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Ministry in Digital Culture: This Time It’s Personal

Although Jaws IV is arguably the worst of the Jaws film franchise and worthy of our collective amnesia, its tagline has defied the fate of the film and remained in the cultural ether: “This Time It’s Personal.”  This memorable line has permeated culture more than the scent of chum in water during shark hunting season. 

This phrase also encapsulates the reality of digital technology and the times we are in.  We live in the digital age of personalization where everything we do is customized to us.  We have personalized home screens on our devices, personalized movie suggestions on Netflix, personalized stores on Amazon, personalized Apple/Spotify music channels and personalized newsfeeds.  All of which have algorithms that curate the content we consume.  Separate from the dangers of this (we’ll address them later), people increasingly expect a personalized experience in digital space.  Unlike mass media where things were necessarily impersonal and generic, digital culture is incredibly personal and specific.

The personal nature of digital technology is partially why although people want to participate in the content they consume, they also prefer to wait in digital anonymity deciding if/when to step into digital view.  Digital space is intimate space and deeply personal.  Stepping into view means not just stepping out of anonymity but into intimacy.  For example, when one comments on a video or live feed, it means linking their profile to their comment and exiting the comfort of (perceived) digital anonymity for the spotlight of digital intimacy.  This is why digital space also provides the user with the unique ability to decide when and how known they want to be.  This is a new [digital] cultural norm, and we need to recalibrate our means of engagement to adapt.

In digital culture, pastors and church leaders must provide increased space for people to feel comfortable online before an expectation of engagement.  The challenge is, we are accustomed to impersonal communication and engagement with people in public in-person space that operated under a different social contract and norm.  As a result, our in-person and mass media influenced strategies and methodologies were often depersonalized as a result.  However, digital is different.  It is highly personal and, by the very nature of digital, more intimate.

Therefore, as you consider your ministry, how can you make your preaching, communication, online interactions, etc. as personal as possible?  How can you allow a safe initial engagement online to build trust and allow people a safe way to engage?  How can your preaching become even more proprietary (personal) to your people?  In other words, how can you make it more specific to your congregation as opposed to the generic forms of communication of mass media?  How can your online communications and mailing lists be more personalized (MailChimp and others can do this)?  How can your church advertising become more targeted and personal to the people you are trying to reach (all digital advertising, unlike mass media advertising, is personalized and targeted)?  As we move increasingly into digital culture, we will need to make our ministries and communications more personal as we do.

As you explore this in your ministry, a warning.  As Marshall McLuhan argues in his book Four Laws of Media (Technology), all media (technology) when taken to its extreme reverses on itself.  This too is the danger of personalization.  Taken to the extreme, we become addicted to personalization and it can fester into hyper-individualism and selfishness. 

Unlike what online algorithms tell us, everything is not about us.  One of the inherent dangers with the personalization of information, news, movies, music, etc. is that we begin to lose the skill of empathy and listening to others in the process.  As you pursue increasing ways to personalize your ministry, be aware of this potential and protect against it.  Teach about empathy, avoid ministry silos that can be common, intentionally breach the generational divide, etc.

There is another famous line from the original Jaws that is apt in this discussion, “You’re going to need a bigger boat.” 

As we get a bigger boat online, may we be aware of our tendency to fill it with people just like us.  May we be reminded that love suffocates in sameness.  May we, in our desire for personalization, not lose sight of the mission that takes difference to accomplish.

Eight Things to Consider as You Prepare for Easter

Easter is coming (April 4th)!

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As the highpoint of the Christian calendar, it is the most attended Sunday service of the church year. As we approach the second Easter of the pandemic, I believe it is time to lean in hard this Easter. Don’t fall into the temptation to simply accommodate things online this Easter, but intentionally and creatively design things to thrive digitally this year.

The following are eight things to consider as we plan and prepare for Easter 2021:

Be Digital by Default
Depending on where you live, you may be able to have some people in the room for Easter services (in my area that is currently limited to 15%) but the majority of people will join you digitally. This is especially true of anyone who will come for the first time. As a result, don’t dismiss your digital presence and experience. Recognize the uniqueness of digital culture and plan accordingly. Be digital by default and use this Easter to connect with more people than ever before. Boost social media posts (targeting people in your community), encourage your people to share the services with their connections, be creative and embrace the four shifts of digital culture: Experience as Story, Experience as Participation, Relational Authority and Tribalism (I talk about these in my book Digital Mission and the Digital Mission Course).

Be Creative
As we move into the Easter season, this is a season to embrace creativity as you engage online. Reject the temptation to simply do what you would have done in-person and assume it will work online in the same way. It won’t! Find ways to tell the Easter story that are more creative and engaging (especially for digital culture). This doesn’t have to be overly complicated, but this season does provide the unique opportunity to do things you have never done before.

Be Memorable
This will be a unique season in the life of your church. Resist the temptation to just make it through. Have your team(s) ask, “how can we make this year’s Easter one of the most memorable for our people and community?” What are some memory creating moments in the season that will help foster engagement, expectancy and community? To that end, perhaps consider ways you can celebrate baptism, have a Church-wide online party with fun surprises, give creative Easter baskets to families in your church, find a way to creatively share the message of Easter that leads to response, etc. Whatever you do, use this season to increase engagement, make memories and foster community.

Be Missional
Because you will be more intentionally online this Easter, extend your reach. Lead a campaign for your people to share your services online by inviting their neighbours and friends, use Facebook Watch Parties, boost services with paid social media ads and engage with your community. Find ways to serve your community in this season. We discovered that people are itching to serve others and one of our most effective community engagement strategies is to help people serve others. Maybe it is creative Easter baskets for long-term care home residents, a fun and safe Easter-themed social activity for the community, etc. This is the season to reach far and wide into the community that God has strategically placed you in.

Be Social
People are desperate for community. Consider how you can help people get connected in your church and move from connection to community. Community is possible digitally (I argue in Digital Mission that it is just built in reverse). Find ways to connect with people and welcome them into your church community.

Be Hopeful
If there was ever a season to preach about the hope of the resurrection, this is the year. Don’t shy away from hope. People are desperate for it! Whatever your theme, the message of Easter is the message that we are hardwired to hear, and this season people are more attuned to hear this message than ever before. Don’t shy away from preaching the Good News of the resurrection!

Be Personal
This is the time to connect with people in personal ways. Everything online is personal (your newsfeed, the items curated for you on Amazon, your search engine results, etc.). Make your digital relationship with your congregants personal as well. This is easier in smaller church contexts but anything you can do to make Easter more customized for individuals and families will communicate your love and care for them. As people become increasingly expectant of a personal touch, the church can do this in unique and extremely meaningful ways. Take time with your team to discuss how you can make your Easter more customized for each of your community’s individuals and families (for example, if you are doing a gift bag, basket or box, customize with a handwritten note, with items curated for their unique family make up, and if you include pre-packaged food of some kind recognize those who are celiac, diabetics, etc.). This will communicate care and concern!

Be Gentle
This has been an extremely hard season. Be gentle with yourself! This has all been rather overwhelming and you are learning things that are beyond your regular areas of competency. Avoid comparing with others and simply and importantly love the people in your care. Be creative in your context. Don’t be tempted to look at the church down the block or online. Find ways to be digital, creative, memorable, missional, social, hopeful and personal in your context and avoid the comparison game. Whatever God is calling you to, do that!

As I have repeatedly said to pastors in this season, you are doing better than you think you are in terms of ministry effectiveness (it is just that all of your conditioned gauges of effectiveness are no longer working because they are all conditioned to in-person metrics and feedback). Additionally, pay attention and care for yourself with lots of understanding and grace (this has been the most difficult season to lead in our generation and don’t under-estimate the impact on you).

Be gentle with yourself!

Pastoral Leadership, Covid-19, and the Stages of Grief

Change is Hard!

As a pastoral leader, this has been a difficult season on many fronts. You have led your community of faith through an unprecedented health crisis, managed relentless pivots, made difficult decisions, and dramatically changed the models of ministry you were not just comfortable with but were competent in.

People like change until you change what they love (or are good at). And let’s face it, we were not just competent at our old methodologies, systems, and structures, we mastered them. This is why (pre-pandemic), even in the face of rapidly declining baptisms, disciple-making, attendance, and giving, we were so adverse and reluctant to change our methodologies.  Our competency and comfort kept us on a trajectory of complacency.

Covid-19 changed that!

Covid-19 has forced us to change the way we do things and pushed us out of our comfortable ineffective ruts. I believe God will use this to drive us closer to Him in intimacy (trusting more in Him than our methods) and toward greater innovation as we seek to discover what ministry will look like in a post-Covid-19 world.

With all major change, we need to grieve what was in order to accept what is and dream of what could be. All grief has commonalities, and the five stages of grief is a helpful tool to understand that journey. It can help you gain awareness empathy for what you, your church, and your team are experiencing.

As a leader, you are journeying these stages personally. You are grieving a way of doing things that you were very competent at and stepping into a new methodology and a different culture (digital is different) where you aren’t as comfortable or fluent. It is a loss and one that can be disorientating and discouraging.

Second, consider the stages as a team leader. Journeying the stages together doesn’t always mean you will journey it faster or healthier. Sometimes people can experience an arrested development in the grief journey. Therefore, be cautious that your team isn’t getting stuck together in one of the stages. Also, stay on the lookout for misunderstandings with each other as everyone processes grief at different speeds and in different orders.  

The Five Stages of Grief

The following are the stages of grief that I think pastors and church leaders are currently processing and journeying. As you read through them, consider where are you and your team are in that process.

Shock and Denial

Overnight, the comfortable way of doing things changed. We went into crisis-mode. We moved online with pragmatic naivety, believing that we could just do everything digitally in the same way we did it in-person. We were mistaken. We were in denial.

I think some are stuck here, hoping things will get better or get back to “normal,” unaware or unwilling to admit that 2019’s version of normal is not coming back. The way we did ministry pre-Covid-19 is not returning just like the way people shopped, exercised, watched movies, and learned will not. This is not a bad thing! In fact, it holds many opportunities for those willing to embrace them. If nothing else, it has pulled us out of our complacent slumber of apathetic ineffectiveness.

Anger

After the initial shock and denial comes anger. This emotion and feeling can be quite substantial. Your family and staff have probably felt this from you. You have probably sensed this in your team. We get frustrated, feel out of control, feel overwhelmed, and start blaming when we grieve the loss of what/who we love. Don’t underestimate this and the impact of this stage on your life and ministry.

Bargaining

The next stage is bargaining. This is the stage where we try to bargain our way out of our loss. Instead of moving to acceptance, we try and find another means to bring back what we love. This may manifest as a false hope that everything will be over soon, that things will just go back to “normal,” or when we try and justify that things are working when all indicators tell us they are not (for instance counting 3-sec views as equivalent to a person in physical attendance).

Depression

After bargaining comes depression. Once we realize we can’t bargain what we lost back into existence, we begin to accept the reality of the loss and the change at hand. As a result, there is often a feeling of hopelessness and helplessness. The future is unknown. You are unsure of what to do. You question your competency and can feel overwhelmed by the situation. This stage can grab people and hold them tightly. Be aware of this in your life and in your team. Although hope exists (on a spiritual level (Jesus will lead us) and practical level (there are methodologies and new approaches that are and will be effective)) it can be hard to see them at first.

Acceptance

The final stage is acceptance. This is where we begin to accept the loss of what was and start to see the hope of what could be. In terms of the church, this where we begin to acknowledge that our old methodologies of preaching, community-building, evangelism, disciple-making, leading, and interacting won’t work anymore but something new can. Acceptance begins to dream, have hope, and move forward with faith and innovation.

Where Are You?

Where are you in these stages? Where are your teammates? Where is your team as a whole? Maybe this framework helps you understand how you are feeling and what you are experiencing. Perhaps it gives you something to discuss as a ministry/staff team as you work through the stages together.

Don’t rush through the grieving process! People journey grief at different speeds and the stages aren’t always linear.

Remember: You need to grieve! Grief is healthy! You need to grieve the loss of what was so you can embrace what can and will be. 

Lean into grief but don’t get stuck in it!

Four Leadership Postures for 2021

As we leave 2020 behind and press into 2021, I want to consider four leadership postures for the year ahead…

Self-Care (Healthy Rhythms and Intentional Rest)

The temptation of entering into 2021 is to turn the page on 2020 and enter the coming year ignorant of the long-term effects of leading through a pandemic.  Turning a calendar page might feel good but it doesn’t erase the impact of a difficult situation, season or year.  We know this to be true in other people’s lives, but we are often blind to it in our own.  I want to emphasize this.  In every major catastrophe or event, people often weather the storm, only to experience long term impacts.  In extreme situations, this is known as PSTD, but the principle of delayed and long-term impact shouldn’t be ignored.  As we enter 2021, it is vital for any leader to focus on self-care.  To take adequate time off.  To pursue healthy rhythms.  To get help even if you don’t think you need it.  If you are experiencing any symptoms from what I posted here (You are Not Okay), get some help and see a counsellor or a psychologist.  Don’t delay and care for yourself as we enter this new year.  Again, turning the page will not erase the hard words and difficult storyline of the previous chapter.

Preparing for the Long Haul

With the talk of a vaccine, there is a sense that things will go back to “normal” and, therefore, there isn’t a need to make the changes required for the long road ahead.  This is short-sighted and dangerous.  The road ahead will be longer than we hope, and we need to be prepared.  Even if I am wrong, and I hope I am, be prepared mentally and practically for the road ahead.  Good leaders don’t lead with blinders, they lead with clarity and the bravery to look ahead with courage and truth (for more on this, see my previous post).

Normalize Change

As you lead into 2021, it is vital that you normalize change.  After a season that jarred you out of the rut of the past, you will be tempted, even long, to go back.  Ignore the urge to go back to old systems that didn’t work (even if our rose-coloured memories tell us they did) and old structures that were outdated.  The innovation of the last year is the innovation posture needed for the future ahead.  Don’t let your foot off the pedal of change but rather get used to driving at the speed of invention.  This is the posture needed for any effective organization or ministry in the future.  Develop a posture of innovation and embrace the normalcy of change in 2021.

Empowering Young Leaders

In the last year, you may have reduced your reliance on younger leaders and stopped listening to emerging voices.  The desire for a steady and seasoned voice was understandable but the future will demand that we attune our ears to the young voices in our organizations and teams.  Promote young people, give responsibility to younger leaders and take some leadership risks with them in the coming year.  If you are a seasoned and older leader and you (re)build your organization, ministry and team around your desires and your preferences, you have missed the mark and have sacrificed your organization’s future for your present comfort.  The best leaders will empower young leaders in the coming season and give them room to experiment, develop and grow.

The Promise Ahead

2021 holds so much promise but that promise can be easily buried by our short memories and desire for comfort.  If we accept the temptation of comfort, we reject the vital opportunities before it.  Look ahead with realism and walk forward in hope.  God is doing a new thing and asking us to join.

Facing the Hard Truth with a Tenacious Hope

There is no doubt that 2020 was a difficult year.  It was difficult for many including those in pastoral leadership.  In fact, it was probably the most difficult year of your pastoral career (I know it was mine). 

As we enter 2021, there is an overall sense of optimism that we have turned the corner on 2020 and that things will be going back to “normal” soon.  I share that optimism, but I also want to offer a dose (maybe stronger than you would like) of realism.

I sense many of my pastoral colleagues have entered the New Year with a blinded optimism that with a New Year and a vaccine roll-out that things will be back to our 2019 normal soon.  As a result, there is a sense that if we can just hold on for a bit longer, we will survive, and things will get back to “normal.”  I fear this sentiment may be an easy pill to swallow, but it is more placebo than medicine. 

The Bad News

I think 2021 may be more difficult than 2020.  Although a new year brings optimism and vaccinations have started, we are still months and months away from getting to the other end of the virus.  We will soon enter the third wave, and just as the second wave was void of all the romanticism of the first wave (the romanticism of learning a new instrument, growing closer as a family, eating healthier, etc.), the third wave will be viewed and lived with disdain (people are not just tired but exhausted and exhausted people make bad decisions).  Conspiracies will grow in momentum (tired people want easy answers that affirm their desires).  Divisions will grow and rage will amplify (when people are exasperated, they cease to listen).  Brokenness will run rampant (marriages will fracture, addictions will rage, etc.).  Consequently, the pastoral leadership challenge will not be on the practical front (how to effectively do online ministry or in-person services with restrictions – although these are very important) but on the people front when our brokenness bleeds out. 

You may say, “that seems very pessimistic. The vaccines are out and within a few months we will all be vaccinated, and things will return to normal.”  I want to challenge that on two fronts.  First, the law of large numbers is real and the job of 50 million vaccinations in Canada is mammoth (75% of the population with two doses) it isn’t until the majority of people are vaccinated can we all stop wearing masks and social distancing.

For example, if you are in Alberta (with a population of 4.4 million), we need to get the vast majority of the population vaccinated (assuming they will want to which is a massive issue that is being fueled through fake news) to get to herd immunity, that means the government will need to give some 7 million shots (as it is a two-shot vaccine).  Take out a calculator and do some quick math.  For those who think we will back to normal by the Fall (September for example), this would mean that by July (it takes several weeks after the second dose for the vaccine to take effect), we would need to be vaccinating about 40,000 people/day beginning today.  Today (January 4, 2021) in Alberta they vaccinated between 3,000 and 4,000 people (The Alberta government doesn’t plan on vaccinating the general public until September 2021).  I am not trying to alarm you or disparage those in government or our health officials.  This is a moon landing type operation.  The speed of vaccinations is sure to accelerate but it is a massive task and one that will not be completed until close to the end of 2021 (at the earliest, assuming everything goes right, and people trust the science and take it).  I hope I am wrong, and it is earlier, but this is a time for practical realism.

Secondly, if we are assuming that right after we reach herd immunity and vaccinations are done people are going back to a 2019 version of normal, we are mistaken.  People will shop, watch movies, eat out, go to school, exercise, travel, and worship differently as a result of this.  These things were on a 10–20-year trajectory of change; the change was just condensed into a year (no wonder we are exhausted).  We need to acknowledge this and adapt.  We ignore it at our peril.

My point is, sadly, we are NOT almost done with COVID.  We are, if all goes very well, only halfway through this.  You may not want to hear this.  I know I don’t.  But it is the truth and good leaders lead from a posture of truth and reality in order to lead forward with clarity and vision.  To ignore the long-term nature of this is to ignore the health of your organization, team and personal well-being. 

Take time to process this (it is something to grieve and grief takes time), pray (trust in Jesus), strategize/plan, and move forward with faith and hope.  The reality is, this longer timeline with permanent implications will mean more change, longer rationing of resources, harder days ahead, more division and strife, etc.  But it will also mean that we will discover new ways of doing ministry, get to the core of some of our long-ignored problems, be more innovative, collaborate more often, and, most importantly, discover that Jesus is, has always been and will always be, enough.

The Good News, finally!

The good news is (there is good news!), we know what to do. We have an idea of what online ministry looks like now (if you are wrestling with this, I wrote Digital Mission to help), we know how to do in-person ministry relatively safely (we have established protocols and routines), and we have everything we need to not just survive but thrive as the Church (most importantly the Holy Spirit who has not been isolating).   Additionally, the virus is not as deadly as we once feared and with more time will come even more therapies, understanding, better mitigation, faster testing, etc.  We will make it through this!

Most importantly, God is on the throne and faithful.  Jesus will build His Church.  These may seem like points from your last sermon, but they are points we get to live into and discover more fully in this long-hauled season. 

This is also an opportunity to press into systemic change and lead forward in ways we may have been too timid before.  Press in and see God do amazing things.  This is the time to do the following with your church:

  • Move your church away from an unhealthy Sunday-centric focus.  We were good at this (even if it didn’t effectively make disciples) and the future will not be found here.
  • Innovate digitally and see the many opportunities present online, not just the obstacles.  Digital is here to stay (even if you don’t like it)!
  • Make disciples. For the last several decades the Church has wrestled with how to make disciples and, although we know a disciple-making crisis was upon us, we did not make substantive changes that were needed.  This is the time to reimagine disciple-making with the systemic paradigm-shifting change needed.
  • Embrace evangelism – How are we sharing our faith in a Covid world?  How are we equipping our people to be on mission at work, home, and play?
  • Get lean – Church budgets per attendee has steadily increased for years.  What if this season will force us to re-think budgets and ministry staffing structures in new and creative ways?

Although this season may be devastating for churches and church leaders who refuse to adapt and change, I am convinced that it also holds the possibility to be some of the most fruitful for those who lean into change with hope, faith, and love.

The Light Is Here; it has Always Been Here

The bad news: the light is not at the end of the tunnel! The good news: the light has always been there.  It is the light in us, the light of the world (Jesus) and Jesus is calling us to shine His light in the darkness of this moment with His truth and His grace.