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10 Principles for
Ministry on the Web
U sing personal computers to extend ministry has been a goal for more than 25 years. In fact the
first conference on “computer applications for ministry” occurred as early as 1981, long before
the development of the Worldwide Web.
As the Web has evolved and, more recently, access to high speed Internet connectivity has become
widespread, Web‐based ministry has begun to come into its own.
We’ve drawn on many sources – including the emerging collection of best practices, multitudes of Web
research reports, and our collective witness from working with thousands of congregational Web sites –
to collect some principles here that we believe will help you to extend your ministry through the Web.
Ten Principles for Ministry on the Web
1. Keep the focus on ministry
Your Web presence is not just a tool; it is part of your ministry. As such, it deserves the same quality of
attention that you give to your pastoral care, your preaching, your music, or any other aspect of your
program right up to the administration of the sacraments.
What this means, in the practical details of managing a Web presence, will vary widely from
congregation to congregation. You may have paid staff, or volunteers, or a combination; you may
manage through an individual or a committee; you may have a simple, home‐grown site or a
sophisticated content management system. No matter. Across the board, some questions remain
constant:
• Does your Web site reveal your identity as a community of faith? Is it, in that sense, part of your
witness?
• Does it reflect your values?
• Does it help people to see and feel the warmth of your community and the vibrancy of your
ministry? Is it welcoming?
• Are your ministry and mission priorities clearly reflected?
Answering these questions can take many different forms. There is no one right way. It is the struggle to
engage with such questions on a continuing basis, however, that helps keep you centered on the
ministry of your Web presence, not the technology.
2. Invite dialogue
We believe God loves a conversation – otherwise, there’d be no need to create human beings! So, we
suggest that dialogue should be your model for Web ministry. There are many ways to encourage this:
• Forums or message boards
• Adding comment fields to articles (yes, including sermons), so readers can respond
• Encouraging members to blog about their spiritual journeys
• Providing polls or surveys
1
Adapted from “Christian Principles of Communication,” World Association for Christian Communication,
http://www.nara‐wacc.org/english/christianprinciples.html.
2
In some instances the Web facilitates ministry that would have been impossible in a traditional face‐to‐face
context. As far back as the early 1980s, members of the pioneering faith‐based computer users group, Ecunet,
documented instances in which they were able to provide pastoral care and a degree of personal counseling to
individuals who refused to have any public contact with the church. More recently, Mark Stephenson (in Web‐
Empower Your Church, tells the story of “Pat” whose cancer treatment rendered her immune system too fragile to
risk any personal visits. The church computer network she had helped to create became her sole source of contact
and support through the final stages of her illness.
3
For a thorough and helpful look at technologies that help create community see “We found that connecting
people makes ministry happen,” in Web‐Empower Your Church by Mark M. Stephenson, Abingdon press, 2006.
These first six principles have little or nothing to do with the technology of the Web, and that’s as it
should be. The technology is servant, not master. But, the Web is a challenging technical environment
which, perhaps surprisingly, many people still find strange and confusing. So understanding and using
the technology appropriately does matter. Web practices are evolving rapidly and, as standards emerge,
users come to expect them. The next several principles discuss a few of these standards.
7. Follow best practices in design
• Adopt a simple layout and design, including a standard color palette, and apply it consistently
• Use lots of photos, especially photos that reveal the vibrancy of your community, but always
optimize them for the Web.6
• Adopt a consistent style for text, including the fonts and sizes of different elements (e.g., main
heading, sub‐headings, body text).
• Keep body text large enough to be easily readable. The default size on many Web sites is a
choice made by designers because (we suspect) small lettering looks more uniform and so
emphasizes the design instead of the text. This won’t do. If it’s text, it must be readable.7
6
A standard digital camera may take photos at up to 1200 dpi (a measure of resolution), which is much higher than
needed for the Web. It creates a huge file that takes too long to download, even over broadband. 90 or even 72
dpi is plenty. Many programs will let you manipulate photos, including cropping and resizing. A free one with
reasonably powerful features is called Irfanview.
7
Jakob Neilsen, a research‐based expert in Web usability, has found that even keen‐eyed teenagers don’t like
reading small type; and, of course, for people in their 40s and older, smaller type represents a challenge. It’s
difficult to offer a precise guideline since browsers and video screens vary, but type should probably never be less
than 10 pixels, and 12 may be safer still. (A pixel is the standard measurement for computer screen resolution.) Mr.
Neilsen’s usability column, linked above, appears to employ 12‐pixel type. It would be more readable still if he
used a shorter line length (or a two‐column format) and slightly increased the “leading,” or white space, between
the lines. All of these factors can be set up in a “cascading style sheet” (CSS) that, once it is in place, will
Many Web sites begin with a simple clear structure. Then something gets added. Then another. And
another… and eventually the only way to describe the experience of trying to navigate the site calls to
mind the words of the prophet Amos (8:12):
And they shall wander from sea to sea, and from the north even to the east,
they shall run to and fro to seek the word of the LORD, and shall not find it.
Group your content elements logically. Think carefully about the labels you use, since studies show, not
surprisingly, that the clarity and precision of the navigation labels is the most important factor in helping
people navigate.
If you’re just starting out, or if you’re planning a redesign, you can conduct simple usability testing by
drawing your proposed navigation on a piece of paper and showing it to potential users. Ask questions
automatically keep your text consistent and readable. Since it is a one‐time effort, you may wish to consider hiring
a Web designer to create a CSS for you.
8
For anyone interested in more depth on this topic, we recommend Ginny Reddish’s excellent primer on writing
for the Web, “Letting Go of the Words.”
10. Continue the journey
The practice of Web‐enabled ministry is still advancing rapidly, as people of faith spend more and more
of their time in the digital realm, and those of us engaged in ministry adapt our practices to serve them
there.
In this as in other areas of ministry it’s important to establish goals, evaluate the ministry periodically,
and continually seek opportunities to improve. Along the way, share what you’ve learned with others.
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9
For more on this topic and many other areas of Web usability, see “Don’t Make Me Think,” by Steve Krug. This
may be the best book on Web usability ever written – certainly the most entertaining. And it’s filled with very
practical, down‐to‐earth advice that anyone can follow. As Steve is fond of saying, “It’s not rocket surgery.”