The Internet Ministry Framework
Key principles for online success.

David T. Bourgeois

The Internet is the greatest communication tool ever created by man. Many think its impact will one day be seen as greater than that of Gutenberg's printing press. As Christ-followers who seek to love God, love others, and spread the gospel, we must understand how to use this tool to its fullest capacity.

The way a ministry chooses to use the Internet can have a profound effect on how the rest of the world sees that ministry. All organizations should have a well-thought-out Internet strategy based on a philosophical foundation in line with the organization's beliefs and mission.

For some ministries, Internet use has not been a priority. Very little thought has been given to putting up a website, starting a blog, using a social network, or the hundreds of other things that can be done online. Often a volunteer is used to "just get something up and running,"leaving a poorly made website or one that no one knows how to update. Other ministries have recognized the importance of the Internet, but get caught up in the excitement of the technology and fail to ask the right questions before putting valuable resources into launching a website. As a result, they have something that looks good but fails to provide meaningful ministry value.

Technology, People, Process

Three years ago, I began a research project to understand the most effective ways for Christian ministries to use the Internet. I wasn't just interested in which software packages they used or if they had their own Web server. I was looking to go much deeper. I wanted to focus on the three components of what I call the "Internet Ministry Framework":technology, people, and process. A successful Internet ministry combines all three by giving equal weight to the technologies they use, the people involved, and the organizational processes implemented to manage it. Over three years, I conducted interviews and in-depth case studies and surveyed over 300 ministries. The result was a set of foundational principles that can lead to success using the Internet for ministry.

The way a ministry chooses to use the Internet can have a profound effect on how the rest of the world sees that ministry.

Implementing a successful online ministry requires much more than designing a great-looking website. It requires that the right people manage the right technology selection and integrate the ministry with the right organizational processes.

• Technology: This includes not just what server platform and Web software you are going to use, but also which features go on the website (podcasts, blogs, videos), integration with existing sites (social networks and photo sharing), and search engine optimization.

• People: Who is ultimately responsible for your website, and what is his or her job description? Who sets direction for the website? Who will build it? What about using volunteers for your Web ministry?

• Process: This involves defining the steps to implement and maintain your Internet ministry. Will there be an approval process for website changes? Will individuals be able to update the website section related to their part of the ministry? Are all processes documented, and is everyone trained?

Function and Form

To make wise choices about Internet use, first an organization must fully understand itself. What are your organization's primary functions? How are they carried out? A ministry's functions are the activities it pursues to achieve its purpose. A ministry's forms are the ways these functions are achieved. Functions should change little if at all over time; forms change as culture and technologies change. For example, one ministry function may be to enable business leaders' spiritual growth. In years past, this may have taken the form of a daily devotional book mailed out annually. Now it can be provided as a daily e-mail or blog entry to those who prefer it. The function does not change, but the form does.

A new, Internet-based form could be the replacement of a current form (such as offering daily e-mail devotionals instead of a printed book), or the new form could complement the current form (offering your subscribers a choice between the printed book and the e-mail). It's also possible that the Internet does not provide a good form for one of your ministry's goals. Not all Internet-based forms replace or complement your functions well.

This last point warrants further discussion. Often an organization will think it's required to put a particular part of its ministry online. For example, a church may feel that it must podcast the pastor's sermons, or a ministry leader may feel required to blog. Just because others are doing it does not make it right for your organization. When deciding which Internet-based forms are right for a particular function, ask the following questions:

• Am I aware of all the possible forms this function could take? Many times we are biased toward using a particular form because someone thinks it is cool or we have seen other ministries doing it. It's important to review many options and make an informed choice. This usually requires access to someone who is aware of the different forms available, whether a staff member, a consultant, or even a volunteer. Carefully compare Internet technologies before making a decision.

• Does it enhance or improve the function? This is the main consideration when thinking about going online with part of your ministry. Will moving this function of your ministry to a particular Internet form allow you to more successfully accomplish the function?

• Can my ministry manage it properly? You can make all the right choices for moving a function online and still fail to implement it because you did not involve the right people. Or you could involve all the right people but fail because you did not create adequate management processes.

• What does it say about my ministry? In 1964, when Marshall McLuhan coined the famous phrase "the medium is the message,"the Internet did not exist. Yet his philosophy can apply to what we do online, and it is simply this: Using the Internet as a medium—through a website, Facebook page, Twitter account, or blog—is just as important as the content placed there.

Spend Time Planning

I found that ministries with success online were attentive to planning. Simply going on gut feeling was not an option; instead, they were willing to spend time and resources before one byte of information went online. This planning consisted of three primary components:

• The development of a mission statement for Internet use. Your organization has a reason to exist. Your Internet presence should as well. A mission statement supporting what you are doing online will provide clarity and support to those working on it. This mission statement cannot be a restatement of your organization's mission statement. It should address how your ministry will specifically use the Internet to accomplish its overall mission.

• The creation of a target user profile. Not only must you have a mission for your Internet use, you must also know who you are trying to reach. Different target audiences will respond differently to you using the Internet.

• The willingness to do research. You need to understand your options and which options will be best for reaching your intended users. Do not assume you understand what will work best—get hard evidence first.

Think Long-term

The last thing I found that these organizations had in common was their ability to think long-term. Their ministry's online component was not something they built once and left alone. The days of the website as a digital brochure are long gone: constant attention must be paid to changes in tech-nologies and culture. Thinking long-term includes taking the following steps:

Setting measurable goals and determining how you will measure them. In order to improve, you must be able to monitor your progress. Building quantifiable, measurable goals will provide a way to do this.

Forming a "Web directions"team or committee. This team should meet regularly to monitor the progress of the project and should have the power to take action if changes are needed. This team will review how well the Internet part of the ministry is meeting the goals of the project. This team's decisions should be driven by the ministry's Internet mission statement.

These are a few key principles to consider as you integrate the Internet into your organization.How your ministry uses the Internet should be part of your overall strategic planning process. As you are planning any endeavor, of course, you should be looking to the Lord in prayer for wisdom and guidance. Just as with any resource the Lord gives us, the Internet is something to be used with careful planning and forethought.

David Bourgeois,Ph.D., is associate professor of information systems at Biola University and founder of the Web ministry consulting firm genesys11. You can find a full copy of his "best practices"report and other resources at genesys11.com/outcomes/.

Copyright © 2009 Christian Leadership Alliance.