Well, the idea was to synchronize member info with churches' existing membership database, so that everyone is already ON the network -- they just have to create a password.

It really worked with our own church, but took some effort to promote among the Sunday School classes and small groups -- they were really the driving force for adoption.

Point is: it took some effort outside of just paying a hosting bill -- that's what most churches don't stick around long enough to see it pay off.

[edit: oh, and the product does have a email-based list-serve feature as well, which is one way a lot of members use the product]