Can the Post-COVID-19 Church Thrive Using Pre-COVID-19 Strategic Assumptions?

The COVID-19 pandemic greatly affected traditional church operations and exposed gaps in leadership structures and churches' financial community engagement models. Before the pandemic, churches were primarily based on in-person worship, physical means of giving and human interaction. However, the sudden shift to digital platforms, online giving, and virtual ministry created critical strategic plan gaps that raised the need to evaluate pre-pandemic church models. The study examines whether churches can survive and potentially thrive with pre-COVID-19 strategic frameworks or need new models for long-term sustainability. This paper explores leadership management and financial sustainability or digitalisation after COVID-19. The study used a qualitative research approach; 25 senior pastors and planners were interviewed using structured questions. Thematic analysis was used to extract the patterns of leadership decision-making, crisis management, and adjustments in financial matters. The Findings show that rigid, pre-pandemic leadership and financial structures did not work in handling COVID-19 disruptions. Flexibility in governance, diversity in revenue streams and digitalisation were the main differentiators in the case of churches that were more resilient. Lack of technological implementation and sticking to conventional business models hampered the recovery, whereas innovative financing and social media helped achieve sustainable operations. The study concludes that the previous strategic frameworks before COVID-19 were insufficient. A hybrid model is necessary for churches to convert their traditional values and bring digital innovation together to remain sustainable in the long run.