Abstract: Religious plurality has implications for religious organisations active within the public realm. Using semi-structured interviews, I examine how Christians and Christian organisations are framing faith discourses so that they resonate with religiously neutral discourses dominant in the public sphere. There are indications of a shift towards the use of profane terms instead of sacred terms to explain aspects of the Christian faith and Christian teachings of love, compassion, and belonging are amplified to counter criticisms that Christianity is a threat to liberal rights and beliefs. This article conceptualises these discourses as two social action frames: the ‘Love Frame’ and the ‘Inclusivity Frame’. I do not refute claims that the social significance of religion is declining but argue that Christians and Christian organisations are working within the confines of secular discourses to disseminate their messages in order to build credibility as egalitarian public service providers.