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.
Strategy Coordinator Overview
Strategy Coordinator Overview
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
VIDEO: Target
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)
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.”
Case Studies in URLPEG Implementation
Real-world applications of the URLPEG framework demonstrate both its flexibility and effectiveness. The following case studies illustrate how different communities have adapted and implemented the framework to meet their specific contexts.
Kurdish Communities in Dallas-Fort Worth
Initial Assessment
When strategy coordinators began focusing on the Kurdish population in DFW, they discovered a more complex situation than initially apparent:
- Multiple dialect groups (primarily Badeni and Sorani)
- Two distinct geographic concentrations (South Arlington and Plano-Richardson)
- Approximately 50 miles separation between communities
- Different cultural patterns in each location
Strategic Adaptation
The team realized they needed to treat this as four distinct targets:
- Badeni speakers in South Arlington
- Sorani speakers in South Arlington
- Badeni speakers in Plano-Richardson
- Sorani speakers in Plano-Richardson
Key Learnings
- Language dialects don’t naturally cross boundaries
- Geographic separation requires distinct strategies
- Local ownership develops independently in each community
- Success in one segment doesn’t automatically transfer to others
Results
- Development of dialect-specific resources
- Formation of separate engagement teams
- Recognition that “Kurdish ministry” actually meant four distinct ministry approaches
- More focused and effective resource allocation
Oklahoma City Habitat Community
Context
A unique opportunity emerged in a Habitat for Humanity community where:
- 72 total homes in the subdivision
- Only 2 English-speaking households
- 14 different languages represented
- Residents primarily 4-6 year settled refugees
Systematic Engagement
The team implemented a structured approach:
Phase 1: Community Prayer Walking
- Morning and evening prayer walks
- Systematic coverage of the entire neighborhood
- Documentation of observations
- Building community visibility
Phase 2: Initial Contact
- Engaged with every household
- Used children as natural bridges
- Recorded language and cultural information
- Identified potential community connectors
Phase 3: Relationship Building
- Regular visits to receptive homes
- Shared meals and celebrations
- Bible story sharing when appropriate
- Documentation of spiritual conversations
Phase 4: Community Integration
Development of:
- Soccer camps
- English clubs
- Community gatherings
- Holiday celebrations
Outcomes
- Establishment of lasting relationships
- Development of multiple ministry initiatives
- Creation of reproducible engagement patterns
- Formation of natural community networks
Long-term Impact
- Ongoing relationships through social media
- Regular participation in life events (weddings, birthdays)
- Development of community leaders
- Creation of models for similar communities
South Asian Engagement in DFW
Initial Situation
A large evangelical church approached engagement with:
- General geographic target identified
- Multiple units ready to relocate
- No specific people group focus
- Limited cultural understanding
URLPEG Application
The framework helped identify:
- Three distinct people groups:
- Punjabi Sikhs (unengaged)
- Indo-Pak Muslims (partially engaged)
- Hindi-speaking Hindus (some existing work)
- Strategic priorities:
- Primary focus on unengaged Punjabi Sikhs
- Secondary engagement with other groups
- Potential for cross-cultural ministry development
Strategy Development
The church developed:
- Focused prayer initiatives
- Cultural training programs
- Language learning support
- Community engagement plans
Early Results
- Clearer understanding of community composition
- More focused resource allocation
- Development of specific engagement strategies
- Formation of strategic partnerships
Lessons from Case Studies
Common Success Factors
- Thorough initial research
- Flexible application of framework
- Systematic documentation
- Long-term commitment
- Community-based approaches
Critical Adaptations
- Recognition of micro-communities
- Language-specific strategies
- Geographic considerations
- Cultural sensitivity
- Partnership development
Ongoing Challenges
- Resource allocation
- Leadership development
- Cross-cultural communication
- Sustainable engagement
- Measuring progress
These case studies demonstrate that successful implementation of URLPEG requires both faithful adherence to its principles and creative adaptation to local contexts. The framework provides structure without imposing rigidity, allowing practitioners to develop appropriate strategies for their specific situations.
Best Practices for Implementation
The success of URLPEG implementation relies heavily on how practitioners adapt and apply the framework in their specific contexts. Drawing from experienced practitioners across North America, several key practices have emerged as crucial for effective implementation. These best practices reflect a balance between systematic methodology and cultural sensitivity, between data-driven strategy and relationship-based ministry.
Flexible Application of the Framework
The URLPEG framework should serve as a guide rather than a rigid formula. Experienced practitioners have found that communities rarely fit into neat categories, and successful implementation requires thoughtful adaptation. As one practitioner noted, “Sometimes you have to rearrange the order. An approach I’ve recently taken is starting with engagement status, looking at the gaps in the urban core.”
Communities often present complex realities that challenge traditional categorization. A single people group might speak multiple languages, or religious identities might overlap in unexpected ways. Geographic boundaries can be fluid, and cultural expression often varies significantly between generations. The key to success lies in adapting the framework to these realities while maintaining its systematic approach.
Key areas requiring flexibility include:
- Sequence of framework application
- Priority setting based on local context
- Entry points into communities
- Response to emerging opportunities
Tracking Progress and Evaluation
Effective implementation requires robust tracking and evaluation systems. This goes beyond merely collecting data – it involves creating meaningful narratives of engagement and progress. Field activity reports should tell the story of community engagement while capturing crucial metrics and insights.
The most successful practitioners maintain detailed records of their engagement, but do so in a way that prioritizes relationship building over mere data collection. They understand that numbers alone don’t tell the whole story. Instead, they focus on documenting meaningful interactions, cultural insights, and community developments that inform future strategy.
Progress indicators should include qualitative measures such as depth of relationships and community trust, alongside quantitative metrics. This balanced approach helps practitioners understand not just what is happening, but why and how it’s happening.
Building Sustainable Networks
Perhaps the most crucial insight from experienced practitioners is that successful urban ministry cannot be accomplished in isolation. “This is such a community-driven task,” one practitioner emphasized. “No one individual is going to get this done.”
Sustainable networks require intentional development of partnerships across multiple sectors:
Collaboration should focus on:
- Strategic alignment of efforts
- Resource sharing and coordination
- Knowledge exchange
- Mutual support and encouragement
Creating these networks requires more than occasional meetings or information sharing. It demands a commitment to genuine partnership and a willingness to invest in long-term relationships. Successful practitioners regularly bring partners together for strategy sessions, shared learning experiences, and collaborative projects.
Technology and Resource Integration
While technology should never replace personal engagement, thoughtful integration of digital tools can significantly enhance URLPEG implementation. Geographic information systems, demographics databases, and communication platforms can support decision-making and strategy development. However, these tools should always serve the greater goal of meaningful community engagement.
Resource development presents another crucial area for consideration. The creation and adaptation of materials must be driven by community needs and cultural contexts. This includes everything from language-specific gospel presentations to leadership development resources. The key is ensuring that all resources serve the goal of sustainable community transformation.
Avoiding Common Pitfalls
Experience has revealed several common pitfalls in URLPEG implementation. Chief among these is the tendency to overemphasize data collection at the expense of relationship building. As one practitioner pointedly stated, “You can’t complete the work by sitting behind a computer screen.”
Another significant challenge is the temptation to force communities into predetermined categories rather than allowing the framework to adapt to community realities. Successful practitioners maintain a learning posture, allowing their understanding of the community to shape their application of the framework.
Future-Oriented Planning
Sustainable impact requires thinking beyond immediate engagement to long-term community transformation. This involves developing local leadership, building reproducible systems, and creating scalable strategies. Successful practitioners consistently look ahead, anticipating community changes and preparing for emerging needs.
Planning for the future must include:
- Leadership development pathways
- Reproducible ministry models
- Adaptation strategies for community changes
- Support system development
Implementation Support Systems
The success of URLPEG implementation ultimately depends on practitioners who can balance systematic approaches with cultural sensitivity. This requires ongoing investment in practitioner development through training, mentoring, and communities of practice.
Regular gathering of practitioners for learning and sharing has proven invaluable. These communities of practice provide opportunities for case study discussion, strategy sharing, and mutual encouragement. They help prevent isolation and ensure continuous learning from field experiences.
The journey of implementing URLPEG is both challenging and rewarding. As one coordinator reflected, “The conversation is born out of the Father’s heart… to engage the harvest in a way that’s effective.” Success comes not from perfect implementation but from faithful, thoughtful engagement that leads to sustainable impact in our target communities.
Moving Forward: The Future of Urban Mission Strategy
As our cities continue to evolve into increasingly complex tapestries of cultures, languages, and traditions, the need for systematic yet flexible approaches to urban missions becomes ever more critical. The URLPEG framework represents more than just another missionary strategy—it offers a pathway to meaningful engagement with the diverse communities that now call North America home.
Through the experiences shared in this article, we’ve seen how URLPEG transforms overwhelming urban complexity into manageable, actionable ministry opportunities. From the Kurdish communities of Dallas-Fort Worth to the refugee populations of Oklahoma City, practitioners are discovering that effective engagement requires both careful analysis and genuine relationships.
Perhaps the most encouraging aspect of URLPEG implementation has been its ability to adapt to various contexts while maintaining its core strength of systematic engagement. As one practitioner noted, “We don’t have all the answers. We don’t know all of the questions necessarily to even ask sometimes, but as a network and as a church, all of us getting together and sharing what we know can help us figure out who’s in our cities, where are they going, what are they doing.”
This collaborative spirit points to a fundamental truth: the future of urban missions lies not in isolated efforts but in coordinated engagement across churches, organizations, and communities. The URLPEG framework provides a common language and methodology for this collaboration, helping practitioners share insights, resources, and strategies effectively.
Looking ahead, several key insights emerge for those considering URLPEG implementation:
First, success begins with humility—a willingness to learn from both data and relationships, from both systematic analysis and lived experience. The framework serves best when it enhances rather than replaces genuine community engagement.
Second, flexibility remains crucial. As our case studies have shown, rigid application of any framework risks missing the unique opportunities and challenges each community presents. URLPEG’s true strength lies in its adaptability within a systematic approach.
Finally, sustainable impact requires patience and persistence. The stories of successful engagement shared here often span years, not months. They involve countless conversations, shared meals, celebrated milestones, and genuine relationships built over time.
As we look to the future of urban missions in North America, the URLPEG framework offers not just a methodology but a mindset—one that values both careful analysis and compassionate engagement, both strategic thinking and relational investment. In the words of one practitioner, “The conversation is born out of the Father’s heart… to engage the harvest in a way that’s effective.”
For those beginning this journey, remember that every major movement began with simple steps: a prayer walk around a neighborhood, a conversation at a local shop, a shared meal with a new friend. URLPEG provides the framework to turn these individual encounters into strategic engagement that can transform communities.
The nations have indeed come to our cities. Through thoughtful application of the URLPEG framework, we can move beyond being overwhelmed by this reality to embracing it as an unprecedented opportunity for mission impact. The path forward involves not just reaching our cities, but effectively engaging each distinct community within them—one relationship, one neighborhood, one people group at a time.
Be a movement multiplier.
Get starter tools and coaching to multiply disciples, leaders, and churches in your City.
