Jay Kranda is the guest for the February 2021 episode of the Exponential Groups Podcast. Jay is the online pastor at Saddleback Church in Lake Forest, California, where he oversees an online community with online small groups and home groups around the world. He is the co-author of the free eBooks state of the church online and going beyond online streaming. Jay is addicted to NBA basketball and cold brew coffee. He has a BA in Christian Education and an MA in Theology, both from Biola University, Jay, his wife, Jody have two boys and a girl.
Q1: You have been in online ministry for a long time, and the rest of us just got into online ministry about 10 months ago. How long have you been on staff doing online ministry at Saddleback?
Jay: I just celebrated 10 years on staff and I started off as part-time online. They had a thing at the time called the internet campus and nobody was really doing anything with it. We’re always trying out things and then staff or people change and then you kind of forget, but I was really intrigued on it. When I first started, I came from a church about 500 and at Saddleback there were about 500 people watching every week. I was just kind of amazed by that scope of impact. I started to invest on it. My leader at the time introduced me to like Life.church and a couple other churches to show me what was going on.
The first thing I did is I petitioned to change it from internet campus to online campus. That was the first thing. I felt like internet was like putting “i” in front of everything to match the app. And so, but yeah, so I’ve been there 10 years now. It’s been a journey and it’s looked very different over the seasons of ministry, especially now in COVID, I feel like we’re in another butterfly moment where like, what is the next version of this?
Q2: The scorecard has changed for ministry. Pastors used to track metrics like attendance in the weekend service and giving – “nickels and noses,” but with COVID that has all changed. Now, I hear people talking about online engagement. Some are even taking their number of streams with a multiplier. How do we know we’re being effective, and what’s really happening out there?
Jay: There are all sorts of ways to measure things. What’s key is to figure out the metrics that are important to your church — whatever those things are, a top funnel to deep engagement type of scale. There are things you measure weekly and things you measure monthly. The other thing is you just gotta be consistent on how you measure it so that you can notice trends. Are you going up or going down? And that only happens if you’re consistent. If you’re constantly tweaking your measurements, then the numbers are irrelevant. You could tell me you had a million people this week, but if the next week you had 2 million or you had a hundred thousand, what does that mean? Where are you going? We’ve been measuring our attendance one way for about 10 years. I could tell you weeks that we’re going to be low. I can tell you we’re high. I can tell you why we were high because I was looking at the same numbers every week for about 10 years. And so I think it’s really important.
I would always start with the weekend. How many people viewed it on your website, Facebook, YouTube, or whatever, and then have like a retention number. How many people watch or listen for, you know, 10, 15, 30 minutes? And so compare those. Viewership isn’t the same as watching or reach numbers or impressions. I think that’s why you need both. You have viewership and then you have a deep engagement. What’s hard is in building a worship attendance. You’re not counting how many cars you drive by in front of your church, or you’re not counting how many people peek their heads in. You are counting how many people attended church. And so that number is more than the retention number, but you also can measure all sorts of things and look at correlation between viewership and retention. Like what happens if you start streaming on platforms like YouTube, you can look at the drop rates. How many people skip forward? We were just looking at our data recently and one of the learnings is that a lot of people were skipping the front part just to go to the message. The suggestion came out like maybe we should experiment with not front-loading the music, so people get to the sermon quicker. If people are more likely to hang around afterwards, maybe we put more music on the back end. If you’re looking at the right things regularly, you can make the right dashboard.
Q3: How are you recruiting leaders to do online groups? How are you getting members connected into groups? What does that look like?
Jay: We’re unique in the sense that we definitely have an online community, a true community, that I’m a shepherd over, and we have people who congregate. I would see us as a real church that’s online. And so we want to create, the phrase that gets used a lot, is creating a fourth space for people to connect that’s digital. That’s not a time specific. It’s 24/7. So because of that, we stream our services, but we actually have a community like a Facebook group and different things where people can connect with each other and meet people. I spend a lot of time in those public spaces. And out of that, we’re constantly encouraging people to take our classes and join a group or start a group. We definitely rely yearly on a campaign strategy to get almost of our groups going. Our church aligns on one thing. I would say a good 70% of our group growth in a year comes from a campaign push from our entire church.
We constantly have new groups going. One of our biggest things we use to get new groups going is a large group model where the small group pastor on my team will host quarterly large groups on zoom, where there might be 30 to 50 people on a zoom call. And he’ll use the breakout feature for six to eight weeks. At the end of it, if you had 30 or 50 people, we’ll say, “Hey, you’ve been experimenting and been part of an online group the last six to eight weeks. We’re done with our large group. What if you continue on after this as a small group? We start five to eight groups. That’s a big thing coming out of COVID that we’ve relied on, mainly because as started COVID, we had such a boom of interest in online groups that we didn’t have enough groups open to new people. We spent a lot of time early on refining what we actually launched. We had volunteers and staff, a large online group meeting every day of the week for the first couple months of COVID. When we started, we just had a meeting. We were looking at some of our data. In 2020, our ministry launched 1,007 online groups. We had the infrastructure and we were ready.
Q4: Let’s talk about what works with online groups. What are some best practices? And, we’re also going to to go what hasn’t worked as well.
Jay: It has been a struggle is continuing to figure out how to make accessing small group material easier. A big gap for us right now is that most of our small group material isn’t really accessible on a TV. Like our TV apps don’t talk to our database because we have some custom stuff. So that’s something that we’ve been working on. How do we integrate that? We don’t use an off the shelf, paid service, like, many other churches do. And so I just know like Apple TV, Roku, Amazon fire stuff are so important.
We might have over 2000 groups right now, but that doesn’t mean they’re all at a hundred percent tier. We’re trying to make sure they’re all responsive. So I might have a couple hundred that are red tag where they’re not responsive. I have some that I’m trying to get them to become members. They signed up and they’re not members yet. And then I have some that I’m trying to get to be, to take our leadership training course. And so the question is, why aren’t more people taking their leadership training course? Some of it has to do with access to the course. Some of it has to do availability. Maybe that needs to be a small group curriculum. Maybe we need to rethink the naming of it. I feel like on the group level where we’re constantly trying to rethink and reposition is.
And so we have a really great way to get groups going, but every strength has a weakness. One weakness of ours is it’s so simple to start a group with us, but then it’s really hard on us as staff and our volunteer team to make sure that the groups are healthy. We’re constantly pruning our groups. I think just going through our training is something I’m always asking, why isn’t this easier? Why can’t we just do this? Or why have only this many percentage of our groups done that? The other thing is just with online ministry, generally, I think a lot of members and people attending churches online are still really confused at they’ll start a group and start serving.
Sometimes they ask, “Is this really my church?” And I deal with that a lot where people start engaging. I find out they’re at another church, and I don’t want that. I think making that more seamless, but it’s going to be, we never want to pull somebody away from a church. The number one reason why we delete groups is because of that — I find out they’re going to a church down the street or something else, and I’m like, “Hey, don’t do the group with us, do it with your church.” And so I call say that we have a leaky funnel where we’re constantly losing people to very healthy things. They’re not bad things. We’re not competitive on it, but our groups are constantly going up and down because of that reason.
Q5: What emerging platforms are you seeing for online small groups?
Jay: I’ve spent a lot of time in the last couple of weeks on Twitch because I’ve been playing chess, and I follow people on Twitch that stream and play chess. There’s a community around it. I was texting with a good friend of mine who’s like one of my defacto Facebook addicts, but a friend. And he asked if I had done any training or videos on Twitch.
The community there is so deep. The streamers on Twitch are playing whatever game and they just talk. There’s this active chat. I forget his name, but there is a guy who plays chess on Twitch. He has 25,000 people watching him play chess. Real-time he’s just playing chess. 25,000 people pay him. The chat is nuts. This is a community. They rally around him, and they know him. What’s hard is where Twitch is inherently — you are doing something else while you’re doing it. And so that’s why I think churches have a hard time because you don’t want to be playing Fortnite and then having a group. I think that’s why it’s gotta be separate. It’s got be a separate thing.
Q5.5: I need you to settle a debate. Our family has watched Saddleback quite a bit in the last year…30 some weeks of Rick [Warren] in the book of James. I’m like, dude, it’s only five chapters long! So here’s the debate because I told my wife, the worship team is not really singing. They recorded the audio in advance, and they’re lip-syncing, and she swears that they’re singing on-camera. Which one is it?
Jay: Well, I think I’m pretty positive. it’s recorded separately.
Allen: I knew it!
To listen to the interview on the Exponential Groups Podcast: allenwhite.org/episode2