The “He Gets Us” campaign spent roughly $500 million promoting Jesus to mainstream American audiences, with projections approaching $1 billion total. Funded largely through the Servant Foundation, a donor-advised fund connected to Hobby Lobby’s David Green and roughly 50 other wealthy families, the campaign drew scrutiny over its financial scale. Since Come Near took over in 2024, leadership has shifted focus toward measuring real-world impact rather than publicizing dollar amounts, and the full picture of that pivot goes deeper than it first appears.
What “He Gets Us” Actually Spent
When the “He Gets Us” campaign launched in November 2021, it arrived with serious financial backing. The initial effort was described as a $100 million one-year campaign, covering billboards, sponsor placements, and television commercials.
By 2023, the campaign spent $20 million on two 30-second Super Bowl spots alone.
In 2023, the “He Gets Us” campaign dropped $20 million on just two Super Bowl ads.
IRS disclosures later confirmed that the Servant Foundation, which operated the campaign before handing oversight to a new nonprofit called Come Near, spent $429.8 million between 2021 and 2024.
The campaign has since projected spending $345 million more through June 2026, with an overall goal of investing roughly $1 billion. Many observers noted that such large-scale giving and organizational oversight raise questions about accountability to God and public responsibility.
A spokesperson for Come Near described the projected figures as “reasonable and good faith”.
One of the campaign’s most prominent backers was David Green, the founder of Hobby Lobby, though most individual donors chose to remain anonymous.
Who Funded He Gets Us All Along?
Behind the “He Gets Us” campaign’s carefully crafted imagery, the question of who actually paid for it has never had a simple answer.
Funding flowed primarily through the Servant Foundation, operating as The Signatry, a donor-advised fund that legally protects donor anonymity.
Three key funding realities emerged over time:
- David Green, Hobby Lobby’s billionaire founder, publicly confirmed his family’s involvement in a 2022 Glenn Beck interview.
- Roughly 50 additional wealthy families contributed alongside Green.
- Various evangelical organizations also participated.
The campaign’s organizers stated a goal to invest about a billion dollars over the next three years.
The Signatry has received over $4 billion in donations and made more than $3 billion in grants since its founding in 2000.
A key background topic tied to the ethical discussions around such giving is tithing practices in the Bible, which trace origins to the Old Testament and highlight varying purposes for donations.
Why Did the Campaign Stop Highlighting Dollar Amounts?
Once the question of who funded “He Gets Us” became part of the public conversation, the campaign began stepping back from another habit: loudly announcing how much money it was spending.
Leaders shifted their focus toward measuring impact rather than dollar amounts.
Instead of promoting financial figures, they emphasized communal engagement and real-world reach.
Some evangelical critics had questioned whether large spending aligned with Christian values, and the campaign appeared to absorb that feedback.
Come Near, the nonprofit overseeing the effort, quietly repositioned its messaging around branding and connection rather than conversion numbers or budget announcements. The organization surveys more than 20,000 Americans annually to track perceptions and attitudes toward Jesus.
The campaign had originally committed to running two Super Bowl ads at a combined cost of roughly $20 million, a figure that once anchored its public profile.
The shift in messaging mirrors how the Bible presents Scripture as intended for teaching and correction, guiding communities toward transformation.
How Does He Gets Us Measure Impact Now?
How the “He Gets Us” campaign measures its reach says a lot about how it now defines success. Rather than spotlighting budgets, the campaign tracks meaningful shifts in people. Three areas now frame that measurement:
- Awareness and perception — 70% of spiritually open audiences recognized the campaign, with recorded lifts in viewing Jesus as relatable and loving.
- Engagement pathways — 20,000 churches connect online visitors to local volunteers through forms, prayer texts, and Alpha groups.
- Story collection — surveys, interviews, and AI tools identify patterns across thousands of participant narratives.
Impact is calculated as real change, minus what would have happened anyway. The campaign originated from research identifying spiritually open skeptics as the key audience most likely to respond to a reimagined presentation of Jesus. This approach reflects the principle that what gets measured gets valued, ensuring the campaign’s social outcomes remain visible and accountable to its stakeholders. A focus on intentionality in relationships underscores how measured shifts in attitudes often lead to sustained community practices and personal growth.
What He Gets Us Is Prioritizing Under Come Near
Measuring impact matters less if the organization behind the campaign lacks a clear direction. Come Near, which officially took over the He Gets Us project in 2024, appears to have one.
Spokesperson Miller confirmed the group still believes investing in conversations about Jesus holds cultural value. Simon Armour serves as chief creative officer, shaping how those conversations look on screen.
New advertisements titled “Be,” “Do,” and “Don’t” address the pressures of digital life. The campaign emphasizes reliance on the Holy Spirit to guide authentic conversations about faith.
The campaign’s stated goal is straightforward: move people one step closer to the authentic Jesus, starting from wherever they currently are. Come Near has confirmed plans to continue that mission with another appearance during Super Bowl LIX.
