pastor at a small church, where Max started writing about Jesus for the first time in the church’s monthly newsletter. Florida was also where Max met his wife, Denalyn. Together, they lived first in Miami and then spent several years in Rio de Janeiro, helping plant churches. The newsletters Max wrote to family and friends while in Rio, along with the newsletters he wrote at his church in Miami, eventually formed the manuscript of his first book, On the Anvil.  Max and Denalyn now live in San Antonio, Texas. They have three grown daughters, two sons-in-law, and two grandchildren.

Thomas Nelson is a world-leading publisher and provider of Christian content and has been providing readers with quality inspirational product for more than 200 years. As part of HarperCollins Christian Publishing, Inc., the publishing group provides multiple formats of award-winning Bibles, books, gift books, cookbooks, curriculum and digital content, with distribution of its products in more than 100 countries and translated into more than 65 different languages. Thomas Nelson is committed to one central mission: inspiring the world by meeting the needs of people with content that promotes biblical principles and honors Jesus Christ. Thomas Nelson is headquartered in Nashville, Tenn. For additional information visit

The Evangelical Christian Publishers Association (ECPA) is an international non-profit trade organization comprised of member companies that are involved in the publishing and distribution of Christian content worldwide. Since 1974, ECPA has strengthened Christian publishing by building networking, information, and advocacy opportunities within the industry and throughout multiple channels so that our members can more effectively produce and deliver transformational Christian content. For more information about ECPA:  @ECPA