Urbana gave us an uncommon vantage point into reaching and mobilizing this unique generation.

Our team at Branches Mission Lab had the opportunity to build the brand and marketing strategy alongside an incredible team from InterVarsity and Urbana 25, led by Mark Matlock. We were tasked with creating a brand that speaks to Gen Z with authenticity while still resonating with the leaders, pastors, and mobilizers who guide them.

Here's what we learned.

1. Create marketing that invites participation, not just attention.

Gen Z doesn't passively consume content. They tap, comment, share, save, and respond. Build interactive content. Ask questions. Give them clear next steps. Make your channels feel two-way instead of broadcast-only.

Seems obvious, but I don't see it enough from nonprofits and ministries.

2. Default to clarity over creativity.

The confused mind says "no." If people can't grasp your message in three seconds, they won't engage. Strip out the clutter. Make your copy simple and specific. Test everything with this question: Would a 20-year-old immediately understand what we're asking them to do?

3. Align your message across every channel.

Gen Z doesn't experience your brand on just one platform. They see your email, your social, your SMS, your website — sometimes all in the same day. If those channels tell different stories or feel disconnected, trust breaks down.

The result.

We can't take full credit by any means, but we were thrilled that Urbana's paid pass sales more than doubled compared to the last gathering.

The next generation excites me. They don't want to be passive. They want to co-own the mission and go all in.

We are thrilled that our partnership with Urbana is continuing. Exciting things to come…