Where’s the Best ROI for a Denomination?

May 23, 2007

If I were in charge of my denomination, I would make supporting and improving congregational websites one of my top priorities – maybe even one of my top three priorities. I don’t say this because I’m a webmaster. It’s just from paying attention – and not having any particular investment in the old models. Websites have become critical to congregations, and all too frequently I hear the concern of congregations who don’t have people like me to help them.

I’d shift money for marketing and communications from some of the more expensive, traditional venues into distributed websites. The goal would be to develop a simple website-building environment for congregations that wanted such a thing. Of course, I wouldn’t just throw money at new technologies. That’s completely unnecessary. Important doesn’t equal expensive. And this should take very, very little money.

I’d just budget for the following:

• One of the best new media consultants to come in for one day and open the eyes of the leadership. I don’t think the powers-that-be are resisting. It’s just that the picture isn’t that clear to them yet – at least not in my denomination. So this would help them focus on what really matters and how it works. I think they would get incredibly excited, at which point it would have their strong support.
• An excellent project coordinator, to work on this for a year.
• Programming help. The coordinator could use in-house resources, contract out or both.

I don’t have the slightest doubt that congregations are hungry for this. I hear appeals for this kind help repeatedly on Websters, the listserv for church webmasters. And when my denomination’s Information Technology and Electronic Communications Committee (ITEC) did focus groups on what was most wanted, every group – congregational presidents, church administrators, district staff and ministers – asked for website resources.

Nor do I have the slightest doubt that the return on investment would be colossal. It would grow the faith, reaching out in myriad ways that were scarcely possible 10 years ago and unimaginable 20 years ago.

Posted in: Church Websites, Marketing