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Choosing the Right Location? Go Where God’s Already Working

I love studying those circles.

When we review the stats for our livestream broadcast, areas where people are watching show up as circles in a range of sizes. As you might expect, we have small, rural communities with a few streamers represented by small circles and larger circles near our campuses.

But then there are the exceptions. Some rural communities and small towns in our state show much larger circles than you’d expect — lots of people streaming Sunday after Sunday.

When people ask about the “right location” for a microsite, I always come back to those circles. Sure, we could strategize about what town makes the most sense or where we’d like to test out a model. And there’s room for that. But the most successful microsite starts with one simple (Blackaby) maxim: Go where God’s already at work and join Him in it.

The benefit here is that you aren’t generating interest. You’re very likely walking into life change that’s already happening. And people who watch your sermons and have been transformed or who are passionate about your mission — that’s a pretty powerful core group. They’re much more likely to help you launch something new and to stick with it.

Finding Where God’s at Work

Data is your friend here. (I geek out on data… so, sorry in advance.) Tap into Google Analytics to see where people are coming from, especially on your livestream and sermon archive pages. If you notice patterns, you’re likely onto something good. Test this over a longer period of time (six months to a year) to make sure there’s consistency. Also, factor in the size of communities to get an accurate picture of reach. (Wikipedia can give you a snapshot here.) Consider the areas with a greater percentage of those connected to the church.

Second, dive into the church database. Use the search by address or zip code feature to examine how many people have submitted information from that community. This depends on the accuracy and depth of your database. Cross check that with the analytics to see if you have solid leads on who watches from those areas. (If you don’t have anyone in your database from those areas, see the ideas below.)

Also, sift through any small group info you have to see where they’re meeting. If you have thriving groups that meet farther than thirty minutes from a campus, it’s a pretty good bet that those groups are reaching at least some people who don’t come to your church.

If you need some better info or don’t have a church database, use the chat on your livestream to ask people to fill out a “digital visitor card.” What’s great is that you can use a number of sites to create free or cheap forms. You may have to ask for this several times before you gather any meaningful results, and you’ll only get a small percentage of people who respond. But the better your relationships are with those who livestream, the better your mileage.

No data? You may have more than you think — if you ask. Send out a survey on social media or via email. Ask for stories from those who livestream. Talk to your staff about people they know who drive from far away. Walk the parking lot on a Sunday and look for patterns in counties on the license plate. Talk to connections you have in the target communities.

Step into the Momentum

Bottom line? It’s so much easier and fruitful to step into what God’s doing. Let the data help you figure that out… and then run with it.