The United Way was concerned about the attitudes of non-donors toward the organization with the theory that their reasons for not donating are tied to their perceptions of United Way. They are also interested in getting a sense of what factors might convert non-donors to donors. The executive summary from the research report is provided below. Each heading and the text that follows were provided on PowerPoint slides in the report, and the presentation was provided by the research firm that conducted the study of these issues.

Executive Summary Objectives and Methodology

• The general purposes of this study were to determine the attitudes of non-donors toward the United Way, to assess the reasons for not donating, and to ascertain factors that may influence non-donors to contribute in the future.

• The study relied on primary data gathered through online surveys.

• The study employed a probability sample.

• Responses were obtained from 726 respondents.

Conclusions

• Negative perceptions do not appear to be a major factor affecting reasons for not contributing. However, a positive perception does not necessarily translate into a contribution.

• Non-contributors lack sufficient information regarding the United Way to form an accurate perception of the organization.

• There is a lack of knowledge concerning the United Way and the organizations to which it allocates contributions.

• Respondents believe that the United Way uses more for administrative costs than it actually does.

• The United Way is in competition for a limited number of charity dollars.

1. Do you think that the executive summary provides guidance for decision-making information?

2. Are all of the elements present that should be included in an executive summary as discussed in this chapter?

3. Do the findings, conclusions, and recommendations logically follow from the objectives? Why or why not?