http://www.adweek.com/news/advertising-branding/3-surprising-lessons-major-nonprofit-learned-when-it-analyzed-its-advertising-171588

This article from AdWeek discusses three major lessons that Goodwill learned from analyzing its advertising. The company set out to discover which of its advertising mediums was having the greatest effect. The first thing they found was that digital made up only 5% of the media, but drove 49% of the donations. This analysis exposed the power that digital has in this new market. It dominated all other competition by driving almost half of donations from consumers. Second, the analysis confirmed that TV was still vital due to the scale of its consumers. Many people still watch tv and it has not become irrelevant yet. However, perhaps the most important factor that Goodwill found was that the best media is a mixed media. This means that advertisers should always focus on a spread of media. This should drive profit up a large amount by using all platforms.