Set Your Goal

You want to be effective in digital ministry. Set SMART goals. (Specific, Measurable, Achievable, Relevant and Timely).

Know Your Audience

How to create a persona, based on research, educated assumptions, and real experiences. to help you in digital ministry.

Social Media Basics

Best practices and key tips as you get started in the world of social media for ministry.

Create a Journey

A content journey is taking your user through a digital journey, step-by-step, going from one call to action (CTA) to another.

Intro to Analytics

Analytics can help you see where God is at work in people’s lives online, and evaluate the effectiveness of your digital efforts.

Put It All Together

Final instructions for a new digital strategist.

Marketing to Expand Your Reach

This section provides training and resources to help you grow in your marketing capabilities.


Find playbooks for using and leading with analytics, webinars, and step-by-step guides for using our Cru analytics tools.

Social Media Management

Find training and how-tos for managing your social media channels as well as running social media campaigns.

Email Campaign Management

Find helpful resources to help you get started with Adobe Campaign and to run your first email campaign.

Content Management Systems

Cru supports two content management systems that can host your website: Adobe Experience Manager (AEM) and WordPress.

Learning Management Systems

Find helpful resources to help you get started with the right Learning Management System (LMS) to fit your training needs.


Worksheets and diagrams to help you plan your strategy


What does THAT mean? Find the answer here!

Measuring Fruitfulness

How we define and measure fruitfulness in the digital ministry context

Cru Digital Ecosystem

Directory of the supported apps and sites we use for ministry

Measuring Fruitfulness in Digital Strategies

Defining - Digitally Exposed, Engaged, Connected


Analytics in the Digital Strategies realm differs from how you may think about stats and data in a typical field ministry setting. Our movement developed a framework for measuring our fruitfulness called the Local Movement Indicators (LMIs), which as the title says, is relevant to local movements. They primarily measure what staff/volunteers are doing. 

In the digital realm, some of the definitions used in our framework are different or more extensive, and therefore we want to highlight the differences to avoid confusion. An additional essential difference is that digital analytics measure what our users are doing, not what we are doing. This gives us crucial insight that allows us to serve them in their spiritual journey better. 

You will notice that these concepts create a funnel. We want to see people go from exposed to engaged to connected. 



Digital: This is the broadest possible touch of users with our ecosystem across owned experiences, partnerships, and social outposts in the last 365 days. If someone clicked on an ad and visited an site, regardless of what content they looked at or how long they spent looking at it, we would count as exposed. We do not want to stop here- we want to see people become engaged and connected. 

LMI: Number of people who have been exposed to the gospel through mass means (group presentations, TV/Radio, JESUS film, evangelistic websites).



Digital: This is how we “Know” people. And once we have this, we can better offer content and next steps to help people “Move” in their journey toward Christ. We define engagement by three things:

  1. A user has given us a piece of information that allows us to get back in touch with that person.

  2. We have placed the user on the Scale of Belief: Unaware, Curious, Follower, Guide.

  3. The user has touched our ecosystem in the last 365 days.

Additionally, variations of this word may show up in different ways. In marketing or when using social media, engagement might mean that someone liked a post or left a comment. There are other industry definitions of this term that we also use. However, the description explained above is our core definition when talking about our overall goals and measurements of Digital Strategies fruitfulness. 

Known and Moving - this is our theological, strategic, and technical framework for helping people go from exposed to engaged to connected. Just as in Matthew 28, Jesus calls his disciples to go and make disciples (move/win-build-send) and baptize (known/identified with Christ), we want to help know and move people online toward becoming multiplying disciples. 

To further understand Known and Moving, watch this short video explanation here

LMI: Engaged disciples is the number of people who are walking in the Spirit and who are involved in the process of spiritual growth and early ministry through biblical community (e.g., churches, fellowships, discipleship groups, online communities).



Digital: connected to a guide - known and moving with someone they know and trust. This  would include those engaged with a friend, personal mentor, a personal relationship via email, one-on-one engagement in a conversation facilitated by an app (e.g., JF app, GodTools) 

LMI: Not used as a term


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