Legacy Publication >
Digital Brand

When a two centuries old mission agency needed to update their flagship publication,
we led the transition into an award winning digital brand.

Case Study

For over two decades, The Christian Citizen, a publication of the American Baptist Home Mission Societies, was released twice a year in print, reaching leaders and congregations within the American Baptist Churches USA—an historic denomination with over 1 million members. But as national discourse became increasingly polarized, leadership recognized that the slow publishing cycle and analog format prevented the publication from engaging timely, prophetic conversations on the intersection of faith and politics in the U.S. Without a digital presence, they also lacked the ability to track which stories resonated most with their audience, limiting their ability to adapt and respond effectively. To remain a relevant and responsive voice—and to expand their reach beyond denominational lines—they needed a modernized digital strategy that aligned with their mission while preserving the publication’s depth and credibility.

Expanding Content & Data-Driven Insights

Transitioning from a biannual print publication to a dynamic web-first platform, The Christian Citizen began publishing at least a dozen new stories each month—a dramatic increase from the two dozen stories per year they previously produced. This shift not only ensured more timely and relevant coverage, but also provided valuable audience insights that clarified their vision as a progressive voice in American Christian circles. With month-over-month triple-digit growth in readership and social media engagement, The Christian Citizen transformed from a static publication into an active and growing online community.

Establishing Thought Leadership & Multimedia Expansion

Building on the success of its digital transition, The Christian Citizen launched an award-winning newsletter that featured both original content and curated insights from across the web—positioning the publication as a trusted thought leader in progressive faith conversations. This momentum paved the way for further expansion, including video shorts and the launch of the podcast, Justice. Mercy. Faith. By diversifying into multimedia, The Christian Citizen extended its reach, engaging new audiences in ways that print alone could never achieve.

Strengthening Engagement & Institutional Growth

The increased visibility of The Christian Citizen not only expanded its audience but also led to stronger donor engagement. The launch of a supporting members program created a sustainable way for readers to invest in the publication’s mission, while the parent organization, American Baptist Home Mission Societies, gained a higher public profile. The publisher’s growing thought leadership even led to the release of the book #InThisTogether: Ministry in Times of Crisis, solidifying The Christian Citizen as a vital voice in shaping faith-based responses to modern challenges.

“They didn’t just help us transition to digital—they helped us rediscover our purpose. In a time when the conversation around faith and public life is more urgent than ever, they guided us in cutting through the noise and ensuring our voice resonated. Their leadership brought clarity to our mission, helping us engage our audience in ways we never imagined. More than a shift in format, this was a shift in impact—one that deepened our reach, strengthened our voice, and set the stage for a future where our work continues to inspire and challenge.”

Explore how Grandifi can help your mission-driven organization strengthen its digital storytelling—creating impactful content that connects deeply with your audience and drives meaningful engagement.

Toolkits • Courses • Coaching • Production • Leadership