Outreach gets people to your meetinghouse / Hospitality keeps people returning.

Over on Twit­ter feed came a tweet (h/t revrevwine):

seo - Google SearchTo trans­late, SEO is “search engine opti­miza­tion,” the often-huckersterish art of trick­ing Google to dis­play your web­site high­er than your com­peti­tors in search results. “Usabil­i­ty” is the catch-all term for mak­ing your web­site easy to nav­i­gate and invit­ing to vis­i­tors. Com­pa­nies with deep pock­ets often want to spend a lot of mon­ey on SEO, when most of the time the most viable long-term solu­tion to rank­ing high with search engines is to pro­vide vis­i­tors with good rea­sons to vis­it your site. What if we applied these prin­ci­ples to our church­es and meet­ing­hous­es and swapped the terms?

Out­reach gets peo­ple to your meetinghouse /
Hos­pi­tal­i­ty keeps peo­ple returning.

A lot of Quak­er meet­ing­hous­es have pret­ty good “nat­ur­al SEO.” Here in the U.S. East Coast, they’re often near a major road in the mid­dle of town. If they’re lucky there are a few his­tor­i­cal mark­ers of notable Quak­ers and if they are real­ly lucky there’s a highly-respected Friends school near­by. All these meet­ings real­ly have to do is put a nice sign out front and table a few town events every year. The rest is cov­ered. Although we do get the occa­sion­al “aren’t you all Amish?” com­ments, we have a much wider rep­u­ta­tion that our num­bers would nec­es­sar­i­ly war­rant. We rank pret­ty high.

But what are the lessons of hos­pi­tal­i­ty we could work on? Do we pro­vide places where spir­i­tu­al seek­ers can both grow per­son­al­ly and engage in the impor­tant ques­tions of the faith in the mod­ern world? Are we invi­ta­tion­al, bring­ing peo­ple into our homes and into our lives for shared meals and conversations?

In my free­lance days when I was hired to work on SEO I ran through a series of sta­tis­ti­cal reports and redesigned some under­per­form­ing pages, but then turned my atten­tion to the client’s con­tent. It was in this realm that my great­est quan­tifi­able suc­cess­es occurred. At the heart of the con­tent work was ask­ing how could the site could more ful­ly engage with first-time vis­i­tors. The “usabil­i­ty con­sid­er­a­tions” on the Wikipedia page on usabil­i­ty could be eas­i­ly adapt­ed as queries:

Who are the users, what do they know, what can they learn? What do users want or need to do? What is the users’ gen­er­al back­ground? What is the users’ con­text for work­ing? What must be left to the machine? Can users eas­i­ly accom­plish intend­ed tasks at their desired speed? How much train­ing do users need? What doc­u­men­ta­tion or oth­er sup­port­ing mate­ri­als are avail­able to help the user?

I’d love to see Friends con­sid­er this more. FGC’s “New Meet­ings Tool­box” has a sec­tion on wel­com­ing new­com­ers. But I’d love to hear more sto­ries about how we’re work­ing on the “usabil­i­ty” of our spir­i­tu­al communities.

Have Friends lost their cultural memory?

In Amer­i­ca today our sense of spir­i­tu­al fel­low­ship in Lib­er­al meet­ings, the feel­ing of belong­ing to the same tribe, is dimin­ish­ing. We no longer live in the same com­mu­ni­ties, and we come from diverse faith tra­di­tions. Our cul­tur­al val­ues are no longer entwined at the roots, as were those of our founders. As a body we share less genet­ic and cul­tur­al mem­o­ry of what it means to be Quak­ers. Dif­fer­ent view­points often pre­vent us from look­ing in the same direc­tion to find a point of con­ver­gence. We hold beliefs rang­ing from Bud­dhism to non-theism to Chris­tian­i­ty, or we may sim­ply be eth­i­cal human­ists. Just imag­ine a mix­ture of wild seeds cast into a sin­gle plot of land, pro­duc­ing a pro­fu­sion of col­or. A wide vari­ety of plants all bloom­ing togeth­er sym­bol­ize our present con­di­tion in the Reli­gious Soci­ety of Friends. Dis­cern­ing which is a wild­flower and which is a weed is not easy. We are liv­ing a great exper­i­ment of reli­gious diversity.

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