There Is No God. There Is Only Market Share.

A number of atheist groups are about to kick off a holiday ad campaign in an attempt to rally the troops.

The godless groups say they are mounting this surge because they are aware that they have a large, untapped army of potential troops. The percentage of American adults who say they have no religion has doubled in the last two decades, to 15 percent, according to the American Religious Identification Survey, conducted by researchers at Trinity College in Hartford and released in 2008. But the ranks of the various atheist organizations number only in the tens of thousands.

That is one reason for the multiple campaigns: the groups are competing with one another to gain market share, said Mark Silk, founding director of the Greenberg Center for the Study of Religion in Public Life, which is also at Trinity College.

“There’s a competitive environment for ‘no religion,’ and they’re grabbing for all the constituents they can get,” Mr. Silk said.

Relying on the largess of a few wealthy atheists, these groups are now capable of bankrolling efforts to recruit and organize a population that mostly has been quiet and closeted.

As a society, we may vehemently disagree on Democratic policies vs. Republican policies, hard right vs. hard left, fact vs. fiction, up vs. down, top vs. bottom, over vs. under, large vs. small, gay vs. straight, and God vs. godlessness. But if there is one true belief on which we can agree, it is the importance of market share!