3 Key Questions: How We Define and Evaluate Kingdom Impact

By Will Thomas

Co-Founder & Managing Director, Ambassadors Impact Network

Ambassadors Impact Network (AIN) is an angel investment network based in Dallas, Texas, connecting Christian accredited investors with gospel-advancing entrepreneurs. Since inception in 2018, our members have deployed over USD $20 million across more than 50 companies and funds. In addition to targeting competitive financial returns, we are equally committed to seeking intentional and measurable spiritual impact.

One of the most common inquiries we receive from prospective members and applicant entrepreneurs relates to how we define, evaluate, and measure these kingdom returns. At the heart of our approach is a recognition that entrepreneurs come from diverse spiritual backgrounds, each with unique giftings, passions, and contexts. Therefore, there’s no one-size-fits-all approach to gospel advancement. Instead, we encourage entrepreneurs to articulate how they intend to make Jesus known through three key aspects of their businesses: codified values, business activities, and products and/or services. Below are the questions we ask in our application and some background on each.

1. Incorporating biblical truth into company values

Does your company include biblical principles in the corporate documents (such as mission statement, manuals, etc.)?

Context and examples: Scripture tells us repeatedly of the immense power of words. “A person’s words can be life-giving water; words of true wisdom are as refreshing as a bubbling brook” (Proverbs 18:4). Indeed, it is through speech that our God brings things into existence. Similarly, we believe that the values of a company, when explicitly stated, play an enormous role in shaping organizational culture, guiding decision-making, and providing a stable foundation for God-glorifying growth. In our diligence process, we ask applicants to share about their corporate values, their alignment with biblical principles, and the extent to which these are formally codified in corporate documents, such as in mission statements, operating manuals, external communications, employee policies, etc.

2. Demonstrating and proclaiming the gospel through activities

Does your company conduct activities, either internally or externally, that demonstrate and/or proclaim the gospel and seek to expand the kingdom of God?

Context and examples: The second area we assess is a company’s internal and external activities and the extent to which they demonstrate or proclaim the gospel. Activities are often where we see the most tangible and practical examples of entrepreneurs living out their faith in the marketplace. Examples of internal proclamation may include corporate chaplaincy, Bible studies, or corporate prayer — things that explicitly point people to Jesus — while internal demonstration are practices that accord with neighborly love, such as the provision of holistic employee benefits, fair wages, and a sound work-life balance. External proclamation would be activities that point outside stakeholders (e.g., customers, the local community) toward God, like praying with clients or engaging in conversations about God. External demonstration are practical manifestations of kingdom living, such as revenue sharing with non-profits or volunteering in the local community.

3. Gospel impact through products or services

Does your company’s product or service demonstrate or proclaim Jesus’ message?

Context and examples: The final area we assess is a company’s product or service and the extent to which it furthers the gospel. As with activities, this can be a demonstrated apologetic, such as the provision of affordable goods or services to marginalized populations, or it can be a proclamation, such as through a film about Jesus or a biblical meditation app. Given the uniqueness of products and services that overtly proclaim the gospel, we find that most of our portfolio companies seek to demonstrate gospel living through their offerings.


As noted, these questions form the cornerstone of our spiritual impact assessment during the application phase. Following investment, we ask portfolio company CEOs to submit biannual financial and spiritual progress updates. Several years ago, we conducted an in-depth analysis of responses from 20 portfolio companies, compiling our findings in this Spiritual Impact Practices Report. We pray these inspire and equip you in your entrepreneurial and investing endeavors.

Over the past six years we’ve reviewed more than 1,000 funding requests, and this framework has served as a useful tool in helping us assess what is often a very subjective and nebulous matter. At the same time, we share it with the knowledge that there is no “right way” to assess spiritual impact; we simply hope it will be encouraging and insightful in your own journey.

If you have any questions, suggestions, or thoughts on this post, please let us know. We are always seeking to learn and are grateful to be part of the global body of Christ furthering the kingdom through investment and entrepreneurship.

Will Thomas serves as Managing Director and Founder of Ambassadors Impact Network and has been investing in organizations that demonstrate social and spiritual impact since 2013. He also serves on the board of two publicly-traded companies and previously on the board of eleven private companies and as Chairman of the board of Marketplace Chaplains.  Formerly, he spent six years making investments with a private equity firm and served eleven years as a pilot and in various leadership positions in the United States Air Force. He graduated from the United States Air Force Academy and has an M.B.A. from Harvard Business School. Will and his wife are blessed by their three exciting children and attend Providence Presbyterian Church.



Connecting gospel-advancing companies to like-minded investors.

Ambassadors Impact Network is a group of trusted Christian angel investors who share diligence and expertise to invest their capital in for-profit companies led by entrepreneurs devoted to advancing the gospel of Jesus Christ.

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Ambassadors Impact Network and other similar entities play a significant role in the BAM Ecosystem by helping to connect investors and entrepreneurs.
>> Want to get involved in BAM as an investor or ecosystem builder? Read Part 1 of our March series



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