Christian Leadership Alliance
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Sink or Swim
When it comes to online success, there's no treading water.| Outcomes, Fall 2009
After working in the technology and Internet industry for 26 years, I've seen many ministries ride the waves of Web trends. While some maximize its resources effectively, others seem consumed by the volume of possibilities. At Trinet, we see firsthand how a strategic Web presence can open amazing doors for kingdom work. To establish not just a website but also a large online presence, consider these steps:
(1) Step Away From the Computer: Too often, people get stuck in the details. Think of your website like a house. A contractor cannot start building until he receives blueprints. Likewise, your website needs the same attention to detail and planning before you start building.
(2) Strategy: You will find more success if you treat the Web element of your ministry like a business. Your website should meet both your ministry's short-term and long-term goals. Also, plan your website around the needs of your users. There are several ways to gain user insight:
• Numbers Don't Lie: Look at your current analytics to see what section of your website receives the most traffic. High usage typically points to the main priority. Google Analytics (google.com/analytics) provides a free program to track these key indicators.
• Survey: The best way to determine user intent is to ask your Web visitors what they want from your website. Conduct a constituent survey requesting responses to your current website.
• Observe Other Ministries: Does another church or nonprofit always seem to lead the way with its online projects? Write down what captured your attention about its site.
(3) Analytics: Remember, you cannot manage what you do not measure. Your analytics program should measure how well your online initiatives achieve your ministry's goals and objectives. Some elements to consider:
• Traffic: the number of Web visitors, new visitors, returning visitors, search engine visits, and referral site visits
• Donations: the total online donations, number of first-time gifts, and average gift amount
• E-mail Performance: open and click-through rates
• Engagement: the average time visitors spend on your website, number of page views, and new registration
Once you establish your key performance indicators, identify industry benchmarks to assess your performance.
(4) Integrate with Offline Efforts: Just like a church family that's united, a well-connected website is more fruitful and successful. Integrate your online and offline programs for exponential results. A common example might include creating an e-mail version of your monthly mailer that links to related videos, materials, or event registrations.
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