Reaching the Unreachables
2024 Impact Report
Online Searches Met with Hope
Dear Friends,
As I look back on the past year at Your Move Collective, I am reminded of Jesus's words in Matthew 28:19: “Therefore go and make disciples of all nations.” This Great Commission is the foundation of our mission and the driving force behind everything we do.
This year we’ve been privileged to take bold steps in reaching those who might otherwise never encounter the message of Jesus. Our focus on the Religiously Unaffiliated—the millions of Americans who identify as “nones”—has never been more urgent. These are people who aren’t looking for a church but are asking life’s big questions, and we’ve had the opportunity to meet them in that search.
Through innovative digital strategies, we’ve provided a flicker of light in a dark world. From people taking their first steps toward faith to others reconnecting with a God they once thought distant, we’re reminded daily that the gospel knows no boundaries. It is for everyone, everywhere.
The Great Commission calls us to go, and your partnership is what enables us to answer that call. This year alone, we’ve launched the next phase of our groundbreaking program and developed tools to better engage with those who are far from God. As you review the milestones and stories in this report, know that each one reflects the heart of the mission you’ve helped make possible.
Your prayers, generosity, and belief in this vision fuel everything we do. Together, we are not only fulfilling the Great Commission but also laying the groundwork for a movement that will continue to grow in the years to come.
Thank you for standing with us and for being part of something so much bigger than any of us alone. As we move forward into the next year, I am excited for what God will do through all of us together.
With gratitude,
Suzy Gray
Co-Founder and Executive Director
The Time Is Now
Faith in America Is at a Crossroads
The number of adults with no religious affiliation has nearly doubled in just over a decade, climbing from 42 million in 2009 to 75 million today.
This isn’t just about affiliation or attendance. For millions of people, faith no longer feels relevant to their lives. If this trend continues, Generation Alpha—those born between 2012 and 2024—could become the first fully post-Christian generation in American history.
Source: Pew Research
A Profile of Our Opportunity
At Your Move Collective, we believe this growing need is also a growing opportunity. Every day, people go online searching for answers to find fulfillment, connection, or purpose. They’re not expecting to find Jesus in those moments, but that’s exactly where we meet them. However, to reach them, we must thoroughly understand who they are—their motivations, behaviors, and needs—and engage with them where they are—online.
We conducted primary research that provided a roadmap to reaching the unreachable. One key insight stood out: happiness is their most significant felt need.
Beyond that, we gained valuable understanding of how and where they seek to fulfill it.
The Assumption
People don’t expect to find Jesus while searching online for answers to their feelings of unfulfillment, loneliness, or unhappiness. Yet this is exactly where YMC intersects them.
YMC's Model
YMC leverages big data to introduce people to Jesus. In the same way Amazon engages people to buy something they didn't know they wanted, we engage the Religiously Unaffiliated to introduce them to someone they didn't know they needed.
Our Vision
We envision a world where people recognize that following Jesus will make their lives better and the world a better place.
Approach Is Everything
Intersecting Through Happiness
The Happiness Program engages the Religiously Unaffiliated by addressing their felt needs through personalized content and practical steps.
Sample Results Page
Seeking Happiness, Finding Hope
Elizabeth never imagined that a simple video about contentment would unlock the real reason for her unhappiness and set her on a path to hope, healing, and rediscovering faith. What started as frustration with chores led her to something far deeper: a way to restore her relationships and a renewed sense of purpose.
Elizabeth hadn’t really taken the time to reflect on why she felt unhappy or what she could do about it until she stumbled across the Your Move Happiness Program.
At first, Elizabeth dismissed what she was presented with after taking the Happiness Assessment: “I am good. I do not need this.” But as she watched a video about contentment, something clicked. “I realized the reason why I am discontent is because of my relationship. And just when the video ended, there appeared the next one—precisely about my problem!”
That moment opened the door to discovery. She dove into more content, eager to learn. “Now I’ve found all the others about relationships and am going to watch them over the next few days.”
What started as curiosity became something deeper. “Something like this can definitely help make life easier. Thank you!” Elizabeth continued exploring the Happiness Program content, and her journey led her all the way to the Discovering Jesus Tool Kit.
Elizabeth
from Happiness Program, the first to reach Discovering Jesus Tool Kit
Making Progress
In 2024, we focused all our efforts on meeting the “unreachables"—the Religiously Unaffiliated like Elizabeth—on their turf and in their timing. Building on our 2023 progress, we proved that it is possible to connect with someone digitally who is far from God and guide them toward discovering Jesus.
This clarity led to a bold and necessary decision: stepping away from our long-standing broadcast TV time slot after Saturday Night Live—a highly successful strategy that helped us reach millions over 12 years. While not an easy decision, it was the right one. It allowed us to fully invest in reaching the Religiously Unaffiliated where they are already searching for answers—online.
We overhauled our systems architecture to align with evolving digital trends and consumer behavior. Today, we provide customized digital experiences designed to help people far from God take meaningful steps toward discovering Jesus. Through an omnichannel engagement strategy, we don’t just deliver content—we create seamless, personalized journeys that integrate across platforms and meet people exactly where they are.
Targeted Ads
Email Engagement
Text Engagement
Retargeting Ads
Concierge Support
Early Results Are Promising:
- Iterative improvements have driven our top-of-funnel conversion rate to 16%, far surpassing the industry average of 3%.
- In the first three months, nearly 9,000 individuals completed our Happiness Assessment and are engaging in tailored content campaigns using an omnichannel engagement approach. This is 2.5x the size of an average megachurch (3,500 people) and represents some of the most resistant to religion!
Expanding Impact in 2025
Building on the successful beta test launch in 2024, Your Move Collective is poised to make significant strides in creating meaningful pathways for the Religiously Unaffiliated to discover Jesus. Our Happiness Program is central to this mission, engaging individuals by addressing their felt needs and guiding them on a journey toward faith and community.
In 2025, our goal is to reach over a million people through the Happiness Program, inspiring them to explore the teachings of Jesus and encouraging connections with outward-facing local churches. This ambitious goal reflects our commitment to expanding our digital outreach and deepening our impact on helping individuals find spiritual fulfillment and community.
To achieve this, YMC is focused on several key strategies:
Scaling the Program
Leverage big data to invite Religiously Unaffiliated adults through digital placements to increase their happiness, ultimately starting them on a journey to discover Jesus.
Executing a Geotargeted Approach
Focus on key unchurched markets, partnering with like-minded churches to ensure effective outreach.
Expanding Content
Develop regular, culturally relevant content at all levels of the journey, allowing for greater customization and engagement.
Developing an AI Concierge
Innovate with an AI concierge feature to guide and interact with the audience at each step, keeping their journey to Jesus moving forward.
Local Church Strategic Collaboration
Launch a cohort with strategic Irresistible Church Network churches to determine the best possible handoff between the Happiness Program and local churches.
Working closely with the Irresistible Church Network (ICN), we hold a distinctive role in bridging the digital world with the local church. ICN envisions establishing an outward-facing church in every community that has over 50,000 people, fostering environments where the love and message of Jesus are compelling and transformative. By integrating our personalized digital journey approach with this expanding network of churches, we have the potential to bridge a gap that has remained unaddressed until now.
This is our moment. The local church was always Jesus’s Plan A for the redemption of the world; there was no Plan B. YMC is committed to creating pathways that facilitate this vital connection between digital engagement and local church involvement. In an ever-evolving culture, we are uniquely positioned to introduce people to the irresistible nature of Jesus—our Savior and King.
Will you join us in praying for wisdom and favor as we move boldly to reclaim 75 million people for Jesus?
