Christian Leadership Alliance
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The Internet Ministry Framework
Key principles for online success.| Outcomes, Fall 2009
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.
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.
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