27 Years of Storytelling

Kristen VanderBerg, the CRCNA’s director of communications and marketing since 2016, spent her final day in the office on March 20 reflecting on a journey that began nearly three decades ago. She first entered the Grand Rapids headquarters on Jan. 3, 1999, as a Calvin University volunteer; twenty-seven years later, she leaves for a new role in the nonprofit sector. Her leadership saw the office through pivotal shifts, from navigating the COVID-19 pandemic to integrating the beginnings of AI.

Her career with the CRCNA wasn’t just about telling stories, she noted, but also about playing a part in fostering a unique and close-knit culture. “It makes it possible to get through any challenge when you have ‘family around you at work, VanderBerg said.

VanderBerg worked for World Renew for 17 years before transitioning into the director of communications role with the CRCNA in 2016. “When my predecessor [Henry Hess] retired . . . many people came to me and said that they thought I should apply,” VanderBerg recalled. “I felt that their encouragement was significant enough that maybe God was behind it.”

Her work was driven by a community sharing a common motivation, she said: “People who choose to work for the church do so because they have a deep belief in the mission and they are willing to work hard and support each other.”

Beyond the mission, VanderBerg added, she learned to lead within her own strengths: “I’ve learned that there is room for subtle leadership. Building consensus, fostering collaboration, and seeking and incorporating feedback can all be valuable leadership skills.”

Throughout her tenure, VanderBerg navigated an ever-changing landscape. As communications shifted from print to the “immediate” world of social media, she recalled, she recognized that the human element remains irreplaceable.

“There is an art and a skill to understanding your audience,” VanderBerg explained. “This is also why I don’t believe AI will be taking over communications anytime soon. It will never be able to truly understand the nuance needed for really good communication.”

She said she believes this connection is the heartbeat of the church. “When we hear each other’s stories, or when we understand what we are doing together, we feel connected. As technology changes, we have to adapt to how this communication happens. It becomes crucial to get clear and accurate information out there as soon as possible to try to get ahead of a story or an issue.”

From helping to guide over 900 churches to adapt to livestreaming during the COVID-19 pandemic to establishing strong values in the denomination’s messaging, VanderBerg’s impact was rooted in respect. She said, “How we talk about and to each other matters . . . I think that this commitment to language that respects the image of God in each other matters.”

VanderBerg also highlighted the power of story within Thrive (the CRCNA’s congregational support agency) and their “Gather” events from 2024-2025. “I loved identifying the stories and seeing how God is at work in such different and interesting ways in all of our churches,” she said.

Looking forward, she said she hopes the church will continue to navigate its community with love and respect: “I know we can, because we’ve done it before. I would love to see us become leaders in doing this.”

This call to respectful communication is vital as the CRCNA leans into an ambitious vision for church planting and renewal through agencies like Thrive and Resonate Global Mission. “As we step into that vision, how we communicate with each other will be a key factor,” VanderBerg said.

Stepping away, VanderBerg said she feels like a university student leaving home—full of excitement for a new chapter but with a touch of heartache for the home she is leaving behind.

“I believe God has great things in store for the CRCNA, and I trust that the right person will be found to take on this role,” she concluded. “I also trust that God will continue to use me as I move into a new chapter.”

Brian Geers, director of marketing and communications for Resonate Global Mission, is serving as the CRCNA’s interim director of communications until a permanent replacement is appointed.