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13 Ways to Prepare Your Congregation to Welcome Other Cultures

The success of your Multicultural Ministry begins with preparing your people. You are entering uncharted waters and your people want to know what lies ahead.

People need time to adjust to new ministry initiatives. Expect apprehension.

Recognize that faith is not constant. It is likely that you have members that are in various stages of their individual faith journeys. Faith wavers with age and circumstance. Faith is precious and needs to be nurtured and protected.

  • Youngest children have the strongest faith. They rely on everyone else for survival.
  • Some are confident of their value to the church. They are healthy and prosperous enough that they know their position in the “society” of church is secure.
  • Others may still feel like newcomers and be unsure of their ability to contribute to the ministry. They are weighing what their investment should be in a new direction. They haven’t quite grasped the old direction!
  • Others may feel threatened. Once they were strong leaders in the church but are beginning to step back. Your congregation’s new direction may have them wondering if there will still be a church they recognize when they most need comfort and support.

Change must be implemented in ways that are not threatening and which can be sustained. Unless you want your congregation to become a revolving door of new members — attracted by a fleeting special initiative and gone with the next new initiative — you must prepare your congregation.

Here are important steps to take as you begin your outreach.

  1. Make sure your pastor is comfortable with the outreach initiative. Ask what help or additional training he or she may need. There are few pastors trained in multicultural ministry. It is as new to them as it is to many lay people.
  2. Work with your governing board long before you take plans to the congregation. You need their full support.
  3. Involve as many as possible in creating a plan. When people are part of change they have less to fear.
  4. Get support staff on board. Your church musicians may have to learn some new music. Your visiting team may need coaching.
  5. Remind members of scriptures that charge us to minister to all the world. Hold a special Bible Study. If people won’t come to a Bible Study, build the elements of the Bible Study into worship and other areas of church life.
  6. Address fears and concerns. Make sure that your current members know that their spiritual needs are still important.
  7. Educate. As you develop your plans and decide what groups in your community you hope to serve, help your members learn about the cultures you will encounter. Invite someone to speak. Recommend books. Point members to helpful web sites. Learn music from other cultures. Have a congregational dinner featuring food from the culture. Take whatever time you need to prepare your current members for change. (The children’s sermon is a good tool for change. Everyone is listening while you talk to the children! Teach the children and you will teach the adults.)
  8. Do not abandon your current culture. Make sure favorite hymns and observances remain prominent in the life of your congregation. Add new things. Don’t replace old things. As stated before, you will know when to mothball the old. No need to force it.
  9. Make it fun. If a foreign language is involved, teach a new phrase a week. You can make this part of your Facebook and Twitter initiatives.
  10. Answer questions immediately. Address negative comments immediately. Failure to do this can scuttle your mission project and allow discontent to spread. If you use Social Media, monitor it and respond to both positive and negative comments. Supporters will be encouraged. Those with doubts will know they are being heard.
  11. Make friends with leaders in the culture you hope to serve. Invite them to participate in a project, so that members make friends a few at a time.
  12. Use inclusive language at all times. Remember as you use Social Media that everybody can take part — your existing congregation and the people you want to reach. It will benefit your mission if you keep your multicultural outreach from becoming “us and them.”
  13. Love one another.

Beginning Your Multicultural Ministry

Multicultural Ministry requires self-examination. It starts by understanding who you are and moves on to looking outward.

Start by defining your own congregation. What cultures are already present? What talents, resources and experiences can they bring to your outreach ministry?

When you’ve answered these questions, begin to look outside your church community.

Define Your Neighborhood

The word “multicultural” can mean many things.

  • It can include subcultures of American Society — any number of ethnic groups and racial identities.
  • It also includes social status — working class, students, divorced, public or private school youth, aged, homeless, wealthy, disabled, etc.
  • It can include gender and sexual identity
  • It can be generational: Boomers, Generation X, etc.
  • It includes immigrants and natives.

All of these have their own “culture.”

Your congregation must define what it means in your community. 

Here are some questions to consider:

  • What cultures are present in your neighborhood?
  • Which live in closest proximity to your building.
  • Which are well established? Which are newcomers?
  • Which groups are transient? (Students, seasonal workers, snowbirds or summer residents)
  • What are their needs?
  • Is Christianity part of their culture or is the “Good News” brand new?
  • What languages do they speak? Are they also proficient in English? Will you have to find leadership to facilitate communication?
  • What are their cultural expectations? Dress, food, interaction.

Consider the Cultural Expectations of the Groups You Hope to Reach

The last item on the above list of questions may be the most important and hardest to implement if you want to create a “welcome space.”

Dress in some cultures is dictated. In America, we’ve adopted a “come as you are” dress code. If your congregation expects to welcome people from the community who come from a more formal culture, you may as a group have to consider “dress.”

For example:
One family made a project of welcoming foreign students into their home. They hosted several before they ran into difficulty with a male student from an Arab country. They just weren’t connecting. They voiced their concerns to a friend who had spent time in Arab countries. The friend pointed out that the problem was partly how the females in the family dressed. “Your spaghetti-strapped tank tops are fine in America,” she told her. “But to your guest, you are naked. He will not be comfortable in your home as long as you dress that way.”

Food can unite or divide. If your neighborhood hopes to minister to Asian communities, it may have to make sure rice is a staple at your pot luck dinners. Pork and bacon can also cause problems.

If your congregation is serious about multicultural ministry, you may have to change congregational customs. Dismissing children from worship may not be an attractive option to newcomers and will create a separation among your youngest members which could take time to overcome.

Allow people to choose their seating. Some cultures divide men and women. Many will want to observe from a distance as they become comfortable. Don’t rope off seats to force people to sit closely. Let them create their own space.

Plan on Evaluating Your Progress Often

There is a lot to consider. Take the time to think things through and reconsider frequently — weekly if necessary — as you learn about one another. Mixing cultures means being willing to adapt and correct the inevitable faux pas. When you make mistakes, correct them quickly. It can be humbling — but isn’t that part of being Christian!

Network to Find Help

In your Social Media Ministry, consider all these things and create content which addresses the concerns of the cultures in your community. Your congregational blog and web site should address the topics which arise from your answers to the above questions. Create content that the various cultural groups in your neighborhood will find and follow.

Look for help. Identify agencies which serve the groups in your communities. Study their web sites. Introduce yourself. Invite them to meet with your leaders. Link to their sites. They will probably be very happy to work with you.

Be hospitable. Offer space to operate a program — such as an after-school program or a well baby clinic.

Multicultural Outreach will soon give your congregation a plan. Follow it!

Experiencing Multicultural Ministry: Part 2

As we began to share in our previous post, Redeemer was moving in a promising direction. We had new leadership and new members. The national church heard about our mission outreach and requested information. Report on Swahili Ministry.

We were stunned to run into trouble with our regional body. They had an image of our congregation that didn’t include multicultural ministry.

In their mind, we were on a timetable for closure. They were waiting for the right moment. And then we grew! Five-fold! But they couldn’t shift gears!

We had attempted to share our successes. They responded to nothing: not phone calls, not letters, not emails. They were waiting for us to die.

At last, a synod staff person shared, “It doesn’t matter what you do, the bishop intends to close your church.”

Months passed and our church continued to grow. At last, a meeting with our bishop was arranged. We took the ministry plan we had worked on for many months. It included our membership list, budget, and stewardship report and a thorough analysis of our current and planned ministry.

We also brought a resolution to call a pastor who had agreed to serve us for five years under the payment terms we offered.

Early in the meeting it became clear that the bishop’s view of our ministry was that we were very few in number and had come up with phantom new members as a way to block closure. She asked everyone to share how long they had belonged to Redeemer. She was visibly surprised when the answers began: “Ten years,” “Seven Years” “Nine Years,” etc.

The tone of the meeting changed. But the image of our church as being ripe for closure was difficult to shake. She asked for our membership list, which we happened to have with us. There were about 70 names on the list. She scanned the list and said, “A lot of these names look African.” She added, “White Redeemer must be allowed to die. Black Redeemer . . . we can put them anywhere.” The old ideas kept creeping back.

We were offended at the attempt to divide our membership along racial lines, but we directed the discussion toward our strengths. At last, the bishop relaxed and things started to go in a positive direction. She told us we could work with synod’s mission director. She asked for a bit more information, including our mailing list, and we agreed to supply it. Our members left this meeting in song, confident that progress had been made.

But four months passed with no communication. We felt in limbo. Then we received a letter in the mail declaring us closed.

That was almost four years ago. The issue has been in the courts for three years.

The point of our story is that Multicultural Ministry, while a stated goal of the Church, is not something the Church knows much about. Preconceived notions about our ministry overruled reality.

We found that church leaders can follow a separate but equal mindset — people of other cultures meet at a separate time apart from the rest of the church, with their own leaders and their own budget — perhaps even their own government.

Our ministry didn’t happen that way and it threw the regional body for a loop!

Multicultural Ministry is bound to require flexibility and open-mindedness. You must make allowances. Other people do things differently and if you think people of other cultures are going to flock to your doors and automatically become cookie-cutter Christians  . . . well, you may be in for a surprise!

We’ll talk about the many positives that we experienced and that we believe await congregations willing to exercise creativity and patience in multicultural outreach. But we thought it honest to share up front that the our experience, while overall positive, was not without trials.

We hope you will share your experiences. If you’d like to share a story or guest blog, leave a comment below.

Head-in-the-Sand Leadership Fosters Bullying in the ELCA

A random click on the computer opened a link to a news story published December 19, 2009, just as the ELCA was beginning to reel over the vote to ordain active homosexuals.

The story was printed in the Washington Times and quotes an ELCA bishop and ELCA Presiding Bishop Mark Hanson, along with several others on both sides of the issue.

The story reported alleged acts of intimidation against dissenting clergy who were contemplating withdrawal. Reading this story two years later is illuminating.

The article reads on the subject of intimidation: “I would deny that completely,” said Bishop Gary Wollersheim of the ELCA’s Northern Illinois Synod. “That’s not happening in northern Illinois. I’m sure that’s not happening anywhere in the country. I have done the exact opposite. I have assured clergy, rostered leaders, that hold different opinions on the decisions that [neither] the synod nor I will discriminate against them in any way. The last thing that I would do as pastor of the synod would [be to] bully somebody or threaten them.”

The story moves on to Presiding Bishop Hanson, the foremost leader in the ELCA. He too denied that intimidation was happening. He went on to question that there was any split in the denomination and deflected responsibility by criticizing the media.

Two years have passed and the split has become obvious. Hundreds of churches have voted to leave the ELCA.

That’s not the only thing Bishop Hanson got wrong!

Bishop Hanson continues to defend the status quo, claiming no authority to deal with parish complaints of misconduct.

Redeemer congregation (sponsors of 2×2) turned to him for help with serious intimidation problems. He responded to our first letter in 2008 by telling us of his high regard for the bishop. He failed to respond to subsequent letters sent monthly over the next ten months. Recently, after a long silence and serious conflict escalation, one of our members wrote again and received the predictable response — the defense of church leadership with no apparent regard for the effects their actions have on laity. 

Perhaps Bishop Hanson and the ELCA bishops do not understand intimidation.

Intimidation is:

  • When a bishop tells a congregation that they must agree to call a recommended pastor or they won’t have a pastor for a very long time. (Redeemer/SEPA 2001)
  • When a bishop insists a congregation vote repeatedly on a call question, hoping the congregation will finally vote the “right” way. (Redeemer/SEPA 2001)
  • When a synod representative visits prospective members and discourages them from joining one congregation in favor of another. (Redeemer/SEPA 1998)
  • When a pastor visits with the bishop’s office and returns to give the congregation 10 days notice by email or never steps foot again in the church. (Redeemer/SEPA 2006 and 2008)
  • When a bishop has a lawyer sitting at her right side (literally) at her first meeting with a congregation. (Redeemer/SEPA 2007)
  • When a bishop calls a meeting without consulting church leaders and arrives with a party of ten others (not announced as coming), including a lawyer and a locksmith positioned out of sight. (Redeemer/SEPA 2008)
  • When a bishop refuses to meet with elected congregational leaders insisting on meeting with the entire congregation. (Redeemer/SEPA, characteristically)
  • When a bishop, with no discussion, has a lawyer inform a congregation by fax that they are officially terminated and have no voice or vote at an upcoming Synod Assembly. (Redeemer/SEPA, 2009)
  • When a bishop goes into court carrying the First Amendment flag of immunity (Separation of Church and State) but proceeds to use the full force of the courts against lay members. (Redeemer/SEPA 2008-present)
  • When a bishop locks faithful members out of the church. (Redeemer/SEPA 2009-present)
  • When a bishop commits the resources of 160 churches to attack lay members of one congregation. (Redeemer/SEPA 2008 to present)
    and furthermore —

When other congregations and pastors share in confidence that they disagree with synod’s actions but no one dares to speak up — they are the bystanders who allow intimidation to reign. 

When a presiding bishop is made aware of such incidents and glibly dismisses them, that’s poor leadership. Most of the items in the above list were shared. 

It is just such apathy that creates the bullying tragedies. We in Pennsylvania are watching the esteemed leaders of our largest state-run school fall because good people failed to pay attention to complaints from the lowly. When will our church get the message? 

It’s time to clean up the Mutual Admiration Society which seems to define the Council of Bishops under Bishop Hanson’s leadership.

Intimidation happens, Bishop Hanson, and it is happening on your watch.

If the ELCA’s recent resolution to fight bullying is to have any teeth, the ELCA must practice what it preaches. 

God’s work; our hands.  

A suggestion: The ELCA should create an ombudsman system which was used in predecessor bodies. If our leaders are not going to listen and respond, the faithful need a forum less cumbersome, less biased and more capable of carefully investigating issues raised by congregations, individual clergy and lay members. Failure to find a way to respond to complaints may lead to the same sort of plight the Roman Catholic Church is experiencing. Let’s learn from that.

Experiencing Multicultural Ministry: Part 1

2×2’s sponsoring church, Redeemer Lutheran Church, has broad experience in multicultural ministry. As we start a new series of posts, we’d like to share our experience. We doubt it is typical or even if there is any typical methodology to multicultural ministry.

(We invite you to share your experiences. This is a fairly new emphasis within many church bodies. We can probably learn more from each other than from books!)

Multicultural Mission Outreach changed our church enormously for the better. It enriched our worship, our sense of mission, our fellowship, our stewardship, our spiritual life and our individual lives.

We did, however, encounter difficulties we never anticipated and which were severe.

We discovered that the greater church does not understand Multicultural Ministry. Its view seems to be “same old church/different people.” While leaders have identified this as a worthy goal (even a necessity), it does not appear to have a plan to achieve the goal or leadership with training to help implement it. In our experience, lay leadership was pivotal to laying the groundwork.

We encountered something very different, exciting and refreshing!

A Little About Redeemer

Redeemer is a small congregation in a well-established Philadelphia neighborhood. East Falls is home to rich and poor. Up until about a decade ago, it was flanked on either end by government high-rise housing projects. These have been destroyed. New single family subsidized housing has been built where they once stood.  The presence of the “projects” in our neighborhood influenced attitudes toward different cultures for many years.

An outsider passing through would see tree-lined streets with well-kept homes. Some of them are sizable estates. Most are modest rowhouses. There are upscale apartments at opposite ends of town.

Redeemer sits at the economic and cultural crossroads of our community. Across the street is the public library and a K-8 public school. Down the hill is old factory worker housing. Behind Redeemer are middle class rowhomes. Above and across the street are the homes of many of Philadelphia’s movers and shakers, including a former U.S. Senator and Pennsylvania’s former governor.

East Falls is a university neighborhood. Philadelphia University, Drexel and Eastern Universities have campuses within our borders. Temple and LaSalle are also nearby. The local public school has struggled with academic achievement. Quaker and Catholic Schools are neighborhood options. Educational opportunities bring many newcomers to our town.

The buildings are of manageable size. A practical church layout, reflects the practical working class people who built it. In addition to a sanctuary/fellowship hall, our members built a seven-room educational building which proved to be an enormous asset to the congregation even after the loss of members following the turbulent 60s.

Redeemer was in a prime position to become a multicultural church, but it didn’t happen overnight.

A decade of poor leadership in the late 80s and 90s, left the congregation divided. We received little help from our regional body as they were having financial problems and any congregational problem was likely to be seen as opportunity to close a church for its assets. We struggled with our denomination for two years in the late 90s.

Eventually, our lay leaders identified a retired pastor who agreed to help. He came into a congregation that no longer trusted pastors. He spent three years with us, slowly restoring our congregation’s confidence with a weekly message of love. He invited many and a good number joined. He laid the groundwork for acceptance as our new members represented many parts of the world.

One family from Tanzania, began inviting their extended family and friends. Over a period of ten years, we developed a small East African community within our congregation.

In 2006, our congregation decided to concentrate our evangelism efforts on growing this segment of our congregation. We asked our part-time pastor to help us find leadership who could relate to Swahili-speaking East Africans. We talked about this for months. The regular report at council meetings: “There is no one.”

When this pastor resigned suddenly, our members within weeks identified two rostered Lutheran pastors from Tanzania. We started working with them.

Our members put every effort behind this outreach. We began by hosting a separate worship service entirely in Swahili. English-speaking members helped with music, putting together a worship bulletin, hosting fellowship and helping with child care. Leadership discussed that attendance at the English service might have to suffer while people, who normally supported it, helped with the Swahili Outreach.

Within a few months 49 members joined through this effort. At the suggestion of our Swahili-speaking members, we united our worship.

We were not prepared for the reaction of our regional body.

To be continued . . . 

How to Write Powerful Headlines that Draw Readers

Headlines are the most important part of your post. They are the first thing your reader sees. Lackluster headlines will have readers moving on.

People who depend on headlines to improve sales study their effectiveness in the most minute detail. We know that most church workers do not want a degree in headline science. Nevertheless, we can learn from the people who make their living figuring out what works best. 

We’ll condense their advice. If you want to know more, go to the experts. Here’s one.

Your major goals are to:

  • Pique interest
  • Inform readers
  • Help your readers solve a problem
  • Entertain! No one wants to be bored!

We’ve already covered that headlines should contain key words so that search engines find them. Arranging those words is the next challenge.

Some authorities recommend writing your headline first to help you focus your post. Others say write your headline last to be sure it truly reflects your message. Try both! Write a headline to help you focus and then revisit your headline before you post. Make sure you’ve kept the promise you made to your readers.

Headlines should address the question “What does this blog have to offer the reader?”

Let’s say you are planning to write a post to offer ideas on a common problem for many churches — post-holiday drop in attendance. Let’s figure the key words are some combination of “Church Attendance” and perhaps “Holiday” or “Post-Holiday.” If you are publishing at “Christmas” or “Easter” those words might figure as well.

Here are nine approaches to consider:

PROMISE A SOLUTION (HOW TO)
Does your post solve a problem? Use the words “How to” in the headline.
How to Improve Post-holiday Church Attendance

NUMBERS
Will your post give simple, practical advice? Use numbers. The people who study headlines can prove it boosts readership. They’ve even figured out that the number 7 works best!
7 Ways Your Church Can Boost Post-holiday Church Attendance

UNIVERSAL APPEAL
Certain Words Appeal to Readers. (easy, quick, free, more, better, new, grow, improved, guaranteed, fresh, you and your)
7 Easy Ways to Improve Your Post-holiday Church Attendance Quickly

QUESTIONS
Questions can make good headlines.
Does Post-Christmas Church Attendance Give You the Blues?
or
Church Attendance Down? Where Did All the People Go?

TESTIMONIAL
Will your article include real examples?
How Grace Church Brought Members Back after the Holidays  

AUTHORITY
Will your article quote an expert? Say so.
Archbishop Smith Recommends 5 Ways You Can Improve Church Attendance Year-Round

URGENCY
Your headline can take an authoritative tone.
Failure to Boost Church Attendance Year-Round Challenges Mission Budgets 

EXPLORE THE PROBLEM
Help your readers understand why they share a problem.
7 Reasons Why Church Attendance Plummets after Christmas

BE CLEVER!
Headlines can be a place to have fun! Play on words. Use current hot buttons or old writer tricks like puns or alliteration. Shift the key words to the opening paragraph or perhaps a subhead before the opening paragraph.
Done with Church ’til Easter? Santa’s Making a List!
or
Here’s the Church. Here’s the Steeple. Where Are the People?

As you look at the differences in headlines for the same proposed story, you will notice that the tone of the headline will influence the angle of your story. Remember: Write the headline. Write the story. Revisit the headline to make sure the story keeps the promise made to the reader in your opening words — your headline.

That’s the end of our short primer. Just one more bit of advice:

Don’t be boring!

Evangelists Can Learn from Marketers

Have you noticed that the business world has adopted words commonly used in the religious world? Companies once hired spokespeople. Now the job title is “evangelist” (for example, Guy Kawasaki, former evangelist for Apple).

The business world also talks about a successful sale as a “conversion.”

Church evangelists can learn a great deal from modern marketing. Marketing and evangelism share many of the same goals. They can also share the same strategies.

The hottest trend in marketing goes by several names: Inbound Marketing, Relationship Marketing and Content Marketing are just a few. These three emphases fit beautifully into any church’s evangelism program.

INBOUND MARKETING

In a nutshell, Inbound Marketers make lots of helpful information available to everyone for FREE, using blogs and websites, coupled with Facebook, Twitter and LinkedIn networking tools. While sharing their expertise, they gain authority. When people are ready to buy, they think of the people who were so helpful to them on the web. This marketing technique is tailor-made for Church Evangelists. Help people and they will come to you.

This marketing specialty grew from the modern challenge salespeople faced. As a people, we once were amenable to the knock on the door, the cold call, or chatting it up with visiting sales reps in the company cafeteria. Today we are security conscience. We ban solicitation, check Caller ID before answering the phone, and we do not allow anyone to enter our work space without passing security.

Marketers looked for new ways to get their message/product before potential customers. They used modern tools and technology to attract interest. It is a breath of fresh air for the business world. They no longer feel like nags. They refer to the old days (just a few years ago) as the days of “Interruption Marketing.” They are glad they are no longer distracting irritants. They know that the people they talk to are already interested in their message.

RELATIONSHIP MARKETING

Companies don’t want to work harder than they have to. Finding new customers is more work than keeping old ones. Businesses look for ways to stay in contact with their customers and continue to serve them long after the initial transaction. This can begin on the web. Some of it will rely on other strategies which we will discuss in later posts. Churches must learn from relationship marketers. It will help them be better Christian witnesses.

CONTENT MARKETING

Content Marketing is related to both Inbound Marketing and Relationship Marketing. Content is the helpful information you provide for FREE that attracts people to your message or product. Churches of any size can do this. It is a redirection of energy, but it is a potentially powerful evangelism tool. Provide helpful advice, meaningful thoughts, valuable information, and show that you care. People will notice and begin to build a relationship with you.

Churches must consider implementing these outreach techniques. It requires work and retooling ministry concepts, but these new methods can be very effective. It is not enough for congregations to be witnesses for Christ. They must be effective witnesses for Christ. That means looking for strategies that will make a difference in people’s lives and in the life of your congregation.

The above chart reveals 2×2’s web site’s pattern of growth. This is a project of a very small congregation. We began using Inbound Marketing techniques in February when we launched this blog. We took a few months to learn the ropes. In mid-summer we began following best marketing practices. We slowly started adding content more regularly (now daily). We monitored the statistics. Weekly, we saw interest growing. Today we expect to welcome our 1000th site visitor (almost all within the last four months!). We are averaging close to 30 new visitors every day. We’re not sure where we are going, but we are following a plan that seems to be appreciated. Thanks to all readers. We encourage you to start your own web ministry. We’ll be glad to help.

Key Words Help Readers Find Your Posts

Key Words are the words people type into search engines when looking for articles on topics which interest them.

Blogging platforms give you a chance to list some key words before you post. Writers should also use identifying key words in their headlines and within their article.

Search engines analyze everything going on everywhere on the web and present lists of what they find relating to those words. Key Words introduce writer and reader.

People wanting to know how to bake bread will type “how to bake bread” into their search engine. Often the science of key words is just that simple.

The problem is that there are probably thousands of people worldwide writing about baking bread. All of them want search engines to notice their web site first. The trick, therefore, is to find the words which make your article stand out. 

There are people who will help you with this for a fee. They will run a “key word search” and give you a list of how many people looked for “how to bake bread” as opposed to “baking bread” or “bread recipes.” Often, the results are unimpressive because they are obvious. Yep, your key words are “how to bake bread.”

Key words were once critical. Search engines concentrated on them. Today search formulas measure other things — like incoming and outgoing links. But don’t worry about all of this. There are strategies you can use that will work without stressing about search engine algorithms. Here are a few:

  • Use the words that are obviously important to your story in the headline and also in the first paragraph or two.
  • Craft your headline using popular formulas. (We’ll have a separate post about this). For now, we’ll share that headlines with numbers draw readers (7 Secrets for Baking the Perfect Loaf of Bread). Also headlines with “How to” are effective (How to Bake the Perfect Loaf of Bread).
  • Use common sense. Write for your readers — not the search engines. For a while some bloggers repeated the “key words” so often that their writing became dull and search engines caught on and adjusted their strategies.
  • Use photographs or video (both of which attract attention) and make sure that you use the key words in the description and alternate text boxes which present themselves when you load the picture.
  • Be authentic. Don’t use words that are popular but have nothing to do with your story. This trick has been used unscrupulously to lure people into finding their web site. It is dishonest. Search engines watch for this. It is one reason they changed their search tactics to measure more than key words. (When we posted this article, WordPress suggested we use “baking bread” as key words, but this article is not about baking bread!)
  • Write about things people want to read about. People will find you faster than you may think!

Our experience: About three weeks ago, 2×2 started this series of articles on Social Media Ministry. If you are reading this, you found us! So have 600 others. When we plugged the words “social media ministry” into a popular search engine last week, 2×2 ranked #1. We paid for no analytics. We just used the strategies listed above.

A word of warning to churches: Your key words should be what the people you want to reach are looking for. Use key words that describe your ministry, not just the name of your church. If the name of your church is Trinity, that word will not work as a key word. It has too many meanings and there are many churches named Trinity. Also, you will miss out on traffic that is looking for topics and not just your church. (Trinity Smithtown Feeds Homeless, Trinity Smithtown Youth Walk for MS, Day Care in Smithtown, might be more effective.) You can pay to have someone figure this out, but just get started. Keep your current audience — and most important — your target audience in mind. You’ll do just fine.

How to Prepare Content for Your Church Social Media Blog

How long should your blog posts be?

Social Media experts have differing ideas on this. Most say that content posts should be short and recommend 250 to 500 words. 

This is good advice for many topics. How-to Articles tend to be longer since detailed directions are what your audience is seeking.

The correct answer may be that it depends on what you have to say and the urgency of your need to say it. Do your readers need to know everything now or can you spoon-feed information over a few days without frustrating them?

The best yardstick is to ask yourself, “If I were looking for information about this topic, would I appreciate the content (whether it be 250 or 1000 words)?

2×2 posts tend to be about 800 words on average — too long according to the experts. We violated the rule because we wanted to post thorough content that would be helpful to our audience quickly. This approach has been successful. Our audience has grown steadily.

Nevertheless, as we move forward, we will begin to keep a closer eye on the length of our posts. Here are some ways bloggers can divide content into shorter, more palatable doses.

Journalist’s Formula

Long topics can be divided using the standard journalistic formula. WHO, WHAT, WHERE, WHEN, WHY and HOW. One post could then become a six-part series.

Chronological Approach

Other topics might lend themselves to chronolgical subdivision. Detail topics in formative steps. We used this approach in our Social Media Ministry Series, starting with the concept of Social Media Ministry and forming a committee. Later posts covered the work of the committee, etc.

Geographic or Cultural Focus

Some topics might lend themselves to geographic or cultural subdivisions. Many of our topics address small churches in general. We could talk about small urban churches or small rural churches. We might contrast Southern churches with New England churches.

If your posts are longer, look for ways to break up your words or copy so that there are focal points that lead you through the post.

Studies show that web readers scan a page in the shape of the letter F. They read across the top, then skip down. They hit the next topic sentence, and read across and continue down the left side of the page, occasionally drifting to the right as things attract interest.

Tools for breaking up text

There are several tools built into blogging software that you can use to lead your readers’ eyes.

  • Headlines
  • Subheads
  • Bulleted Lists
  • Numbered Lists
  • Photos or Art (with or without captions)
  • Quote Callouts
  • Boldface/Italic Text
  • Indented Text
  • Use of color

Pay attention to your own habits as you read web sites and blog posts to understand how others read your pages.

Thus ends this post of 458 words!

Multicultural Ministry Requires Congregational Confidence

Congregations are not wrong to approach a multicultural outreach program with hesitance. It is honest and human. Humans make good Christians!

Multicultural Ministry means things will change. Change opens the doors to the unknown and that can be unsettling.

Any new ministry initiative must start with the people you have. If they feel loved and respected, they will be equipped to welcome and serve new people. If they feel criticized and worthless, they will become resentful and protective. Your congregation will not have an atmosphere that invites anyone — much less those of other cultures.

Begin your Multicultural Ministry by affirming your congregation. Make sure they are confident and have self-esteem. The one thing every member wants to know (without asking) is that they will still fit in when their congregation begins to change. They want to know that in building a ministry around new people they are not valued less. We all want to be loved for who we are — not what someone else thinks we should be. A confident congregation — no matter how small — can grow.

Approach change as additive. You are adding new people, new music, new traditions. You are not replacing or criticizing the people who have worked and sacrificed for your congregation for decades. Your members should not have to change the things that are very special to them. They can sing the same hymns, have similar observances. New hymns and customs should be added to the old. Visitors don’t expect a church to drop everything and do things their way. They will notice that your congregation respects your elders and traditions. In fact, most foreign cultures respect this more than we do!

Take it easy. This is probably the most difficult concept for leadership to grasp. Leadership tends to be eager for quick transformation. Leaders have incentive to look for success in statistics. They have at stake their professional career image and desire for personal achievement. Congregations, on the other hand, have their entire social order at stake. They have their history, their family relationships and friendships, their way of life/culture and traditions. This must not be run over roughshod. It will destroy Christian community. Measurable successes will be fleeting.

Don’t put a timetable on change. Your congregation will know when to mothball old customs. It doesn’t have to be forced.

Celebrate your people. Members need to know that they are “chosen” for this ministry because they are a good community with ministry skills. Stress the qualities that make your congregation welcoming to other cultures. Build on them.

  • Are your people naturally welcoming? Let them know that this skill is now more important than ever.
  • Have your people travelled? Are they knowledgeable about some other culture? Give them a leadership role. Have them talk about their experiences in other countries.
  • Does your church have families that can mentor new families? Multicultural Ministry may mean that you will be inviting immigrant families or families new to your neighborhood. Prepare your families to show them the ropes. Let them know this is valuable service to their church. Train them. Help them find ways to connect with newcomers.
  • Holidays can be a particular challenge to immigrants. Try explaining Halloween to someone who has never experienced it! Yet children will be expected to take part in Halloween fun at school. Your church families can advise parents, answer questions, or even help them put a costume together. Similarly Santa Claus and the Easter Bunny are ingrained in our society. They can be puzzling to newcomers.
  • Are there people with special skills in your congregation that could be helpful to newcomers? Members with experience in real estate, banking, business and legal issues could be helpful in reaching out to people looking for housing, financing, jobs and citizenship. Their special skills can play a big role in Multicultural Outreach.
  • Do you have members who can help teach English?

When your current members know that they are important to your congregation’s new ministry, change becomes exciting. The threat is gone.

In later posts, we’ll give you real examples of how some of these points played out in our multicultural ministry.