Perceptual attitudes of a charitable organization: an investigative approach

United Way of America is known nationwide for its services as a coordinator of local fund raising activities designed to meet the needs of the local community. Each United Way has many local agencies that depend upon the fund raising efforts of the organization for a significant amount of their budget. The United Way of Horry County (UWHC) operates in this manner, and over the years they have raised a significant amount of funds to support local service agencies. The UWHC is now attempting to examine possible changes by embarking upon a study designed to measure among the public the degree of awareness of United Way and the services which they provide. A sample survey was conducted and data were collected via telephone solicitation from individuals selected randomly throughout the market area of Horry County. The study identified the four most important services as: emergency assistance such as housing, fire, flood, etc., senior citizens, health care services, and drug and alcohol abuse. Furthermore, the study indicated that services which need to be added to this list include AIDS research, aid for homeless, mentally ill, and elderly.