Lausanne World Pulse – Digital Ministry—Incredible Mission Opportunities

By Tony Whittaker

Most missions proceed from the “provider” (e.g., the missionary) to the “recipient” (at whatever point he or she may be at on the Engel Scale (or its valuable modification, the Gray Matrix). In one sense, online evangelism often reverses this direction. Instead of our going out to “seek seekers,” they may come to us; Web users take the initiative to find online material that is of interest or helps them.

The Web has a unique ability to target specific affinity groups based upon their background, interests, and felt needs. Even very narrow segments of a population can be targeted. The Bridge Strategy is very significant in web evangelism. To reach someone who is not an active inquirer (by definition, active inquirers are a very small part of any population), we can offer web pages about the things they are interested in: hobbies, sport, culture, or life problems. (Note: Barna Group research suggests that one-third of people in any community are currently suffering a crisis.) “Bridge” or “felt need” sites can make an appropriate and ethical transition into engaging with spiritual issues. It is a vastly under-used strategy.

Incarnational social networking is another valuable approach. Some missions also teach IT skills. Relationships are a key to any web strategy. Websites are not like Tibetan prayer wheels, “spinning in the wind and mystically transmitting a spiritual message.” They are instead “connectors,” allowing someone to link with ideas and challenges, and then discuss more questions with a real person.

Such mentoring connections, whether they remain as email discussions or develop into face-to-face interaction with evangelists on the ground, are integral to effective evangelism. The “anonymous intimacy” of email often enables inquirers to be very open. Most stories of people finding Jesus online reveal a considerable period of relationship, discussion, and mentoring, leading to eventual faith.

There is growing potential for integration of different digital media—web, radio, literature, DVD, mobile phones, and SMS—into both evangelism and follow up. Several mentoring software applications have been developed which enable incoming email, voicemail, or SMS inquiries to be routed to volunteer email or telephone mentors, and/or follow-up on the ground by local teams. This follow-up synergy is hugely strategic.

Returned or retired missionaries can also be involved in mentoring or other web ministry to “their” country. Click here for vacancies. Technical knowledge is not required.

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