Jamie Jean Schneider Domm
Digital Strategist for the North American Division
In terms of who makes up the digital discipleship and evangelism team, our philosophy includes everyone. The integrated model utilizes every active member in a holistic approach that aims to scale up the traditional friend/community evangelism and discipleship models, not replace them.
What does this mean practically?
It’s not a digital approach attempting to subvert a traditional approach, but, rather, the entire church body using all its human resources, diversity of spiritual gifts, and available tools to work together for a common goal. Church growth is a product of promotion, experience, and personal connections. Digital technology is a powerful tool to guide more people into your church, but the on-site experience and personal connections is what will keep them coming. After all, it’s one challenge to attract new people; it’s another to get them to keep returning. To encourage people to remain in your community, whether online or in person, they must not only have a good experience, but also connect with the members on a personal level and become integrated as a participating member of the community.
If we understand the local church to be a community of believers, we must seek to create meaningful connections, reaching out to seekers whose experience often starts online, as well as to those already in our house of worship. Your church’s online interactions with potential visitors should make them want to experience your faith and mission in person. Then, when they do come for that on-site experience, it should be a continuation of the positive relationship you’ve built with them online. The same is true in reverse.
To achieve a continuity of experience and relationship building, everyone is part of the process. This means the 84-year-old greeter at the door is part of your digital discipleship and evangelism team just as much as the tech savvy youths who create video snippets and content for your social media. It includes the passionate and knowledgeable worship leaders who answer questions and host online bible studies. Remember, what starts in the digital space is not confined to the digital space. It may take weeks, months, or years, but eventually those people who have been touched by your digital voice may be moved by the Holy Spirit to walk in the door. From their perspective, it’s all one spiritual journey and experience, not digital versus traditional. They don’t view their experience in silos; therefore, we must break down the silos of how we go about discipleship and evangelism.
Every touchpoint matters and must tell a consistent story!
Look at this process of evangelism holistically. Consider all possible touchpoints in the list below and ask, “Where does the experience decelerate? Where is the breakdown in communication?”
Touchpoints by role groupings include but are not limited to:
With the digital discipleship and evangelism model shown above as a foundational concept, we can understand how the roles of creators, distributors, and engagers can fit into the overall seeker/visitor experience.
There may be an overlapping of functions that can occur at multiple touchpoints. Every church is different and has different human resources, and spiritual gifts to draw from. This concept is scalable and adaptable to your situation.
Make room for digital discipleship and evangelism.
Change can be difficult, especially for institutions grounded in tradition. However, the Adventist Church is also rooted in a movement that was led by young people. We must again empower talented youths in our churches to take the lead in areas where they naturally excel, such as digital communications and community building. In addition, we have not done a good job of recognizing and utilizing the spiritual gifts of tech savvy and creative members. These gifted individuals have a wealth of talent to offer mission work and should be encouraged to use their skills in service. We can change the culture in our faith communities to make them feel that the Church truly values their time and talents just as much as Bible workers, nurses, Bible study leaders, and speakers.
Form teams of content creators, distributors, and engagers. Each church likely has various members who could specialize or lead in certain areas. These can be powerful personal ministry opportunities, especially for empathetic persons who can facilitate positive conversations online and share stories of faith. Seek to create a culture of sharing and engaging with church social media content as a means for individuals to help fulfill the church’s mission and expand the reach of messages. Anyone who is on social media, has an email address, or is connected to the internet can share content.
It doesn’t matter if a person has four friends or 40,000, they have influence.
Find ways to leverage social influence. If people are connected to others through digital technologies, they have digital influence. Each impression/message received represents a person touched by your message and mission. “Social butterflies” can learn to use their online and offline influence to engage in practical mission work. There is a place for all skill levels.
Influencer groups in your church may include, but are not limited to:
Organize multi-generational training and mentorship opportunities. This will only strengthen your church body and improve cross-generational relationships. Young people yearn for mentorship, and the older generations can learn a lot form the natural skills of the youth. The church should be the ideal example of two-way mentorship in action. Ultimately technologies change, but people and their needs largely remain the same. Healthy communities involve multiple generations coexisting in a collaborative and supportive manner.
In summary, to make room for digital discipleship and evangelism in your church:
Utilize Digital Bible Workers.
If you are lucky enough to have a Bible worker, empower them to expand their efforts digitally. Social media and other digital technologies can be leveraged as lead generating tools. Remember, young people spend upwards of 9-18 hours a day behind a screen, and that affords the church a lot of opportunities to reach them with relevant content and conversations facilitated for seekers. Ideally this is someone who can ultimately lead a focused evangelistic effort, train others, build a dedicated team, and work with other groups and initiatives within your church.
Digital technologies allow a Bible worker to enter a person's life at the convenience and comfort level of the recipient by providing relevant online content, a degree of anonymity, a simple platform for question and answers, and opportunities to engage and form relationships.
What does a Digital Bible Worker Do?
Digital Bible workers utilize digital technologies to share the gospel and stimulate religious thought by creating and packaging content that addresses relevant needs/questions and encourages people to advance in their spiritual journey. Digital Bible workers build relationships with those in the broader community, online and offline, and usually within a specific geographic territory in order to create opportunities for one-on-one or small group Bibles studies held in person or via digital tools. They work in partnership with a local church and pastor to evaluate the needs of a community and determine relevant opportunities for outreach and service. They mentor converts in their development of Christian character and commitment to faith as well as train and equip new members for active discipleship roles. This role encompasses a mix of digital discipleship and evangelism to bridge the gap between working in the digital mission field and achieving real-world impact.
The following is sample of what a job description could look like for local churches and conferences looking to hire a Bible worker to lead online evangelistic campaigns. This position can also be adapted to more appropriately reflect the role of a digital pastor. Feel free to adapt to your specific needs and HR requirements. View this template as a type of menu to guide you in the creation of a position that makes sense for your organization’s structure. These positions can be adapted for paid or volunteer workers based on the level of time commitment needed and budget available.
The Digital Bible Worker will implement a comprehensive, multi-channel digital evangelism strategy designed to meet the spiritual and social needs of teen, 18– to 35-year-old, collegiate, career-focused, single or married seekers (may include other target audiences based on the goals of the conference or church) in the local community. While engagement and relationship building will start in the digital space, the intent is to bring the target audience to an in-person experience. A secondary goal of this position is to mentor young people already in the church towards a deeper relationship with Jesus and greater community involvement—empowering them to also be effective digital disciples.
Objectives and Responsibilities:
Essential Job Functions:
Education and Experience:
Jamie Jean Schneider Domm
Digital Strategist for the North American Division
If you feel that you have a solid grasp of what modern communication tools and technologies are, you may want to skip down to the second part of this section. However, we felt it appropriate to include a general description to ensure a common understanding among a diverse audience. For the purposes of digital discipleship and evangelism, let’s define digital tools and technologies as: devices, web-based platforms, applications, and software that process and use information (videos, text, images etc. in numerical form known as binary code) to communicate or connect with other devices and software through the internet or with cellular data. More simply put, these are devices and web-based tools that enable individuals to share ideas, communicate to a global audience, and connect with people anywhere almost instantaneously.
These tools encompass a wide variety of technologies that many people interact with daily and include, but are not limited to:
Connecting with the Local Community
Digital tools have become an integral part of the fabric of modern living, but as a Church, we have yet to fully tap into their potential for sharing the gospel and directly serving our communities. As discussed previously, people spend significantly more time socializing online than they do in person. Social media and other digital communication tools allow us to not only go global, but effectively reach and permeate our local communities with positive messages and mission projects.
When we think of missionaries, we usually think of traveling to far away lands and learning new languages in order to communicate. However, what is becoming ever clearer for the Church in North America is that our biggest challenge is reaching our local neighbors in an increasingly post-modern, secular society.
The mission field is right next door, and it’s just as legitimate.
Digital technologies have made it easier than ever to:
The most meaningful expression of our mission of hope and wholeness is in the context of the local church.
The potential of digital evangelism and discipleship must be realized at the individual church level. A top-down approach cannot meet the needs of your neighbors, but you and your congregation can. The Adventist Church began as a grassroots movement, and we can re-embrace this mentality to reach the modern seeker next door. With over 1.2 million Adventists in the North American Division and over 5,500 churches, there is a lot of untapped potential.
The true power of the local church is in its unique ability to create and sustain meaningful relationships with people. Social media and other digital technologies are merely tools that can be used to scale up these efforts beyond who we physically meet. They can also assist us in being more targeted and relevant in our approach to evangelism, by revealing the felt needs and demonstrated behaviors of our community. I believe that the next great awakening in North America will be a digital one, but we must work intentionally where we are, in order to more effectively reach people where they are in their spiritual journey. In the following sections we’ll expound upon this principle, mapping out practical ways to leverage digital discipleship and evangelism.
Jamie Jean Schneider Domm
Digital Strategist for the North American Division
What has been will be again, what has been done will be done again; there is nothing new under the sun. Is there anything of which one can say, ‘Look! This is something new’? It was here already, long ago; it was here before our time. No one remembers the former generations, and even those yet to come will not be remembered by those who follow them. —Ecclesiastes 1:9-11 NIV
To gain insight into the drivers behind the collective shifts in society, read Pendulum: How Past Generations Shape Our Present and Predict Our Future, by Roy H. Williams and Michael R. Drew. These shifts impact communication and often drive technology and social change. I recommend that, as part of your efforts to understand how to communicate more effectively to your target audiences and fulfill their needs, you not only read and study this book, but also invest the time in reading Generations: The History of America’s Future, 1584 to 2069 by William Strauss and Neil Howe. Good communication requires speaking in a way our audience can appreciate. As a religious organization, we should be using digital technologies to fulfill our audiences’ needs, but to do that, we must first understand what those needs are (as discussed in the previous section), their unspoken expectations, and the forces for change that influence a generation. This section takes the 30,000-foot-view of broader trends that may also be acting upon your target audiences.
Generation Z and the Millennials have been leaving the Church at alarming rates; could it be that we simply don’t understand them? We know that people of any given cultural group are always the best suited to reach out and evangelize to their peers. I contend that the same is true with generations. Now, empowering and training members of the youth to reach their own does not permit us to abdicate our function as guides and mentors. We too must seek to understand and cultivate these relationships if we are to bridge the gap and secure the future of the Church in North America and promote the salvation of souls. Pendulum provides an analysis of the current shifts in society and their impact on marketing, technology, and communication. The Social Media + Big Data department of the North American Division has repeatedly used these techniques across a broad range of messaging campaigns, consistently yielding successful results. Even if you don’t have time to read the 200-page book, what follows is a summary of what you need to know to understand and utilize these communication techniques.
Pendulum takes Strauss and Howe’s four “generations” (Idealist, Reactive, Civic, Adaptive) and reduces it to two generations covering forty years that oscillate between the “Me” philosophy of individuality, freedom, uniqueness, and potential (peaked in 1983) to the collective “We,” working together for the common good, fixing society’s greatest problems, and adopting a philosophy of authenticity and transparency. Sound familiar? According to this model, we are currently in the upswing of the “We” that should reach its zenith in 2023. Both ideals are always present in society but shifts in dominance occur. Optimal balance is found between the two extremes, and either extreme has negative consequences.
The main point is that group behavior is predictable, and we can use this predictability to speak to the masses in a relevant way.
There will always be exceptions, and as the authors point out:
For deeper insight into the pros and cons of each swing of the “pendulum,” read the book.
To communicate, we must ask, “What is driving the actions and attitudes of the group?”
Determine how your mission, programs, product and/or message fits or can be positioned into this paradigm. You may need to reevaluate what your ministry offers to better align with what is relevant to your target audience. See the previous section on understanding your target audience.
Figure: 2.3 Values and beliefs that motivate society in “WE” and “ME” cycles (Williams 17)
Drivers of a “WE” vs. drivers of a “ME”
This shift can be seen in successful advertising campaigns that target a worldview/attitude instead of an age group.
In other words, instead of targeting people based on surface level demographics, they are speaking to a shared value that transcends age and race as discussed in the previous section.
In Pendulum, the authors point out a well-known example. “Remember L’Oréal’s famous ‘Me’ slogan, ‘Because I’m worth it?’ As society passed the tipping point of 2003 and the ‘Me’ became fully unwound, the old slogan was replaced with, ‘Because you’re worth it’” (Williams 172).
During this same period, the successful Army slogan “Be All You Can Be” (1980-2001) changed to “Army of One” (2001-2006) but didn’t perform well because it was “contrary to the idea of teamwork” said Frank Luntz, American political consultant, pollster, and public opinion guru (Ball). The current, more “WE” focused, slogan is “Army Strong.”
Figure 16.3 Mindset and values in society during a “WE” cycle (Williams 168)
Social media is a powerful tool for member care and service. Never before has “truth in advertising” been so important. The younger generations are the most connected, more than any before them, and they naturally turn to social media to voice their displeasure with a brand or experience.
“Your advertising [messaging] may fool one of us. But that one will tell the rest of us,” says Roy H. Williams (172).
Figure 16.5 Tips to create a serious Internet presence during a “WE” cycle (Williams 172)
Self-effacing transparency is utterly disarming.
“We want the truth, even if it’s ugly. Shrink-wrapped, sugar-coated, phony posing [of the 80’s through mid-90’s] is no longer acceptable” (Williams 163). Humility, straight talk, and a genuine point of view is what the Adventist Church and its ministries need to embrace; we see the effectiveness of this strategy in the success of initiatives like Gorgeous2God. Gorgeous2God is a community of young Christian women tackling real issues from a godly perspective. True stories from the experiences of real girls are shared and communicated in a candid way that the Church has not embraced previously. Topics include rape, self-harm, sex before marriage, depression, abuse, and other “uncomfortable” topics. Recognizing the underlying cultural principles in a “WE” generation provides guidance and strengthens our abilities to reach our target audience with relevant content, increasing meaningful impact. As a result of continued audience-focused messaging and content development, Gorgeous2God has grown to over 45K followers on social media, with over 20K visitors to the website a year, countless interactions and hundreds of direct messages (as of July 2019).
Analyze your audience; consider the factors discussed in this section and the previous section to then shape your communications in a way that aligns with the drivers behind the current (broad) shifts in society. Position your ministry for success. You will always have outliers within your target audience, but utilizing this knowledge allows your ministry to fish more effectively and increases the potential for a larger catch.
Ball, Molly (January 6, 2014) “The Agony of Frank Luntz.” The Atlantic.
Williams, R.H., & Drew, M. R. (2012). Pendulum: how past generations shape our present and predict our future. New York: Vanguard Press.
Jamie Jean Schneider Domm
Digital Strategist for the North American Division
Good communication is when you communicate in a way your audience understands.
You may feel like you know how to use social media platforms for personal sharing, but writing to achieve a marketing/evangelism goal requires much more thought and strategic planning. This section is designed to give you a framework for successfully defining your target audience and determining how to speak to them in a way that is relevant, encouraging meaningful engagements. It is essential that we not only communicate clearly, but that we also take the time to deeply understand our audience. It doesn’t matter if you know what you mean. Put yourself in your audience’s shoes and speak to them accordingly. Speak to your audience in a way and with the words that enable them to understand and connect with your message. REMEMBER, EMPATHY FIRST.
This means that when we communicate in the digital space, we must speak the language of the platform and recognize the “cultural expectations” and “norms” prevalent in the space, as well as within the culture(s) of the people we are communicating to. Without careful research, our words and intentions can easily be taken the wrong way, inadvertently offending and pushing away the very people we are trying to reach.
As Christians, we want to reach and include everyone. This is our ultimate goal as disciples. However, from a specific ministry standpoint, this approach ends up reducing the relevancy of the message and spreads efforts too thin for significant impact. Afterall, a standard marketing rule of thumb states:
If you try to reach everyone all the time, you’ll end up
Each person, ministry, and local church is uniquely equipped and positioned to reach different types of people. Therefore, it is vital to understand who your audience is before you create content, write a single social media post, or spend any money on social advertisements. This section will help you learn how to effectively shape your messages and content to match your audience’s needs and reach them effectively, no matter their age, gender, ethnicity, location, or situation.
Determine Your Target Audience
The first step in reaching your audience is to develop a clear picture of who you are talking to. Begin with surface-level demographic information. Use the criteria below and fill in the information for your ministry’s target audience.
Surface-Level Demographic Information:
Once you’ve determined the surface-level characteristics of your target audience, work down to a deeper level which will help shape your messaging and the kind of content you’ll create.
Create deep connections by identifying with
People no longer fit into neat categories, so we must connect with them on a more profound level, transcending the standard marketing demographics of age, ethnicity, gender, language, location, and interests. If you can dig deeper, your audience will be loyal to your brand because you resonate with them at their core.
The best way to do that is to investigate their needs, experiences, values, and perceptions. Conducting surveys and interviews is one key way to collect more information. Then start asking yourself questions that will help you to get inside the minds of your audience members. What motivates their actions? What makes them who they are? What do they have in common? How can I speak and write in a way that my audience will find relatable? What do they value? What do they actually need?
Examples of needs may include: a spiritually supportive community, affordable education, employment, affordable medical care, safe spaces for their children, mentorship opportunities, a better future, healthier relationships, self-improvement, Christian guidance on real-life issues, food security, or practical life-skills training.
Use the criteria below and write down possible answers for your target audience.
Deep Level Characteristics:
”Cultural Empathy” in the Digital Mission Field
As discussed in the previous section, the concept of “cultural empathy” is well known in the physical mission field and its principles should be applied to the digital mission field. We live in a world of intersecting cultures or communities, and, therefore, our definition of culture must expand. Many now find themselves between cultures and functioning in multiple communities simultaneously. In order to identify the unifying threads between seemingly dissimilar people, we need to first unpack their many cultural influences.
These cultures are potentially endless in variety, but can include:
Now take the time to consider the potential overlap in cultures found within your church, community, ministry, or target audience. How might they influence behavior and needs? What unifying factors can you identify?
Internal v. External
Are you speaking to Adventists or non-Adventists? Your language may change based on the answer to this question. We must modify the way we communicate in order to effectively reach different audiences without creating barriers. For example, when we are talking to our friends we use certain vernacular that tends to be more playful and friendlier, but when we are talking to our boss or elders, our persona is more serious and professional. The same is true with evangelism and discipleship. We may commonly use certain words such as “Sabbath” or “haystacks” that could seem foreign or confusing to non-Adventists. The list below offers some guidelines on how to distinguish between internal and external audiences.
Audience Personas 101
When communicating to your audiences, visualize actual people—their interests, culture, wants, needs, and expectations—to refine your voice. You will probably need to create unique personas to represent different target groups within your audience. According to The Guardian, personas can be simply defined as:
A fictional character that communicates the primary characteristics of a group or segment of your audience and takes into consideration needs, demographics, motivations, and environments.
Determining your audience personas can help you develop and write content that will be relevant and useful to your audience. The best personas are often created by simply talking to your audience, but social media insights, website analytics, and surveys can also prove very useful. Personas give a human face to a collection of information, and they allow you to classify groups for different messaging campaigns and programs. The best personas combine both quantitative and qualitative information.
Below is an example of a persona:
About Bryce: Adventist College Persona
Education: High school senior
Interests: Business, sports, camping, meeting other young people, discipleship training
Salary: $3,000 a year
Location: Berkeley, Calif.
Family: Adopted, married parents, no siblings, Hispanic
Goals: Finding a good paying and meaningful job, mentoring younger peers, finding a girlfriend, finding a Christian friend group
Challenges: Finding friends with similar morals, avoiding drugs/alcohol, food insecure, feels rejected by his biological parents and struggles to connect, struggles with religious doubt
Values: Fair justice system, the environment, good reputation, strong character, fairness, good citizenship, technology and flexibility, diversity, leadership training and experience
Fears: The unknown, poor work-life balance, affording college, student loan debt, getting a good job, rejection, finding purpose/meaning
Preferred platforms for Media: Snapchat, Instagram, YouTube
Messages applicable to Bryce: We are all adopted into God’s family. Our church/school/ministry is a place to belong and a place to grow. Connection to others, connection to God. Diversity and purpose. Mentorship opportunities and support for leadership training or education.
Social media personas are developed based on your target audience as defined earlier in this section. The key is finding out what those people want and need; the rest is simply compiling those qualities into a made-up person. As a Church, we need to constantly find ways to reach our audience for the kingdom in the best, most efficient way possible. Creating social media personas is a valuable exercise that enables us, as communicators, to step into others’ shoes and view life from their perspective. Personas help us develop empathy with our audience.
Use the following framework to develop your own personas:
Special Note about Generation Z
The Church and the wider Christian community has become increasingly concerned with reaching Generation Z, people born approximately 1997-2012 (Pew Research Center). However, the Church has not yet adapted to meet the needs of the generation before them, Millennials. We should be concerned, as these two age groups represent the largest divergence from traditional Christian values and lowest participation in faith institutions we’ve seen. To reach and retain these generations, we must reframe our approach based on their perspectives.
Generation Z lives in a totally different world and interacts in a totally different way than any generation before them. When asked what the most important historical event in the USA in the last 20 years was, they responded, “The release of the iPhone.” Most older people would say the terrorist attacks of 9/11. (Adam Fenner, Director, Adventist Learning Community)
From Gen Z and Millenial perspectives, their answer makes sense given that technology and digital communications have completely reshaped society, how we connect with each other, how we shop, and how we live. They have grown up in an almost entirely digital world, and they relate to technology in a more integrated fashion than any other generation before them.
So who is Gen Z? What you should consider when targeting this age group:
What do Gen Z’s values mean for the Church? It means we must innovate for meaningful impact. If we don’t, we only have ourselves to blame for the continuous departures. Change is hard, and the Church is notoriously slow to adapt. Now is the time to act if we really are concerned for the salvation of the next generations. Institutions are not permanent. After all, in the words of W. Edwards Deming, “It is not necessary to change. Survival is not mandatory.” The good news is that God never fails. He will always have a people, and He has called us to participate in His great work.
We must put our assumptions and judgements in the trash. Too often we create programs and content based on our own interests and passions or based on what we think people need, according to our own perspective and bias. Use the audience factors discussed in this section to make data-informed decisions about your audience, then create programs, messaging, and content based on what you discover. We’ll go into content creation in further detail later in the “Content Creators/Creatives” section of this guide. If you’re still not sure where to start, spend more time with your target audience and ask more questions. Find out directly from them what they need, what they feel will improve their lives, and what will inspire them to develop a closer relationship with God.
To reach people, we must become a student of their culture. No judgement, only acceptance and adaptation. No one should know more about your audience than you do. Strive to become an expert on the people you are trying to reach.
Jamie Jean Schneider Domm
Digital Strategist for the North American Division
Traditional marketing and evangelism takes a linear approach, starting with attracting “leads” and eventually aiming to convert people into members. While this strategy worked for a long time, the world has changed dramatically in the past few decades. It no longer makes sense, nor is it effective, to group people together into one-size fits all categories and then take a cookie-cutter approach to encouraging spiritual conversion. In addition, the assumptions we make about people groups can often be misleading or even harmful. Therefore, we must fundamentally change the way we approach evangelism.
Understanding Modern Audiences
Your average person is just as likely to have moved several times, as to have continuously lived in the community they were born, surrounded by a homogeneous collective of people who share the same culture and life experiences. The "simple life" has given way to something more complicated, and, perhaps, messy. But even for those who have never changed their geographical location, people are now globally connected through social media in ways that were unheard of just 20 years ago. What this means is that we now live in a world of intersecting cultures or communities. These cultures are potentially endless in variety, but we’ll unpack a few in the next section on target audiences.
The concept of cultural empathy is well known in the physical mission field. Evangelism experts know that the best way to reach a community or people group is to empower a member of that community to evangelize to their own. Or at the very least, speak the language of the people and show sensitivity and respect to their cultural paradigms. Non-native members of a culture group must sincerely seek to understand the community and reach them where they are in a way that is relevant. We have forgotten this principle when it comes to online evangelism and online communities. While digital evangelism or discipleship is a new concept for the Church, we can remember and apply tried and true bits of wisdom previously uncovered by experienced evangelists and geographically focused missionaries. Digital tools are a way to magnify the reach and impact of traditional and friendship evangelism, not necessarily replacing it. Digital platforms allow us to scale up our efforts in a low-cost way.
The apostle Paul admonishes us to “become all things to all men, that I may by all means save some” (1 Corinthians 9:19-23 NASB 1977). To accomplish this in modern society, our definition of culture needs to be expanded. Many now find themselves between cultures and functioning in multiple online and offline communities simultaneously. The old marketing strategies of putting people in target groups based on a few identifying factors is no longer reflective of reality.
People no longer fit into neat categories based on surface-level descriptors such as location, race, gender, language, and interests. We must connect with audiences on a deeper level based on unifying needs and core values that transcend standard marketing categorizations. Digital tools can enable us to understand the drivers behind the actions, beliefs, concerns, needs, and values of larger groups, better positioning us to serve them in a relevant way. If we can do this, our audiences will be loyal to our Church brand, because we resonate with them at the core of their worldview. We’ll unpack how to better reach, understand, and effectively communicate with target audiences in the next few sections of this guide.
To reach younger generations, we must take an integrated and holistic approach that considers the complexities of modern life and relationships. The components of the traditional model are not dead. Many of these steps are still in play; we just have more resources to reach and interact with people in ways that are relevant to their unique situation. Digital communications is a means to amplify our messages and spiritually feed people seven days a week. In other words, the linear model has given way to a multi-faceted process that can start and stop at various points, with many key entry and engagement points. When we take a holistic approach to understanding our audiences better and use this knowledge strategically to combine traditional with digital strategies, we can fish 24/7 in a much larger pond.
The kingdom of God is an all-day, every-day pursuit. His church should be the same online as offline. After all, church is not a program to watch, but a people to be. Success should not be measured by counting people in a building, but, rather, by whether or not we’re building a kingdom.
Digital Evangelism Modified Funnel
Another marketing concept we can use to understand the modern process of evangelism is a funnel, where every person is channeled toward the goal which traditionally has been “become a member.” While people can enter and engage at different levels of the funnel in multiple ways, movement toward (and beyond) this goal is the basic principle of the funnel model. Every single transition involves an ask, either implied or explicit. With every reduction in the funnel size, there is an implied exit of people. Every person has the option of moving forward down the chain, living at a stage for a period of time, or deciding to leave the process altogether. We must give easy calls-to-action and lead participants in a way that makes moving to the next step a no-brainer. Eventually the goal is for members to become active disciples who then become part of the funnel mechanism as content creators, distributors, or engagers as talked about in section 3. This is why this modified funnel fans back out at the base and loops back around. The foundation of this marketing paradigm is built on continuous discipleship and integrated strategies, utilizing a wide range of evangelistic strategies.
The Modern Seeker’s Journey
To help us better understand how the modern world of analog and digital experiences interact to move someone through their spiritual journey, we can consider a systems-thinking tool called journey loops.
“Systems thinking is a holistic approach to analysis that focuses on the way that a system’s constituent parts interrelate and how systems work over time and within the context of larger systems. The systems thinking approach contrasts with traditional analysis, which studies systems by breaking them down into their separate elements… According to systems thinking, system behavior results from the effects of reinforcing and balancing processes” (Margaret Rouse, Techtarget.com). A system is a group of distinct elements that are interrelated and organized to achieve a common purpose or goal.
These steps or loops do not necessarily go in order. A seeker can start at any point, skip sections, leap from loop to loop, and even backtrack. Each loop and experience feeds back into the other steps in the process to help reinforce the journey. I personally started in the “Think” (Consideration) loop, then the “Care” (Relationship/Service) loop and then visited a local church as part of the “Do” (Visit/Engage) loop. This causal loop system is not a perfect representation of the process, but it helps visualize what is actually happening in a complex system or, in this case, journey.
In today’s world where people are turning to the internet for answers, the first two parts of the journey are primarily spent in the digital space. Based on the person’s situation, they may or may not transition to an in-person experience, though that is always the one of the goals of this process. However, it’s important to recognize that experiences in the “Care” and “Stay” loops are just as relevant in the digital space. Therefore, we must seek to find ways to extend the Church experience online, because the in-person experience may not always be possible, at least in the short-term.
How the Modern Seeker’s Journey fits into the Digital Discipleship and Evangelism Model
Reflecting back on the Digital Discipleship and Evangelism model, we can see how the three roles or types of digital evangelists can work together to help guide a seeker through a journey of spiritual growth.
Distributors help push out content and messages to help initiate the “See” (Awareness) step and can also function within the “Ministry and Discipleship” loop, using digital tools and technologies to share content within their sphere of digital influence, which, in turn, contributes greatly to the “Research and Discovery” stage.
The role of content creators is to package the gospel message and teachings of Jesus into various digital-friendly formats, such as: video, blogs, images, podcasts, etc. The resulting content is vital to the growth and decision-making of a seeker within the “Research and Discovery” loop. This content, combined with the role of engagers, can serve as a catalyst to move a seeker to the “Do” (Visit/Engage) and “Stay” (Become a Member) steps.
Engagers are empathic individuals within an organization, or operating independently, who engage in online conversations for the purpose of building meaningful relationships, better understanding needs, and determining meaningful ways to serve others in the community. The engager role spans across multiple touchpoints in the modern seeker’s journey and plays a vital role in moving a person towards taking an action and, ultimately, to a faith-based commitment. Social media provides a unique opportunity for long-term member care that can enhance and strengthen the relationships your ministry cultivates with members and the community. We know that connection and relationships is what builds a strong faith community and keeps people in the Church. To that end, engagers are vital to the “Loyalty and Personal Connections” loop as well as the “Do” (Visit/Engage) step and even an integral part of securing a seeker’s long-term desire to “Stay” (Become a Member) of a faith community.
Every opportunity to connect is an opportunity to advance the kingdom of God. Our digital voice may be the only opportunity a seeker has to see Christ’s love demonstrated in their life. We as a Church should strive to create connections and take a comprehensive approach to facilitating the seeker experience, treating people online as if we’re talking with them face-to-face. Their online interactions with you should make them want to experience your faith/mission in person. Then, when they to come for that onsite experience, it should be a continuation of the positive relationship that has been built with them online. There should not be a disconnect between how a person is nurtured in the pews and how they are treated online, or vice-versa.
Jamie Jean Schneider Domm
Digital Strategist for the North American Division
Digital discipleship and evangelism are ways to activate the social influence of a church membership, building bridges to the local community, developing a meaningful understanding of felt needs, and determining relevant ways to serve the community (both in and outside the church). It's also a strategy to scale up friendship evangelism and empower individuals to be actively involved in the larger goals and mission of your church.
It’s a way to reach seekers, especially young seekers.
As of 2017, the average person spends around two hours a day on social media, which adds up to 5 years and 4 months spent over a lifetime. When social media was ranked against other daily activities, it revealed that the average person will spend almost three times as much time socializing on social media as opposed to socializing in person. The average adult spends most of their waking hours behind a screen for work, entertainment, education, and socializing.
These averages are across all age demographics. When we only look at people under 30, a dramatic increase in social and screen time spent is observed. Teens can occupy upwards of 9 hours a day on social media or behind a screen. However, millennials can spend up to 18 hours a day consuming media in the form of movies, podcasts, social media, video games, reading, etc. This is an astounding amount of time spent on digital devices. Research studies vary, but it’s clear that increased use is only limited by the confines of a 24-hour day, and basic human needs such as sleep.
Only 20% of Americans regularly attend church, and only 2 in 10 millennials consider regular church attendance important. If we consider time spent “in church,” a member who attends twice a week for a worship service and one other event only engages for four to five hours a week. How we respond to this reality either represents a challenge or an untapped opportunity. These statistics may seem bleak for our mission, but there’s another way to look at the situation.
How can we reach the 80%? Simple. We go and meet them where they spend their time, not where we want them to be. We have nine or more hours a day to connect with them. Part of this effort must utilize digital technologies to better understand behavior and needs before creating programs or resources that satisfy our assumptions about our target audience.
People are googling for God.
Each year there are millions of Google searches for answers to questions like:
Thirty thousand people search the keywords “church online” every month, and they mostly find opportunities to watch people in a building. People searching for answers need more than a program to watch.
At any given time, 22-28% of people are in crisis in the United States and Canada, says Samuel Neves, Associate Director of Communications, General Conference of Seventh-day Adventists. This amounts to 80 million+ people who need support. Crisis can be defined as loss of a loved one, illness, divorce, loss of a job, depression, drug addition, food insecurity, etc. For those who search for answers and comfort online, who is there to answer their questions and help them spiritually?
In addition, Neves says, the two main content categories people search online alone are religion and pornography. Both search categories are related to the need for relationships and connection. How can we steer seekers in a healthy direction?
90% of surveyed people have used social media to communicate with a brand, and millennials prefer to reach out to an organization via social media rather than traditional channels like phone or email. This brings me to my next point: not everyone is ready to come to church; some are not even ready to discuss their issues in person. Over four million people visit North American Division church/ministry websites each year, and countless more engage on social media. The Church can be a voice that answers back to those seeking help through these channels and help open a door for a seeker’s spiritual experience.
The digital mission field is vast and not restricted by geographical locations. 42% of the world’s population is on social media, and 77% of Americans are on social media. Every inhabited continent is represented in the digital space. While Christianity is on the decline in the West, it has never been easier to reach people. I believe the next Great Awakening will be a digital one, and reaching the digital mission field is our generation’s great commission.
Therefore go and make disciples of all nations, baptizing them in the name of the Father and of the Son and of the Holy Spirit, and teaching them to obey everything I have commanded you. And surely I am with you always, to the very end of the age (Matthew 28:19-20).
Creator, editor, and social media manager of Humans of Adventism.
I saw stage lights, wisps of smoke-machine smoke, and dozens of featureless audience heads as I heard the question. “How can we find community after college?” came the host’s voice from the speakers.
I hadn’t planned on being on stage that evening. Like everyone else attending the young adult conference that weekend, I’d grabbed a ticket online and made travel plans to attend, hoping to be inspired by the leaders the conference was bringing in. I was humbled when I got the call to appear as a guest on a live podcast recording they were producing Sabbath evening. See, I’ve developed a reputation now. When I attend events like this, I never walk into a room where I don’t know anyone. The series of handshakes and hugs as I greeted several of my friends--some I was meeting face-to-face for the first time--earned me a reasonable amount of teasing. But it hasn’t always been this way. On paper, I should be the person who doesn't know anyone. I live in a country town in South Carolina, far from the vast majority of my Adventist peers. I didn’t join my friends at Andrews, Southern, or any of the big SDA college areas, but moved away with my wife shortly after high school. Yet, if there’s one thing that I am increasingly known for these days, it’s for my love of building community.
I started Humans of Adventism from a cell phone in a work truck. Though my physical community was small at the time, I began to grow more and more relationships through what I had: my cell phone. It turned out that I was able to do quite a lot with that, and what was then a page with less than 100 readers developed over the next year and a half into one with over 5,000. No corporate sponsorship, no office, no additional equipment.
We underestimate the power we hold in our online content. Used correctly, social media can be used to connect and mobilize an unbelievable amount of people, and the community created there drives real-world changes.
Take, for instance, the shirts we designed from the website Teespring. The design was simple: two words, “Adventist. Human.” People read our content, bought the shirts, and wore the message in their own contexts. In Orlando one friend of ours was wearing his in the mall. A woman and her son stopped him and asked if he was familiar with any Adventist churches in the area. The man was able to guide them. Here in Orangeburg my grandparents wear theirs around town. Recently they spoke with someone working at a local fast food place about Adventism, they had questions about some of the content they had seen online. I’ve been stopped numerous times by both Adventists and others to talk about my shirt.
Several months ago I met a young man who had taken a new job at our conference. Though he didn’t know anyone there, he recognized one of his coworkers from her story on Humans of Adventism. It gave them common ground to begin a friendship. Non-Adventist friends point to the HoA community as a positive example of Christianity, share our posts, and offer meaningful insight into their own thoughts on religion and God.
This, in my opinion, is church. The relationships we are building and things we are doing to spread the gospel together online are a digital manifestation of many of the qualities the early church had.
Humans of Adventism is one of numerous emerging ministries that are both sharing the information about God and building relationships with His people. We’re one of many reaching back to and supporting others who are just now starting ministries of their own. Personally, my online church community is what drives me to be involved in my local church.
Because I am not dependent on my local church to provide my sense of community, I can reframe how I go about being involved.
My local church has become my mission field--a cause I care deeply about, because the pressure for it to fill my spiritual and personal needs is largely alleviated by being involved online.
Because of the power social media can have, it’s crucial that we consider the effects our content will have on our audience. Both our negativity and our positivity grow exponentially as they are spread by our audience and friends online. When it comes to church, we can create a community of people that attack or a community of people that heal. I know which one I’d like to be part of.
That Christian Vlogger: Case Study of a Video Missionary Part 2 – How He Grew His Channel from 0 to 65,000 Followers
Digital Missionary, That Christian Vlogger.
How I grew my Channel from 0 - 65,000 followers
Let’s assume that you’re convinced about digital missions. In fact, let’s say that you’re ready to start a YouTube channel for your ministry, church, or as an individual! The question is, how do you grow an audience? Great content needs to be seen to impact the lives of your intended audience. Let me walk you through five key steps.
Step #1 - Commit to an upload schedule.
Perhaps the most important thing to realize is that growing an audience takes time. Over the last three years I have created over 350 videos. Some of those videos have been seen by tens if not hundreds of thousands of viewers, while some have fallen flat with just a few hundred.
The main reason why you want to commit to an upload schedule is because you learn so much more when you create so much more. Many people expect to release one perfect video and create an audience from that one video. Now, while I do not doubt the power of a viral video, you can never really create a deep and meaningful community off of one video.
When I first started my YouTube channel, I made a promise to myself that I would upload one video per week without fail (it turns out that I actually uploaded 100 videos that year). I am a firm believer that done is better than perfect. So many people get paralysis by analysis simply because they want to create the perfect piece of content.
News flash: your first videos will suck. That’s ok. Everyone’s first videos are terrible. The point isn’t that you create perfect content, but that you perfect the art of creating better content. With each video, you should improve on the one before.
For the purposes of YouTube, I suggest a minimum of one upload per week. If you have the additional bandwidth and skills to do more, that's great, but not necessary. One video per week will suffice.
Step #2 - Do your homework.
Now that you have committed to creating 52 videos in this upcoming year, the next question you should ask yourself is, what kind of content should you create? This is a key question for your ministry, and I go in-depth on this topic in the “How to Start a Video Ministry” course.
The TL;DR version is this. Find questions that people are searching for on the internet and create content specifically designed to answer those questions. Utilize tools like VidIQ or Google keywords and the YouTube search engine to know what popular questions people are asking.
Ideally, you want to find the sweet spot between super competitive searches and questions that no one is asking. If you target phrases that are too competitive, your voice will be crowded out and your videos will fall short. Conversely, if you target niche questions with near to zero search traffic, you may eliminate your potential viewers while eliminating potential competition.
One helpful exercise that I did when I first started was a broad search on YouTube of some of the more commonly watched videos in the Christian niche and I created a spreadsheet of what people seemed to respond to most.
To start, I suggest targeting questions or phrases that have on average 10,000-100,000 monthly searches on Google. Any more than 100,000 monthly views and competition is too fierce. Any less than 10,000 and you’re very likely to not garner attention at all.
Step #3 - Study analytics.
Once you have created an initial library of content (say, a dozen or so videos), it’s time to start studying your numbers and learning from your analytics. You can learn quite a bit of information from the numbers that YouTube provides.
Pro-tip: Some important metrics to take notice of are total views, minutes watched, and viewer retention.
The first two are pretty straight forward. Total number of views and minutes watched per video are obvious indications of what type of content is resonating with your growing audience. If you notice clear trends on which type of content is getting attention, dive deeper into that subject and create more content around it.
For example, if your video on “How to Study the Bible” has noticeably higher engagement over any other type of content, consider creating content around a related topic. Examples could include, “Which Bible translation is best?” “Where should I start when studying the Bible?” and “5 Bible Verses to Help with Stress.” The goal with creating families of content is to allow a potential viewer to binge watch three to four videos at a time. If you only have one video on an important subject, they can’t do this.
Viewer retention is arguably the most overlooked metric for most YouTube content creators. The longer you can keep someone on YouTube, the more favorably you will be treated by the YouTube algorithm. The simple fact of the matter is that not everyone watches the entirety of your video.
Consider the “Average percentage viewed” metric. A healthy benchmark to shoot for is above 50 percent.
You’ll notice in the picture that at no point are there significant drops in viewer retention. This is a healthy sign that the video you created was valuable to your audience and has done a reasonable job in addressing the question.
If you ever see sharp declines in audience retention, this is a great time for you to pull a lesson from it. Consider this picture:
You can see a sharp drop from 100 percent to about 60 percent retention within the first 60 seconds of this video. Perhaps my audience was not interested in the subject, maybe I did a poor job of introducing the content in an engaging way, or, most likely out of all the explanations: I took too long to get to the content. Studying your viewer retention can help you change your approach and delivery of your content.
Step #4 - Engage in community.
It is absolutely crucial that you do not look at your YouTube channel as a one-way street. Too often we view the YouTube platform as a digital portfolio of our content. This is a misguided approach that will limit your potential for meaningful impact. You should regularly be asking your audience questions, encouraging them to share their thoughts in the comments, and intentionally trying to build relationships off platform.
A rule of thumb: every single piece of content that you create should invite conversation. The most obvious application of this is to actually ask your audience a question in each video. Encourage them to share what stood out to them, challenge what you presented, to both agree or disagree with you and to let you know why. Appropriate discourse and debate are hallmarks to a healthy online community.
Trolls: Create enough content and you will inevitably encounter trolls. Internet trolls are people who start quarrels or aim to upset people on the internet with the exact purpose of distracting and sowing discord by posting inflammatory and digressive, extraneous, or off-topic messages in an online community. The goal for the troll is to amuse themselves by provoking viewers to display emotional responses and by leading the community down rabbit holes.
There are a few ways you can handle internet trolls. All have merits and drawbacks.
For more guidance on assessing your response, download a helpful infographic.
Step #5 - Take risks.
I am a firm believer that you should constantly be reinventing yourself. There is a major difference between 10 years of experience and one year of experience repeated 10 times. Experiment with different styles of content, different approaches, and even subjects that challenge both you and the audience.
One series of videos that I continually take risks are on the issue of the LGBT community. I have done eight total videos on the subject of homosexuality in the Church. Each time I have invited an openly gay Christian friend as a guest to the channel. The videos were not centered around debate, but around empathy. My hope was to humanize the “other side” so that we could talk to each other instead of past each other.
As you can imagine, there was a significant cost to this series. In total, I have lost over 700 hard earned subscribers from this series of videos. If you look on the graph below, you can clearly see when these videos were initially released.
However, while I had lost a major number of subscribers in the short term, I still believe that this was a healthy choice overall. The type of channel that I’m creating is one where controversial topics can be discussed. I, personally, am hoping to create a space where people can wrestle with their faith and ask the difficult questions that churches often avoid.
My audience may not always end up agreeing with my particular stance on any number of topics, but they know that I will always treat the subject and my guests with grace, compassion, and love. This posture of humility and of an open heart invites a very particular type of viewer and has created a heavily engaged community willing to journey through life together with me.
Digital Missionary, That Christian Vlogger.
When it comes to reaching millennials, social media is a necessity, not a luxury.
With only 2 in 10 millennials considering regular church attendance important, it just makes sense to meet young people where they are, and in 2018, that’s online.
Millennials spend on average 18+ hours per day behind a screen consuming movies, podcasts, social media, and playing video games. If you think that’s crazy, consider this: when I shared this statistic at Andrew’s University, over 50% of the seminarians I asked said that this was an accurate representation of their day.
As a church, our first response has been to point out the inherent dangers in online media, and rightfully so. However, if we have any desire to reach the unchurched or those who have left the faith, running away from social media is no longer an option. As Eleanor Roosevelt famously said, “It’s better to light a candle than to curse the darkness.” Rather than running away from social media, I believe God is calling us to run toward it, not as mindless consumers and gullible sheep, but as digital missionaries.
The digital missionary recognizes that “…Everyone who calls on the name of the Lord will be saved” (Romans 10:13, NIV). But as Paul said, “How then will they call on him in whom they have not believed? And how are they to believe in him of whom they have never heard? And how are they to hear without someone preaching? And how are they to preach unless they are sent?” (Romans 10:14-15, ESV). The digital missionary is a faithful Christian who is committed to taking the gospel to the world, whether that means selling books door-to-door, hopping on a plane to a third-world country, sharing their testimony on Sabbath afternoon, or creating videos on YouTube.
So here are 5 of the most important tips that I’ve learned in my three years as a digital missionary:
Tip 1: Assume no one will ever come to your church.
When most begin thinking about digital evangelism, one of the first questions is, “How do we get them to come to church?” Respectfully, I think this is the wrong question to ask. After all, the mission given to us by Jesus was to make disciples, not to grow our local church. Stop treating Facebook or Instagram simply as advertising platforms for weekend services or midweek socials. Instead, ask yourself this: If the only teaching or discipling that my viewer receives comes from my online ministry, how would their walk with God look? Would their love for Jesus be increased? Would they be challenged? Would their faith grow? By taking the “disinterested benevolence” approach, always serving and never expecting, God will place us directly in the path of those who need it most. Sometimes that means our ministry will reach the shut-ins and disabled, the persecuted Christian living in a Muslim country (true story), or someone like Brook.
Paradoxically, by making this assumption, people do show up at church. In fact, this past month Helen dragged her husband and all four of her kids to church when she found out that I would be speaking at a local Adventist church only 2.5 hours away. She may not be baptized yet, but as someone who has been convinced of the seventh-day Sabbath, Helen is doing the hard work of wrestling through these difficult questions. Thankfully, she doesn’t have to do this on her own.
Tip 2: Numbers matter, but not in the way that you think.
As a digital missionary it’s easy to believe two lies when it comes to “numbers.” On the one hand it’s easy to get proud when a video “goes viral” and the subscribers start rolling in. Conversely, it’s easy to get discouraged and think it’s not worth the effort when only a dozen people watch a video that took you five or six hours to create. In the same way that God values the small local church of a dozen members and the mega church with tens or hundreds of thousands of members equally, the same is true for the online video. It doesn’t matter if your video gets millions of views or dozens; God values it the same. After all, what matters to God most is the impact on the individual. It can be so easy to forget this simple fact, leading us to start interpreting views as a simple metric instead of what it really represents: actual real-life human beings who have taken the time to watch your content.
No Bible worker would for a moment feel ashamed when only a dozen people showed up to their Bible study. No pastor would ever consider the many hours in sermon prep a waste if he only got to preach to 50 or 100 people. The same should be true for digital missionaries. Why? Because each view isn’t actually a view. It’s a person
Tip 3: Teach what your viewers are looking for, not what you’re interested in.
One of the most overlooked facts about YouTube is that it is the second largest search engine in the world. In fact, every month, YouTube sees over 3 billion searches! “How-to” videos are growing 70% each year. We know this intuitively. After all, what do we do when we need to learn how to change a tire? We YouTube it! Need to learn how to tie a tie? YouTube it! Trying to learn how to install a piece of software on our computer…YouTube it! The same is true for spiritual questions. Over 100,000 people every single month are searching for answers to questions like, “Is God Real?” “What happens after death?” “What is Faith?” and even…“What is a Seventh Day Adventist?”
Instead of uploading an hour-long debate on who the King of the North is from Daniel 11, try targeting what people are actively searching for. Here’s a pro-tip on how to discover what people are looking for online. Open up YouTube on an “incognito tab” on Chrome (if you don’t know how to do this, ask a 13-year-old in your church). By doing this, you won’t allow your personal search history to influence the auto-complete in the search bar. Start typing phrases like, “What does the Bible…” “Does God…” and “Why does God?”
Pay close attention to what shows up. YouTube is telling you that these are the most commonly typed questions by YouTube viewers from all across the world! This is where you should start when creating online content.
P.S. Use free tools like VID IQ, Google Ad Words, or Tube Buddy to get more in-depth information on specific questions many people are searching for.
Tip 4: Remember, community matters most!
Most of your viewers will be casual viewers: those who watch one or two videos only to wander to some other part of the internet. Don’t be discouraged by this. Jesus mentioned that there would be different soils each time we try to plant seed. Don’t be easily discouraged when it seems like your audience is highly transient in nature. If you are consistent in creating quality content, never “grow weary of doing good.” The promise is that, “in due season we will reap, if we do not give up” (Galatians 6:9, ESV).
Building deep community takes time. This is true of digital missions and IRL (in real life) ministry. People may visit your church dozens of times before they truly engage with the community and get involved through service. When I first started my online ministry, I asked myself how I would define “success” if I were planting a church. After 12 months, would an engaged community of 50 people be success? 100? 1000? Apply this same long-term mentality to building an online community. Don’t get impatient.
Other than creating consistent, quality content, there are many more things that you can do to build community. Respond to every single comment. Yes, all of them. Every comment is an opportunity to build community. Think of every comment as a real interaction (because that’s what it is). How would you respond if someone had something complimentary or critical to say to you after church? What would you do when a visitor had a question to ask the pastoral team? Respond to every single comment. Even the haters. Some of the most meaningful interactions that I have had online actually have come from people who were initially, “haters.” When fellow YouTuber, “The Raging Atheist,” made a very colorfully worded and angry video focused on attacking my channel (http://bit.ly/2NVbTrU - sensitive ears beware), instead of getting defensive, I tried to reach out.
Two more VERY colorful videos and several months later, “The Raging Atheist” not only considers me a friend but is actively encouraging his atheist subscribers to go and subscribe to my channel. To hear the full story, check out the Restore podcast by Javier Diaz.
Make it a practice to reach out to your viewers. Connect with them on other social media platforms like Facebook, Instagram, and Twitter. Ask them questions. Offer to video chat or call them when they have questions. Respond to every email as if they were a person knocking on your church door, and over time you will build a deep and meaningful community.
Tip 5: Prayer is not enough. Educate yourself and collaborate with others.
Don’t get me wrong. Prayer is not only important, it is necessary. Any success that we will have in ministry, digital or otherwise comes as a direct response to prayer. But a digital missionary must combine it with an active effort to be informed and competent. Social media platforms change about as often as Apple releases new iPhones. As such, it’s important to continually invest in education and mentorship.
I’m writing this case study having just gotten back from Las Vegas. No, I wasn’t trying to make it big at the casinos. Instead, I had just invested three days with some of the industry’s leading experts on social media marketing.
Side note: many of the most proficient experts in social media are fellow believers seizing the power of social media for kingdom growth!
Over the last three years, I have spent over $10,000 on online courses, coaching, books, conferences, and mentorship. Now, I realize that not everyone is in the position to invest this type of money, but there are so many free resources available to help equip you with the knowledge and tools you need to succeed as a digital missionary (thanks to the NAD for partnering with me to create a FREE course on how to start a video ministry.
Perhaps one of the most beautiful things about digital missions is that social media actually rewards collaboration instead of competition. Whether you are looking to launch a YouTube channel, podcast, blog, or Instagram account, there is much to be gained from partnering with like-mission-minded people. Connect with other digital missionaries. Learn from their experiences, both the successes and failures. Seek to bolster and support their efforts with the heart of a servant.
Here are some examples of fellow Adventist missionaries & resources:
P.S., if you’re still doubtful that digital mission work really makes a difference, this is Michael Troyonasky. He became a Seventh-day Adventist because of a YouTube video. Yes, it makes a difference.
Jamie Jean Schneider Domm
Digital Strategist for the North American Division
If you’re like me, you’ve hit a creative roadblock at some point. Doesn’t matter if you’re a pastor, Christian vlogger, or a digital disciple, we have all run out of content ideas and sat staring at our laptops at some point. As digital missionaries, we want to create relevant content, but may not always be sure what people are searching for online. Our purpose is to meet the needs of people in the digital space, and luckily, the inspiration we need lies in tools many of us use every day. If we’re strategic and intentional with the content we create, we can provide people with the answers and connection they are looking for online.
We've said this before: people are Googling for God, and it’s still very true.
Each year there are millions of Google searches for answers to questions like:
There is a great need for our message of hope. Additionally, many people are hurting, entertaining suicidal thoughts, or feel there is no hope for their situation. They turn to the internet for companionship, understanding, information, anonymity, and more. It’s easier for them to pour out their heartfelt searching to Google or on social media than it is to talk to a friend, neighbor, co-worker, or family member. Consequently, this is where we, as disciples, need to cast our net. To do that, we need to use the kind of spiritual food the fish are looking to feed on.
Here is our easy tip for a wealth of content ideas:
Find content, write content, and curate content related to top Google searches. Frame your posts to pique curiosity and answer people’s questions, addressing their deepest longings. You can get top search data from any search engine, YouTube, and other social media trend tracking sites. Try it. Start typing in a question and let the search engine auto-finish. The top results represent the most popular search queries. In other words, you will see what large numbers of people are searching for online. It gives you a sneak peek into their needs, worries, nagging questions, and often hidden longings.
These trends allow us to predict what topics audiences may find interesting, and we can use this predictability to speak to the masses in a relevant way. When we make content that speaks to the spiritual needs of people and seeks to address their deepest longings, we can change lives through digital evangelism.