About 90 days ago the church made a pivot to online services. Regular worship services were prohibited in most areas of the country due to COVID-19 and efforts to flatten the curve. Suddenly, worship services appeared online. Churches who had never recorded or live streamed their services scrambled to get online. But, some other things began to happen.
Many churches discovered that just streaming the weekend service was not sufficient to engage participation at home. It was open season for experimentation in worship. Worship teams went from social distancing on stage to leading from their homes and looking like the Brady Bunch online.
The biggest learning in all of this was that people actually showed up. Some churches quickly saw twice the number of people online as they typically had on the weekend. One church with a normal weekend attendance of 10,000 had 200,000 people tune in at Easter. People from out-of-town, out-of-state, and even out of the country began to join in. This presented a new challenge — when things got back to normal, nothing would be normal. How could you abandon your new online congregation? You can’t and you shouldn’t.
Digital ministry is significant. It’s a moment not unlike the printing press 500 years ago. While we might not call it a digital reformation, online ministry is showing signs of creating a new category of ministry for the church going forward. The message hasn’t changed, but the method certainly has. How do you lead a digital congregation?
Interactive Online Services
The churches that are making it without an on-campus weekend service are offering a direct-to-camera, interactive worship service. It’s not merely streaming a typical weekend service. That’s passive. They are connecting with an online audience.
The method has shifted from standing on a stage behind a pulpit and preaching to the crowd to sitting in the living room talking to your members and many others through their televisions. In some cases, pastors are actually taking questions through Facebook Live or some other means and providing answers during their messages or Bible studies. The world is tuning in. What are you giving them?
When this is over, online services shouldn’t be gone. In fact, in churches that are regathering for worship, pastors should remember to speak to the cameras, because there is far more of the congregation “out there,” than there is “in here.” While pastors don’t want to feel like they’re ignoring those in the building, they must either speak directly to the camera (otherwise you creative a passive experience for your online audience), or record an entirely different format for the online folks. Same message, but different method.
Meaningful Connections and Online Groups
When the pandemic began, I broke down all of the “one anothers” and showed how the church could still practice all of them except greeting with a holy kiss. We’ve always said that the church is not the building, and the church is not the worship service, but were we telling the truth? I agree with those who said that the church isn’t reopening because it never closed. The church — the ekklesia, the assembly – is the people of God. The gates of hell cannot defeat us, let alone Coronavirus.
The churches who are succeeding right now are meeting their members’ needs in personal ways. Whether people are required or choose to social distance, the pastors that are getting it right are forming new online small groups, sending personal notes in the mail, and making personal phone calls. That may seem a bit daunting, but start somewhere. One church immediately upon the shutdown tasked their staff with calling the top 20% of givers in their church – not to ask for money, but to see how they were doing. Again, go back to the digital one anothers: text encouragement, send a note of appreciation, recruit new online group leaders. We are 100+ days in, but it’s not too late to get started.
Meeting Practical Needs in the Community
Government stimulus checks went pretty fast. Now what? Folks are looking for jobs. In many places states of emergency have ended, so foreclosures have begun. People are trying to keep a roof over their heads and feed their families. For some, these are desperate times. How can your church help?
Food producers are throwing food away, yet people are going without food. How can your church redirect discarded food and get it to the people who need it? Can you assist a local food bank? My wife and son support a local free pantry down the street in front of the fire station. Someone built it. I’m not sure who. But, neighbors provide some food and necessities, then post a picture on their Facebook group. Those in need are informed of what’s available. Those who help can see when supplies need to be restocked. How can your church help the least of these?
Giving Spiritual Next Steps
Some people watching your online service will never show up at your church. It may not be practical with their work schedule. They might live out-of-state. How do you disciple your online following?
How would you guide these folks if they came to church on Sunday? You would probably have them fill out a communication card. Are you getting their information? Maybe you would offer a meeting with the pastor or some sort of “Welcome to the Church” class. You can do this online.
Some churches have a membership class, a Growth Track, CLASS 101-401, or something else. If you put these online, they could help in two ways. First, you can offer next steps to your online congregation who may never darken the door of the church. Second, you can provide a way for people who do attend locally, but have never taken the next steps classes. Instead of offering these classes once a month, they could be available 168 hours a week. You could gain new members in the middle of the night!
Whether people are quarantined by themselves or with their families, there is a sense of isolation. We need each other! Digital ministry involves getting people connected into groups and creating intentional opportunities for people to meet online at first.
Giving is almost 100% online in these days. And, giving should be tied to meeting practical needs in the community. By linking generosity with reaching people and helping them in a crisis, members will be more generous than ever.
Digital ministry is not going away, nor should it. Many churches are attempting to hire a digital ministries pastor at this point. (I say “attempting” because there aren’t a lot of people with the technical, pastoral, and creative skills to fit the bill.) You might need several staff (paid or volunteer) for this role. How will your church engage the community in this digital reformation?