Crossroads is facilitating an opportunity for Christian media in Canada to be more effective in their missions.  An integrated administrative infrastructure for the two most watched Christian TV products in Canada and their digital audiences will enable greater synergy.  100 Huntley Street and Context with Lorna Dueck are the two media brands at the focus of this integrative effort.  This 2:1 challenge grant is positioned to empower the board of the organization in their fundraising efforts for new and lapsed donors to the charity.

Executive Summary from Crossroads:

Crossroads believes that in this initial effort, leadership and staff culture at both organizations will benefit through these efforts because integration will spur the work of both missions to expand in audience and imagination.  We estimate well over one million people will be impacted by improved Christian programming as a result of engaging the Crossroads staff of 120, and the Context staff of 11, and their charitable Boards, into an integrative project.

Efforts on this integration project will have impact in organizational culture shifts that improve both organizations.  We will work toward a measurable increased audience with more people viewing, downloading, sharing and commenting on Christian story because our media efforts were improved through integration efforts.  Cost sharing gained near the end of the 2017 process will be employed in innovative marketing to both charities to grow audiences for the Gospel.