What good is digital ministry if nobody shows up for the livestream?

The trajectory of digital ministry has looked something like this:

According to Google Trends, a handy barometer of cultural trends, there was a meteoric increase in church online searches during the early stages of the pandemic.

Then there was a similarly steep drop-off in searches for church online.

And today, there's almost as much interest in church online as there was before Covid-19 - which is to say, not much interest at all.

If online search data is a leading indicator of cultural trends, online church attendance is a lagging indicator. Some congregations continued to see strong online attendance and participation throughout 2021 and into 2022 as the Delta and Omicron variants spread. It was only in the second half of 2022 that online church viewership for these parishes moved from stable to shrinking.

One of the churches whose churches I occasionally watch saw their online participation drop from hundreds each week (in 2021) to dozens (in early 2022) to low single digits (late 2022).

And as congregations struggled to staff digital production roles for livestreams viewed by few if any people, a question emerged. What good is digital ministry if nobody shows up for the livestream?

In the "Holy and the Hybrid," I argue that hybrid ministry is less about livestreams than it is about inclusion. Combining the online with the offline is not the point. Instead, the goal of hybrid ministry is extending a wide-reaching invitation to life in a Christian community while forming individuals for lives of discipleship and service. We do effective hybrid ministry not when we livestream everything, but when we discern the ideal methods for inviting and equipping using the digital and personal tools available to our community.

If we understand digital ministry in this way, then our attendance metrics are irrelevant. The question we should ask ourselves is not whether we should cancel the livestream moving forward. Instead, the question is how we should best utilize digital tools to be inviting and inclusive.

This might mean pivoting away from streamed services and moving towards more content creation and curation. It might involve developing a set of KPIs that is less focused on viewership and more focused on hospitality.

2022 Barna Group data indicates that Millennials, and particularly non-white Millennials, are more involved with church communities than they were in 2019. 22% of Millennials have even started attending multiple churches, in a pattern of digital church-hopping. As congregations become more fluent in digital content and online forms of hospitality, people are becoming more connected to the church, and to the Gospel message.

And so, as we start a new year of digital ministry, perhaps it is time to discard the 3-year-old playbooks we started to write in March 2020. Maybe it is time to focus less on how many are watching, and focus more on digital ministry practices that are consistently available, original, and hospitable.

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Join Faith+Lead and I for a morning of digital learning focused on online visibility! Registration is now open for this January 26th, 2023 workshop!

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