The Bridge Strategy II: How to build a 'bridge'

There are several ways that you can draw people 'across the bridge' to pages which explain the Gospel. We can also call this a 'layered approach' - unwrapping a present contained in several covererings of paper:

a. Your testimony
Whatever sort of site you have, make a link to 'meet the webmaster' or 'my story'. Here is a chance to share your testimony. (But don't call it 'testimony' – that's a Christian jargon word.) Introduce yourself first, where you live, what you like, etc. Then go on to explain how something happened to you which changed your whole view of life. "People are interested in people." They always turn to the human-interest stories in newspapers first. Short audio or video clips of the person can also add interest to a testimony page.
· Angie's Story – how to write testimonies for non-Christians

b. 'Meaning of life' links
On any type of website, you can offer a link such as 'What is the meaning of life?' or 'Finding real fulfillment'. These do not sound preachy or even Christian, yet show some sort of non-threatening 'spirituality' content. As well as leading to a sensitive explanation of the Gospel, there is also the opportunity to provide FAQ-type apologetics answers

Jesus used stories with a message as his main means of evangelistic communication. And he didn't always explain the meaning – he left people to go away and think! Whatever the subject of a website, it is possible to write a page which brings out a parable or parallel from the main subject. For instance, a site about restoring VW cars can include a page which suggests that just as old cars need new engines, we need something new inside our lives. A site about breeding mice can include a page about how a mother mouse cares for her young, and this is the same as God's care for people. There is an angle like this for almost any subject. Films, books and music lend themselves very well to this approach. They often contain meanings which the writers never intended.

A 'bridge' page should not 'look' Christian in terms of its language or graphics. The more apparently secular in its appearance, the better it will communicate with those with no Christian background. Like all pages, it should avoid jargon. It may make little mention of Christianity at all, allowing the links to other pages to progressively offer more material on the Gospel. The Gray Matrix helps us to understand how to communicate with people who have little knowledge or enthusiasm for the Gospel. We must learn how to become information architects.

The balance
It is important to take care to get the balance right. Many of the evangelistic sites showcased in this Guide are using the Bridge Approach in a wise and sensitive way. Web evangelists may differ as to just how low-key the entry page of a Bridge site should be. "Wisdom is justified by all her children." (Luke 7:35) But there is a big need for creative new ways of using the Bridge Strategy.

Biblical basis
Jesus told us to "go and preach the Gospel", not wait for people to come and hear it in our church buildings.
"It is altogether a mischievous thing that we should confine our preaching within walls. Our Lord, it is true, preached in the synagogues, but he often spake on the mountain side, or from a boat, or in the court of a house, or in the public thoroughfares. To him, an audience was the only necessity. He was a Fisher of souls of the true sort, and not like those who sit still in their houses, and expect the fish to come to them to be caught." (Spurgeon).
The Bridge Strategy is essentially the cyber equivalent of this ethos. Of course, it must be used without any element of trickery.
The Bridge Strategy is an identification with felt needs and common interests. Jesus' person-to-person ministry almost always started from the position of felt needs.

Effective communication happens when there is an area of shared experience, clearly demonostrated in Wilbur Schramm's biblical concept of overlapping interests.

Bridge pages are a demonstration of incarnational evangelism - that sense of total identification with people exemplified by the Lord Jesus. For more on incarnational evangelism, see Tell It Often.

Although the Gospel never changes, our means and strategies must do so. Although we cannot compare the strategies needed for today with those which worked 150 years ago, it is worth noting that Spurgeon used something very similar to the Bridge approach. For instance, speaking at what would now be called a Businessman's Breakfast in Aberdeen, he spoke on "Success in Life", first in secular affairs and then in spiritual life. Indeed, all his writings were embedded with secular illustrations and humor.

Rick Warren speaks of the bridge principle in relation to sermon writing.
Examples
· Many of these evangelistic pages use the Bridge Strategy.
· This case study of a women's outreach site demonstrates wise use of the Bridge Strategy.
· An integrated web outreach in Poland is using this strategy very effectively.
· Creative Ministry Planning explains how to start with a felt need, and go on to plan a creative outreach strategy.

'Worthy witness' - no tricks
The Bridge Approach must not, of course, use any form of deception or trickery, which would in any case be counter-productive. We can certainly surprise visitors by an unusual angle, intrigue them, but at all times do it with love and integrity. More...

Not the only way
For people who are already seeking more of God, of course a Bridge site is not necessary! But there are already large numbers of excellent web pages available which will help a seeker, whereas there are very few sites aiming to reach people 'further back'.
There are also excellent evangelistic sites which do not primarily use the Bridge Strategy, but have other strategies to draw people to them. For instance, Power to Change is involved in integrated advertising campaigns through other media. It is also ideal for Christians with personal Bridge pages to link to as a core presentation of the Gospel.