Agency Web Review

GMI commends two mission agencies as it issues findings from its Agency Web Review research

Colorado Springs, CO, September 17, 2020 – GMI released a study on the perception of mission agency websites by potential missionaries and an analysis of their expectations as the Web becomes an increasingly vital avenue for exploring missionary service. As part its release of results from the Agency Web Review study, GMI issued two special commendations based on the reviews.

Out of the 29 agencies reviewed by over 380 potential missionaries, GMI commended two agencies. New Tribes Mission ( received a commendation as the site with the greatest overall appeal and Africa Inland Mission ( received a commendation as the site that best motivated users to pursue opportunities.

The study asked potential missionaries to review both mission agency websites and Facebook pages. Beyond collecting input on what visitors see as strengths and weaknesses, the study also profiles five types of potential missionaries based on the information they are seeking online: Scouts, Strategists, Enthusiasts, Faith Matchers and Tourists.

“This study offers real-world intelligence about how agency websites are perceived and what potential missionaries are looking for when they visit. The data in this report is a must-read for any recruiter or communications staff member involved in mobilizing believers into mission,” said Jon Hirst, President of GMI.

Some examples of key findings include:

  • 64 percent of respondents arrive at agency websites via search engines, while 33 percent arrive via Facebook.
  • Agency websites outperformed agency Facebook sites for overall appeal.
  • Among website reviewers, 61 percent indicated they would be likely to return to the website; 37 percent said they would be likely to pursue opportunities with the agency.
  • Only 58 percent of respondents said that the Facebook pages of mission agencies clearly explain service opportunities.
  • Key areas where agency websites can most use an upgrade: clearly explaining service requirements, communicating with a relational style, using emotionally engaging media and clearly explaining what to expect after completing an agency’s contact form.

To find out more about GMI’s Agency Web Review visit

GMI is an international team of evangelical professionals in research, mapping and technology who are passionate about helping Kingdom workers make Spirit-led decisions. GMI has a rich history of facilitating strategic mission research and mapping for international Christian churches and ministries. GMI is a member of Missio Nexus and the Evangelical Council for Financial Accountability, and subscribes to the Lausanne Covenant.