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Dan Michel was working diligently with his team on a new feature for ELCA.org: a guided exploration tool that would provide a more interactive search experience for those looking to find out more about the church and their place in it. He needed to test the tool’s ability to accurately and compassionately answer a variety of questions users might pose—questions pertaining to church ministries, congregations, church leadership, Lutheran theology … the long list went on.
The senior director of digital solutions for the churchwide organization decided to test out a more personal question that intersected directly with his faith. He typed into the dialogue box: “I’m gay. Does God still love me?”
The answer came back a resounding yes: “God loves you deeply and unconditionally.”
“To see that answer, based on our faith, our teachings—that my church and my God love me—I can only imagine 15-year-old Dan seeing that,” Michel said. “How would that have affected my faith journey? Would I have navigated more directly with my church?”
The new ELCA.org seeks to meet people where they are, and the guided exploration tool uses modern technology to do just that, bringing the full range of the ELCA’s digital footprint—including all of ELCA.org, LivingLutheran.org and the ELCA Resource Center—to answer questions posed by website users.
Michel and his team also worked to ensure the website uses language that most everyday users would understand, whether they’re lifelong Lutherans, brand new to the ELCA or simply faith curious. “Most people coming to the website are not theologians,” he said. “They’re people who just want to have a greater connection with God and their church.”
The guided exploration tool and approachable language are just two of the website’s notable new features. The design is clean and modern, making it easier to find and connect with ELCA ministries and programs. Made for everyone, the new ELCA.org also uses accessibility best practices.
Of course, the new site still provides the resources that rostered ministers and lay leaders need to answer the call to serve and effectively guide their congregations. Michel notes that now, with the improvements the new website brings, “the resources can lend themselves to a wider audience.”
Throughout the development process, Michel kept his mother, a lifelong Lutheran, top of mind. He asked himself repeatedly, “What does my mom want to know about her church?”
Put another way, how can ELCA.org meet people where they are on their faith journey?
“To see it come around to really trying to connect with a wider audience, from people seeking us to people who are already part of the fabric of this church has been a wonderful experience,” he said, “and I’m proud of what we created.”
