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Evangelism

Online Preaching via Twitter Can Be Incredibly Effective

The Usual Approach and Why It Doesn’t Work

twitter-follow-achiever-1

Guaranteed, the first response when a congregation pushes for an online preaching presence will be the offer to post transcripts of Sunday sermons. There. Done. Let’s move on.

Also guaranteed, no one will read them. The style does not fit the habits of online readers.

People don’t read online sermons. Post them for reference if you like, but they won’t find readers, new or old.

Effective online preaching is not what the Church wants to hear about. They want people in the pews, listening to 20-minute sermons and sticking around at least until the offering plate is passed. Pastors have worked hard at their 20-minute preaching skills. They’ve studied with the best 20-minute preachers.

The effectiveness of the sermon as compared to any other form of communication is rarely discussed between pastors and congregants. The formula is so old that questioning it seems to fly in the face of the oft-heard demand for change. “We didn’t mean this kind of change!” So the 20-minute sermon is what people in the pew expect. It is what pastors are trained to do. What’s the problem?

There are very few people in the pew. The 20-minute sermon is reaching practically no ears.

It is not the first time preaching styles have changed. Decades ago people thought nothing of settling in on a wooden plank pew to listen to a preacher for two or three hours. No more. A century ago a weekend revival was a big attraction. In Jesus’ day people would sit on a hillside all day to listen to a good speaker. And now our cultural expectations are shifting again. 

As a life-long church goer, I enjoy a good sermon. I am also very aware that even great sermons are ephemeral. They are forgotten in less time than it takes to deliver them.

Recently, our Ambassadors listened to a sermon in which the preacher made five points. He illustrated the points well. He even used visual props and interspersed some music. It grabbed my interest. I thought as he was speaking, I really ought to write some of this down. When we left church, one of our Ambassadors who is also a retired pastor commented that he thought the sermon was really good. A few hours later I sat down to write a few words about the sermon. I could remember three of the five points. I contacted the pastor who was with us and who had gushed about the sermon. “What were the five points the pastor made? I asked. “I can remember only three of them.” The pastor paused for a moment and finally said, “That’s three more than I can remember.”

And that’s the problem preachers have in relating to modern listeners. They are not connecting with the modern attention span and sensibility. People are wired differently today. That difference is going to grow as today’s younger generations reach church leadership age—if they stay involved long enough to serve.

People today process much more information from many more sources than did our ancestors. Our most valued skill sets are dominated by multi-tasking. We want the same information. We need for it to bedelivered in ways we can process while we do a dozen other things.

Online preaching is suited for this. Twitter is ideal. There is no reason to bemoan the decline of the Church in this regard. It is a new opportunity for the Church.

Preachers and congregations, for the first time in history, have the opportunity to communicate with members and beyond every day! You are no longer limited to the confines of the 20-minute sermon. (If you click on the blue sentence, it will go out as a tweet. More on that nice capability later.)

Two Effective Online Preachers

There are several online pastors I follow. One is Jon Swanson who writes a blog, 300 words a day with a second daily email blast  to subscribers called 7×7 or 7 minutes with God. 7×7 is nothing more than a link to a short scripture passage and usually just one sentence to help you think about the passage. For those wanting to read more he offers a 14-minute option. In recent months, by virtue of his email links, I have read several epistles in their entirety, 1 and 2 Chronicles, Esther, Ezra and most notably the book of Nehemiah.

Pastor Swanson has effectively communicated his passion for Nehemiah in ongoing posts, supporting the daily reading. This chronicle of an unlikely building contractor is pretty easy to skip over for the average Bible reader. Nehemiah is sad to hear the temple is destroyed and sets out to rebuild it. He recruits help. He records long lists ancient names of contributors, complete with geneological references that contribute even more unusual names that haven’t been pronounced in centuries. He fights off the high and mighty who want to see him fail. As he nears completion in 52 days he recruits the people to staff the temple and returns a whole people to God. It is anything but boring when read with the gentle prods of Pastor Swanson.

In fact, it is amazingly similar to the experience of 2×2 — rebuilding a church after (or during) an attempt to totally destroy us. Nehemiah faced the the same behind-the-scenes conniving and intrigue, the same obstacles of human nature. Nehemiah, under the gentle guidance of Pastor Swanson, empowers us.

Recently, through our Twitter account, I’ve discovered Bishop T.D. Jakes. I’ve seen this guy on TV as a frequent talk show guest, but I never paid much attention to him. I won’t point you to his website. It’s easy enough to find and heavily monetized. That’s not what I admire about his ministry.  His Twitter ministry is very effective. He tweets just one inspiring thought a day — just what a lot of us hunkered in the Christian trenches need. A sample:

God sees your tears! God sees your circumstances! God sees your situation! God sees your faith and perseverance! WAIT ON HIM!

twitter2These Christian leaders are mastering the 21st century art of preaching.

It is very worth pursuing.

Twitter helps you make this connection. Use it.

 

06 Dec 2012

A Country Pastor Visits the City

My Dad is not a city person. He is the child of missionaries and a career parish pastor who served in several Pennsylvania small towns and rural communities. Those towns are still too small to support a church according to ELCA experts, but they always supported us.

Retired for the last 20 years, Dad now divides his time between his children. He takes his frequent visits to Philadelphia in stride, despite some measure of culture shock. I was with him in the small towns until I was about 23. Since then, I have lived the rest and majority of my life in cities. I remember my previous “country” life and am aware of differing city ways, which I, too, had to learn. My city-born husband used to scold me for talking to strangers. Today I was reminded of where I got that terrible habit.

My Dad doesn’t know the rules of city life. If he did he wouldn’t care. He talks to everyone he passes. Sometimes people are receptive. Sometimes I catch a look of suspicion in their eyes. More often than not, he is ignored. I explain to him that city people protect their space. He pays no mind.

Today, he accompanied me to the grocery store. As I ordered some cold cuts he attempted to strike up a conversation with the person holding the customer number after mine. I noticed the woman looking at him suspiciously as if his kindness was an intrusion. Her face said, “Who is this old guy and what does he want from me?” Dad didn’t seem to notice, so I caught her eye and made light. “He’s harmless,” I said. “He’s my dad, an old preacher. He talks to everyone.”

She processed this for a second or two. She looked angry. My dad continued to talk to her as if I’d said nothing. Suddenly, she let down her guard and responded. They had a short conversation. I breathed a little easier as I waited for my pound of provolone. As I turned to leave, she commented to me,  “This world needs more people like that. It needs them very bad.”

She may be right.

Our Ambassador visits reveal that many pastors lack my dad’s skill in striking up conversations. Some disappear after church. Some go off to a corner to talk to one person—probably a council member. Few show any inclination to circulate among either members or visitors. Have they adopted city ways? Are they living in their own worlds? Does the work of the church trump fellowship? Do they think someone else is going to do the work of evangelism? Are they afraid to tell the Story? Are they too good to talk to strangers? Are they unaware that the entire congregation follows their lead?

I don’t know the answers. But I suspect that talking to people is more likely to grow a church than not.

19 Nov 2012

Worship As Entry into Church Life

All Welcome! Are they really?The sign hangs close to the door of almost every church. ALL WELCOME.

A similar message of welcome will be on the church’s opening web page, usually accompanied by a photo of Christmas Eve worship—as if Christmas worship is representative of the whole church year.

We still expect our worship experience to be the entry point into community life within the Church. There may have been a day when this was true.

That day would have been when most people had some familiarity with religion and sought a new church community only when they relocated.

Today, however, a first-time visitor is often entering our doors totally unprepared for what they are about to experience.

Their first impression will be as if they were watching a foreign film with subtitles in a different foreign language.

  • Liturgies and hymns are laced with words from Latin and Greek and tunes from ancient choral traditions.
  • They will be asked to stand, sit and kneel with little explanation as to why. Obvious perhaps to church goers, but not to today’s visitors.
  • They will juggle bulletins with papers flying out and hymnals that have two numbering systems.

And then comes Communion, where they won’t be sure if they are among those welcome or not. They may be unsure of the local customs and have no clue what this eating and drinking of the body and blood of Christ is all about. (Many of those participating don’t know either.)

There is nothing wrong with any of this. Just realize that it doesn’t necessarily communicate to visitors. Although meant to be welcoming, it may be alienating or worse.

If a visitor is not welcome at communion, their first visit to church has been an experience of exclusion.

If communion is a weekly event, they will feel excluded weekly until they are made welcome through some form of initiation. If the Eucharist is a third of the worship service, the visitor has been excluded from a third of the worship service.

This is just something for the Church in a new age to think about as we practice our rituals.

photo credit: 12th St David (taking a breather) via photopin cc
04 Nov 2012

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)
29 Oct 2012

First Estate, Meet the Fifth Estate: A New Reformation

The Fifth EstateIn the Church, we are still shaking off the dust of the Middle Ages. Back then, as always, there was a crying need to organize society, partly due to unparalleled spread and power of Christianity.

  • Who would have the power?
  • Who would control the wealth?
  • Who would protect the wealth and power?
  • Who would pay for everything?

There was tension between church leaders and the people they relied upon to protect their impressive assets. This ragtag group of warriors would be most effective and reliable if they were given some official status and a smidgen of power.

Somebody came up with the idea of “estates.”

The First Estate included the clergy. They controlled much of the wealth, demanding contributions of the faithful. They paid NO taxes.

The Second Estate included the warriors that were to become the nobility. They were willing to risk their lives to protect the Church, and so, they were allowed some very nice tracts of land and the power to get the general population to work for them. They paid NO taxes.

The Third Estate was everyone else—about 97% of the population. THEY paid taxes.

As for upward mobility—it was next to impossible to enter the Second Estate by any means other than birth or marriage. Is it any wonder that there was no shortage of clergy in the Middle Ages?

Then came the printing press. The Fourth Estate was born. It was soon recognized that anyone who owned a printing press held power that had to be respected (and controlled, if possible). The press became the Fourth Estate.

Along came America and the power of the press was given constitutional protection.

Today we stand at the threshold of new possibilities and the birth of the Fifth Estate. The term seems to have started in Canada, referring to the media. It is evolving to include the power that lies in the hands of millions of unfettered individuals (the same 97% who have been supporting the power structure of both Estates One and Two for a thousand years).

Enter the power of the blog—The Fifth Estate.

This is a new form of power— a bit like the press but rawer and more independent, uncontrolled by any structure and empowered as much by the low cost as the technology..

  • Blogs are available to all.
  • Blogs do not require wealth and backing.
  • Blogs can create their own following.
  • Blogs are immediate.
  • Blogs have no cumbersome internal power structures.
  • Blogs are not restricted by the costs of print, marketing and circulation.
  • Blogs are not beholding to advertising for revenue.
  • Blogs are controlled by everyone’s ability to respond if they disagree.
  • Blogs are protected by the same Bill of Rights that protects religion and the press.

Anyone can become a thought leader in this new world. You won’t need a title or fancy degree.

The Fifth Estate will outpower every other Estate.

We have already seen the Fifth Estate affect government and international relations—swaying elections, inciting rebellion, changing the world.

We are beginning to see the Fifth Estate change education with free and easy access to course material once available only to the privileged.

Business has changed. Publishing has changed.

Will the Fifth Estate change the First Estate—the Church?

It will…if we start using the power at our fingertips.

The Church’s resistance to change—which begins at the top—will hamper it. Leaders will try to protect the status quo, which is their expertise. They will continue to rely on outdated communication techniques—20-minute sermons in cavernous, empty sanctuaries, newsletters filled with fluff, feel good web sites that invite little interaction or thought leadership.

One day soon, the power of the Fifth Estate will force open the doors and windows that have been sealed for centuries. The change is not going to be dictated by the seminaries or bishops or even the clergy. It is going to come from the bottom up and it is going to be truly transforming.

Are we ready?

photo credit: BottleLeaf via photopin cc
21 Oct 2012

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.

 

13 Oct 2012

Bible Verses to Consider for Mission Statements

UPDATE: This post is now available as a Powerpoint Presentation.

All mission should stem from some understanding of the scripture.

Here are some verses that have a specific emphasis or directive. Most are from NIV.

And while you are at it, remember: God is love.

Genesis 12:1-3
The Lord said to Abram: Go out from your land, your relatives, and your father’s house to the land that I will show you. I will make you into a great nation, I will bless you, I will make your name great, and you will be a blessing. I will bless those who bless you, I will curse those who treat you with contempt, and all the peoples on earth will be blessed through you.

Exodus 19:5, 6
Now if you will listen to Me and carefully keep My covenant, you will be My own possession out of all the peoples, although all the earth is Mine, and you will be My kingdom of priests and My holy nation.

Psalm 9:11
Sing the praises of the Lord, enthroned in Zion;
proclaim among the nations what he has done.

Psalm 100:1-3
Shout for joy to the Lord, all the earth.

Worship the Lord with gladness:
come before him with joyful songs.

Know that the Lord is God.
It is he who made us, and we are his;
we are his people, the sheep of his pasture.

Isaiah 6:8
Then I heard the voice of the Lord saying: Who should I send?
Who will go for Us?

I said: Here I am. Send me.

Micah 6:8
He has shown you, O man, what is good; And what does the LORD require of you But to do justly, To love mercy, And to walk humbly with your God?

Matthew 24:14
This good news of the kingdom will be proclaimed in all the world as a testimony to all nations. And then the end will come.

Matthew 28:18-20
Then Jesus came near and said to them, “All authority has been given to Me in heaven and on earth. Go, therefore, and make disciples of all nations, baptizing them in the name of the Father and of the Son and of the Holy Spirit, teaching them to observe everything I have commanded you. And remember, I am with you always, to the end of the age.”

Mark 16:15
Go into all the world and preach the gospel to the whole creation.

Luke 24:46-48
This is what is written: the Messiah would suffer and rise from the dead the third day, and repentance for forgiveness of sins would be proclaimed in His name to all the nations, beginning at Jerusalem. You are witnesses of these things. And look, I am sending you what My Father promised. As for you, stay in the city until you are empowered from on high.

John 20:21
Jesus said to them again, “Peace to you! As the Father has sent Me, I also send you.”

Acts 1:8
But you will receive power when the Holy Spirit has come upon you, and you will be My witnesses in Jerusalem, in all Judea and Samaria, and to the ends of the earth.

Romans 12 (practically ever verse!)
Therefore, I urge you, brothers, in view of God’s mercy, to offer your bodies as living sacrifices, holy and pleasing to God—this is your spiritual[a] act of worship. Do not conform any longer to the pattern of this world, but be transformed by the renewing of your mind. Then you will be able to test and approve what God’s will is—his good, pleasing and perfect will.

For by the grace given me I say to every one of you: Do not think of yourself more highly than you ought, but rather think of yourself with sober judgment, in accordance with the measure of faith God has given you. Just as each of us has one body with many members, and these members do not all have the same function, so in Christ we who are many form one body, and each member belongs to all the others. We have different gifts, according to the grace given us. If a man’s gift is prophesying, let him use it in proportion to his[b] faith. If it is serving, let him serve; if it is teaching, let him teach; if it is encouraging, let him encourage; if it is contributing to the needs of others, let him give generously if it is leadership, let him govern diligently; if it is showing mercy, let him do it cheerfully.

Love must be sincere. Hate what is evil; cling to what is good. Be devoted to one another in brotherly love. Honor one another above yourselves. Never be lacking in zeal, but keep your spiritual fervor, serving the Lord.  Be joyful in hope, patient in affliction, faithful in prayer. Share with God’s people who are in need. Practice hospitality.

Bless those who persecute you; bless and do not curse. 15 Rejoice with those who rejoice; mourn with those who mourn. Live in harmony with one another.Do not be proud, but be willing to associate with people of low position. Do not be conceited.

Do not repay anyone evil for evil. Be careful to do what is right in the eyes of everybody. If it is possible, as far as it depends on you, live at peace with everyone.  Do not take revenge, my friends, but leave room for God’s wrath, for it is written: “It is mine to avenge; I will repay,” says the Lord. 20 On the contrary:

“If your enemy is hungry, feed him;
if he is thirsty, give him something to drink.
In doing this, you will heap burning coals on his head.” 

\Do not be overcome by evil, but overcome evil with good.

Ephesians 5:1-2
Therefore be imitators of God, as beloved children. And walk in love, as Christ loved us and gave himself for us, a fragrant offering and sacrifice to God.

Philippians 4:4-5a
Rejoice in the Lord always. I will say it again: Rejoice! Let your gentleness be evident to all.

1 Peter 2:9-10
But you are a chosen race, a royal priesthood,
a holy nation, a people for His possession,
so that you may proclaim the praises
of the One who called you out of darkness into His marvelous light.
Once you were not a people, but now you are God’s people.

Matthew 19:14; Mark 10:13-16
Jesus said, “Let the little children come to him, and do not hinder them, for the kingdom of heaven belongs to such as these.”

Matthew 22:37 ; Luke 10:27; Mark 12:30
Love the Lord your God with all your heart and with all your sould and with all your mind and with all your strength.

John 4:24
God is spirit, and his worshipers must worship in spirit and truth.

Ephesians 4:12-13
to equip his people for works of service, so that the body of Christ may be built up until we all reach unity in the faith and in the knowledge of the Son of God and become mature, attaining to the whole measure of the fullness of Christ.

Colossians 3:12-14
Therefore, as God’s chosen people, holy and dearly loved, clothe yourselves with compassion, kindness, humility, gentleness and patience. Bear with each other and forgive one another if any of you has a grievance against someone. Forgive as the Lord forgave you. And over all these virtues put on love, which binds them all together in perfect unity. 

1 Peter 2:9
But you are a chosen people, a royal priesthood, a holy nation, God’s special possession, that you may declare the praises of him who called you out of darkness into his wonderful light.

2 Peter 3:18
But grow in the grace and knowledge of our Lord and Savior Jesus Christ. To him be glory both now and forever!

 

Do you have a favorite to add to this list?

12 Oct 2012

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!)

11 Oct 2012

Building Your Relationship with Your Regional Body

We’ve spent some time discussing the politics of church relations and how they related to a congregation’s branding or sense of mission.

In the business world branding and advertising go hand in hand. What can the church learn from this?

Advertising is getting the word out. Evangelism is getting the Word out.

Congregations must learn to tell their story.

We have identified that the audience is not just the current members and the unchurched in your community. A primary audience for a congregation’s branding effort is its regional body, including the regional office, its officials and governing councils and every other congregation in your denominational territory.

Why is this important? Each congregation is vying for the same professional resources. Remember a primary task of your regional body is to fit clergy pegs into congregational holes. Making your ministry known to your regional body is an investment in making sure the peg that is placed in your congregation will move you forward.

Fact: a small church’s ability to serve—or even exist—depends on its relationship with its denomination. This runs counter to how congregations think. Church members will strategize for hours, weeks and years about how to reach and serve their communities. The regional body is out of sight and mind.

Here is a rarely discussed reality. All pastors are not created equal. Your regional body must find places for poor pastors along with the great. They will place poor pastors in the churches that are of the least perceived value to the regional body. You want them to know why your ministry, however small, matters.

Small churches must take extraordinary steps to attract the talent needed to serve members and fashion a ministry that will sustain a presence in the community. (That means meet the budget.)

This is great failing of the hierarchical church. Most communication between a congregation and the regional body is among clergy. It is usually prompted by sudden need or conflict.

Regional offices notice the big things. They will notice:

  • If your church burns down.
  • If the treasurer embezzled a few thousand.
  • If the congregation receives a major bequest.
  • If the pastor is unhappy or in trouble.
  • If a congregation stops sending benevolence (They won’t ask why! They will assume you are in dire straits! You must tell them!).

Regional bodies won’t take special note:

  • When your congregation rallies to help a family with a seriously ill child.
  • When your congregation supports a local charity fundraiser.
  • Votes to supplement a staff salary package during a trying time.
  • Teaches art and music to neighborhood children in an after-school program.
  • Does any number of small initiatives to improve the faith lives of their members and reach out to the community.

Ironic! These actions are the heart and soul of ministry.

Congregations must regularly communicate these things no matter how mundane or obvious they seem. An added challenge—so much of a congregation’s work must be done anonymously. All the more reason to be intentional about what you can share—and it’s all part of branding.

A Few Action Steps

Make sure your regional leaders and any staff assigned to your region are on your newsletter mailing list. Send it in a large envelope with a cover letter pointing to your most outstanding news. Even if you’ve gone internet with your parish communications, print a few and mail them to your regional office. Don’t rely on them looking up your newsletter or website!

Send invitations to events to church leaders and the pastors and church councils of neighboring congregations. Even if they don’t come, they will be impressed. They might start talking about you in a positive way! (It’s called buzz marketing).

Schedule events worthy of attention beyond your membership. In the past, hierarchies initiated events worthy of broad interest. That doesn’t exclude congregations from taking the lead. Consider a topic. Choose a format: guest speaker, workshop, panel discussion or webinars. Such initiatives will brand your church as thought leaders regardless of size. Does this seem impossible for your small family church? Think about a presentation on the value of the family church!

Use your website to address issues that concern your congregation and others. This is another common shortcoming of congregations. Their web sites are little more than online brochures. Think beyond your property line! You will be building your image as a mission-minded congregation.

Use photos. When you hold a successful events, follow up with a card with a photo to every participant and your regional office. Personal greeting cards are great communication tools that are underused.

Insist that lay leaders be included in dialog with the regional office. It is absolutely critical that regional leaders come to know lay leaders. This will take some doing. Regional offices like to expedite all meetings. They will attempt to deal with the leaders that make their goals easy to achieve. Make sure your pastor understands that you expect your elected lay leaders to be included in the dialog.

Encountering Resistance

You may encounter resistance among your professional leadership, but it should be easy to point out that such efforts boost their image with the regional office along with the congregation’s.

The biggest obstacle is that the time and energy spent on this activity are not part of the usual pastoral routine.

But then, the “usual” doesn’t seem to be working very well these days!

08 Oct 2012

A Challenge for Church Transformers

A Challenge for Church TransformationIn the last two posts we talked about how regional bodies categorize churches and provide pastoral leadership for congregations according to their size.

Here is a resulting problem.

Regional bodies demand that congregations transform at the same time they are evaluating them by their past—sometimes ancient past. They want congregations to move from being a family church to a pastoral church, from a pastoral church to a program church and so on.

Growing to the next bigger size is a symbol of mission success and financial success, a feather in the hierarchical cap!

Most congregations are what they are. If they transform to the next level they will lose their identity and possibly their strongest lay talent. (Think about it. If growth were the measure of success, those corporate congregations would be pressured to serve 10,000 members not 2000. The pressure to “transform” is only on smaller congregations.)

Most pastors are what they are as well. Some like serving family churches. Some, by nature of their personalities, must serve corporate churches.

Regional bodies tend to place pastors where they are comfortable serving. They then expect them to lead the congregation to become something neither the pastor nor the congregation recognizes.

If regional leaders are serious about congregations transforming, they must provide leadership that can function for the time being at the current level while they bring the congregation to a new level of ministry. This flexibility is rarely seen.

The transformation process lays a foundation for discontent and/or conflict that is helpful to no one.

Often, the change needed to achieve transformation is a change in pastoral leadership. The current pastor may not have the skills, time or resources to lead a congregation in a new direction.

Changing a pastor, at least in the Lutheran Church is cumbersome. It requires two thirds of the voting body to be unhappy. It helps if the pastor is unhappy, too. This is not a formula for success. But it is the system. And all this discontent, however merited, will go in that congregation’s file to be pulled out by a new regional leader a decade from now! (Read our parable—Undercover Bishop).

Perhaps we should applaud our congregations for being very good at the type of church they already are. When people feel good about themselves they are more likely to grow.

Take away the aura of criticism and Church might once again be a place lay people choose to spend Sunday morning. If they feel good about spending Sunday morning in church, they are more likely to invite others.

What does this have to do with branding?

There may be things congregations can do to ease this friction. Regular attention to mission and branding their mission may help a congregation attract the leadership needed to change. It may also help the congregation see themselves as part of a bigger picture — a mission!

This ball is on their side of the court, but often they don’t play it.

More to come!

07 Oct 2012