4/7InkzHVUEQeEdU9vpc1tikzEhChrKmPfvXI-FSDBrBQ

Church Outreach

Overcoming the fear of Social Media

horseGet ready for the Horseless Carriage

Get ready for Social Media

Many congregations are interested in adding Social Media to their ministries. And so they dabble. They find someone to start a Facebook page. They lean back and relax. That’s done. Innovation isn’t so hard, after all!

Here’s the thing about Social Media.

Social Media is more than Facebook. Much more!

If your congregation embraces Social Media it will mean everything changes.

Social Media, fully embraced, is not a simple add-on — like adding an extra worship service.

It is transforming.

Transforming? Isn’t that what our church leaders have been demanding of congregations for the last decade with little definition of exactly what they mean?

Social Media—fully embraced—will affect every aspect of your ministry in positive and profound ways.

People need to be prepared. The only way to prepare people is to involve them and encourage flexibility. It helps to actually get started!

My family had lunch today in a historic inn along the famous Lincoln Highway. We got to talking about the history of the highway. It seems the opening of this newfangled cross-continental roadway that followed the introduction of the automobile came with no small amount of angst.

The big fear was that the horses of the early 20th century would not be happy.

Unhappy horses meant unhappy drivers.

A plan was developed.

Step 1: Prepare the horses. Warn them. Something new is coming.

Early drivers of horseless carriages were encouraged to carry flares with them. Upon approaching a horse-drawn carriage, they were to shoot up a warning flare. (Bet that went over big!)

Step 2: Protect the horses’ sense of security.

If horses were not reassured by flares (and why would they be?), then drivers were encouraged to carry camouflage. At the sight of a distressed horse, they should be prepared to pull to the side of the road and drape their automobile with a sheet designed to make the car disappear into the surroundings. What the horse doesn’t see will not be scary.

Step 3: Dismantle the horseless carriage.

If a horse is still disturbed by its new competition, drivers should be prepared to dismantle their automobile and hide the pieces along the side of the road until the horse passes as if nothing has changed.

All of this is, of course, absurd — especially to us Pennsylvanians who share the roads with our Amish neighbors. The horses seem to have adapted!

But this is a typical agenda for those who fear change.

  • Warn people of innovation.
  • Protect them from innovation.
  • Be prepared to dismantle all the progress and benefits possible from innovation at the first sign of distress (real or imaginary).

Churches intent on incorporating social media must be prepared to meet the same sorts of resistance.

It will mean doing things very differently — across the board. The very structure of church will change.

Expect something like this:

  • Social Media is clearly too much work for one pastor. But pastors are used to controlling communication in the church. Lay people cannot be expected to handle so much responsibility. Best to wait. And wait. And wait.
  • What do we do if Social Media actually works and lots of new people join a church? (This was a problem Redeemer was dealing with as 49 people joined in one year.) What if those 49 people become a voting block with the potential to ruin any plans made before they joined. Our congregation was dealing with this issue head-on and making progress. But our denomination, intent on Redeemer failing so they could claim our property, couldn’t deal with change they hadn’t orchestrated. They skipped right to Step 3: Dismantle everything! They kicked out the 49 new members along with the 25 or so older members and locked the church doors. 

These are real problems but they are good problems that need solutions. Dismantling everything because things aren’t like they used to be is just plain silly—and it is counter to Christian mission.

Fortunately, there are real solutions waiting to be discovered.

The automobile is now the norm.

The new church that arises from the use of Social Media will soon be the norm, too — and it all may happen just in time to save the mainline church.

photo credit: NCReedplayer via photopin cc

Why would anyone read a church blog?

2x2CategoryBarSMSocial media has been around for four or five years now. It still puzzles the Church. It doesn’t fit the church’s way of thinking. A few churches dabble at it.

Dabbling at social media won’t succeed. We must dive in—the sooner the better!

One pastor recently shared that he didn’t understand social media. What was new about it?

Power is new. In the old days a newspaper might have a readership of 10,000 people. That’s where their influence ended.

Today, readers can pass a message on to all of their friends and those friends can continue sharing with their friends. Social media transforms those 10,000 readers into a million readers with ease.

More than that, the receiver can add to the message. They can correct or object when they disagree in real time. No one needs to wait for an editor to review a response, confined to 150 words, and chosen from among many for publication. We all have a say!

We are all familiar with the modern phenomenon of “going viral.”

A wannabe singer posts a video online and six months later is an international star. Never before in the history of the world was it possible for little guys to get billing on the world’s stage.

We used to guess at reasons some blog posts are so popular that they reach the ends of the earth within a few hours.

We expect marketers to study the reasons for viral popularity. Now scientists are taking a look at the phenomenon, too.

We are discovering that the key to popularity is not what most people guess (sex, dogs, cats and babies).

The answers revolve around emotions.

People share what they read on the web when the information is:

  1. Surprising
  2. Interesting
  3. Intense
  4. Positive
  5. Actionable

This information was gathered in a study of media websites, but the same characteristics have been found to be applicable to other genres as well.

Church bloggers can adapt these principles to their posts, especially if they are writing about more than their church (which they should be).

True, this calls for a change in our evangelism mindset. We are accustomed to promoting who we are and what we believe with little consideration for the people we hope to reach.

Therein lies the value of blogging. It forces us to see things through the eyes of others.

Here’s an example of how a church blogger might apply these principles:

A congregation might discover an interesting statistic about their neighborhood. Let’s say an old working class urban neighborhood, known to be populated by a certain ethnic group, learns that the latest census shows their neighborhood is now home to a growing number of immigrants from another part of the world.

The church should write about that. It is surprising and interesting. It could have potential to become intense —in a good or a bad way. The church should put itself in a position to influence that!

Most important for ministry, the news has the potential to be presented in a positive way, benefitting both the church and community, which may then lead to action by the congregation or by the neighborhood.

Upon this foundation, a church blog can be the catalyst for a congregation’s mission and growth.

What is going on in your neighborhood that you can influence by writing a post on your church blog?

Twitter and Blogs Go Hand in Hand

twiAs you become accustomed to using Twitter, you will want to connect with your following in other ways.

This is where having a blog comes in. It is a place to assemble your Twitter congregation. On your blog you can elaborate on your Twitter message. Your Twitter efforts should interest people in knowing more. Send them to your blog.

Blogs are not difficult to set up, but they do require some discipline to maintain. Many churches build their web sites on blogging platforms but they do not use the features that make blogs so powerful — the ability to attract followers and interact with them.

We’ve written a lot about blogging on this web site. Type “blog” within the site search box on the right to find articles. Or go to the Social Media Category.

For now, here are some tips to refresh about blogging.

  1. Use your own voice.
  2. Blog with consistency. If you blog once or twice a week, keep it up. We recommend twice a week to start. Things start to happen when you blog daily, but it is a time commitment. Oddly, though, it gets easier the more you post. When blogging, once or twice a week seems like a chore. Blogging every day is a habit!
  3. Write about things of interest to others beyond your immediate congregation. If you write about things in your community, you will attract community attention. If you write about yourself, you will interest only a few of your members. You will get discouraged and quit because you will conclude early on that it is a waste of time.
  4. Give your efforts a year before measuring worth. It takes six months to start getting traffic and and meaningful growth takes more than a year. Can you think of a better way to attract 1000 followers in a year’s time?
  5. Aim for 200 to 500 words.
  6. Use images. They attract attention and are an additional way to communicate. Images are available online. They are often free with a link required. We uses photopin.com.

Again, we’ve written many posts on this topic. Dig around.

Web 1 (Ready), Web 2 (Set), Web 3 (Go!)

This is the second in a short series of posts springboarding from an article in The Jewish Week, written by Rabbi Hayim Herring.

Lagging Behind the World We Hope to Reach

I attended a convocation of churches this weekend. About 20 churches met to celebrate the Reformation, conduct some business and listen to some teachings offered by their bishop.

Today, as I waited for Hurricane Sandy, I went through the delegate list and visited every church website — at least those that had websites.

The websites were without exception static “brochure” web sites. A couple were very nicely designed, with full presentations of their ministry. Several others were minimal sites provided by directory services. A few had Facebook websites but they had done nothing with them except list service times. I was the ninth visitor to one of them, which indicates how effective they are.

Only one provided content that might attract traffic from outside their existing community and that was minimal.

As the Web matures we are starting to identify its evolutionary stages.

Web 1 describes the early days of the web from the early 90s, when organizations struggled with clumsy html code to produce static pages with no interactivity. Using the web well meant hiring some help. Help with technology is not on the approved list of church expenses. Organists and sextons are expenses church people understand. Web masters? Not in the budget. Pity! Web masters have real potential to influence the growth of a church! This has become easier.

News flash: You no longer have to know code to create attractive sites. Anyone can do it.

The move to interactivity began about 2004 and has been mushrooming. This is Web 2. Unfortunately many churches are locked in the frustrations they encountered in the infant days of Web 1. If fear of code and technical ability is stopping your church from using the web, relax. The web has become almost as easy to use for originators of content as it is for consumers of content. It is becoming more powerful every day — and that’s no exaggeration.

We can now become involved with the people who visit our sites. Isn’t Involvement why churches exist?

Web 1 influenced the world. Web 2 changed the world.

Most churches are barely embracing Web 1. This failure is creating a widening gap between them and their communities. Catch up is going to be a tougher and tougher hurdle. Still, there is a hesitance to believe that the web can be of value to church mission.

This is foolish.

  • The web can connect your congregation’s members.
  • The web can connect your congregation to your community.
  • The web can connect you to other churches with similar or complementary missions.
  • The web can connect you to the world.

It has never been easier to go out into all the world, yet the Church is late to the airport!

Congregations were never meant to live in isolation, yet we often do — barely aware of what the congregation a few blocks away might be doing. We view other churches as competition, not potential partners.

We are defying our mission.

Rabbi Herring discusses this in the essay we referenced in two previous posts (1 and 2). He suggests that organizations, including religious organizations are poised to enter a third era of Web capabilities— Web 3.

Having lived in the interactive era of Web 2.0 for not quite a decade, we have an understanding about the nature of online community, the need for a vital organizational web presence and the requirement of interactive and dynamic communication with constituents. While still in its early evolutionary stages,

I’d like to suggest that we are already in transition to a Web 3.0 environment. Web 2.0 meant that Jewish organizations needed to replicate their bricks and mortar presence online. Bricks and mortar and bytes and click ran parallel to one another.

Web 3.0 means that defining principles of online social media, like collaboration, co-creation, improvisation and empowerment must now be practiced in the physical world. In other words, the characteristics of the web that enable individuals to self-direct their lives must now flow back into all organizational spaces: in someone’s home, on the web or inside institutional walls. This is definitely another paradigm shift for organizations.

Rabbi Herring’s observations are astute. Those few congregations that have embraced the power of the media are about to take their interactive and collaborative experiences and transform what goes on within their brick and mortar churches. It will be the elusive formula for transformation.

We at 2×2 are starting to dip our toes into this water, cooperating with some of the churches that correspond with us. It’s exciting, It’s a little scary. But it is invigorating and promising.

Those that haven’t bothered to understand Web 1 and are oblivious to Web 2 will not reap the benefits of Web 3.

Someone said recently . . .

Bragging today about avoiding the internet is like bragging you can’t read!

Hey, Church, it’s your choice!

photo credit: gualtiero via photopin cc (retouched)

More Pastors; Fewer Preachers

Let’s face it. One of the biggest challenges for small churches (and that includes most churches) is meeting the costs of professional leadership. Salaries and perks are the bulk of the budget.

At the first sign of financial distress, what do most churches do? Call a part-time minister.

What is the priority of every part-time solo minister? Preparing for worship and Sunday morning.

Often, that’s about all a small congregation can negotiate from their leaders. It is the frequent source of conflict.

Sunday morning preaching alone does not grow a church, especially when the sermon is delivered to only a few dozen part-time listeners. But the pressure on congregational lay leaders is to grow and transform or else, while all the congregation’s resources are tied up satisfying the salary requirement for a requisite pastor—whether that pastor is helping the congregation grow or not.

This must change.

Education is coming to realize that the responsibilities of teachers are changing. There is no longer any need for thousands of biology teachers working to craft a lecture on photosynthesis when just one expert educator can thoroughly cover the topic online, complete with visuals and links to enhance the lesson. This role can be competitive to ensure quality, but duplication in every school district is no longer necessary. The old model for education, born of pre-Information Age traditions, will soon be obsolete and recalled as quaint.

It is projected that the typical class day will flip. Listening to lectures will be the homework. Class time will be spent with instructors facilitating discussions, problem-solving and projects—what used to be called “homework.”

Similar changes will benefit the Church. Small churches do not have to devote scarce resources to pay theologians to craft a sermon on the same topic as a several thousand other pastors. This model belongs to the ages.

It may once have been necessary when information was harder to come by and many members were illiterate. As the economic model of Church shifted to totally monetary compensation, it has been pricing small churches out of existence. This is a shame. Small faith communities still hold the greatest number of total denominational membership. People like small churches. Soon, only the privileged will be able to afford to live in Christian community. The Church will have defeated its own cause.

Today, we need more pastors and fewer preachers. We need comforters, advisors, peacemakers, innovators, advocates, teachers and leaders. Knowledge of scripture and church teaching is still important in performing these roles. But the expense of dedicating one full salary to every congregation for the primary purpose of filling a Sunday pulpit is imperiling the entire Church.

If small churches are to return to prosperity, they need hands-on pastoring more than expensive preaching. Just as in education, the Church must turn its priorities upside down. Thoughtful preaching can be provided online and delivered by anyone who can speak well. Professional staff will free a day or two for hands-on interaction in the community.

This is already beginning to take shape. Luther Seminary’s online preaching helps (www.workingpreacher.org) is a resource that covers each Sunday’s lessons from the Common Lectionary. Many seminary professors from varying traditions comment on the lessons, helping to free the time of hundreds of pastors. 2×2 fashions both its Daily Devotion and the weekly object lesson from this online discussion.

Meanwhile, online preaching is being honed to an art. The temptation for many preachers is to post their ten-page sermon manuscript on-line. These do not fit the habits of online readers.

Online preaching must conform to the new rhythm of modern life. Pastor Jon Swanson broadcasts a short devotional reading daily and elaborates more fully in his blogs. 7×7 (very short daily devotion) and 300 words a day (a longer—but still short—daily blog lesson). He is growing an enthusiastic following — including 2×2.

All of us pioneers in the social media world have analytics at our fingertips. We can test and hone our skills, using actual data. Pastors preaching in sanctuaries have to guess and wait a week to correct their course.

The role of ministers must change if ministry is to remain affordable to most congregations.

Now would be a good time to start.

Low Expectations and the Under-achieving Congregation

Science documents that expectations play a powerful role in laying the groundwork for success.

Good parents know this.

If we expect nothing of our children, they are likely to fail. Expecting failure takes less effort.

If we expect great things, we go to work for our kids. We cheer for them and help to create the conditions for success. We are not surprised when they change the world.

The same science works on adults and in communities. Jesus did his best to build up the people he encountered. He loved them. He showed them he understood them. He challenged them. He gave them the opportunity to fail. He showed them how to pick up the pieces and try again. That’s the training by example that he gave his disciples.

Many church leaders today have given up on the Church. They look through the statistics and see declining attendance, membership, and giving. So sad. Too bad.

A prevailing attitude among today’s church leaders is to accept failure as the norm. Bishop Burkat even recommends doing nothing to help small churches in her book, Transforming Regional Bodies.

The malaise is contagious—and deadly.

Redeemer will never forget Bishop Burkat’s first visit to Redeemer in December 2006. Bishop Burkat likes to claim publicly that she worked hard with our congregation for an extended period of time to no avail. This is what really happened.

It was a study in the power of low expectations, fueled by prejudice.

She walked into our Fellowship Hall. Gloom filled the room.

No bishop had visited Redeemer to talk with our leaders in nearly a decade. In 1997, Bishop Almquist came to break the 18-month term call (contract) he had made with us and one of his staff members just three months earlier. We were bitterly disappointed. (Bishop Burkat likes to claim that Bishop Almquist worked long and hard with us, too, but he was largely absent and he confiscated a sizeable amount of our money for two years.)

We went without a pastor for a year after that and for most of the following decade. Our lay leaders had worked hard to find ministry solutions on our own with mixed success. Still, we were enthusiastic about our prospects, especially since things seemed to be poised for significant change.

The memory of synod’s abandonment was still fresh for our leaders if not for the many new people who had come to Redeemer. We weren’t sure what to expect from the newly elected bishop, whom none of us had met, but we came ready for a fresh start.

It didn’t take long to dash our hopes. Bishop Burkat greeted us with what sounded like a rehearsed string of criticism.

She walked into the equivalent of the living room of our home and complained that the place looked junky. “No visitor will want to return to a place that looks like this.”

We explained. Epiphany, a neighboring church whose building was condemned, had just moved their things out of storage and into our fellowship hall. We were trying to help our neighbors.

We moved on.

Next. “You have no parking lot,” Bishop Burkat noticed. “A church with no parking lot has little chance of survival.” Our Ambassador visits have proved that the size of the parking lot has nothing to do with attendance at worship, but we answered defensively.

We pointed out that parking at Redeemer had never been an issue. The school and library, which share our intersection are closed on weekends and in the evenings when most church activity takes place.

The conversation continued.

Churches have personalities, Bishop Burkat said, with the clear implication that Redeemer’s personality left something to be desired.

What could we say? We turned the attention to our ministry efforts. We talked enthusiastically about the number of East Africans who were showing an interest in our congregation and the multi-cultural environment that had been fostered by one of our part-time pastors. We wanted to continue in this promising direction.

Bishop Burkat said a puzzling thing, “You are not allowed to do outreach.”

Huh? Say that again.

We told the bishop that we were disappointed in SEPA’s treatment of our ministry and very hurt that Bishop Almquist terminated our call agreement for his own convenience. That was a pivotal loss (by design, we think) for lay people to overcome, but we rose to the challenge.

The meeting ended abruptly. The bishop had a serious family emergency and we urged her to go to be with her family. Bishop Burkat promised to schedule a meeting in three to five months to talk about our concerns and try to heal some wounds. (Never happened,)

We sighed with relief when she was gone.  She exuded negativity. We were glad that only our key leaders were at that meeting. Her attitude would have dragged down the entire congregation. It would have undermined all the work we had done.

Our next encounter with Bishop Burkat, eleven months later, was similar. There were more people present. Redeemer had grown significantly during that 11 months of neglect, accepting 49 members! We came to that meeting with our recently completed 20-page ministry plan and with a resolution to call the pastor who had been serving us for about seven months.

Bishop Burkat began this meeting by ranting that Redeemer was “adversarial.” She used that word repeatedly in her opening statement. We still don’t understand her wrath!

The rant was undeserved. Only three of the thirteen people present had met the bishop before — two of us briefly, a year before. The third was the pastor we hoped to call who had been a member of her seminary class. All but two had joined the church within the last 10 years and knew nothing about ancient problems, which synod seemed ever-ready to resurrect.   

The meeting lasted more than two hours and we were able to turn the tone around, ending, we thought, on a very positive note. The bishop promised we could work with her newly appointed mission director, Rev. Pat Davenport. Our people began to sing a hymn together as we rode down the elevator and crossed the parking lot. We were excited and united.

And then NOTHING happened.

After four months of silence, including numerous unreturned phone calls, we all received letters from the Bishop announcing she was closing our church.

We wonder how many other churches have experienced such low expectations from leaders.

If this is how every church is treated, it is no wonder there is so little progress.

Our leaders have no faith in their message.

They don’t seem to care about or even like the people they serve. They don’t model their teachings about peace, repentance, forgiveness, reconciliation, love, justice, humility, or transformation (though they talk about this a great deal).

Pastors and congregations soon begin to avoid the regional body. They may even fear it.

The only transforming that takes place is destructive.

What would happen if we expected success—if church leaders went into congregations and asked one question: “How can we help you serve?”?

What if pastors—and bishops—were held accountable?  

What if we believed in the message we preach?

All things are possible.

Using Your Mission Statement to Strengthen Networks

We can’t do it all ourselves, but we live in a world where we like to think we can.

In the world of corporate marketing, the “brand” is sacred. Corporate branders would cringe to think of sending their customers to a competitor. They would take one of these approaches.

Convince the customer they are wrong for needing something they do not offer.

You like contemporary worship? Our liturgies are much richer and more meaningful! Take a seat and listen!

You are being bullied? We are so sorry, but our mission is more about feeding the hungry. Our food pantry is open on Tuesday and Friday afternoons! Stop by!

Promise an answer so far down the line that it is likely to be useless to the person in need today.  

You want youth programming? Come back in two years. We’re training someone right now in exactly what you are looking for.

This type of thinking can affect how congregations interpret their Mission Statements. Governing boards can start to weigh every challenge by measuring it against their published Mission Statement and what they are prepared to provide—not the actual needs of the neighborhood. The Mission Statement then becomes an excuse to turn a blind eye to the changing needs.

Part of the decline of the neighborhood church is that the church as a whole is unprepared for change. Denominational leaders strive to find long-term pastors for stable (they call them “settled”) positions. When this becomes problematic, lay people tend to pay the price.

Let’s learn from this failure. Do not use your Mission Statement as a rigid gatekeeper in approving every congregational venture. Instead, use  it as an indicator of how you need to change.

Also realize, that the approved Mission of your congregation may not resonate with each member. Similarly, visitors to your congregation may not care at all about your mission. Most people first attend church for personal reasons. They come to be healed. They come to have their needs met.

  • Don’t expect everyone to embrace your lofty words.
  • Make sure that all the good intentions in creating a Mission do not blind you to reality.
  • Seekers coming to your door may not seem to fit into your Mission.
  • Your sense of Mission must be flexible. Otherwise, you may be a congregation with a sense of mission but no one to serve.

This can happen at every level of Church life. A congregation can go to their Regional Body and ask for help with a challenge that their neighborhood has encountered. After all, when neighborhoods change, you can expect challenges to. But it is not uncommon for the response from leaders to be some form of “That’s not in our Mission.”

What they are saying is “We don’t know how to help you.” And that’s OK, but churches and denominations must be aware of the needs and be prepared to direct people to those who can help.

Today’s Mission needs are bigger than congregations of any size! It is inappropriate to turn seekers with problems away without hope. We have to start building networks for serving. We have to start thinking in terms of team.

If a need is beyond your ability to serve, help seekers find direction. Don’t just give them a phone number. Accompany them to the agency or office that can serve them. Personally introduce them to individuals with the expertise to help. Your personal attention will build your reputation in your changing neighborhood. By personally taking part in finding help, you will strengthen your own abilities.

You Mission must be active and flexible and ideally linked to other Christians and neighborhood organizations that can help.

Start building those networks!

Making Your Mission Statement A Living Document

Whew! We got the Mission Statement out of the way!

Now what?

Now the work begins. The Mission Statement is an accomplishment. But if you want it to be effective in your ministry, you must start using it.

The Mission Statement is always in danger of becoming trite or taken for granted. You must keep the Mission Statement alive.

Start using the Statement immediately!

  • Publish it on the website,
  • Recite it in worship,
  • Print it on stationery,
  • Have a temple talk about it,
  • Read or recite it before every governing meeting.

A press release should be written and sent to local papers. Write about the process, quote the people involved. Have them answer questions such as, “How do you think the mission statement will affect your ministry?, How does it reflect your history?, How will it make a difference?”

Make a video montage of your members discussing their mission and post it on YouTube, linking it to your website. Break them into short videos and post them on Facebook. (Videos attract traffic more than any other type of post.)

Make a greeting card with the mission statement. Set the words in nice type and use a photo of your church or sanctuary. Send it with a welcome note to visitors.

(Use a service like sendoutcards.com, which allows you to use your own photos to create professional quality, custom cards. You can register with 2×2’s vendor number 85519. Call or email us and we’ll walk you through the process the first time. It’s easy and inexpensive!)

Sounds like a lot of work!  But the work is just beginning.

The Mission Statement must be APPLIED to your ministry.

This might seem like a boring proposition. “How long are we going to dwell on this?” But it can bring your ministry alive!

Mix it up! Plan special sub-emphases and celebrate them on a monthly, quarterly, or seasonal basis (calendar or liturgical).

Examine your statement. How does it affect the various emphases of parish life?

  • worship
  • witness
  • education
  • evangelism
  • social ministry
  • fellowship and
  • stewardship

Don't mothball your Mission Statement! Use it!You can add biblical concepts to this list

  • Our mission and faith.
  • Our mission and justice.
  • Our mission and reconciliation.
  • Our mission and our community.

Emphasize one of these for the period of time you’ve decided on. Rotate the topics.

  • Make one Sunday each month Mission Sunday and choose hymns and prayers that complement your Mission as it relates to the special emphasis.
  • Ask each committee of your congregation to plan an activity or event around the emphasis.
  • Preach about it.
  • Create content for your web site or newsletter that addresses the special emphasis.
  • Adopt a service project that complements the emphasis.
  • Have the congregation memorize a hymn which complements the emphasis.
  • Hang banners in the narthex, sanctuary and over the main door that point everyone’s attention to the special emphasis.
  • Every time the emphasis changes, celebrate it. Write a press release. Keep your mission in your community’s consciousness.

The Mission Statement begins to define your mission. It creates a structure that motivates your congregation and shapes your ministry. The Mission Statement becomes a working document, a blueprint for your ministry — exactly what it is meant to do!

photo credit: code poet via photopin cc

How Denominations Can Derail Your Mission Efforts

Branding When Ministry Is in Decline

Denominations are well aware that the structure of the church faces challenges. As you work on branding your ministry consider these realities. Your mission/branding efforts have the best chance for success when all leaders are on the same page.

This is not always the case and lay members are often the last to know. Leadership in changing this is likely to come from lay Christians.

Church leaders know:

  • the church is playing a smaller role in community life.
  • the traditional membership base of the Church is dwindling.
  • for the first time in history the neighborhood demographics are shifting every ten years or less.
  • the mission of the Church is to embrace all populations.

Knowing all this, church leaders are dedicated to the existing structure. Until recently, it has supported them reasonably well. Mission strategy was simple: replicate the same ministry in neighborhood after neighborhood.

Today, many of the solutions they present to their congregations are both destined and designed to fail.

Church professionals come to congregations and point out that if they think they are going to reach more people like them, they are mistaken. They elaborate on what is obvious to the people living in the neighborhoods: their neighborhoods are changing. They preach a future of gloom and act surprised when people don’t jump on board.

Meanwhile, congregations see opportunity. They live and work every day in their changing neighborhoods. Their children play and attend school with the new neighborhood children. They recognize that they need leaders with different training. Help is hard to find.

The Church as a whole has been caught unprepared. Changing an institution is more difficult than changing a congregation. The Church diverts attention from its own shortcomings by concentrating on the failings of lay people.

The temptation for denominational leaders is to facilitate failure.

Finding and training leaders for congregations facing modern changes is their job/mission, but it is difficult. It is often easier to just give up on congregations that are dealing with the toughest demographic changes.

They are squandering legacy — which has enormous value!

Denominational leaders are actually taught to neglect certain parishes and allow them to die. Using Church jargon, they assign “caretaker” pastors who, unbeknownst to the congregations, are expected to do nothing but hold the hands of the faithful until they quit, move or die.

Conflict results when the faithful do not cooperate with this undisclosed agenda. Suddenly, they are “the enemy.” The only way to spread the Gospel under this “mission plan” is to destroy the existing faith community and start fresh. This buys the denomination time. They do not have to provide ANY services while they work on a mission plan. Church doors are locked for a while (weeks, months or years) until the community forgets that a church was there. This, too, is part of the plan.

The problem with this approach, outside of it being wholly unChristian, is that it is fairly easy for the people making up the new demographic to see the Church behaving at its worse.

  • They can see the disregard for the lay efforts of their neighbors who talked to them with pride about their church.
  • They can imagine where their own commitment to any “new” church might find them in 20 years or less.
  • They will sense that they are of value to the church only as long as they can contribute.

This must be recognized. The Church which was in serious decline before the recent recession is now in severe crisis. The lure of small congregations’ endowment funds and property values is tough to pass up. It has created predatory practices that are thinly disguised as “mission.”

  • The hierarchy has no confidence in its own message.
  • Predators soon turn to questionable, selfish strategies.
  • The people who have sacrificed for ministry are expendable. If they don’t leave on their own, displace them. If they resist, sue them.

We now have enough experience to know this approach is not working. Church members, during peaceful times, are taught to believe and trust in God. It is difficult to teach allegiance to God and suddenly demand allegiance to man.

Your pastor is the first person you must convince to embrace your plan. You must appeal to the passion (which may be dormant) that led him or her to seminary in the first place.

  • Make sure your pastor knows what your leaders envision and what you expect from leadership.
  • If your pastor thinks he or she may need more training, try to set up an “internship” for a week or two with a mentor that is practicing the type of ministry you now need. You may have to go outside your denomination or region.
  • Stress that mission is the goal. Do not let any differences become personal. If you do, your regional office will have a very long memory for any resulting problems.
  • Let your pastor know that lay representatives are expected to accompany him or her on any visits with the regional office. You want to be seen as a team.

 

A First Step in Branding: The Mission Statement

We’ve discussed the need to look over your shoulder and include your denomination’s regional offices and other congregations.

We’ve discussed how branding helps your members understand their mission.

Now you are ready for outreach to your community.

A typical starting point in any branding campaign is to craft a mission statement.

The mission of every church is defined in the Bible.

Therefore go and make disciples of all nations, baptizing them in the name of the Father and of the Son and of the Holy Spirit, and teaching them to obey everything I have commanded you. —Matthew 28:19-20

There are other verses you can focus on, but this one encompasses a great deal.

The task of each congregation is to refine this directive in a way that will keep your people on a chosen track of implementation.

We all know how easy it is to become distracted from our mission. This is a special challenge for small congregations. We small churches are so busy putting out fires that it is easy for us to lose our way!

There is a tendency to measure all congregations against some standard that, frankly, isn’t very well-defined. It may be a typical suburban church or a church with a well-known pastor. It is never the small church — although we outnumber larger churches!

This can be a shock to a small congregation’s self-confidence. There the driving force is often a dedicated and changing staff of lay people, who juggle uncompensated mission and ministry with work lives.

In defining your mission be true to yourself. If you are a family church, concentrate on the values of a family church—the warmth, the intimacy, the ability for newcomers to assimilate quickly. If you are a pastoral church you might have an emphasis that is a “trademark” of your leadership. That might be reaching a particular ethnic group or operating a daycare program. Your mission should express whatever binds you together as a people.

Mission is a huge task and one that was never intended to be performed solo. (2×2!) The task of congregations is to answer the question How? (We’ve talked about the Why? question before.)

How will your group of people—with all the things you have going for you (taking into account your limitations)—fulfill Christ’s directive? In short:

How do you reach, how do you preach, and how do you teach?

You might start by asking each member this question. Their answers should help shape the “official” mission statement. Having been included in the process, they will own the mission.

Once a mission statement is adopted put it to work.

  • Feature it on your web site, on your stationery, and on your signage.
  • Hold a service to celebrate the adoption of a mission statement.
  • Invite several people to speak to the mission. Do this regularly!
  • Have a pin made or give out refrigerator magnets featuring your statement.
  • Make a congregational T-shirt featuring your mission. Declare T-shirt events (service projects, for example) when members should come in “uniform.”
  • Hang a banner over your door. (Outside where people can see it.)
  • Begin every service or meeting by reciting your mission together.
  • Write a press release and send it to local papers.

Keep your mission front and center.

But remember, your mission can change. Review it every few years to make sure you can still live up to its directive, and that, in focusing on it, you are not ignoring new opportunities. Actually, we live in such a fast-changing world that proclaiming a special mission emphasis each year might not be a bad idea. (Next post!)