The air personality talking about Jesus? Of course! The person praying with a listener? Absolutely!

But what about the engineer driving to a transmitter site? The person in Finance working on a spreadsheet? The production person working on version 17 of a promo? The person processing a donor’s gift?

Who’s doing ministry?

All of them!

I’ve been thinking about this because of a chapter in the Bible I’ve probably skimmed more times than I’ve actually studied: Nehemiah 3.

It’s basically a list. This person repaired this gate. That person repaired that section. Then somebody else repaired the section next to them. And there are a lot of names that are really hard to pronounce.

But when I slowed down and really looked at the chapter, I realized it gives us a pretty great picture of ministry.

Everybody Had a Section

Jerusalem’s walls were in ruins, and Nehemiah challenged the people to rebuild.

Nobody rebuilt the entire wall. Everybody had a section.

And they weren’t all builders. There were priests, goldsmiths, merchants, government officials and families. There was even a perfume maker.

I love that. Someone essentially said, “We need to rebuild the wall,” and a perfume maker said, “Okay. Give me a section.”

Different people. Different skills. Different assignments.

Same wall.

That sounds a lot like what we do in Christian media.

We recognize ministry when it happens behind a microphone or when someone prays with a listener. But ministry can also look like fixing a transmitter, building a budget, scheduling music, writing code, processing a gift or staying late to get something finished.

We’re all doing ministry.

We’re just building different sections of the wall.

Your Section Isn’t the Wall

There’s a phrase that keeps showing up in Nehemiah 3. Someone repairs a section, and then someone else repairs the section “next to them.”

Their work was connected.

So is ours.

Think about everything that has to happen for one listener driving home to hear the right song at exactly the right moment.

Someone keeps the signal on. Someone researches and schedules the music. Someone creates the imaging. Someone raises the money. Someone processes the gift. Someone keeps the technology working. Someone puts the right person behind the microphone.

Eventually, someone sitting alone in a car hears something that reminds them:

God hasn’t forgotten me.

Most of the people who helped make that moment happen will never know about it.

But they were part of it.

This is also something I have to remind myself of as a leader:

My section isn’t the wall.

My department isn’t the wall. My station isn’t the wall. My strategy isn’t the wall. My idea isn’t the wall.

It’s a section.

It matters. I should build it well. But it’s still just one section connected to everybody else’s.

None of us gets to say, “I built this.”

We get to say, “I got to be part of this.”

God Notices Faithfulness

This is probably my favorite part of Nehemiah 3.

God could have summarized the whole chapter with one sentence:

“The wall was rebuilt.”

But He didn’t.

He recorded the names of the people who built it.

Priests. Goldsmiths. Merchants. Families. People most of us have never heard of. Some of them never show up anywhere else in Scripture.

But their names are there.

God notices faithfulness.

We tend to notice the finished wall.

God noticed the people laying the stones.

That’s worth remembering in an industry where we measure almost everything. Ratings. Streams. Downloads. Followers. Donors. Revenue.

Those things matter. We should measure them. We should learn from them. We should always want to get better at what we do.

But not everything that matters shows up on a dashboard.

God sees the overnight personality encouraging one listener. He sees the engineer keeping the station on the air. He sees the person taking extra time with a donor who really just needs somebody to listen.

He sees the work nobody else sees.

Make Sure Your Team Knows

And for those of us who lead people, I think there’s a challenge here too.

Make sure your team knows their section matters.

From the janitor to the CEO.

And don’t assume they know it.

Tell them.

Then tell them again.

Connect what they do every day to the mission.

Tell the engineer why keeping that transmitter running matters. Help the person staring at a spreadsheet see the listener on the other side of those numbers. Remind the person processing donations what those gifts make possible.

Tell the stories.

Connect the dots.

And recognize the work that usually doesn’t get recognized.

People shouldn’t have to guess whether their work matters to the mission.

And those of us in leadership need the reminder too. Being the CEO, GM or PD doesn’t make our section of the wall more important. We may carry different responsibilities, but we’re still building a section.

Sometimes people simply need someone to come alongside them and say:

“I see what you’re doing. It matters. Keep going.”

If God thought the individual builders were worth naming in Nehemiah 3, we should probably make sure we’re noticing the names around us too.

We’re Building Next to Each Other

I think this applies beyond our individual stations and organizations too.

As an industry, we’re building next to each other.

Different call letters. Different networks. Different markets. Different strategies.

And sometimes the exact same song at the exact same time.

We may compete for listeners. We may disagree about strategy. We should absolutely push ourselves to be excellent at what God has given us to do.

But we’re not building different kingdoms.

We’re serving the same King.

Your station has a section. Mine has a section. The station across town has a section.

Most days, building that section isn’t glamorous.

It’s meetings. Music logs. Budgets. Production orders. Donor conversations. Technical problems. Emails. Deadlines.

I imagine Nehemiah 3 felt pretty ordinary too.

Stone after stone.

Day after day.

One section at a time.

And God used all of those individual sections to rebuild the wall.

So don’t underestimate your section.

Don’t spend so much time looking at somebody else’s section that you forget to build yours.

Build it well. Build it faithfully. Build it for Jesus.

You don’t have to build the whole wall.

Just take care of the section God has put in front of you.

Then, trust Him with the rest.

Jeff Evans
VP of Radio / Hope Media Group

The post Build Your Section of the Wall first appeared on CMB.

The post Build Your Section of the Wall appeared first on CMB.

Billy Beane, the general manager of the Oakland A’s, found himself leading a team with a fraction of the budget of baseball’s powerhouses. He couldn’t compete for superstar players. Instead, he embraced data analytics – focusing on undervalued players who could get on base, score runs and win games.

His methods were mocked, until they worked.

Christian radio is facing its own Moneyball moment.

We are blessed with a mission that matters but clinging to what “used to work” while the media world shifts beneath us is a recipe for irrelevance. The landscape has changed. The good news? We can change too – and reach more people than ever before!

Breaking Free from “We’ve Always Done It This Way”

Christian radio has always been about impact, not just numbers. But over time, things like audience size and donor revenue became default benchmarks.

The real challenge isn’t that we’re clinging to tradition for its own sake. It’s that many strategies made sense when they were first adopted – but the world has changed.

Today’s media habits demand a fresh look:

• Why did we start doing things this way?
• Is this still the best approach for reaching people now?
• What new opportunities are our current metrics revealing?

The goal isn’t to discard what works. It’s to be courageous enough to ask if it’s time to adapt.

Yet, fear often creeps in:

“If we send listeners to another platform, we’re hurting the station.”

“Our audience is older and doesn’t engage that way.”

“We don’t have the manpower, money, or technology to do that.”

But fear misses the point. A brand that only exists on FM is limiting its Kingdom impact. A ministry that meets people where they are multiplies its reach.

Doing what we’ve always done isn’t a strategy. It’s inertia, and inertia doesn’t serve the mission.

Embracing the Data: Stop Fighting the Numbers

Billy Beane had access to the same stats as every other team. The difference? He chose to actually listen to them.

Christian radio has more data than ever before. Listener research, engagement metrics, consumption data, donor behaviors – it’s all there. But sometimes, we work harder to explain away data that challenges our assumptions than to learn from it.

It’s uncomfortable to see that a podcast might have more engaged listeners than a midday show, or that a simple prayer prompt on Facebook drives more meaningful interaction than a call-in contest.

But data doesn’t diminish your ministry. It reveals opportunity. How are listeners responding and on what platforms? Let’s do more of that.

Redefining Success: People Over Platforms

In 2022, at Hope Media Group we made the difficult decision to transition NGEN Radio – a hip-hop and pop-focused station – to a digital-only format. On paper, it looked like it was giving up a radio signal. But it wasn’t a retreat. It was strategy.

NGEN’s core audience was already consuming that content digitally. Streaming, YouTube, social media, that’s where the audience lives. Keeping NGEN locked into a traditional FM model would’ve been like trying to sell CDs in a Spotify world.

On the flip side, we identified Spanish language programming as a huge opportunity. Turns out, the Hispanic audience are heavy FM radio listeners. Putting Vida Unida on that FM signal serves that audience better.

By going all-in on digital, NGEN didn’t shrink. It focused. By going FM with Vida Unida, it filled a need in the community. Both decisions met listeners where they already were – increasing our impact and reach with both brands.

Making Tough Decisions: The Courage to Innovate

Billy Beane faced relentless criticism. His own scouts doubted him. Sports talk radio shredded him. Even his manager resisted. But he stayed the course because he knew it would have an impact on the game. Or, in our case, bigger impact on listeners –  in more places, with greater reach.

Christian radio leaders face similar pushback when trying new approaches:

• New content strategies
• Investing in digital while still nurturing broadcast
• Challenging “we’ve always done it this way” thinking

None of this is easy. But the alternative – slowly fading into cultural obscurity – is far worse.

Building a Unified Team: Everyone Plays a Role

Billy Beane didn’t win games by himself. He needed players, coaches, and staff who bought into the vision.

Transforming your station’s impact requires a unified team. From air talent to leadership, everyone needs to understand why innovation matters.

This means:

• Equipping your staff to succeed in a multi-platform world
• Encouraging collaboration, experimentation, and even failure
• Celebrating engagement wins that happen off the FM dial just as much as those on it

Rethinking Music: Balancing Discernment with Discovery

In Moneyball, scouts trusted their gut, and that wasn’t wrong. But instincts alone weren’t enough. They had to be paired with data, fresh thinking, and a willingness to evolve.

The same is true for music selection in Christian radio.

Programming instincts and discernment are essential. Knowing your audience on a heart level matters.

But here’s the challenge:

• Are we letting fear of unfamiliar sounds hold us back?
• Are we only leaning on “what has always worked” – or are we exploring what could work better?

Are we open to what engagement data and audience feedback tell us about new artists and fresh sounds?

New music isn’t a threat. It’s an invitation.

• To deepen relationships with existing listeners.
• To reach new people seeking hope.
• To remain relevant and trusted in a fast-changing world.

The future belongs to stations that curate intentionally – blending trusted instincts with consumption numbers and real listener feedback and a heart for ministry.

A Hopeful Path Forward (with a Reality Check)

Let’s be honest: The Oakland A’s didn’t win the World Series.

That’s true. But stopping the story there misses the bigger picture.

The A’s fundamentally changed how baseball teams are built, not just in Oakland, but across the entire league. Today, every successful MLB franchise uses some form of Billy Beane’s data-driven approach. Front offices rely on advanced metrics, predictive analytics, and player efficiency models that trace directly back to Moneyball principles.

Beane’s methods created a smarter, more sustainable way to compete, especially for teams without the biggest budgets.

That’s the lesson for Christian radio.

Innovation doesn’t always produce instant, headline-grabbing wins. But it lays the foundation for long-term impact.

The goal isn’t to “win” with bigger numbers overnight. The goal is Kingdom impact, reaching people where they are, in ways that matter, and leading them to Jesus.

By embracing new strategies, platforms, and ways of thinking, we future proof our ministries. We expand our reach while staying true to our mission.

It’s time to stop fearing new music and digital platforms. Stop clinging to the past. Stop waiting for someone else to go first.

Like Moneyball showed us – those willing to rethink the game are the ones who change it.

The post Moneyball & Christian Radio: Why Thinking Differently is the Future of Ministry Impact first appeared on CMB.

The post Moneyball & Christian Radio: Why Thinking Differently is the Future of Ministry Impact appeared first on CMB.

Jelly Roll’s fan base – who call themselves “The Bad Apples”, connect with his raw authenticity. Many of them are the very people we as Christian radio programmers hope to reach. Mark Ramsey’s research would categorize them as Innocents – people who may call themselves spiritual – or are searching for it but are disconnected from the church. They don’t read the Bible regularly. They don’t pray every day. They don’t fit the typical mold of a Christian radio listener. But their hearts are open, and their souls are crying out for something more.

Now, Jelly Roll has teamed up with Brandon Lake for a new version of Hard Fought Hallelujah. And here’s the reality: Country radio is beginning to play it. But many Christian stations are hesitant. Some fear backlash from core listeners. Others struggle with the idea of welcoming an artist whose lifestyle doesn’t fit the traditional CCM mold.

But what message does it send when country radio embraces this new version while Christian radio does not? Are we saying that people with messy lives, difficult pasts, or struggles don’t belong here? Are we closing doors that Jesus himself would have walked through?

Yes, some CCM listeners may be offended. But what if this song actually draws more people to Christian music, to Christian radio – and ultimately, to Jesus? What if instead of focusing on who we might lose, we consider who we could gain? Isn’t that worth the risk?

At Christmas, many CCM stations “roll out the red carpet” for non-traditional listeners. We play familiar songs, create an inviting atmosphere, and hope that once the season is over, some of those listeners stick around. Why would this be any different? Why wouldn’t we extend that same invitation now, when a song like this has the potential to reach people who may never walk through the doors of a church?

Jelly Roll’s fame is huge right now. What if his fame is exactly what God is choosing to use to draw people closer to Him and to our format, so that He can do a work in their lives through the other songs we play?

Jelly Roll has publicly shared his own faith journey, including what he calls his Damascus Road moment – a turning point where he felt God calling him to something greater. His story is one of redemption, transformation, and hope. If we, as Christian radio broadcasters, believe in the power of God to change lives, why would we hesitate to share that message in a way that meets people where they are?

If Jesus were walking the earth today, He would break bread with Jelly Roll. Just as He dined with tax collectors and sinners (Matthew 9:10-13, Luke 5:29-32), Jesus sought out those whom society overlooked. Are we willing to do the same?

Yes, we may lose a few donors. But what if we gain more than we lose? What if, years from now, someone shares their testimony and says, “That song was the moment I realized God hadn’t given up on me”?

For me, the question isn’t Should we play it? The real question is Why wouldn’t we?

Jeff Evans
WayFM Network Program Director

The post Jelly Roll, Christian Radio, and the People We’re Called to Reach first appeared on CMB.

The post Jelly Roll, Christian Radio, and the People We’re Called to Reach appeared first on CMB.