No cost to the church?!?!?
It was a lump sum bequest, as I understand it. People talked about the United Church more than normal for 5 minutes. They started a forum and attracted a lot of fundies initially. There is, that I'm aware, no measurable increase in membership or attendance as a result. But to say it was at no cost to the church makes it sound like a directed bequest was like "funny money" and not really important.
And for all the ads about how different the United Church is, it's really not. You tend not to hate gays, and you have some ministers who walk the line of atheism, and one who happily crosses it. Other than that, you're not so different.
Maybe if you advertise how each church is different, that might be something. The UCCan is not McDonald's. If people go into two United Churches expecting the same thing, they apparently are not going to get it. So advertise that fact. Be honest and up-front. But they ran an advertising campaign on donated dollars that did not match reality. The UCCan started a poorly-coded website, and ran it in a very strange, open-yet-not-so-open way. They tossed it aside without even talking to the community they started.