Website are not updated, and social media accounts sit dormant. What can you do to get that lagging ministry invested in their digital properties? Build half the property yourself. Then work with ministry leaders to develop the other half. Develop a schedule and ask your leadership to help create a strong sense of digital ownership.
It is a simple concept. You care about what you earn, more than what you are just given. Your ministries will appreciate the properties they help create. Plus, it is a training opportunity. They will learn many new skills, such as:
- Writing content for the web
- Creating meaningful calls to action
- Developing their brand on social media
- Engaging audiences in digital ministry
- Interpret basic analytics results
It will take time to help ministry leaders learn. That of course is time you are not performing your usual duties. But once they are trained, you should be free to work in other areas. Be even more efficient to host a workshop for several leaders at once. The time you spend training will pay off with excited and empowered ministries.
When you work together, you learn about each other. Digital ownership works both ways. Ministry leaders of course figure out how to create an effective online platform. In turn, you learn about their ministry and the challenges they face. Both sides will gain an appreciation for what the other does. The more understanding, the more effective a team your church will be.
You most likely have been doing this whole church communications thing for a while. You might have taken programming classes, or attended technology conferences. But your ministry leaders are experts in their respective fields as well. They know what people ask about. Every day they see what members and visitors struggle with. That is valuable knowledge for creating better digital communities. Social media posts are far more effective when you know your audience's problems.
Start writing a course of action for your next website or social media overhaul. Bake the notion of digital ownership into it from the start. Determine what the communications team will build. Then see where your ministry leaders can pitch in to finish up. Work alongside each other to better understand each other's obstacles. In the end you will have leaders interested in maintaining their digital ministries. Plus you will have more time to start those new projects. Get going and build half a digital ministry!
This article was inspired by the 99% Invisible podcast "Half a House"
This photo courtesy of Meve TA