Rethinking Missions: Why Are We Preaching to the Choir When the World Awaits?

I have traveled to over 40 countries over the last 30+ years when I have ministered to tens of thousands of people through preaching, teaching, organizing conferences, seminars and outreaches. I’ve been to countries with developed economies (First World) and to many of those in the Third World category, where such a thing as a middle class barely exists.

From God’s perspective, souls have eternal value regardless of which world or what point in history they lived in.

But if a given culture has been well saturated with God’s Truth and there is the evidence of a national Christian presence, how does it make sense to keep “reaching” such culture, especially by sending missionaries? This blog post is an attempt to ask ourselves some uncomfortable questions regarding Jesus’ big mandate—the Great Commission, a.k.a. the call to “go and make disciples of all nations” (Matthew 28:19). I say uncomfortable because your favorite church or ministry might end up looking not so good if measured the metrics I propose.

Many Christians picture missions as this epic, globe-spanning adventure, reaching into the darkest corners with the light of the Good News. But after reading the State of the Great Commission Report from the Lausanne Movement (https://lausanne.org/report), I’m left scratching my head in utter bewilderment. It’s like we’ve got this massive army of missionaries, but they’re mostly fortifying the already-conquered territories. But are they really?

Let’s dive into a bit of an analysis and try to unpack this, as well as float some ideas for a better path forward—one that ditches the clunky institutions and leans into tech and smart business smarts.

The Shocking Stats: Outreach to the Already-Reached

First off, let’s lay out the facts that hit me like a ton of bricks. According to the report, over 40% of the world—about 3.34 billion people—still hasn’t been evangelized. I’ll leave the discussion of what “evangelized” vs. “unreached” means for another time. For now, let’s assume it means that these cultures, or people groups, do not have free access to the gospel locally or trans-locally. Yet, out of the 450,000 Christian missionaries worldwide, a staggering 97% are sent to places where people already have the gospel. We’re talking about folks in predominantly Christian or post-Christian contexts. Europe gets more missionaries than Asia, even though Asia houses 60% of the global population and costs way less to reach. And get this: The U.S., with its massive Christian population (one-tenth of all Christians globally), is both the top sender (135,000 missionaries outgoing) and top receiver (38,000 incoming). It’s like we’re recycling efforts within our own bubble.

The report highlights this “reaching the reached” phenomenon as a core issue. Missionaries are flocking to familiar, comfortable spots—often where Christianity is already established or waning but still freely accessible. Meanwhile, unreached people groups (UPGs), especially in South Asia like India and Pakistan, where nearly 3,000 UPGs exist, get the short end of the stick. These are places with no indigenous church strong enough to evangelize their own, facing persecution, strict laws, and cultural barriers. The report notes that South Asia might stay the least evangelized region for decades. How about missions budgets? Sending someone to Europe is 10 times pricier than to Asia. If you ask me, the most cost-efficient approach to Europe is to rely on local Christian ministries, not to be sending professional missionaries to these parts of the world.

This isn’t just inefficiency; it feels like a misalignment with Jesus’ command. He didn’t say, “Strengthen the strongholds you’ve already got.” He said to go to all nations, implying the edges, the unknowns. The growth in the Global South—Africa’s explosive Pentecostal surge, Brazil and Nigeria sending out tens of thousands—is exciting, but even there, the focus often loops back to reached areas. Polycentric missions (from everywhere to everywhere) and diaspora movements (Christians migrating and sharing faith) are steps in the right direction, but they’re still tangled in organized structures that seem to prioritize safety and familiarity over bold outreach.

My Bewilderment: Are We Missing the Point?

As someone who has spent a good deal of my life traveling to, connecting with, getting to know and supporting ministries in third-world countries—I can’t help but wonder: Why this inward focus? The report touches on challenges like aging missionaries in places like South Korea, or churches bypassing agencies in Nigeria, but it doesn’t fully explain the gravitational pull toward the reached. Is it fear of persecution in places like India, where Hindu nationalism is rising? Cost concerns? Or maybe a lack of cultural understanding for non-Christian religions, as the report mentions?

Organized Christian institutions—mission boards, agencies, even big congresses like Lausanne—seem clumsy here. They’re bogged down in bureaucracy, fundraising, and strategies that echo colonial-era models. The report praises collaboration between churches and agencies, but history shows these can lead to silos, where efforts duplicate in safe zones while the unreached wait. It’s like a corporation stuck in outdated practices, ignoring market research that screams “expand to new territories!” And with global shifts—like AI transforming the world of technology—these institutions seem to be moving way too slow. The church opposing modern slavery or using tech for Bible translation is great, but it’s often reactive, not proactive.

Jesus’ model was simple: He sent out disciples two by two, empowered by the Spirit, to heal, preach, and demonstrate the kingdom. No massive org charts, no endless reports. Yet today, we’re pouring resources into echo chambers. It’s bewildering because it dilutes the urgency. If 97% of our “army” is drilling in the barracks, how do we ever advance?

A Better Way: Decentralize (Ditch the Institutions), Embrace Tech and Marketing?

What if we sidestep these misguided, top-heavy organizations altogether? Instead of relying on clumsy institutions, let’s empower everyday believers—individuals, small networks, even entrepreneurs—to fulfill the Great Commission using modern tools. Think technology for reach and business principles like marketing for strategy. It’s not about replacing faith with commerce; it’s about stewarding resources wisely, like the parable of the talents.

First, leverage technology as the great equalizer. The report itself nods to AI’s potential for Bible translation and digital media’s transformative power—60% of the world is online! Imagine crowdsourced apps where locals translate Scriptures in real-time, or AI-driven chatbots sharing the gospel in native languages, tailored to cultural contexts. Virtual reality could let people “experience” Jesus’ life without a missionary visa. Platforms like YouTube, TikTok, or even metaverses could host immersive faith communities for unreached people groups in restricted areas. No need for physical presence in dangerous spots; tech bridges the gap discreetly and scalably.

Second, apply business principles, especially marketing, for targeted impact. In business, you don’t blast ads to everyone—you segment markets, analyze data, and optimize for ROI. Why not do the same for outreach? Use data analytics (from sources like Joshua Project, mentioned in the report) to identify UPGs, then run targeted social media campaigns. Picture Facebook or Google ads promoting gospel stories in Hindi or Urdu, A/B tested for engagement. Influencer partnerships with diaspora Christians could amplify messages organically. Crowdfund micro-initiatives: A believer in Pakistan gets seed money via GoFundMe to start a community business that weaves the faith message into its way of life vs. direct preaching putting people at risk. Measure success not by missionaries sent, but by lives transformed—track conversions, app downloads, online baptisms.

This approach avoids organized efforts’ pitfalls. No bureaucracy means faster pivots. Individuals or small teams (like Jesus’ model) can operate lean, reducing costs and risks. Business ethics ensure accountability: If a campaign flops, iterate. And it’s polycentric by nature—anyone with a smartphone can participate, from an American entrepreneur to a Filipino remote worker.

Critics might say this sounds too secular, but Jesus used parables from business (vineyards, investments) and tech of His day (fishing nets as metaphors). The Holy Spirit empowers; tools amplify. Plus, it addresses the report’s concerns: Tech reaches the unreached cheaply, marketing builds cultural relevance, and it fosters generosity without wealth silos.

Wrapping Up: Time for a Paradigm Shift

I’m still bewildered by how we’ve strayed so far, but reports like Lausanne’s are a wake-up call. The Good News is too vital to waste on the already-reached. Let’s honor Jesus’ command by innovating—ditching clumsy institutions for tech-savvy, market-smart outreach. If you’re a believer with coding skills, marketing know-how, or just a passion, start small. Build that app, launch that campaign. Together, we can reach the 40% waiting.

What do you think? Am I onto something, or missing the mark? Connect with me through our private social network (https://members.threefold.life), through mainstream apps such as X or Facebook, or simply send an email—let’s brainstorm a better way to change the world for the one we believe is its rightful Messiah King.

Rethinking Missions: Why Are We Preaching to the Choir When the World Awaits? © 2025 by George Bakalov is licensed under CC BY-NC-ND 4.0