Website Strategy

The Shape of the Future | Christian Leadership Alliance
The Shape of the Future
A four-part ministry Web strategy.
Drew Goodmanson | posted 9/10/2009

We live in a time when technological change seems constant. Five years ago, people could not predict the phenomena of Facebook, mobile Web, or cloud computing, all technologies that impact how we interact. In this changing environment, many strategic leaders are eager to leverage new technologies, but understand that this requires new thinking to prepare for the road ahead. How will the Internet require your organization to adapt? What new advances should your ministry begin to use? What trends are wastes of time? What do ministry leaders need to consider when creating their organization’s strategic Web plan?

Before answering these questions, it is helpful to examine the state of the Internet. Kevin Kelly, executive editor of Wired magazine, presented a session titled “Predicting the Next 5,000 Days of the Web” at the 2008 TED Talks. Kelly compared the 55 billion website links and their quintillion transistors with the number of synapses and neurons in the human brain. He stated that the complexity of the Internet had reached the equivalent of one human brain. As Christians, this is cause for worship, as we see trillions of dollars poured into these technologies to equal one wonderfully made brain. But, unlike the Internet, our brain is not doubling every two years. If the Internet continues to double, it will surpass the processing power of all humanity by the year 2040.

As the Internet grows in pervasiveness, it becomes like a black hole, consuming into its vacuum the way we live. It is not far-fetched to imagine a world in which our shoes communicate if we do not walk enough, eyeglasses include a viewable area to access data about the people to whom we are speaking, and our personal preferences follow us wherever we go. Our Internet dependence will grow as more things are put online. Access to technology changes how we behave. For example, today as people store phone numbers on their cell phones, they no longer remember the numbers. In the same way, people forget many facts, trusting they can “Google” the answer. The Web is becoming a deeper part of the fabric of our lives.
Four-Part Web Strategy

Organizations must plan a Web strategy two to five years out to prepare for these changes. When planning a Web strategy, items to include are a website, social media, online advertising, search engine optimization, website analytics, community engagement, and automated business functions. These can be grouped into four categories: website, Internet presence management, community engagement, and backend services.
(1) Website

Your website will continue to grow in importance. It is no longer enough to put up just any website. Organizations need to see their website as a critical place where potential donors, volunteers, and members will engage their ministry. If your website does not help increase donations, membership, or provide some other measurable impact, there is a good chance that it needs to be changed.

In spring 2009, Monk Development conducted market research on the impact of a church’s website. Over 100 churches representing 35,000-plus members participated in the study. The study included 1,200 survey responses and an estimated 50-plus years’ worth of aggregate Web analytics data to help examine what happens on a church website and the impact on potential church visitors. The study found that over 17 percent of respondents learned about the church they attend through its website first. Further, 36.1 percent of respondents said the website played an important role in their decision to attend the church. The study revealed that many church websites do a poor job of connecting to new visitors and encouraging behaviors that are of value to the church.

Effective churches use a design to present their vision quickly and effectively, motivate the visitor toward sharing this vision, and encourage behaviors from the visitor that the church desires. These behaviors could include

• Low-Value Behaviors: Subscribe to RSS, podcasts, or engage the church Twitter account.

• Medium-Value Behaviors: Sign-up for an e-mail, join a Facebook group, or complete a Web form.

• High-Value Behaviors: Show up to a worship service, home group, or other relational meeting.

As another design example, the Worship Network’s website was a vital source of income to the organization through the sales of worship-related products. When it re-launched its website, it encouraged users to view the product pages. In fact, visitors spent 20 percent more time on these Web pages. As a result of the website redesign, the Worship Network increased sales 250 percent over the previous year. Does your website create these types of behaviors?
(2) Internet Presence Management

“If no one visits your award-winning new website, does it really exist?” may be the existential question of the Internet age. Too often organizations spend all their time and budget on a website rather than establishing their presence across the Web. What is your organization’s presence online?

Recently we spoke with a pregnancy care center that did not have a Facebook presence. Meanwhile, the Third Way Culture Project found that 75 percent of all U.S. abortions are being done by women under 30, and that as of April 2009, these women represent 3 out of 10 people on Facebook. Planned Parenthood understands this and has nearly 60,000 Facebook “fans” who make up a viral network spreading Planned Parenthood’s ideas and interests. The largest pregnancy care center we found had only 348 fans. Just how important is Facebook as a mission field? If you counted all Facebook users, it would be the fifth largest nation in the world.

As you seek to expand your online presence, consider the following questions:

• What is your plan on Facebook? Many organizations create a presence where people become fans, but without a plan for next steps, they fail to capitalize on these connections.

• Where are your current members? Conduct market research and determine where your members are already engaged online. Are they on Twitter? LinkedIn? YouTube?

• What is your mobile plan? More people have mobile phones than computers. Text messages are effective forms of communication with an open rate of 98 percent.

• What search terms would a person enter to find an organization like yours? Try these and see if your website is one of the top results.

Internet presence management is an overlooked area and requires a continued investment. Look at content your organization creates and move it across multiple channels. A new website article should result in Twitter and Facebook updates, a video, or blog post. As more people rely on technology, successful organizations will find ways to engage people across the Web.
(3) Community Engagement

“Business in the front, party in the back” is a popular expression about the mullet, a haircut that’s short in the front and long in the back. Every organization should have an “online mullet strategy.” This strategy presents an organization’s vision on the public website but invites members into a private community site for greater exchange of ideas and conversation. Organizations that understand how to build a mullet strategy will have a tremendous opportunity to develop deeper relationships with their members.

Involve your donor and member base by offering a private community. Studies show that retention is lower for online donors than for direct-mail donors. If you offer a place of value where donors can participate and track the ongoing projects they invest in, there is an opportunity to retain a higher percentage of donors. Denver Seminary (see “Digital in Denver” below) created a place for its alumni to connect. It is now one of the most popular places on its website. As a benefit, Denver Seminary has increased online donations and alumni participation. The rise of social media encourages organizations to provide a place for their members to engage online.
(4) Backend Services

Last, ministries should leverage online technology for everything from accepting donations to business process automation. Online donations are one area nonprofits should target. The Donation Usability report by the Nielsen Norman Group revealed that from 2007-2008, while total giving in the U.S. decreased by 3 percent, online donations grew 39 percent. The average online gift is 140 percent larger than offline donations. Online donations are predicted to account for the majority of donations by 2020. Based on these findings, it is imperative that organizations set up online donations.

As the Internet doubles every two years, has your organization increased the resources dedicated to it? Our world is moving more online, and people’s dependence on the Internet is only growing. Today’s Christian leaders have an opportunity to steward their resources for the purpose of serving our King. Is it time your organization put together a Web strategy to continue to fulfill your mission, spread the gospel, and seek God’s glory?

Drew Goodmanson is CEO of Monk Development, an Internet strategy and development company that serves thousands of churches and ministries. Drew often speaks at conferences about how churches and ministries can use the Internet. His blog is recognized as one of the Top Church Blogs by ChurchRelevance.com. Drew is also cofounder and pastor of Kaleo Church in San Diego. To learn more, visit Monk Development.com.

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