5 T’s Strategy Coordinator Overview

“The strategy coordinator is a bridge between two worlds: the [enormous supply] of Christian resources and the need of an unreached people group.”

What Is a Strategy Coordinator?

“In essence, an SC takes responsibility for designing and carrying out strategies to initiate a church-planting movement among a specific people group (an ethnic people, a city or region).

The strategy coordinator does not go to a foreign locale exclusively to preach, or minister, or teach, or start individual churches — though all of those things may be done. Rather, he or she approaches an entire people with one big-picture goal: to see an unstoppable church planting movement begun, a movement that will empower local believers to worship God, evangelize their own people and reach out to others in turn.” – Erich Bridges

“The strategy coordinator is a bridge between two worlds: the [enormous supply] of Christian resources and the need of an unreached people group.”

VIDEO: What Is a Strategy Coordinator?

Join Dave Miller, Kyle Pierson, Mark Goering, and Carter Cox for a discussion into what a strategy coordinator is, how we train them, and why we need thousands of them in the mission field today.⁠ (View the Full SC YouTube Playlist)

LEARN MORE: The Head, Heart, Hands, and House of the Strategy Coordinator

Sparking CPMs: 4. House: https://bit.ly/3AHcS4U
Sparking CPMs: 1. Head: https://bit.ly/3KVguVJ
Sparking CPMs 2. Heart: https://bit.ly/3G9Gf0X
Sparking CPMs: 3. Hands: https://bit.ly/3o6tpu6

A short series of podcast episodes on the Movements podcast with Steve Addison is mentioned in this episode. Below are links to Steve’s four interviews with “Barney” that unpack the role of the Strategy Coordinator.

The 5 T’s: Stewardships of the SC

The Strategy Coordinator’s job is a stewardship. One way to summarize that stewardship is with the 5 T’s:

Target: What is Success

The URLPEG Framework: A Strategic Approach to Defining Mission Targets

In the evolving landscape of urban missions, one of the most challenging questions facing strategy coordinators and church planters is deceptively simple: “What is success?” In densely populated metropolitan areas where hundreds of languages intermingle and diverse cultural communities overlap, defining clear targets becomes not just helpful but essential for effective ministry.

The URLPEG framework emerges as a systematic approach to this challenge, offering a structured path from macro-level urban analysis to micro-level community engagement. This framework isn’t just another acronym in the world of missions—it represents a fundamental shift in how we approach the complexity of urban ministry in the 21st century.

Consider Dallas-Fort Worth, a metropolitan area of 7.2 million people where over 400 languages are spoken and 5.5 million people are considered unreached with the gospel. Without a systematic approach, these numbers can be overwhelming. How does one begin to make strategic decisions about where to invest time and resources? How can we ensure that our efforts are focused and effective rather than scattered and superficial?

The URLPEG framework—standing for Urban center, Religious block, Language, People group, Engagement status, and Geography—provides a methodical way to break down these massive numbers into manageable, actionable segments. It helps mission strategists and church planters move from the paralysis of seeing overwhelming statistics to the precision of engaging specific communities with contextualized approaches.

This framework isn’t just theoretical—it’s being successfully implemented across North America, helping churches and mission organizations transition from general awareness of demographic diversity to strategic engagement with specific communities. From the Kurdish communities in Dallas to the refugee populations in Oklahoma City, URLPEG is proving to be a valuable tool for those seeking to make a lasting impact in urban missions.

As we explore each component of this framework, we’ll see how it helps answer crucial questions:

How do we identify specific communities within vast urban areas?
What factors should we consider when prioritizing our engagement efforts?
How can we ensure our strategies are appropriately targeted and contextually relevant?
What does success look like in terms of community engagement and church planting?

The answers to these questions aren’t just academic—they’re reshaping how churches and organizations approach urban missions, leading to more focused, effective, and sustainable ministry efforts in some of North America’s most diverse and challenging mission fields.

Understanding URLPEG: From Macro to Micro

The power of the URLPEG framework lies in its systematic progression from broad urban contexts to specific, actionable mission fields. Each component builds upon the previous one, helping mission strategists narrow their focus while maintaining awareness of the broader context. Let’s examine each element in detail:

Urban Center (U)

The framework begins with the urban center—the metropolitan area that forms the broader context for ministry. This starting point acknowledges the reality of modern missions: most of the world’s unreached people groups are increasingly concentrated in urban areas.

For instance, Dallas-Fort Worth represents an urban center of 7.2 million people. This isn’t just a number—it represents a complex ecosystem of communities, networks, and relationships. Understanding the urban center means grasping:

Population dynamics and growth patterns
Major cultural and economic hubs
Transportation networks that connect communities
Historical settlement patterns of various groups

Religious Block (R)

Religious blocks represent the major faith traditions present in the urban center. This categorization helps identify:

Dominant religious influences in different areas
Religious institutions and gathering places
Cultural practices tied to religious identity
Potential bridges and barriers for gospel communication

In Dallas-Fort Worth, this might mean identifying Muslim communities, Hindu populations, Buddhist groups, or Sikh communities. Each religious block requires different approaches and understanding.

Language Groups (L)

Language often serves as a primary barrier or bridge in ministry. Within each religious block, language divisions can be significant:

Primary languages used in homes
Secondary languages used in commerce
Generational language differences
Dialect variations within major language groups

For example, within the Kurdish community of DFW, three distinct dialects exist, with Badeni and Sorani being the most prominent. Each requires different resources and approaches.

People Groups (P)

People groups represent distinct ethnic or cultural communities that share a common identity. This level of analysis considers:

Cultural traditions and practices
Social structures and leadership patterns
Family and community dynamics
Historical background and migration patterns

The framework recognizes that even within the same language group, different people groups may require distinct engagement strategies. For instance, Jordanian Arabs and Iraqi Arabs, though sharing a language, may have very different cultural contexts and needs.

Engagement Status (E)

Understanding the current level of gospel engagement helps prioritize resources and efforts:

Completely unengaged communities
Initially engaged but no consistent work
Active engagement but no local ownership
Developing local leadership
Reproducing churches and ministries

This status helps determine whether a community needs pioneer work or support for existing efforts.

Geography (G)

Finally, geographic location within the urban center helps:

Identify specific neighborhoods and areas
Understand community boundaries
Recognize natural gathering places
Plan practical ministry logistics

For example, in DFW, knowing that certain Kurdish communities are concentrated in South Arlington while others are in the Plano-Richardson area affects everything from travel time to ministry partnerships.

Integration and Application

The URLPEG framework isn’t meant to be rigid—it’s a flexible tool that helps mission strategists:

Begin with available data (census information, demographic studies)
Conduct focused research and community engagement
Develop targeted strategies for specific communities
Track progress and adjust approaches as needed

The framework particularly shines when dealing with complex urban environments where multiple factors intersect. For instance, when a church in DFW wanted to engage South Asian communities, the URLPEG framework helped them identify three distinct target groups in their geographic area: Punjabi Sikhs, Indo-Pak Muslims, and Hindi-speaking Hindus. This clarity enabled them to develop specific strategies for each group while understanding their interconnections.

Success in using URLPEG comes not from rigid adherence to categories but from using it as a tool to bring clarity and focus to urban missions. It helps answer not just “Who are we trying to reach?” but “How can we reach them effectively?”

Practical Application of the Framework

The URLPEG framework comes to life through systematic implementation in the field. This section explores the practical methods for applying the framework, drawing from real-world experiences in various urban contexts.

Initial Research Methods

Census Data Analysis

The journey typically begins with readily available demographic information:

Language data from census reports
Religious affiliation statistics
Population density maps
Immigration and settlement patterns

However, census data alone provides only a starting point. As one practitioner noted, “You can’t complete the work by sitting behind a computer screen.” The data serves as a launch pad for deeper engagement.

Community Mapping

Before direct engagement, strategic coordinators should:

Identify potential gathering places (restaurants, markets, community centers)
Map religious buildings and cultural centers
Note patterns of housing and settlement
Document business concentrations
Track transportation hubs and routes

Field-Based Research

The Four-Week Engagement Model

Drawing from successful implementations in Oklahoma City, a systematic four-week approach has proven effective:

Week 1: Prayer Walking the Perimeter

Circle the target neighborhood morning and evening
Document observations and impressions
Begin to identify natural boundaries
Note patterns of community life

Week 2: Internal Navigation

Walk through all streets in the target area
Make initial contact with residents who show interest
Record locations of welcoming households
Begin identifying languages and origins

Week 3: Intentional Connection

Return to receptive homes with water or culturally appropriate gifts
Share simple stories when welcomed
Document specific information:
Languages spoken
Countries of origin
Religious backgrounds
Family composition
Assess interpretation needs

Week 4: Strategic Development

Continue building relationships
Plan for ongoing engagement
Identify needed resources
Begin forming long-term strategies

Documentation and Analysis

Effective field research requires systematic documentation:

Keep detailed notes of each encounter
Map language distribution
Track relationship development
Note cultural insights
Record prayer needs and opportunities

Building Sustainable Engagement

Community Integration

Success often comes through:

Participating in community events
Shopping at local businesses
Learning basic greetings in community languages
Accepting hospitality when offered
Returning hospitality appropriately

Resource Development

As engagement deepens, practitioners should:

Identify needed translation resources
Build relationships with cultural insiders
Develop appropriate gospel presentations
Create or adapt discipleship materials
Plan for leadership development

Partnership Building

No single person or organization can effectively reach an entire community. Strategic partnerships might include:

Local churches
Cultural organizations
Educational institutions
Community service providers
Other mission agencies

Measuring Progress and Adaptation

Success Indicators

Track progress through:

Number of meaningful relationships established
Language acquisition milestones
Cultural understanding demonstrated
Gospel sharing opportunities
Response to spiritual conversations
Development of local leadership

Strategy Adjustment

Regular evaluation should lead to:

Refinement of approaches
Identification of new opportunities
Recognition of ineffective methods
Development of new resources
Expansion of partnership networks

Common Challenges and Solutions

Language Barriers

Utilize community children as initial bridges
Develop relationships with bilingual community members
Invest in language learning
Use visual and digital tools for communication

Cultural Misunderstandings

Maintain a learning posture
Seek cultural mentors
Document and learn from mistakes
Share insights with team members

Resource Limitations

Build networks for resource sharing
Develop reproducible methods
Focus on sustainable practices
Prioritize relationship-building over programs

The practical application of URLPEG requires patience, persistence, and flexibility. Success comes not from rigid adherence to a timeline but from consistent, intentional engagement guided by the framework’s principles. As one practitioner observed, “You’ve got to get your boots on the ground to be with the people in order to really understand what’s going on on the street level.”