For the church to be relevant to digital natives, we must engage them in ways they find attractive and convenient. In doing so, we will follow an ancient tradition Jesus modeled for us.
We must go where the people are gathered to share the Good News!
For the majority of Americans, that Space is online.
To follow Jesus' example of going where the people have gathered, a new engagement strategy is needed that intentionally weaves physical and digital engagement into a single strategy—the space where the physical and digital meet.
The future of the church lies in bridging the separation between brick-and-mortar and digital engagement, and implementing a unified strategy that combines both to create an immersive experience, regardless of the method the person chooses to engage with the church.
Mixing Physicial and Digital It's Easier than You Might Think
Most churches, regardless of size, can quickly launch a phygital engagement strategy, and you probably already have the tools you need:
- Smart TV, internet, laptop/tablet/smartphone, and Zoom Meeting (or other services).
- Most laptops, tablets, and smartphones can project a Zoom Meeting directly onto a smart TV.
- An Owl can greatly enhance the phygital experience by swinging the camera and microphone toward the in-person speaker when your group is physically and digitally present.
- A computer screen, laptop, or tablet can substitute for a TV when viewed by online participants.
Administrative Meetings and Leader Training Applications
Many practices are as mundane as conducting administrative meetings and leader training online or giving those unable to attend in person the opportunity to participate online. The result for most churches:
- Improved participation.
- New pools of volunteers who had difficulty participating in evening in-person meetings for reasons such as young children or work travel schedules.
Small Groups & Sunday Schools Applications
A small group/Sunday School strategy can increase participation, connection, and care.
- Offer a Zoom connection for those unable to be physically present.
- Use Facebook Live to commemorate life events as they happen. Group members can participate, celebrate, or be present for significant occasions like weddings, births, birthdays, retirement and award ceremonies, house blessings, pre-surgery prayers, and any other life events friends wish to share.
- Phygital events can be organized quickly for moments like emergency prayer events, allowing everyone to participate in doing life together, even if they cannot be physically present.
Rural and Small Church Applications
Churches limited by geography or size are also benefiting by pooling resources with other churches to:
- Provide meaningful teaching and social times for children and students.
- Sharing sermons, music, bible studies, and leader training events.
- Planning service and mission events that are too large to be launched alone.
The Greatest Opportunity? Worship
Perhaps the most used digital engagement tool is online worship. Tragically, it is often a space where the divide between physical and digital is the greatest. Here is why it matters.
- According to a national survey conducted by The Unstuck Group in January 2025, for every 100 individuals attending worship in person, 67 engage online or on-demand.
- Online Worship is the new front door of the church. Few people visit in person before they have worshiped online or on demand (recorded) several times, or even for several months.
- Churches that invest in quality online worship and embrace physical engagement are much more likely to see growth in worship, small groups, serving, and giving.
Make Online Worship Interactive
These simple and easy-to-do interactions provide a sense of connection and belonging during the service.
Acknowledge and welcome your online audience by identifying that you are speaking directly to them. If this feels awkward, film a short welcome message and run it while you are welcoming your live guests.
Invite online worshippers to participate actively in worship. Intentionally making them feel connected to and part of the service, not just people invited to peer in and watch those in worship, will significantly enhance their worship experience. Failing to take this small step is a primary reason many of your most committed members participate in worship in a different church when they are not in person with you.
- Open your online chat feature to online worshippers.
- Use a dedicated online host by training a volunteer, staff member, or pastor to welcome folks, encourage them to sign in, and engage them in small talk before the service, as would occur in person.
- Encourage online worshippers to react with the in-person worshippers by posting emojis (such as clapping, thumbs-up, and hearts) in the online chat.
- Have the online host post the key sermon points in the chat. This will encourage people to react with emojis and comments to the sermon point.
Curated interactivity in the chat feature is significant for most of those taking part in online services.
Once you have the basics of an interactive worship experience in place, there is so much more you can do to enhance your phygital worship strategy.
Encourage Generosity
- Deliver a compelling offering message during worship, both in-person and online. This brief two to three-minute segment links the act of giving to its impact and ties generosity to spiritual growth. Share a narrative about a life transformed by a church ministry, and enhance it with visuals and B-Roll footage. Relate the contribution of money and time to the transformative story you've shared. Then, guide the audience on how they can participate in God's work through your church by outlining ways to contribute and get involved.
- Motivate online worshippers to participate in giving during the service by implementing a specific call to action for them. Directly address them with clear instructions on how to give, or use a pre-recorded video during the offering segment to convey a personalized message. Additionally, have the online host show appreciation and encouragement, and share the link to the giving portal in the chat. Don Smith's book, "A Better Offering," provides valuable insights on creating impactful offering messages.
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Ensure the process is straightforward, swift, and reliable. Besides featuring a QR code on screens and in your worship guide, make sure there's one for your online giving portal accessible to both online and on-demand viewers. Improve this by adding a pop-up screen during worship for on-demand participants. Confirm that your online giving platform includes a "quick giving option" and encourages donors to establish recurring donations. For additional support, Horizons' free resource library, Giving365.com, offers extensive resources on online giving.
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Express gratitude! Ensure the automatic response to an online gift clearly conveys your appreciation for the giver's contribution. Many automatic replies often resemble impersonal receipts from fast-food chains. While most giving platforms offer customization options, online giving providers typically implement only basic features unless additional requests are made. This is also an opportunity for your online host to promote online giving and express gratitude to contributors.
Leverage Social Media to Promote Worship
Social media is an excellent tool for reaching a broad audience and fostering meaningful connections.
- Leverage platforms like Twitter and Facebook to share captivating visuals and messages about your upcoming worship series and the various ways to participate, whether in-person, online, or on-demand (recorded).
- Produce and distribute video content on your website and social media, including sermons, special musical performances, or behind-the-scenes glimpses of your church’s services. This approach offers viewers an insight into your church, fostering a sense of community and connection.
- Utilize marketing tools like social ads to target specific demographics. Investing in these tools can expand your online reach and encourage more people to join your services.
- Remember, there is more than one front door to your church. While online worship is the most common entry point, some individuals are more drawn to small group offerings, service opportunities, or contributing to your ministry's impact. Apply the same promotional strategies used for worship to all the ways people can engage with your church.
Promote Future Engagement
Providing easy access to resources such as devotionals and Bible studies can create a stronger connection with online worshippers.
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Conduct a pre-recorded promotion of upcoming sermon series and activities for in-person and online audiences. Your online host can share websites and links to downloadable resources.
- Provide easy one-click options for requesting information on small groups, Sunday School, membership classes, and serving opportunities.
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Include links that provide information about your in-person worship experience, such as childcare, parking, and worship times. Enhance this with pictures and videos to enrich the experience.
By offering meaningful content to your audience, you can cultivate a lasting relationship with them and boost their engagement by introducing new opportunities throughout the year.
Be Intentional
By fully utilizing contemporary technological advancements, churches of all sizes can spread their message of hope and connect with more people than ever before. This provides everyone with the chance to unite, regardless of their physical location.
By implementing a unified phygital engagement strategy that encompasses in-person, online and on-demand audiences, you can foster a sense of community and connection among worshippers, regardless of their location. Some phygital strategies may necessitate innovation and new learning.
Instead of reinventing the wheel on your own, observe what successful churches are doing in the phygital realm. When you discover something appealing, reach out to them. Many churches are open to sharing their insights, even across different denominations. Together, we are stronger!