Are You Wasting Half Your Marketing Dollars?

Something to ponder from the whitepaper “7 Secrets to Branding in the Nonprofit Organization,” produced by marketing firm BrandXcellence:

“You’re probably familiar with department store magnate John Wanamaker’s legendary saying: ‘Fifty percent of my advertising is wasted; I just don’t know which fifty percent.’ If that statement weren’t so accurate, we might laugh a little harder.