Network Building
Decisions to visit and to join a congregation are complex processes. They happen differently for every person or family. The wise congregation offers many "valences," points at which a seeker can connect. Some congregations call these "entry points."
We now recognize that people exist in "networks," ranging from workgroups to social groups to interest groups. These networks enable like-minded people to find each other and to connect with each other in self-determining ways, often informal. The Internet is an example of a network.
Such networks tend to be "self-organizing," not formally structured or hierarchical. Faith communities work best when they function in this manner. They provide multiple points of connection -- preschool, play group, day school, softball team, concerts, worship, support groups, and so on -- and then put those in front of people in a way that facilitates engagement.
Networks are highly contextual and change constantly. The healthy church remains nimble in assessing how to connect with prospects and members. Methods evolve. The "test and measure" principle of Metrics applies. The softball team that engaged young adults one summer might not reach them at all a year later.
Electronic tools like e-mail and a dynamic web site are perfect for encouraging networks. Static methods like permanent facilities and signboards tend to lose effectiveness.
Send regular e-mails
They should be brief, focused, upbeat, informative, each with an opportunity to engage (click on a link, sign up for an event, answer a survey, take a poll), and to unsubscribe. (See Communications Strategy for best practices on content.)
Each e-mail should have a specific focus, not be a grab-bag of invitations, appeals, duty rosters. People will read short e-mails on a topic that interests them.
Be clear about how each mailing serves a primary parish purpose. Group identity, for example. An acolyte duty roster should go only to acolytes and include a personal word from the acolyte master to the acolytes. Similarly, be sensitive to support needs. Instead of being buried in a general mailing, news about, say, a group for victims of abuse should go to members of that group, with a link to forward it to their friends.
Every mailing should keep in mind that you want recipients to forward these e-mails to friends. Thus, no "code lingo" that only parishioners would understand. Spell out where, when, who, purpose and cost (if any).
Draw people to web site
An effective web site is your primary window to the world. It will be the heart of networking, as people find valences there, click to register for an event or to send e-mails to friends, and do some private exploring.
Thanks to web technology, your web site provides opportunities to track which pages visitors read and, therefore, where their interests lie. You get comparable insights from transaction pages (which events people register for or inquire about), downloadable files (such as sermons), and whether they use web tools to contact staff.
All communications (other than personal mail) should be electronic, and their main purpose is to drive people to your web site
Instead of time-consuming and focus-losing announcements during Sunday worship, use e-mail and your web site to communicate positive values, such as transparency in operations, clarity in information, confidence in facts (not reliance on rumors)and leaders who are willing to be engaged.
Acknowledge Networks
All communities subdivide. There's no downside to identifying groups or networks, as long as their identities are explained and their doors remain open, as appropriate. No one expects a church of any size and complexity to function as a "single cell" or "committee of the whole." You want to avoid seeming monolithic. New members are always asking, Is there room for me here? Not just a vacant pew, but a group, an activity, a network, a venue, where I can become known and feel needed?
