New ‘He Gets Us’ leadership
A newly formed nonprofit called Come Near now spearheads the initiative, which was previously funded and overseen by the non-profit The Servant Christian Foundation, which also does business as an organization called the Signatry. In the past, the campaign was criticized for its affiliation with the Servant Christian Foundation, and in particular, one of its benefactors, David Green, the billionaire founder of Hobby Lobby who has vocally supported conservative policy issues involving LGBTQ and contraception rights.
While Come Near is billed as a separate entity from the Servant Christian Foundation, Rolling Stone reported this month that Green’s son, Mart Green, is one of the board of directors for the new non-profit. A spokesman for Come Near confirmed to Ad Age that Mart Green is one of Come Near’s four board of directors.
The Come Near spokesman declined to comment on specific donors. “Like many non-profit organizations, Come Near is not going to comment on individual donors, whether that’s people or entities or funds. What’s really important is that this campaign, and ‘He Gets Us’ is not led, it is not owned, it is not governed by any one single funder or funding group," the spokesman said.
Last year’s Super Bowl ads were polarizing to some and garnered both positive and negative attention, according to metrics from marketing analytics firm Sprinklr.
The “He Gets Us” campaign videos have 3.7 billion views to date, Lee said before the Super Bowl. The “He Gets Us” website, which currently gets 1.5 million visitors a month, includes things such as reading suggestions for a “skeptical audience,” Lee said.
“We’ve learned that these ads resonate well with the audience; we’ve learned that the content on our website is pretty compelling, that people want to stay and read multiple things,” Lee said. “We’ve also learned that people aren’t immediately ready to connect in the community most of the time, but they are deeply interested in reading about Jesus, and many are interested in exploring his story in scripture in the Bible.”