Digital Church Hospitality: Getting to Know Your Online Neighbor

How do you build relationships with those you never see?

It's a question that's key to navigating the Digital Reformation. With worship becoming a hybrid event, pastors and church leaders see and hear those attending in person. But unless the congregation gathers for online worship via Zoom (perhaps the ideal platform for small churches), the names, faces, and even the needs of those online remain unheard. This creates two tiers of church attendance: those who leaders and members know and recognize, and those who are yet unknown.

If we are to get to know our online neighbors, it's helpful to consider some broader worship attendance trends.

Christianity Today notes that regular church attendance in the United States has dropped from 34% of Americans to 28% of Americans. This decline in worship attendance paralleled a drop in religious affiliation. For the first time in our nation's history, the percentage of Christians has fallen below 50%.

There are far fewer church members and worship attendees today than there were at the start of the pandemic. In a related finding, Pew Research data tells us that just 10% of active church-goers plan to continue regular online church attendance. Thus, many of the faces we were accustomed to seeing before March 2020 haven't shifted to worshipping online, as some would expect. Rather, they've stopped attending altogether.

Amidst this decline in worship attendance, active members have started "church-hopping" online. According to a 2020 Pew Research Study, 59% of church-goers have attended worship at a congregation other than the one they attend most often. These figures suggest a continuation of a pre-pandemic trend first noted by the Barna Group: that many practicing Christians regularly attend two or more different congregations. Since the start of the pandemic, attendance at second or third congregations has typically been virtual.

These data suggest that many of those attending worship are not active or regular members of that congregation. They are church-hopping neighbors and guests, new faces whose identities are obscured behind the anonymity of YouTube, Vimeo, and Facebook Live.

This may surprise some who imagined that online worship attendees are usually active church members. This may even frustrate those who imagined that lower in-person worship is explained by more frequent online attendance. The stark reality is that fewer people are coming to church. Those who are coming to church are less committed to a single congregation. And those who are resolutely committed to a single congregation are seldom worshipping online.

This reality calls us to consider how we might get to know our online neighbor. While there are few easy answers in digital spaces where we cannot see names and faces, there are a few hospitality practices that merit further experimentation. Specifically, we might:

• Create accessibility across platforms. Everything a church does online should be seamless to access, easy to connect to, and consistently inclusive. For starters, church leaders should work to help guests access worship on the platform of their choice. Plug-ins and integrations (such as the Zoom Livestream for Facebook feature) make it easy to broadcast the same service or event on YouTube, Facebook, Zoom as well as your app and website. But it's not just about the platforms. It's also about inclusivity. Content should be accessible within one click of the church home page. Perhaps more importantly, live events should be captioned.

• Strengthen words of welcome. Liturgy begins with a gathering, often in the form of words of welcome. Most congregations use these words of welcome specifically to greet guests in attendance. But too many congregations fail to greet guests who are gathered online. As the guest experience moves online, it is critical to specifically name, greet, and welcome online guests, those who are encountering the congregation for the first time.

• Extend a specific invitation to connect. At some point in the welcome or the announcements, guests should be invited to connect with a pastor or church leader. Too often, this invitation is ambiguous, as in if you are new, fill out this form."Getting to know the online neighbor involves greater specificity. Why should visitors fill out the form? For prayer requests? To schedule a call with a pastor or join a mailing list? To request a new visitor kit? Having provided some specific reason to submit a visitor form, we must work to ensure the forms are easy to find. Utilize QR codes, link shorteners, or video overlays to connect visitors to a contact form as easily as possible.

The church visitor experience has gone online. We must now learn to welcome our online neighbors, recognizing that digital hospitality is now synonymous with hospitality itself. We will turn to these ideas, and more, in subsequent posts.

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Ryan Panzer is the author of "The Holy and the Hybrid," available now for pre-order wherever books are sold.

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Book Announcement: The Holy and the Hybrid

And just as everyone predicted, the pandemic arrived at an abrupt conclusion! Everyone returned to worship in person, and the church quickly returned to what it was on March 1st, 2020!...

...This is what I would have written, had my predictions from the early days of the pandemic materialized. As we now know all too well, the disruptions of 2020 persist. As cases of the virus ebb and flow, economic uncertainty takes hold. And as individuals and families return to their normal weekly schedules, church attendance is no longer routine. By some estimates, at least 1 in 4 active church-goers are still missing from the pews.

The church continues to navigate uncharted territory as it emerges from a pandemic, addresses economic turmoil, and seeks to make sense of its new normal. Today's church leader faces innumerable questions and challenges. The location of Christian community is among the most perplexing of these concerns.

Should we, as church leaders, continue to offer online worship? Or does online worship incentivize members to avoid their communities, passively consuming church from the comfort of home? Should we continue to invite members to Zoom into gatherings? Or does digital access diminish the quality of the gathering for all involved? Should we encourage our communities to return to the localized experience of church we knew before the pandemic? Or should we seek to discern what it actually means to be a "hybrid" church?

These are the questions I couldn't stop thinking about when I began work on my latest book. Written for church leaders, staff, board and council members, and church attendees everywhere who are short on time and energy, it is a book about sustainable and purposeful ministry in our new normal.

In "The Holy and the Hybrid," I present hybrid ministry as a practice of utilizing digital spaces to extend an invitation to Christian community, and utilizing analog gatherings to equip communities for discipleship and service. Far from a summons to be "always-on," this model of hybrid ministry is rooted in purpose and a commitment to community.

Based on countless conversations with church leaders, researchers, and digital ministry experts, the book traces the evolution of hybrid ministry from the first days of the pandemic. I contrast the three models of church we have collectively experienced since March 2020: entirely analog, entirely virtual, and a hybrid of online and offline. I explore the strengths of each model, providing specific ideas and change management practices that will resonate with the post-pandemic church.

Available now for pre-order, "The Holy and the Hybrid" arrives wherever books are sold this September!

Praise for The Holy and the Hybrid

“Two decades and one pandemic into a religious reality dramatically changed by digital technologies, social media, and the new modes of communications they have prompted, Ryan Panzer’s The Holy and the Hybrid advances an essential conversation for church leaders and communities responding to the ministry needs of the digitally integrated world. An important exploration not only of communication practices required for meaningful ministry engagement today, but also a guide to innovative structural changes that will encourage and support revitalized ministries, The Holy and the Hybrid should be on every pastor’s, priest’s, and lay minister’s digital or old-school wooden desktop.”

—Dr. Elizabeth Drescher, adjunct associate professor of religious studies, Santa Clara University; author of Choosing Our Religion: The Spiritual Lives of America’s Nones

“The coronavirus pandemic required us all to examine our way of life. What was essential? What could be modified? While we all scrambled with that in some way, churches and ministry organizations had the challenge of sharing the gospel and cultivating faithful community when most of the traditional communal practices of church were considered unsafe. In The Holy and the Hybrid, Ryan Panzer analyzes the emotions that came with the pandemic but also helps us learn and grow from the ways in which we had to adjust. Covid-19 forced us to examine the ‘that's the way we've always done it’ mentality in our churches and to look at how technology and digital practices can help our churches in their mission of sharing the gospel and cultivating faithful community. This book is not a ‘how to do’ but a ‘how to think about’ our ministry, allowing the logistics of tech-enhanced ministry to meet the culture and context of each congregation. The Holy and the Hybrid is a roadmap, or perhaps a GPS, pointing us to where the church can go in this next era of our ministry lives together.”

—Ross Murray, deacon, Evangelical Lutheran Church in America; vice president, GLAAD Media Institute; founding director, The Naming Project; producer, Yass, Jesus! Podcast; and author of Made, Known, Loved: Developing LGBTQ-Inclusive Youth Ministry

“In this timely book, Panzer skillfully identifies and interprets the moment we are in. With one foot in the church and one in the tech industry, he speaks with a hybridized authority that few of us can muster. The Holy and the Hybrid offers a feast of insights that will be beneficial to a wide range of church leaders navigating monumental cultural changes.”

—Michael J. Chan, executive director for Faith and Learning, Concordia College, Moorhead, MN

“Part memoir, part manual, this readable book will help readers make sense of their own journeys into hybrid ministry—the places where the physical and the digital offer both old and new ways of doing ministry. Panzer is both committed to digital ministry and aware of its limits, which makes this book an honest and helpful guide for readers reflecting on how God is calling them to design the next chapter of ministry in their own settings.”

—Dave Daubert, pastor, Zion Lutheran Church, Elgin, IL; lead consultant, Day 8 Strategies; and author of Becoming a Hybrid Church

Ignore the 3-step plan. Church online is not about self-improvement.

“If you want progress, take up running. If you want meaning, run a church.”

-Kate Bowler, No Cure for Being Human

Why does so much of the Christian internet focus on self-help? It's a question I've been asking lately as I sift through religious Instagram accounts that promote "three easy steps" for improving a career, a marriage, or even a holiday celebration. Sometimes, this content is less about optimization and more about prescription. What is a Godly way to run your household finances? What is the Biblical view on job hunting? How does Jesus want you to shop this Christmas season?

As more churches learn to convene online or hybrid communities, I hear more leaders asking about digital content. We're in this moment where we know we need to create or curate. Yet some of the most theologically-informed leaders want to focus this content on self-improvement: finding the right career, discovering how to be truly authentic, or even baking the perfect yule log cake.

Perhaps it's unsurprising that we have an inclination to create self-help content. After all, self help is a $15 billion business in the United States, and Millennials can't seem to get enough. 75 million Millennials pay for self-help apps, services, or resources. Tens of millions more can't get enough of self-optimization podcasts, TikTok videos, or Netflix specials.

If we're looking to create or curate content that spreads, self-help is a logical place to start. The only problem is that it's not what the church is called to be.

The Advent season teaches us about living in liminal moments, spaces defined by a tension between the now and the not-yet. When congregations read texts from Isaiah or Malachi, or when they hear the words of John the Baptist in the wilderness or the song of Mary's Magnificat, we are not hearing a call to self-optimization. We are hearing an expression of hope amidst longing, a cry for God's presence amidst the uncertainty of our world. The arrival of the Christmas season on December 25th affirms that God breaks into our world to dwell with us in these fraught moments and vulnerable seasons.

Blog posts and podcasts that teach us to dwell with loss and longings will likely prove to be unpopular. In this cultural moment, we want to hear from influencers who can subvert the pain and turn tension into resolution. And we want that resolution to arrive as quickly as possible.

A helpful test for Christian content creators is this: does my content create hope amidst uncertainty? Or does it merely promise certainty?

Does my content teach us to be better, or does it simply allow us to be?

Church online is not about self-improvement. The four weeks of Advent teach us that the speed of salvation requires more waiting than our culture would want or expect. Rather, church online is about presence. It's about making known the work of God in a world that is so far from where we want it to be. It's about revealing the presence of a Savior who speaks not in three-step plans or self-help books, but in solidarity with our world's sufferings.