Shai and I recently revisited our goals for Welcoming Websites, including the second goal: "Minister to people through the web by providing pastoral resources and building relationships." To make sure that our goals are still relevant and compelling to the work that we do, we considered the questions "What does it mean to minister to people through the web? What is online ministry? How is supporting online ministry different from our firstgoal of helping congregations welcome newcomers and engage members and friends?"
Our goal statement provides part of the answer: ministering through the web includes providing pastoral content and building relationships. But to get an even clearer picture of what online ministry is, I think it's helpful to consider what is not online ministry.
There's a significant amount of important content for church websites that does not constitute online ministry. It is critical for congregations to post their contact information, directions and service times on the homepage of their website. But that content is not online ministry -- it is content intended to encourage newcomers to take a next step (i.e. attend worship).
A useful church website should also include content that helps newcomers and members engage more fully in the life of the congregation. Examples of this kind of content include calendars of upcoming events, religious education registration forms, and reports from committees. But this content -- however important for engaging members and newcomers in the life of the congregation -- is different than the content of online ministry.
Online ministry provides sites for meaningful spiritual engagement online . The primary purpose of online ministry is to provide spiritual nourishment to people where they are (on the internet). At its best, online ministry offers comfort and healing even to people who never visit a congregation in-person.
There are many reasons -- including disability, burdensome work or family schedules, and geographic isolation -- that people who are seeking spiritual support may not be able to attend a congregation.
Religious groups have long recognized the need to serve this group. Before internet use became widespread, religious groups were already employing postal mail, telephone, radio, and other communication channels to reach people who could not or did not attend congregations. Online ministry is a new twist on the old idea.
The creation of new web technologies and capabilities allows for an increased level of engagement with people who do not attend congregations. Blogs by ministers and committed lay leaders provide spiritual inspiration and opportunities for conversation about religious issues. Religious leaders and organizations can also use Facebook, MySpace, and Twitter to engage seekers as well as congregants. Audio and video -- used in combination with mediums that allow for online conversation -- also provide means for sharing inspiration and comfort.
Of course, these ministry efforts not only serve people who cannot or do not attend church, but also church members who enjoy engaging with congregation online and in-person. But while online ministry sometimes overlaps with services for members and in-person visitors, it must also be considered as having its own unique purpose (to serve those who cannot or do not attend). The possibilities for ministering to people through the internet are extraordinary, the need for this ministry is real, and there are many religious groups and individuals who feel called to this kind of service.
We at Welcoming Websites are committed to finding new ways to help liberal religious congregations provide online ministry, and welcome any suggestions about additional services that we can offer to fulfill this goal. If you have a suggestion, please e-mail Shai (shai@welcomingwebsites.com).
