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Carey Nieuwhof

On The Rise: Changing multisite, search is dead, and Johnny Cash


Welcome to the On The Rise newsletter, where I feature fascinating, helpful, and sometimes curious content that caught my attention this week.

Today, some new trends on multisite ministry and how it’s evolving in the mid-2020s, RIP SEO, John Crist’s crushingly honest confessions (we all need more of this), and a Johnny Cash video that has brought me to tears again and again this year, in the best way.

I love writing this newsletter, and today I hope you’ll find a curious, eclectic, beautiful feast.

What’s Changing In Multisite Ministry

Smaller churches are adding campuses and mergers are up

This piece by Nathan Artt insightfully names the changes happening in multisite ministry, particularly over the last five years since digital ministry has become normative for most churches.

If you’re thinking about adding a location or merging with another church, it’s a quick, timely read.

Even if you’re not, it’s a helpful update on how the movement has morphed from its inception 25+ years ago.

Struggling with Volunteer Engagement? Here's Your Solution.

A blueprint for finding and developing more effective volunteer leaders.

Do you find yourself spending too much time:

  • Chasing after volunteers?
  • Dealing with drama?
  • Managing expectations?
  • …and never having enough of them?

If this sounds familiar, it's time for a change.

The Top-Tier Volunteer Blueprint is a practical, step-by-step workshop designed to help you find high-capacity volunteers, develop a thriving volunteer culture, and engage them for years to come.

It’s your comprehensive guide to transform your volunteer strategy and see immediate results. Check it out in The Art of Leadership Academy.

Is SEO dead?

RIP search engine optimization. Hello, AI-powered answer engine optimization.

One rapidly changing reality this year is the demise of traditional search. You’re literally watching it die week by week, any time you go to Google something.

As this report points out, over 25% of all searches now start in AI engines like ChatGPT or Perplexity. Beyond that, you’ve probably noticed that when you ask Google a question, you’ll get an AI overview at the top of your results.

So what does this mean? Well, a lot.

  1. AI-powered search gives you answers, not clickable links that lead to websites that give you the answers. And what that means for your website is likely much diminished traffic (have you even checked lately? Go look).
  2. The death of search changes discoverability for churches on the web. People will be Googling less and looking for more answers powered by AI. Now, your web presence will fuel those AI-generated answers, but it probably also means you’re going to have to get better at social media, cultivating your email and text messaging, and other forms of direct communication.
  3. Might be a good idea to beef up your Google Maps discoverability. People are still searching on Google Maps for things, including churches. And as we’ve pointed out in this space before, many churches show as ‘closed’ except for one hour a week. You might update your hours on Google to reflect when people can actually reach you.

In the meantime, like the rest of us, keep watching this in real time as longstanding internet business models collapse overnight.

Having the best blog on the internet in 2025 is not much of a prize.

5 Questions Every Church Should Ask When Building a Budget

Budget with mission in mind.

A church budget isn’t just a spreadsheet — it’s a strategic ministry tool. When built intentionally, it becomes a launchpad for vision.

So ask yourself:

  1. Are we using what we have wisely?
  2. Have we planned for growth?
  3. Does our financial plan build trust?
  4. Does our budget empower leaders?
  5. Most importantly, is our budget aligned with our mission?

By shifting the budgeting conversation, churches can fund what matters most. BELAY’s free resource offers tools to help you build a mission-based budget that reflects your values and fuels lasting impact. Download it and lead with confidence and clarity.

Weekly Book Recommendation

Delete That, by John Crist

While you’re recalibrating this summer, John Crist’s book about how he fell into his double life and how he came to take responsibility for it is a must-read.

John’s raw, honest, self-reflective book is something every church leader should read.

I wish we were all this transparent.

If you want the audio/video version of John’s story of being canceled, his rehab, and his remaking, my almost 2 hour interview with John is one of the most watched/listened to podcast episodes I’ve ever published.

Watch it here.

Johnny Cash Video I'm Watching

Hurt is a beautiful, cautionary tale for leaders.

My college days involved too much Nine Inch Nails, but when the legendary Johnny Cash released his cover version of Trent Reznor’s “Hurt” seven months before Cash died, my goodness.

I rediscovered the Johnny Cash version a few months ago on an old playlist I was revisiting, and then watched the video for the first time.

This is well worth pondering as you think and pray about the kingdoms you build as a human and a leader. Lots of theological overlays.

“You can have it all, my empire of dirt…”

Cheering for you,

Weekend Watching

David Brooks

New York Times columnist, bestselling author, and Atlantic columnist David Brooks talks about how American culture has changed in our lifetime, why he thinks it's overpoliticized and undermoralized, on how he became a Christian, his friendship with Tim Keller, and why he writes for 5 hours to get 1200 words each day.

Leadership Is Better Shared. Invite Your Friends!

Know someone who would benefit from The Art of Leadership Academy? Invite them to join by visiting your Invitation Hub.

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Carey Nieuwhof Communications, PO Box 160, Oro Medonte, Ontario L0L 2X0

Carey Nieuwhof

Don’t settle for an impact smaller than you’re called to make. It's time to unlock your potential and lead confidently into a future filled with growth — for yourself, your church, and your mission. Get access to some of my best leadership content, only published in my newsletters.

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