Last year, one of my speaking gigs took me to Phoenix where I did a couple sessions at a convening of communicators from several segments of the US Lutheran church. (It always tickles me when I get such invitations, being the nice Jewish boy that I am!) Among my topics (no surprise here) was blogs.

Most of those in attendance hadn’t yet heard of blogs. Among those who did, few had thought about the application of blogs to an organization such as theirs. They were receptive to my talk, though, and I was delighted when I heard yesterday from Sallie Draper, one of my contacts, who invited me to take a look at the new leadership blog from the Wisconsin Evangelical Lutheran Synod (WELS). “I’m back,” she wrote, “with the official announcement that our church leadership blog—Imprint —is open for business.”

And Imprint is most impressive. I haven’t looked to see how many other organized religions are blogging. Certainly there are individual churches and synagogues that have started blogs, but I haven’t noted any from the organizations that represent them. Thus, WELS may have a first on its hands.

The blog starts with a mission statement:

“Imprint authors share their thoughts, struggles and blessings. As each of us struggle during these tough times, communication efforts are a priority. Pray, praise, encourage, and comment on topics discussed by all who serve Christ at WELS.”

The authors’ bios—more than 20 of them, including the president—are prominent. Authors’ names also appear on individual posts, like one from Youth Disclipleship Administrator Joel Nelson who writes about youth leaving the church. The blog includes comments…Nelson got three, all from kids expressing their thoughts about the subject (and one that praised the blog, noting that her school uses the same blogging utility).

Imprint also features RSS and, of particularly interest, a page articulating the blogging ethics to which the blog adheres. These are categorized:

• Be honest and fair
• Minimize harm
• Be accountable
• Follow the Most Excellent Way (e.g., ” Remember to exhibit Christian love”)

Other organized religions can learn a lesson from WELS which, in a time of growing detachment from traditional faits, has opened a dialogue with its flock.