An act of God shakes up fundraising at Seattle’s Union Gospel Mission

By Margaret Battistelli Gardner

He adds that, because of the nature of the mission, creative for the TV test was generic and not especially compelling.

“Not very many clients are eager to go live with the details of a life they are in the process of putting behind them,” he explains, adding that the disappointing returns on the test also can be attributed to the fact that UGM was testing a new offer — a continuity program — to a market that responds primarily with single gifts. Plus, it was a new medium for UGM.