"Friendship evangelism" can sound like ulterior-motive friendship, and that discomfort is worth taking seriously. We explore what separates genuine friendly witness from something more cynical, and find an unexpected parallel in international aid: the same sensitivity to context, the same need to avoid condescension, the same openness to learning from the people you're supposedly serving. The difference, in both cases, probably comes down to how genuinely you care. Revelation 12:11 puts it sharply: the testimony of the saints that defeats the accuser is inseparable from the fact that they didn't love their own lives more than God — which might be the most honest definition of non-cynical evangelism there is.