Photo Caption: David and Tami Woods are beginning a new chapter in Bobo, Burkina Faso—and they’re not doing it alone. As they move into their new home, they were welcomed by homeowner M. Augustus Dembele (blue boubou) and supported by local friends who helped unload the truck: Karim Illa (brown boubou), Abraham Tankoano (checkered shirt), Colette Dembele (blue jean dress), and Ejemeba Dembele (brown top). This move isn’t just about a new house—it’s about building relationships and walking together in community.

If you’ve been around faith-based nonprofits or international ministry work long enough, you’ve probably heard these words:

“I’m heading to Africa as a missionary.”

But here’s the thing: many countries people are “going to” today have more Christians and more active churches than the countries they’re coming from. Places like Nigeria, Kenya, and Ethiopia aren’t just “reached”—they send missionaries to Europe and North America.

So what happens when we continue to use outdated words like “missions” or “missionary”?

It sends the wrong message.

Even with good intentions, it can sound like we’re arriving to fix or lead—when the church is already thriving. These words can accidentally carry the baggage of colonial-era ministry: one-way help, top-down control, and a posture that doesn’t reflect today’s reality.

Our language needs to grow with our purpose.

Most of the global work happening now isn’t about proselytizing. It’s about partnership.
It’s about equipping, learning, building up, and being invited into what local churches are already doing.

That means it’s time to consider better words. Words that reflect mutuality and humility, like:

• “Cross-cultural partnership”
• “Global service”
• “Faith-based collaboration”
• “Supporting local leaders”
• Or even plainly say what you do: “I help train media teams in Uganda.”

We’re not just changing labels—we’re telling better stories.

As a visual storyteller and brand consultant, I’ve seen how a single word can shift the perception of an entire mission. The language we use becomes the lens through which people see our work. That’s why this change matters.

It’s not about semantics.
It’s about truth.
It’s about respect.
And it’s about showing up in a way that honors the people we’re working with, not just working for.

If you’re in this space—whether you serve, support, or send people into cross-cultural ministry—consider how you communicate the “why” and “how” of that work. The more clearly and authentically we speak, the more trust and impact we build.

Have thoughts on this? I’d love to hear your take.

Please drop me a comment or shoot me a message.