Parish Web Strategy
Life is going digital. To thrive, and not merely survive in the years ahead, parishes will respond to the spiritual hungers of people who live much of their lives online. Thriving parishes will take inspiration from St. Paul and many others who have used the technologies of the day to convey the Good News. These parishes will connect through social networks, greet newcomers first online. They will deliver spiritual content and engage parishioners using websites and social media.
How important is having an internet presence to this parish? Will newcomers really find us online before they show up on Sunday? Do I really need to tweet and go on Facebook?Why do I need a strategy? Can't I just put up a simple website? How can I get found on Google? With so many other demands on our time and energy, what is really essential for me to do? How can I get help? Let's consider these issues starting with how much need there is to be online.
According to the Catholic Media Report 2011 from the Center for Applied Research in the Apostolate at Georgetown University, twice as many Catholics use social media as attend Mass each week. Think of the internet as the new main street or town square. We no longer use steeples to locate churches, nor do we walk a distance to church on Sunday drinking in the beauty of its elaborate architecture as we approach. As a result, few parishes will be spending tens of millions of dollars to create magnificent church facades any more. But we still seek to meet people where they live and they live online. People work, play, shop, visit, and increasingly, pray online.
Why do we need a web strategy? A website is the new front door for most parishes. A parish web strategy is the way it plans to make a good impression, welcome newcomers and direct traffic to services in a digital landscape. Depending what people experience online, a visitor can quickly decide to make contact in person or never return. Consider the attention that you give to welcoming people online. Is your site attractive, welcoming, comfortable, engaging or exciting? Would a visitor want to know more about you from what they see there?
How important is having an internet presence to this parish? Will newcomers really find us online before they show up on Sunday? Do I really need to tweet and go on Facebook?Why do I need a strategy? Can't I just put up a simple website? How can I get found on Google? With so many other demands on our time and energy, what is really essential for me to do? How can I get help? Let's consider these issues starting with how much need there is to be online.
According to the Catholic Media Report 2011 from the Center for Applied Research in the Apostolate at Georgetown University, twice as many Catholics use social media as attend Mass each week. Think of the internet as the new main street or town square. We no longer use steeples to locate churches, nor do we walk a distance to church on Sunday drinking in the beauty of its elaborate architecture as we approach. As a result, few parishes will be spending tens of millions of dollars to create magnificent church facades any more. But we still seek to meet people where they live and they live online. People work, play, shop, visit, and increasingly, pray online.
Why do we need a web strategy? A website is the new front door for most parishes. A parish web strategy is the way it plans to make a good impression, welcome newcomers and direct traffic to services in a digital landscape. Depending what people experience online, a visitor can quickly decide to make contact in person or never return. Consider the attention that you give to welcoming people online. Is your site attractive, welcoming, comfortable, engaging or exciting? Would a visitor want to know more about you from what they see there?
Which comes first the web strategy or the website? There are several reasons to develop a web strategy before creating a website. For one thing, a sound web strategy will tell determine whether or not the parish even needs a website, or accounts on YouTube, Facebook, Blogger, etc. We all know the story of the person who walks into a car dealer for the first time. The details may vary a bit, but the end is rather predictable. A first-time shopper will likely drive out, either paying more, or buying more car than is needed. The same thing can happen to a first-timer shopping for web technology.
It is easy to be blinded by the glamor of expensive features and hot apps, buy a website or web service that is either unsustainable or unaffordable. We’ve all seen these sites. They have become cluttered with flash pictures, text banners flying across, music playing, videos that are slow to load, all the time obscuring the true identity of the parish and failing to achieve the desired goal of welcoming visitors. There are two rules for success with web technology:
Rule #1 – start with a clear purpose.
Rule #2 – first practice rule #1.
Why? Because there is an exploding universe of tools, services, applications and platforms from which to choose. Parish must make smart choices about which platform, sites, tools, features and apps will provide an appropriate return on investment. Some parishes are making interesting use of QR codes (note sample at right) which is a visual marker that directs mobile traffic to your site, while others have no need for them. A successful web strategy is anchored by a clear sense of purpose.
It is easy to be blinded by the glamor of expensive features and hot apps, buy a website or web service that is either unsustainable or unaffordable. We’ve all seen these sites. They have become cluttered with flash pictures, text banners flying across, music playing, videos that are slow to load, all the time obscuring the true identity of the parish and failing to achieve the desired goal of welcoming visitors. There are two rules for success with web technology:
Rule #1 – start with a clear purpose.
Rule #2 – first practice rule #1.
Why? Because there is an exploding universe of tools, services, applications and platforms from which to choose. Parish must make smart choices about which platform, sites, tools, features and apps will provide an appropriate return on investment. Some parishes are making interesting use of QR codes (note sample at right) which is a visual marker that directs mobile traffic to your site, while others have no need for them. A successful web strategy is anchored by a clear sense of purpose.
What is at the heart of a parish web strategy?
All the tools and technology in the model for this web strategy (above) point to the central purpose. That purpose is threefold:
In that interest, a web strategy communicates identity and mission (branding), expresses welcome (outreach) and invites a target audience to take action (engagement). A parish web strategy include policies, standards and principles for content and conduct that is both in message (consistent with Catholic identity) and in method (interactive and engaging) true to parish identity and purpose. A parish web strategy can include several elements:
Consider your intentions. Do you want to express welcome to newcomers who have recently relocated to your community? Do you want to support parishioners struggling to live their faith in daily life? Is it more important to equip parents and caregivers with the resources to live well, play well and pray well at home? Such questions as these are essential for developing a compelling plan of action.
- Make contact with visitors
- Convert visitors into friends
- Convert friends into partners
In that interest, a web strategy communicates identity and mission (branding), expresses welcome (outreach) and invites a target audience to take action (engagement). A parish web strategy include policies, standards and principles for content and conduct that is both in message (consistent with Catholic identity) and in method (interactive and engaging) true to parish identity and purpose. A parish web strategy can include several elements:
- clear statement of purpose
- knowledge of intended audience
- expression of identity and values - in message (Christ-centered, Catholic, humble) and method (invitational, interactive and engaging)
- a plan to connect with visitors, welcome newcomers and engage parishioners
- a definition of leadership, accountability and management of your parish online
- a method for making operational decisions (approved by the pastor and implemented by the website administrator (pastoral associates, parish secretary, volunteers, etc.)
- a determination of how impact will be measured and future choices made (technology team)
Consider your intentions. Do you want to express welcome to newcomers who have recently relocated to your community? Do you want to support parishioners struggling to live their faith in daily life? Is it more important to equip parents and caregivers with the resources to live well, play well and pray well at home? Such questions as these are essential for developing a compelling plan of action.
Read more about the Essential Elements in a Web Strategy.
Contact Dennis Mahaney or call 716-847-8393 with your questions. Dennis is available to come and discuss your options and help you develop a parish web strategy today.
Contact Dennis Mahaney or call 716-847-8393 with your questions. Dennis is available to come and discuss your options and help you develop a parish web strategy today.
Print and Web Resources
Slides for Parish Web Strategy by Dennis Mahaney (2012)
Web Strategy Assessment Tool by Dennis Mahaney (2011)
Social Media Guidelines by Office of Communications, USCCB, 2010
Parish Policy for External Communications (St. Thomas the Apostle, Naperville, IL provided by www.Catholic Web Solutions.com
Visitor-Friendly Copywriting for Ministry Websites: A Guide for Beginners. (www.CatholicWebSolutions.com).
"How Well is the Church Reaching Out to People in the Digital Age." by Rev. James Martin, S.J. America Magazine. July 4, 2011.
"Reimaging Learning in the 21st Century." The John D. and Catherine T. MacArthur Foundation (www.macfound.org)
"Pockets of Potential - Using Mobile Technologies to Promote Children's Learning." Caroly Shuler. January 2009. The Joan Ganz Gooney Center at Sesame Workshop.
Religious Value of Technology Our Sunday Visitor asks leaders about cellphones, websites and social media are tools for outreach.
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