Growing Your Church Through Online Strategy with Stacey Franco of Summit Church

The Journey to Rebranding and Digital Transformation

A Fresh Start: Rebranding Summit Church

In 2020, Summit Church underwent a significant rebranding process, transitioning from its original identity as First United Methodist Church. Stacey and her team recognized the need for a name and image that better reflected their mission and community. After a weekend retreat filled with prayer and reflection, the leadership team returned with a clear vision: Summit Church. The name symbolized their mountain-town roots and their mission to create “mountaintop moments” for their congregation.

The rebranding process wasn’t just about a new name and logo. It involved creating a cohesive vision, mission, and goals for the church. Stacey emphasized the importance of aligning these changes with God’s direction, which helped the church stay focused and intentional. By January 2020, the rebrand was complete, but the real challenge came just a few months later when the COVID-19 pandemic forced churches to pivot to online ministry. This shift highlighted the importance of growing your church online, as Summit Church quickly adapted by embracing digital tools and strategies to stay connected with their congregation and reach new audiences.

The COVID-19 Pivot: Building an Online Presence

When the pandemic hit, Summit Church had to adapt quickly. Stacey and her team transitioned all services and community interactions online, live-streaming sermons and hosting virtual meetings. This shift not only kept the church connected during lockdowns but also opened the door to a broader audience. Stacey shared how their weekly attendance grew from 200 to over 500, with online viewers making up a significant portion of their community.

One key takeaway from this period was the realization that a strong online presence is essential for reaching new people. Stacey noted that nearly every new visitor to Summit Church had first engaged with their website or social media. This insight reinforced the importance of maintaining a welcoming and informative digital presence.

Key Strategies for Online Growth

1. Prioritizing Authenticity in Communication

Stacey highlighted the importance of authenticity in online interactions. Whether it’s a social media post, a live-streamed sermon, or a comment on a congregation member’s post, authenticity builds trust and fosters genuine connections. For example, Summit Church’s social media team engages with followers as if they were interacting in person—commenting on posts, celebrating milestones, and responding to questions promptly.

Stacey also shared that polished, scripted content often performs worse than raw, heartfelt messages. A simple video of the pastor speaking candidly can resonate more deeply than a professionally produced ad. This authentic approach has been a key part of growing your church online, helping Summit Church create a sense of community in the digital space that mirrors their in-person experience.

2. Leveraging Social Media for Engagement

Social media is a powerful tool for churches, but Stacey emphasized the need to use it as a platform for connection rather than just announcements. Summit Church’s strategy includes:

• Posting sermon clips on Mondays to engage those who missed the weekend service.
• Sharing personal, relatable content, such as photos from events or highlights from the congregation.
• Interacting with followers in real-time, whether through live-stream chats or comments on posts.

By treating social media as a space for genuine interaction, Summit Church has fostered a vibrant online community.

3. Investing in SEO and Digital Advertising

To expand their reach, Summit Church partnered with a digital marketing agency to optimize their website’s SEO and run targeted ads. This investment has helped them attract new visitors and ensure their online content is easily discoverable. Stacey admitted that managing SEO and ads can be overwhelming, so outsourcing these tasks allowed her team to focus on creating meaningful content.

4. Creating Accessible Content

Summit Church has made it a priority to ensure their sermons and resources are accessible to everyone. They upload sermon audio to Spotify and other platforms, making it easy for people to listen on the go. This approach is a key part of growing your church online, as it allows them to reach members who travel frequently or live in remote areas. Stacey shared that their podcast receives about 35 weekly listens, which may seem small but represents a significant opportunity to connect with new people and expand their digital reach.

Lessons Learned and Tips for Other Churches

Stacey’s experience offers valuable lessons for churches looking to grow through online strategy and emphasizes the importance of growing your church online effectively:

• Know Your Audience: Summit Church focuses on reaching newcomers and those exploring faith. Every decision, from website design to social media content, is filtered through this lens.
• Be Real: Authenticity matters more than perfection. People are drawn to genuine, heartfelt messages, not overly polished content.
• Engage Consistently: Regularly posting and interacting with followers helps build trust and keeps your church top of mind.
• Invest in the Right Tools: Whether it’s hiring a digital marketing agency or using automation tools, investing in the right resources can save time and improve results.
• Show, Don’t Just Tell: Use visuals and videos to give people a glimpse of what it’s like to be part of your church. This helps newcomers feel more comfortable and welcome.
  
  By focusing on these strategies, Summit Church has successfully built an online presence that complements their in-person ministry and fosters meaningful connections.
  
  

Conclusion: The Power of Online Ministry

Summit Church’s journey demonstrates how a strong online strategy can transform a church’s ability to connect with its community and grow its congregation. By embracing authenticity, leveraging digital tools, and staying focused on their mission, Stacey and her team have shown the power of growing your church online in a way that complements and enhances their in-person ministry.

For churches looking to follow in their footsteps, Stacey’s advice is simple: be intentional, be authentic, and trust God’s guidance. As she put it, “When we came up with our goals, they seemed impossible. But here we are, and it’s absolutely beautiful to see what God has done.”

What steps will your church take to grow its online presence? Share your thoughts and experiences in the comments below!