What Does a "Win" Look Like?

On a trip in Manitoba last week, I enjoyed a coffee break with a businessman. As we talked about the intersection of business and mission, he posed a simple but profound question:  "What does a 'win' look like for SEND?" Of course, I've often thought about our goals, and SEND is working hard to refine and enact appropriate metrics for global missions. This particular question, however, required laser-like focus on our top priorities - what do we exist to do?


Our Purpose


Our over-arching purpose is to establish reproducing churches among the unreached people of the world. SEND personnel are trying to "work themselves out of a job" so that local believers can assume leadership of culturally appropriate, God-honouring communities. The essential common ground is God's love and biblical truth, not cultural expression. Our hope is that in time each group, using their own language, will lead their own churches, write their own books (if they are literate), compose their own worship material, and reach out effectively to their own communities (who better?) and beyond. Without question, it's a big dream "win". We think it's well worth the effort.



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By Michelle Atwell December 23, 2025
When God First Widened My World: Remembering Urbana 1996 I still remember the winter air. It was December 1996, and I was a junior at Oakland University in Rochester Michigan, serving as a small group leader with InterVarsity Christian Fellowship—the ministry that had profoundly shaped my faith since my freshman year. I was growing spiritually, serving faithfully in my local church, and stepping into leadership on campus. Attending Urbana felt like the natural next step. Urbana only happened every three years, and I knew that once I graduated, I might miss the chance altogether. My church believed in that moment enough to cover the cost. They entrusted me—and my campus minister—with a van full of college students, driving from Detroit to Champaign-Urbana during the quiet days between Christmas and New Year’s. I had heard the stories: thousands of students, passionate worship, a clear call to live fully for Jesus. What I encountered exceeded every expectation. A Campus Taken Over by the Kingdom Buses poured in from every direction, unloading students onto a snow- covered campus. Dorm rooms filled. Cafeterias buzzed. The entire university seemed overtaken—not by noise or spectacle, but by a quiet, collective hunger for God. For the first time in my life, I met students from places far beyond Michigan— Harvard, Loyola, Wheaton. My world was expanding in real time. I don’t remember every speaker or session. What I do remember is the unmistakable clarity of the invitation. God was bigger than I had ever imagined. Not just personal. Not just local. He was King of the nations. And there were people—millions of them—who had never heard His name. The question was simple, but it felt weighty: Would I commit my life, in whatever way God asked, to the Great Commission? Explore God’s leading toward the nations with a SEND missions coach.
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