The answer is, it depends on what they tell the church to spend it on. If they send it in as fast offerings, it is used only for the poor. If they send it in as perpetual education fund, it is used to educate the poor. If they send it in as tithing, it’s used for whatever the leaders want to use it for, mostly (judging on output) building maintenance and construction, media campaigns, and administration, probably in that order.
I predict this current media campaign ends when Romney is no longer a candidate.