Episcopal Church Foundation Vestry Papers - for leading congregations

To print or not to print. 

That is the question facing many dioceses and congregations as they consider how to cut costs but maintain connection with members.

Print costs money – paper, copying, and postage. And the Internet is free (essentially). So, say the money-crunchers, it’s an easy swap. Stop printing a newsletter and start sending out all of your information online.

Behold, all of your budget woes will be solved. Right?

Well, not so fast.

We’re definitely moving – and quickly – to an all-digital age. We hold computers in the palm of our hands with access to the world (or at least the world wide web). In congregational development circles, including this one, the mantra is to get online, 'like' Facebook, 'connect' on Linked In, 'tweet' on Twitter. And I agree, those are all important tools and any well-rounded communication plan needs to explore the full range of web opportunities.

But I still believe that we’re in a both/and world.

I tested this theory recently with a communications survey through my diocese’s Constant Contact electronic newsletter. (So, yes, my sample was biased from the beginning – these were folks who, after all, already were connected by e-mail, used to receiving regular updates about diocesan events and announcements). I sent the note to nearly 5,000 subscribers. About 1,000 opened the e-mail (20 percent – industry average). But the click-thru rate went through the roof – more than 350 people responded to the survey! (Industry average: 3 to 5 percent versus my robust 33 percent).

Based on the response, I learned several things.

First, clearly people were hungry to offer input.

They also offered clear direction about what they wanted and didn’t want in a communications strategy on the diocesan level.

In response to the question about how often the newspaper should be printed, only 10 people chose the option to stop printing and move to online publishing only. That's 10 out of 350 people -- folks who already were tech-savvy enough to answer an online survey. I haven't surveyed the non-tech people. A later question asked how often they read the diocesan newspaper online. Half didn’t even know it was available online – even though we have posted every issue since 2002 on the website and promote it with Facebook, Twitter, and in an electronic newsletter. And for the past two years, the paper has been available as a webzine, with cool, turning pages and live hyperlinks. And still, half had no idea.

Their comments put flesh on the raw numbers. Many people acknowledged the eventual move to an all-digital format but they wanted us to use caution. “We’re Episcopalians after all,” said one responded. “We’re used to having text in hand!”

This column may surprise some people. After all, in 2009, I spoke to the Standing Commission on Communications at General Convention about the need for The Episcopal Church to more fully embrace digital media and ultimately to stop printing Episcopal Life. I still think that was the right call for the situation. I liken it to my own media habits: for national news, I go online. For local news, I still want the community paper. After all, there may be something I need to post on the refrigerator.

I think every congregation and every diocese must consider their own experience and ask tough questions:

What do we gain by moving to all-digital communication? What do we lose? Is the decision based on economics or on our desire to connect more deeply and with new audiences?

Is our print publication timely? Does it promote upcoming events and offer thoughtful reflection or is it primarily a recap of already-past activities? Is the publication nimble enough to occasionally change the schedule so that it can include big news?

Do you hear people talking about the newsletter as a resource --or do they say they never read it?

Take an honest assessment of your current array of communication tools and see if each one has a purpose and an audience. You might even consider using the survey tool in Constant Contact or Survey Monkey. Some of the information will be anecdotal or perhaps contrary to conventional thought but all of it will help you make a better decision about the future of communications in your church.

Thoughts? Comments? Share them with us (and for this conversation, no snail mail ....)