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October 19, 2005
Strategies that Drive People from Around the World to Your Online Equipping Center, Part 2
David Posthuma @ Oct 19, 2005 11:16 AM

Last month I shared with you free or very inexpensive strategies for driving people within your ministry region to your online equipping center.  This month, I will now turn my focus to strategies that will help your ministry “go into all the world and make disciples”.

 

Some ministries utilizing E-Church Essentials have already seen the benefit of being part of an online ministry network.  One pastor called me about ten days after they registered their ministry…they had not built a website or anything yet…yet they had a man from Kenya who registered with their ministry seeking to be mentored in Christ.  The E-Church Network has registered members from almost every part of the globe who are seeking a ministry to mentor them.

 

If you think about it, outside of North America, there are precious few churches, Christian book stores or Bible schools.  The world is desperate for Christ, and yet most churches are using the same mission strategies the Church of Christ used in the 1800’s!  Today, the only thing that is keeping your church, regardless of its size, from making a significant global impact, is your leadership’s limited vision.  The resources are all available and very inexpensive.  All your church needs to do is catch the vision and make it happen!

 

Because E-Church Essentials is the only commercial online ministry system currently available, I will illustrate the following strategies using the E-Church Essentials software.  However, if your ministry has developed a custom online ministry system, these strategies will likely also apply.


 

Strategy #1: Optimize Your Website(s) for Search Engine and Directory Spiders

Ministry organizations are often so focused on their little part of the world, that they do not take this important step seriously. Fundamental to global online ministry is defining who your target group(s) may be, and speaking directly to their distinct issues.  Once your have created a targeted website, it makes no sense what-so-ever to register your website with search engines and directories, if you have not set up your website to be properly read by the internet “spiders”.  A “spider” is an internet program sent by search engines, designed to seek out key words and descriptions associated with your website, so that your website can be properly cataloged on the search engine database.  To optimize your website for spidering, please implement the following rules:

 

  • Key Words: Select three dominate words (or two-word phrases) that you believe an internet user would most likely input into a search engine that would lead the visitor to your website.  These three words MUST be included in the keyword meta-tags of every page (I’ll explain this in a moment), and MUST appear at least three to four times on every major page of your website.  DO NOT place these key words on your page randomly and DO NOT hide the key words on your pages by making the text color the same color as the background.  These are old optimization tricks that most search engines now consider “spamming” and will likely result in your website being dropped from search engine listings.

  • Key Descriptions:  Write a one sentence description of your website, including the key words defined.  This description must be included in all description meta-tags and will display within search engines.  You may add an addition sentence, on a page-by-page basis, for describing each page of your website.  Within E-Church Essentials, configuring meta-tag keywords and descriptions is very easy.  Within the content editor you may configure meta-tags in the “properties” portion of the editor (see graphic below).

 

  • Page Title:  Every page of your website should have a unique title.  If the menu label for a page is “Student Ministries”, the page title, configured again through meta-tags, can be a descriptive phrase such as “Student Ministries of Genesis Church”.  Again, in E-Church Essentials simply type the page title in the Property Editor next to the label “Title”.

  • Alt-Tags:  Short for “Alternate Tags” are brief descriptions that may be applied to graphics, media and Flash elements so that a search engine can read what these elements are.  Alt-Tags are optional.  If your system supports them, then it is helpful to include them.  However, they are not crucial unless your web page contains no textual content at all.

  • Use Web-Safe Fonts:  Many people are surprised to learn that a website does not embed the fonts used to create the website.  When an internet visitor comes to your website, the website literally tells the visitor’s computer to display the appropriate fonts from the available fonts on the visitor’s computer.  If the font cannot be found, it is any one’s guess what font will actually be utilized.  If web-safe fonts are not utilized, your website may not be spidered properly by search engines, your website may load slower as the fonts cannot be found on the visitor’s computer, and your website formatting may be distorted by substitute fonts.  Safe fonts include: Ariel, Sans, Times New Roman, and Veranda.  Main textual content should be formatted using 8-point to 12-point fonts.  Headings should be formatted using 11-point to 14-point fonts.

  

Strategy #2: Register your Website with DMOZ…it’s FREE!

DEMOZ is the Open Directory Project found at http://dmoz.org.  The Open Directory is the most widely distributed data base of Web content classified by humans.  Its’ editorial standards body of net-citizens provide the collective brain behind resource discovery on the Web.  The Open Directory powers the core directory services for the Web's largest and most popular search engines and portals, including Netscape Search, AOL Search, Google, Lycos, HotBot, DirectHit, and hundreds of others.  Registration is 100% FREE.  Be extremely careful about the category you select for your listing and the descriptions that you use.  Make sure you use the same key words and descriptions as utilized on your website.

 

 

Strategy #3: Register Your Website with Search Engines

There are so many search engines today that it does not make sense to manually register your website to hundreds of engines.  Rather, I would encourage the use of reputable service organization like SubmitIT from Microsoft.  For only $49/year, your website can be submitted to most of the popular search engines and included in Microsoft’s business directory. 

 

Be wary of organizations that “guarantee” top placement in search engines.  The only way such organizations can make top placement occur is by breaking the rules that govern the internet and search engines.  Many websites have been banned from search engines and directories for breaking the governing rules.  Primary among these rules are that websites will list higher when they receive more traffic, and will list lower when they receive less traffic.  There are legitimate ways to drive traffic to your website.  The methods used by marketing firms to “guarantee” top placement is considered “spamming” and will likely result in a brief top-listing and then a banning of your website from the search engines altogether.  Search engines may take as long as six months before your website is even listed.  It will take another six to twelve months to build momentum on the internet through search engines.  This is normal.  So be patient.  (NOTE: If your ministry is not willing to invest at least two years in trying to develop a serious online ministry, then your ministry clearly does not understand what it takes to build traffic and synergy on the internet.  Plan and budget for a two year trial period.)


 

Strategy #4: Manually List Your Website with Topical Directories

There are thousands of topical directories on the internet.  All require manual registration of your website.  Fortunately, the marketing principle of “targeting” means that only a few dozen such directories will likely apply to your ministry website.  To find relevant directories, I recommend using Google as your search engine and entering the following categories in quotations (“ “):

 

  • “Christian Directories”
  • “New Age Directories”
  • “Religious Directories”
  • “Religion Directories”
  • “Spiritual Directories”
  • “Church Directories”

Many of these directory sites will not be “Christian”.  That is alright, we are seeking to reach into the cultures across the planet.  We need to meet the world where they are at before we can bring them to where we are at…”In Christ”.

 

 

Strategy 5: Banner Advertising

Depending upon your strategy, and how serious your ministry really is about reaching the world for Christ, you may have to commit to a financial budget to really utilize banner advertising effectively.  However, banner advertising can be highly effective at sending prospects to your website and online equipping center.  I would encourage you to target websites that are popular and originate in the countries you seek to reach.  Properly executed, your banner campaign could easily generate 10,000 visitors or more to your website each year.  You can expect a registration rate of 2-3% of your website visitors.


Banner Example:

 

 

Strategy 6: Online Radio Advertising

This is another potentially very effective strategy.  Christian radio is rare in many parts of the world.  More and more the international community is turning to internet radio for Christian music and teaching.  Advertising with many Christian internet radio stations is down right cheap, as little as $50/month. 

 

Although there are hundreds of online radio station options, you may wish to explore this online radio option as an example for international advertising:

 

Alternatively, if your ministry has the outreach budget available, there are several online Christian broadcast networks that will help your church set up your own online Christian radio station.  Start your own online radio station for as little as $15/month for a basic starter package, or $99/month for a professional package, with Live365 at http://www.live365.com/pro/index.html.  They offer an easy and robust means of empowering your ministry to broadcast your own music and teachings.  People listening to your online broadcast ministry, can then register with your online equipping ministry and receive the relational support and nurture that they require.

 


Strategy #7: Unleash the blogosphere!
 

I cannot stress enough the potential impact of this strategy…both locally and globally.  However, to understand how this strategy works, you need to understand what a blog is, and more importantly, why blogs on the E-Church Network specifically can greatly benefit your online spiritual equipping community.

 

A blog is an ideal platform for writing articles, providing resources to people and sharing spiritual meditations.  I believe every pastoral person SHOULD blog.  For an example, click here.  Young adults prefer blogs 10/1 over viewing websites.  The reason is that blogs have relevant content that is constantly changing, the content can be “broadcast” directly to their computer through the use of “News Reader” programs (for a Free News Reader, Click Here), and because blogs enable people to respond and comment on each blog entry…a blog is more conversational.

 

How E-Church Essentials handles blogs is very unique and is designed to build online synergy for your ministry.  Within your ministry’s online ministry account, each member has the option of having their own multi-media capable blog.  Our philosophy is that your key staff and lay leaders should have a platform in which they may communicate their heart and ministry to others.  Here is the kicker…The more blogs that exist through your exclusive online community, the more doorways you have for bringing people into your online spiritual training community.  And since your numerous blogs are all ministry-based, you will be attracting people who are truly spiritually hungry.  A modernist analogy to this strategy would be door-to-door evangelism.  The more people you can send door-to-door (back in the 1940’s -1970’s), the more people you are likely to lead to Christ and bring into your ministry.  We need to knock on as many internet doors as possible in order to maximize our online ministry impact.

 

 

Strategy #8: Google Ads

The last strategy is not free, but it can be fairly inexpensive.  Google provides a banner advertising service called Adwords.  Recently, Adwords was expanded to include “Targeted Sites”.  Targeted Sites enables you to identify specific websites on the Google network and have your test-only banner advertisement display on that site.  The cost is as little at $1/1000 views.  This is a phenomenal traffic generation strategy.  To get your ministry started, go to https://adwords.google.com/select/.

 

 

Strategy #9: Strategic Partnerships

Identify ministry organizations within the regions your ministry wishes to target, and negotiate strategic partnerships with them.  The strategic partnership will provide your ministry with a relational connection to the cultures your ministry seeks to reach.  And because your online equipping center is truly international, leaders from your strategic partnerships can develop websites, conduct training and participate in community forums all through your online equipping ministry.  Such leaders will be the cultural bridge that your ministry will need if it is to truly make a significant impact within foreign cultures.

 

 

Strategy #10: Begin a Missionary/Church Planting Network

E-Church Essentials can enable your ministry to maintain a communication and training connection with missionaries/church-planters, all over the planet.  So while your ministry may wish to have “feet-on-the-ground” those feet can still be an integral part of your everyday ministry organization.  Each missionary/church-planter can have their own website and blog through the parent ministry, and all related ministries can share a common community and equipping center.  This is really a modified version of the classic satellite ministry model depicted below:

 

The more ministries you add to your network, the greater your regional and global impact will become.  Furthermore, each additional ministry can help distribute the overall cost of your online ministry, making it cheaper and cheaper for all involved, the larger your online ministry network becomes.

 

 

Conclusion:

If you would like more information about how to implement any of these ten suggestions for global ministry impact, please feel free to contact me or call me toll-free at 1-800-724-1159.  The world is at your door, and they desperately seek to know Jesus, all it takes is for your leadership to catch the vision, be willing to step out of the 1800’s, and become a ministry of the new millennium.

October 13, 2005
An Alternative to another Costly Building Campaign
David Posthuma @ Oct 13, 2005 10:48 AM

I recently spoke with an elder of a local church who confided in me that his elder board was beginning to explore the possibility of a new building campaign. Their church presently has two crowded services and is having to move to a third service.  My response about initiating a building campaign was less than enthusiastic. 

If you have read some of my past articles like “Bye, Bye, Boomers” then you know my concerns regarding churches that accumulate massive debt that cannot be paid off within the next ten years.  Research guru George Barna is convinced that within the next fifteen to twenty years, institutional churches are likely to experience an attendance decline of 50%!  I am inclined to agree with his perspective.  The era of the mega-church and mega-budget-buildings and programs is quickly drawing to a close.  Young adults are fleeing the large institutional church because it lacks intimacy.  They also feel that large churches have proven themselves incapable of nurturing spiritual authenticity and depth.  Everything that today’s young adult desires is what our present church paradigms refuse to offer.  Young adults seek:

  • Intimacy
  • Authenticity
  • Spiritual experiences
  • To serve the world, not an institution
  • In depth Biblical study with in-the-moment application (See Previous Article)
  • Spiritual mentorship

The larger an institution becomes, the less likely that these important values will be supported.  This is why the polls and trends confirm that the emerging generations are abandoning the established institutional church model.  But wait a minute…didn’t this article begin by relating how a church was growing?  Yes.  Many churches are still growing.  However, church growth does not automatically equate to spiritual health.  The real issue at hand is how effective a church is at retaining and spiritually nurturing those that come to the church.  Young adults do come to contemporary churches because they are deeply spiritually motivated.  They are hungry to know and experience God. 

But two years later, how many of these young adults have been retained?  Even more importantly, how many would claim that these churches helped them to significantly grow in their relationship with God?  The crucial markers of “retention” and “maturation” are the issues at stake, not how many people we have in our Sunday morning crowds.  And yet the sad thing is that I have not yet met a pastor who can tell me their retention rate over a 1, 2, 5, or 10 year span, nor can they tell me objectively what defines spiritual maturity and how many people have grown spiritually through the ministry.  I believe most church leaders and boards don’t really want to ask these questions because they don’t really want to come face-to-face with the answer.  To come face-to-face with the answer means that how we do ministry would have to change, and change in the church culture often results in political and vocational suicide. 

But what if there was a way to ensure that the ministry continued to grow without endangering the pastors or staff, and to grow in a manner that empowered change and effectively addressed the needs of the present and emerging generations?  One ministry paradigm, that I believe can achieve these goals quite effectively, is the Satellite Church Model.

I first encountered the Satellite Church Model approximately ten years ago.  An East coast ministry had grown so large, that they decided rather than continue to “build bigger barns”, they would strategically build smaller barns throughout their ministry region.  Each congregation belonged to one large church that met corporately once a month in a large arena for a massive worship service.  See the graphic below:



Because the individual congregations were smaller, and were visionary church plants, they were able to more effectively target the needs of their community and mold their ministry around the needs of their people.

The philosophy behind the Satellite Church Model has always held two dominate beliefs:

1) Smaller churches are more nimble and relational, but on their own, they lack the resources and professionalism our culture has come to expect.

2) By sharing human, administrative and capital resources, the satellite churches can better steward the resources God has given the entire ministry. 

While the Satellite church growth model has many virtues, organizations who have attempted this model have experienced difficulties.  In particular, the dominate hurdles include:

  • Communication of available human resources
  • Communication of administrative resources
  • Communication of people with each other

Communication, Communication, Communication…some might say, “Three strikes and you’re out”.  But since Christ is leading His Church, there is always a way to overcome ministry barriers.

This past year, I once again encountered another church organization, this time on the West coast who were implementing the Satellite church model and had grown to approximately eighteen satellites.  However, they also were experiencing the very same communication challenges other such ministries had struggled with over ten years prior.  They were searching for technology solutions to help them overcome these crucial barriers to further growth, and could not find an established solution.

Fortunately, internet-based technology has now matured to a point that, in the very near future, the Satellite ministry model (and other mission networks) will be able to truly thrive. A large part of the solution is found in E-Church Essentials, but E-Church Essentials is a ministry program, not a business management program.  E-Church Essentials is presently in the early stages of exploring a strategic partnership with a major church management company.  If this strategic partnership becomes a reality in the months to come, ministries will finally have at their disposal the most powerful web-based internet ministry and business administration system in the world!  The Satellite model would then look like the following graphic:

 

Through the incorporation of fully integrated web-based ministry, community, and administration systems, church and mission networks of all kinds, shapes and sizes will finally be empowered to flourish.  After all, it only takes communication, communication, and communication.  Thank God we live in the era of communication.

September 7, 2005
Christ Commnaded: "Go Into All the World and Make Disciples"...so what's stopping you?
David Posthuma @ Sep 7, 2005 12:33 PM

"This generation of Christians is responsible for this generation of souls on the earth!" -- Keith Green

"There is nothing in the world or the Church -- except the church's disobedience -- to render the evangelization of the world in this generation an impossibility." -- Robert Speer

The Great Commission is not an option...we all know that.  But are we being as effective as we could be?  This is a crucial question, especially when we consider that Christ called us to "Make Disciples", not merely "converts".  Disciple-making takes more work.  It requires mentoring, modeling and teaching.  It requires personal relationships. This is difficult, if not impossible  to do with people on the other side of the world...right?  WRONGE!  Check out www.OnlineDiscipleship.org (This ministry will not launch until next month) to learn more about how it is not entirely possible to literally go into all the world...right now...and Make Disciples as never before. 

Online Discipleship
will be a resource center for ministry-based e-learning.  Editable multimedia e-learning curriculum will be available for purchase by your ministry, saving your ministry both time and money.

In the mean time, check out this multimedia overview:


16 Strategies that Drive Traffic to Your Online Community, Part 1
David Posthuma @ Sep 7, 2005 11:49 AM
  When we extend our ministry online, we have two dynamics that should be considered:  

  • How do we drive people within our local geographical area to our online spiritual training community?
  • How do we drive people from around the planet to our online spiritual training community so that our ministry can have global missions impact as never before?  

The strategies for these two community-building goals are very different.  For this reason, I will address these two goals in separate articles. 

Let’s now explore 16 strategies for driving people from your local geographical area to your online spiritual training center.  While it may not be necessary to implement all fifteen suggestions to successfully build your community, the more recommendations your ministry implements, the larger and more successful your ministry’s online spiritual training community is likely to be.  The information offered in this article would likely cost your ministry many thousands of dollars if you utilized a marketing service to devise and implement these strategies on your behalf.  

One last word of encouragement, as you implement these strategies and your online ministry begins to bear fruit, please share your success stories with other pastors here in the E-Church Network.  

Strategy #1: Identify and mobilize a mentorship core within your church to create and support your online ministry.  

Strategy #2: Once your online ministry is basically set up, introduce the online ministry to your church through a three-part sermon series on the topic of Spiritual Formation:  

     Sermon 1 – “God’s Role in our Spiritual Formation”

  1. God Created Us Intentionally  (Psalm 139:13-16)
  2. God Positioned Us Strategically  (Esther 4:12-14; Ephesians 4:7; *1 Corinthians 12:18)    
  3. God Empowers Us Effectively  (Acts 1:4-8; 2:16-21; Romans 8:26-38; *1 Corinthians 12:1, 4-31)

Application: Introduce the people to your online personality, spiritual giftedness and leadership style assessments.  

    Sermon 2 – “The Leader’s Role in our Spiritual Formation”

  1. God Calls Leaders to Disciple People to Become Like Christ (Ephesians 4:1-7; Ephesians 5:1,2; 1  Thessalonians 5:12-24; 1 Peter 5:1-11)
  2. God Calls Leaders to Prepare People to Serve Christ  (Ephesians 4:11-12)
  3. God Calls leaders to Mobilize His People to be Effective for Christ  (Ephesians 4: 12-16)       

Application: Introduce people to your online e-learning center and mentorship program.  

     Sermon 3 – “Your Role in your Own Spiritual Formation”

  1. We Were Called To Serve  (Hebrews 9:14; Romans 7:4-6; Ephesians 4:16)
  2. Through Our Service We Mature  (Ephesians 4:12,13)
  3. As We Mature, We Become Unified  (Ephesians 4:13-16)                                                

Application: Introduce people to your community forums and team-based virtual meeting rooms.  


Strategy #3: Provide “PC” for “JC” Training.  In the late 1600’s and early 1700’s in Great Britain Sunday School was born from a desire to teach illiterate people how to read, by having them learn to read the Bible.  The postmodern variation on this theme is to conduct computer and internet training classes, and to use your online spiritual training center to help facilitate the educational process.   Alternatively, for people who already know how to basically use a computer and the internet, you can conduct training on how to spiritually mentor people online.  

Strategy #4: Promote from your website topical “Ask the Pastor” online events, scheduled after 9:00pm on specified evenings.  The discussion will take place within your community forums.  I would recommend creating a forum entitled: “Ask our Pastors”.  The topics ought to be controversial issues or issues highly relevant to your target audience.  Note: Make sure you “seed” the online discussions with a few people committed to participate before-hand.   

Strategy #5: Unleash the blogosphere!  I cannot stress enough the potential impact of this strategy…both locally and globally.  However, to understand how this strategy works, you need to understand what a blog is, and more importantly, why blogs on the E-Church Network specifically can greatly benefit your online spiritual training community.   A blog is an ideal platform for writing articles, providing resources to people and sharing spiritual meditations.  I believe every pastoral person SHOULD blog.  For an example, click here.  Young adults prefer blogs 10/1 over viewing websites.  The reason is that blogs have relevant content that is constantly changing, the content can be “broadcast” directly to their computer through the use of “News Reader” programs, and because blogs enable people to respond and comment on each blog entry…a blog is more conversational.  

How E-Church Essentials handles blogs is very unique and is designed to build online synergy for your ministry.  Within your ministry’s online ministry account, each member has the option of having their own multi-media capable blog.  Our philosophy is that your key staff and lay leaders should have a platform in which they may communicate their heart and ministry to others.  Here is the kicker…The more blogs that exist through your exclusive online community, the more doorways you have for bringing people into your online spiritual training community.  And since your numerous blogs are all ministry-based, you will be attracting people who are truly spiritually hungry.  A modernist analogy to this strategy would be door-to-door evangelism.  The more people you can send door-to-door (back in the 1940’s -1970’s), the more people you are likely to lead to Christ and bring into your ministry.  We need to knock on as many internet doors as possible in order to maximize our online ministry impact.  

Strategy #6: Make sure that your church program/bulletin and newsletters all promote your online spiritual training center, and clearly explains how to become an active participant.  

Strategy #7: If your ministry makes use of large screen projection within your services, create a promotion regarding your online spiritual training center and display the promotion prior to the beginning of your service, and following the conclusion of your service.  

Strategy #8: Assign multiple mentors/instructors to each e-learning course you create, and charge them with the responsibility to recruit and care for their online students.  

Strategy #9: Send a mass email campaign to your email database, announcing your online spiritual training center and its benefits.  You may wish to model your announcement after professional online university announcements that target young adults.  

Strategy #10: Send a traditional snail-mail campaign to your database membership promoting the on-line spiritual training center and its benefits.  I would recommend that your ministry create a full-color tri-fold brochure for this mailing, and also use them for bulletin inserts and at your ministry information counters.  If you need help creating these brochures, E-Church Essentials can design them for your ministry.  

Strategy #11: If your ministry makes use of radio, newspaper, telephone book and/or television advertising, you will want to make sure that you include information regarding your FREE online spiritual training center.  

Strategy #12: If your ministry resides near a college or university, post flyers about your online spiritual training center on public bulletin boards.  You may also wish to network with campus-based para-church organizations that may be ministering at the school, and offer them FREE community forum space and e-learning space.  

Strategy #13: Create a “Christian Singles Connection” through your website and community forums.  Network and partner with other Christian Singles ministries as a “local chapter”.  

Strategy #14: Negotiate Banner Ads on all local websites…in particular survey your congregation to discover what websites are supported by your own membership.  Encourage every member of your congregation who possess a website or blog, to provide a banner link (You must create a banner for them to use) on their site.  If you require help creating banner ads, E-Church Essentials can help.  

Strategy #15: Make sure that you take advantage of local radio and television Public Service Announcements (PSA’s).  This is free advertising for your online spiritual training center.  

Strategy #16: The last strategy is not free, but it can be fairly inexpensive.  Google provides a banner advertising service called Adwords.  Recently, Adwords was expanded to include “Targeted Sites”.  Targeted Sites enables you to identify specific websites on the Google network and have your test-only banner advertisement display on that site.  The cost is as little at $1/1000 views.  Now what makes this strategy so effective for local online community building is that you can identify and restrict your banner advertisement coverage to your local region.  This reduces your potential expense and increases your local traffic.  In addition, you can list websites that you know of that originate within your local community, and target those websites for your banner advertisement.  This is a phenomenal regional traffic generation strategy.  To get your ministry started, go to https://adwords.google.com/select/.  

Conclusion: I hope these suggested strategies spur your ministry’s creative juices.  I hope your ministry shares my attitude that “we must do everything possible to reach as many people for Christ as possible”.  Thank you for extending your ministry online.  

In Christ,  

David Posthuma
E-Church Essentials

July 8, 2005
Whatever Happened to Harry and Mary?
David Posthuma @ Jul 8, 2005 09:46 AM

  A Philosophy that Influenced a Generation

Marketing 101

I first heard about Unchurched Harry and Mary way back in the late 80’s when I was attending seminary in Chicago and visiting Willow Creek every chance I had.

 

Lee Strobel helped the American church learn how to be more seeker-sensitive.  The Willow-inspired practice of that day was to survey your community door-to-door so that your church leadership could learn first hand what were truly the community’s spiritual needs and roadblocks.  Armed with this data, the challenge was then to design church services accordingly.

 

In reality, the principle of Unchurched Harry and Mary was nothing more than Marketing 101…the American church needed to learn how to market its self more effectively.  The result was that many churches indeed became more culturally relevant…at least to the culture of the 1990’s.

 

Something happened over the last twenty years.  I don’t know how, I don’t know when, but somewhere along the timeline of the past two decades, many of our churches seem to have stopped asking Harry and Mary about their lifestyle, needs and spiritual hang-ups.  The church culture has become one of model-chasing…always looking for the next latest-and-greatest techniques for “doing church”.  Our American Church culture has, in many cases, shifted from “being the Church” to “doing church” - any way that appears to be successful.  So when Plexiglas podiums were the “hot thing” for doing church, it seemed that every church had to have a Plexiglas podium…at least until they got tired of wiping finger prints off every Sunday.  When big screens became the hot new way to “do church”, every church had to have one - or two, or three.  I could lay out a long list of copy-cat techniques, but I think you get the point…Unchurched Harry and Mary now have dozens of cookie-cutter churches to choose from…yet every poll tells us that people today want more than sugar-sprinkled spiritual cookies.  In fact, a 2004 Barna Survey concluded:

 

Since 1991, the adult population in the United States has grown by 15%. During that same period the number of adults who do not attend church has nearly doubled, rising from 39 million to 75 million – a 92% increase!  (view full summary)

 

Clearly, The way we are “doing church” is not working. 

 

What’s Your Marketing Niche?

Years ago I was on a business trip when I drove past a failed hamburger restaurant.  I couldn’t help but notice the burger-joint’s big sign along the road.  It consisted of a large golden crown.  Below the crown was the name of the restaurant: “Burger Queen”.  This is an example of poor niche marketing.  Yet, across North America we have thousands of churches trying to be “Burger Creeks” and “Burger Backs”.  How about Granger-burgers?  OK…enough with the junk food metaphors.

 

The basic premise behind the principle of Unchurched Harry and Mary was that through the use of surveys, unique community distinctives would be discovered.  The result would be that how one church designed its ministry in one community would likely be very different from how another church, in another community, designed its ministry.  In marketing terms, you must first know your market, and then devise a market niche.  Your church’s niche is what makes your ministry very different and uniquely attractive from all the other ministries in your community.

 

In theological and spiritual terms, pastoral leaders should seek from God His will regarding the ministry calling of any particular congregation.  I doubt He calls every church to “do church” in virtually the same way, using the same popular techniques.  One of Christ’s greatest attributes is His ability to be creative…through Him all things were created.  So if we are the body of Christ, His representatives within this world, don’t you think that some of that creativity should have rubbed off by now? 

 

What Would the Survey Look Like Today?

If your ministry conducted the Harry and Mary survey today, I think you would find that the survey results have changed significantly from the results that were typical twenty years ago.  Among the differences that churches must now seriously consider, is the cultural impact of the internet.  Twenty years ago, the Harry and Mary surveys could not consider internet influences…because the internet did not exist.  Today, there is no greater cultural influence in North America than the internet.  As much as your church may want to ignore this fact, and continue to chase after antiquated ministry models that were designed based upon Harry and Marry studies of 20+ years ago, professional surveys conducted this year should cause us to cast off our “contemporary” traditions.  Let’s take a look at what the Harry and Mary of 2005 are up to these days and compare their activities with those of the so-called “contemporary” church.

 

Relationships Evolve Differently

For all the talk that comes out of many of our churches today, telling us that relationships are central to our spiritual development, this “value” is not typically modeled by the leadership through their highly programmed and performed Sunday services.  In fact, there is nothing relational at all about the way we “do church” today.  Twenty years ago, we learned that Unchurched Harry and Mary did not like being noticed….visitor anonymity was considered a positive value.  Today, in 2005, Unchurched Harry and Mary will not likely step foot inside your church walls until a relationship of trust has already been established.  The evolution of relationships today often begins online, and moves to face-to-face interactions once relational trust has been nurtured.  The idea of attracting unchurched people into your service is now culturally obsolete.  The front door to your ministry is no longer the Seeker-Sensitive service.  The front door to your ministry is your personal computer.  Meet and greet people online.  Build relationships online.  Allow people to get to know you…the real you…not your institutional organization with its many programs.  Build an online community where Seekers and Christians can interact and relate.  After all, the internet today is all about relationships.

 

Look at the results of this Pew Internet & American Life Study and notice what the #1 purpose for using the internet is today:  (view full report)


 

 

These results are already four years old.  All available information suggests that if the study were conducted today, Relationships would score at least ten points higher.  The internet of 2005 and beyond is predominately a venue for relational bridge-building.  Interpersonal relationships now exist in reality and virtually at the same time.  If your ministry is at all serious about reaching out to your greater community relationally for Christ, you had better come to grips with the fact that 65-75% of young adults today build relationships online…often long before they are willing to meet one-another face-to-face.  Does your ministry have an online relationship strategy?  I have no doubt what-so-ever that if the Apostle Paul were ministering today, he would have an incredible online ministry program.

 

The Church Must Be a Family, Not Target Families

Over the past two decades, the typical church has focused heavily upon being family-friendly.  While this is not inherently bad, the Unchurched Harry and Mary of 2005/2006 is more likely to be statistical singles, without children, than was true of the Unchurched in 1990 and before.  The 2000 census, the Barna Report and the Pew Internet and American Life studies clearly demonstrate that young adults are staying single longer.  George Barna demonstrated that singles make up a disproportionate percentage of the unchurched population.

 

Corresponding to their younger age, the survey also found that unchurched people are more likely than other to be single and to never have been married. Whereas one-quarter of American adults (26%) are single-never-married, nearly two-fifths of the unchurched fit that definition (37%).

 

Complicating the matter further, many of our ministries today either have no ministry or social programs for singles, or relegate single’s ministry to the lowest level of ministerial importance, signified by limited budgets and staff.  According to Kris Swiatocho of The Singles Network, literally 50% of our nation’s population is currently single, yet most churches continue to neglect today’s Unchurched Harry and Mary.  (view video)

 

Today’s Unchurched single Harry and single Mary are more distant and allusive than ever.  They do not want to participate in church programs:

Barna noted that to unchurched people embracing church life is both counter-cultural and counter-intuitive.  Reaching out to unchurched people is difficult for born again Christians because the two groups have such different viewpoints and lifestyles. Born again adults are more excited about a church’s strengths and more forgiving of its weaknesses, more disposed to spiritual growth, and less skeptical of theological and biblical claims. They neither see nor understand the obstacles that impede the unchurched. Addressing the reticence of the unchurched takes more than prayer and hard work: it requires a lot of deep reflection to see the world and the local church from a completely different angle….The rapidly swelling numbers of unchurched people may be forcing existing churches to reinvent their core spiritual practices while holding tightly to their core spiritual beliefs. It will take radically new settings and experiences to effectively introduce unchurched individuals to biblical principles and practices.

One “radical new setting and experience” that I continually stress to churches, yet most churches choose to ignore, is an effective internet ministry that is relationally-based.  If the majority of unchurched world will resist coming to your church, then don’t you think it’s time that your church goes to them?

Presentation is Passé

In the 1980’s and 1990’s, the cultural surveys stressed the importance of “quality” and “presentation” within the church service.  Image was everything to the Boomer generation.  Today, however, presentation holds very little spiritual value to the Unchurched Harry and Mary of 2005, particularly if there is even a hint of performance or if the service lacks a sense of human authenticity.  Today’s Unchurched Harry and Mary are media savvy.  To them, “presentation” feels like spiritual fakery.  They know marketing and packaging when they see it.  They expect such spam on television.  But just as they will not abide spam on the internet…spiritual spam is totally unacceptable.   While quality presentation may be important in a sales meeting…a church is not about sales, but salvation.  If you must present anything to the congregation, present Christ through the authentic spiritual lives of your people, displayed through their dynamic worship, and expressed through their personal stories and missional ministry.  What the Christian community does in the name of Christ…love in action…is a much more effective communication tool to the Unchurched Harry and Mary of 2005, than what the church “presents”. 

Conclusion

The pendulum of values swings from generation to generation.  While some established values may carry over to succeeding generations, as a general rule, the emerging generation always discover aspects of the previous generation’s value-set that they will reject.  And, let’s be honest, they may have good reason to reject those established values. 

 

In this article, I have been able to touch on only a few pendulum-swings.  If we recognize, as Barna has demonstrated, and as today’s generation innately knows, that the current ways of “doing church” are a miserable failure that have resulted in a 92% increase in Unchurched Harry’s and Mary’s, then we must agree that letting the pendulum swing in the direction of postmodern ministry methodology can only be an improvement.  As the old saying goes: “If you keep doing what you’ve always done you will get what you’ve always got”.  It’s time that the church begins to learn how to build relationships in an internet culture.  It’s time that the church started being a family, rather than targeting families.  And it is time that the church stopped putting on a show, and started putting on the full armor of Christ.

Bye Bye Boomers
David Posthuma @ Jul 8, 2005 09:40 AM

Wayne Jacobsen, in his book entitled “The Naked Church”, has an interesting critique of the Boomer-driven church-growth ministry model. Using the writing genre of CS Lewis and the Screwtape Letters, he describes our growth-driven churches from the perspective of one of Satan’s henchmen….

 

"Trying to keep it small hasn't worked - let's make it big!"

All the other devils gasped, thinking that old Screwtape had finally bolted his sanity.

"Make it big? What do you think we've been working so hard to prevent?"

"Hear me out, colleagues: We can kill it with its own success. What would happen if the church suddenly became acceptable?"

"Lot's of people would go to it, you idiot."

"But what would all those people do to it?" Screwtape replied with a smirk, then, sat back as he watched their minds churn.

 

One-by-one the others began to see the brilliance of his scheme.

"Many would come just for social reasons. They would quickly dilute those who are really in God's clutches."

"And imagine all the programs and activities they would have to plan to keep those people happy. Nothing chokes out intimacy as well as busyness."

"A crowd like that would have opinions so diverse and disruptive that the power of the gospel would be compromised in just a few short years."

 

"The church would eventually become a machine, chewing up individuals instead of loving them. Programs would take over where personal ministries now flourish. And everyone knows how easy it is to kill a program."

"Hear! Hear!" they all yelled.

They couldn't possibly teach all the followers to walk with God personally, so they would soon substitute rules and guidelines for his ever-present voice."

"The machine would have to be run by professionals. The others would become nothing more than spectators and bill-payers."

"And that leadership would waste most of its time tied up in administration, which we know benefits almost no one."

"Who would have time for individuals? They would have to try to disciple people by regulations, and the cracks in that are so wide we could go on vacation."

"And best of all," Screwtape spoke up again, "they wouldn't even know what had happened to them. They would think themselves successful beyond their wildest dreams.

They would be pillars in the community and stand before huge crowds. We would let them keep all their Christian terms, but we would substitute our own meanings. It's foolproof!"

 

"But size alone won't do that, Screwtape," Satan himself finally said. "They could still teach all those people what it really means to follow God and they could still love people one-by-one no matter how big it got."

 

"True, O Wicked One," Screwtape waggled his index finger, "but do you think they would?" Do you think they would risk losing all those people or would resist the corruption that such power and influence would give them?"

 

Satan smiled in whatever ecstasy hell allows…"Of course not!" He slammed his fist on the table, "Let's do it!"

 

 

I have to admit, that when I read such words, my spirit responds with an emotional mix of sadness and exhilaration. 

 

I feel sadness, not because these words hurt me in any particular way, but rather because everything described by Wayne has been my own experience as a pastor and as a Christ Follower.  There is something inherently unhealthy in the way we describe and practice “church” today.  Christ called us to help build His Kingdom…not build our own kingdoms through institutionalism.  I feel Wayne’s pain, because it is my pain also.

 

However, I also feel exhilaration because before an unhealthy problem can be cured, the illness must first be diagnosed.  Once the illness is diagnosed, steps can be taken to improve the health of the body…in this case, Christ’s Body, the Church.  So there is hope…and we know that there is always hope for the Body of Christ because Christ is the head of His Church, not any particular institutional pastor.

 

I believe the Boomer generation, born following 1946, has been greatly used by God to impact this world for the sake of Christ.  However, I believe that the Boomer generation has left us not only a great inheritance…but also a great dysfunction.  The task before Christ’s emergent Church is to now strip away the dysfunction that has evolved over the past decades, and to value the healthy inheritance the Boomer generation has left for us.

 

A Healthy Inheritance

2006 will mark the 60th birthday of the true Boomer.  As our Boomer leaders prepare for retirement, it is only appropriate to thank them for their faithful service and to remember what positive influences they have had upon us and Christ’s Church.  Our positive inheritance includes, but is not limited to:

 

  • The Jesus Movement

The Jesus Movement of the late 1960’s and 1970’s was inherently anti-establishment and anti-institutionalism.  It was not so much about “rebellion” as so typifies that generation, but about a desire by many to have a real and vital relationship with God through Jesus Christ, and to exist in authentic Christ-centered community.  The Jesus Movement was a spiritual revival.  It was a grassroots spiritual movement that was not orchestrated by any organization, but rather by the Holy Spirit.  Many postmodern ministry leaders today see parallels between the values and goals of emergent postmodern ministry, and the values and goals of the Jesus Movement decades ago.  This parallel, I believe, is not merely “70’s-retro” spirituality, but a call by God’s Spirit to return to the place where Christ’s Church was once healthier. 

 

It is interesting to me that it is often the Boomers, whom themselves participated in the Jesus Movement, that today are the ones criticizing the emergent postmodern Church for seeking to lay claim to the spiritual values and goals they once espoused.

 

  • The Charismatic Movement

The Charismatic movement was a direct outgrowth of the Jesus Movement.  The Church had finally re-discovered that God was real and active within His creation, and within the life of the Christ Follower.  God was not dead institutionalism.  God could not be contained in a human “plan” or a “routine” program as typified by so many church services then and now.  God had His own purposes, and it was an amazing honor that He would be willing to move in and through His people, to accomplish His good work.  The Church of that day learned that the supernatural should be expected…it should be the norm…after all, our God is supernatural.  God cannot be constrained or put into a box. 

 

The Charismatic movement crossed denominational boundaries.  People were Charismatic, not churches.  Yes, there were Pentecostal churches, but the Charismatic movement applied primarily to a spiritual revival among people within non-Pentecostal mainline Churches. This influence led to renewed sensitivity to the work of the Holy Spirit within the life of the local mainline congregation. 

 

Yet, today, many of our churches put God into a one-hour highly programmed and performed box, designed right down to 15 second increments.  We have often programmed the spiritual passion right out of God’s people and simultaneously quenched the Holy Spirit.  What the North American Church has become today would be a foreign and objectionable thing viewed through the eyes of a 1970’s Charismatic Movement participant.

 

  • Unleashing of the Laity

The Charismatic Movement made the Church aware of Biblical teachings regarding spiritual giftedness.  In addition, the Biblical scholars working on the NIV Bible in the early and mid 1970’s discovered that Ephesians 4:12 had often been mistranslated. They now realized that it was the job of Pastors, Teachers and Evangelists to equip the laity so that the laity could do the works of service.  Everyone’s spiritual job description was now being re-written.  The spiritual job of the leaders was to “equip”.  The spiritual job of the people was to “do works of service” according to their God ordained giftedness.  Suddenly Spiritual Gift Surveys began to proliferate within the Church.  Finding one’s gift or gifts was considered essential to spiritual maturity.  This movement was not birthed in an effort to fill holes within exotic church programs.  This was a movement in which ministry service was often devoid of programs and structures. 

 

Only later did church leaders deviate from the God ordained role of “equipping” and begin to “administrate” programs that artificially utilized people’s giftedness.  Rather than permitting God ordained giftedness to define the ministry, today we have programs that require particularly gifted people, and exclude people who are not gifted according to the needs of our programs.  Furthermore, our churches have often established artificial and subjective standards of “professionalism”.  People who cannot meet these standards are often discarded by today’s church.  Even if it can be argued that professionalism is a legitimate value, the church must come to terms with the reality that very little “equipping” ever occurs to help the lay person become more “professional”…let alone more become effective and obedient to the call of Christ within their life.

 

  • The Worship Reformation

It was the Boomer generation who first taught the Church that worship was not about forms or liturgy.  Worship could be real, heart-felt and authentic.  Gone was the pipe organ. Enter the culturally-relevant Hammond B3 organ, Fender Rhodes, guitars and drums.  Worship songs by the thousands were written and distributed, all without a commercial music distribution market in place.  The songs were simple, but they helped turn the hearts of people to their God.  Worship services often went on for hours.  It was not about performance.  Even the band members were typically more concerned with worshiping God than getting everything down perfectly.  The simplicity of the music may have freed the musicians to focus less on themselves and their instrument, and more upon God.  Boomer worship in the early days was like a flowing and unstoppable river…a great movement of God’s Spirit within His Church, calling the hearts of each worshipper to His heart.  It gave birth to theological applications such as “Worship Evangelism” by Sally Morgenthaler. 

 

But this does not describe what today woefully passes for “worship” within many churches.  Our bands typically seem more interested in performing…gigg’n, rather than worshipping.  Our services have become so programmed, that it is now possible to go from church to church (and many people do) and know exactly what is going to take place without ever looking at a service program.  Week after week, service after service, the process is spiritually stifling in its redundancy and routine. 

 

  • The Small Group Deconstruction Movement

In the early 1980’s, the North American church began to leave its disorganized roots founded in the movements previously listed.  Some may rightfully claim that all these diverse movements were only perspectives of one great movement of God’s Spirit.  The very thing that the Jesus Movement Boomer earlier reviled, institutionalism, now began to be the driving force for the North American Church.  Some of the responsibility for this shift in values should rightfully go to Willow Creek, who so aptly taught American churches how to institutionalize like a corporation and program like a Broadway production.  Now, I must be clear that I am not anti-Willow Creek.  God has used Willow Creek in many positive ways.  But as the historic Israelites traded leadership by God for a human leader with human structures, so too has the Boomer church traded surrender to God’s Spirit and direction for human institutional church-growth models.  For a while, the church-growth models seemed to justify the trade by their apparent effectiveness.  Churches began to grow in greater numbers than ever before. The mega-church movement was born.  However, the trade came at a great price.  The mega-church soon learned that it paid a serious price in relational intimacy…even to the point that leaders did not know enough people to mobilize and run their huge institutional programs.   

 

In seeking a solution, mega-churches turned to the small group models originating out of Korea (Assemblies of God Korean pastor and chairman of the World Assemblies of God Fellowship, Dr. David Yonggi Cho) where the largest mega-churches in the world existed.  Thus, the small group movement was born.  You may know the movement as small groups, cell groups, meta-church, micro-church, or home-church, but in the end, these labels all describe one thing…the deconstruction of the organized institutional church.  Church growth gurus began to use expressions like: “Get small to get big”.  However, this expression missed the point: Small groups more closely represent what the typical New Testament Church was really like.  It is not uncommon to hear pastors promote small group ministry by telling their congregations that “Real ministry happens in small groups”.  I continue to wonder: “If this is true, then why do we need the big group, with the big productions and the big financial overhead?”

 

Today, there are many healthy small groups, but far fewer healthy small group ministry programs.  It is common to find small group programs that do not equip the small group leaders at all, or provide minimal equipping at best.  Most small groups exist as isolated spiritual islands in a vast sea of institutional programming.

 

 

It’s Time to Strip Away the Dysfunction

As I have described the five ministry movements above, each movement began in simplicity and authenticity, and became corrupted over time by man’s desire to program and institutionalize the good things that God had set in motion.  Now, it is time to strip away the dysfunction and, following the lead of the prophet Nehemiah, re-construct the true spiritual walls of Christ’s Church that have been broken down.

 

How can we continue to follow dysfunctional church leaders who can no longer separate the work of the Holy Spirit from the institutional life of their organizations?  A case in point is Wayne Jacobsen’s response to Tim Stafford.  Tim asserted in a Christianity Today article:

 

“There is no healthy relationship with Jesus without a relationship to the church.”

 

I found Wayne’s response to be outstanding, and I quote it in part: (view full response)

What many of us have found on the outside offers more connection, more transformation, more opportunities for ministry than we ever found inside. Does it ever bother you that if Jesus wanted us to be part of these institutions with morning services, he did nothing in the Gospels to prepare his disciples for it? On the contrary his example and words were far more de-centralized than that. Love each other as you’ve been loved. Where two or three of you get together I’ll be there with you. He didn’t envision church as a building, an institution or a service. He viewed it as a company of people following him, sharing his life with each other and serving the world with compassion and humility. For the first 300 years in the life of the church believers met in homes and would never have conceived of the Lord’s Supper being served any where other than the family table?

I know our Christian institutions are fading and the last thing they want anyone to believe is that we can flourish in the life of Jesus and in real connections with other believers outside its influence. But I’m afraid the tide has turned. People are beginning to awaken to a reality of God’s life together that cannot be contained by any institution. Those who claim otherwise sound like bankers in the 1920s trying to assure people their money was safe inside so they won’t all try to withdraw it and find out otherwise.

 

What was begun by God within the Boomer generation was awesome in its vitality, scope and impact.  But that same generation’s desire to package God’s work into something manageable and reproducible…and then enshrine the package within a giant building campaign…has resulted in corruptions that will impact th