These twelve Jesus sent out with the following instructions: “Do not go among the Gentiles or enter any town of the Samaritans. Go rather to the lost sheep of Israel. As you go, proclaim this message: ‘The kingdom of heaven has come near.’ Heal the sick, raise the dead, cleanse those who have leprosy, drive out demons. Freely you have received; freely give.
Phase II
At this point in Jesus’ ministry he had been teaching and healing publicly for some time, and was known by the public at large and was certainly also on the radar of the religious leaders. His disciples had been with him long enough to have learned some things about the way of the kingdom, and now Jesus was inaugurating phase II of his strategy.
In the preceding passage (Mt 9:35-38), we learn that Jesus although working very hard (Mt 9:35) was not able to meet all the needs he would have liked (Mt 9:36). Time for intern assignments for his disciples!
At that point in time they were to proclaim the message of the kingdom to the Jews only. Nothing against Samaritans and Gentiles mind you, (Jesus ministered to them as well), but just at this juncture, the disciples were still new at this, and probably best off sticking with the culture they can most naturally relate to, and perhaps were less likely to be hostile to (Mt Lk 9:51-56) at that point in their spiritual lives. Also, the beachhead among the Jews was still being established. Ministry to the Samaritans and Gentiles would come in time (Acts 1:8).
The Message
And their message? “The kingdom of heaven has come near.” Twenty-first century Christians need to pause and engage with that. Note how different it is to the typical evangelical message of “Jesus will save you from your sins”. It’s a completely different approach. Contemplate what the “kingdom of heaven” is all about and investigate that, rather than heading down a sin/salvation rabbit hole on the first day in spiritual kindergarten.
This is the same message that Jesus (and John) had already been preaching. The very first words out of Jesus’ mouth in his public ministry were “Repent, for the kingdom of heaven has come near (Mt 4:17).” Not “Repent, so that you don’t go to hell when you die.” See the difference?