Thanks to a marketing research program called Quest, United Way organizations can now gather valuable information easily and inexpensively about their donors and how those donors feel about the functions and responsibilities of the United Way. Previously, the cost of research was prohibitive and often organizations lacked adequate know-how.

"We have given the tool of marketing research to local United Way organizations that couldn't afford to do it on their own or who didn't know where to start," said Robert O'Connor, marketing research director of the national United Way of America in Alexandria, Va.

Quest participants simply administer a survey questionnaire to their respondents. Using an easy learner instruction manual, the data collected is then plugged into a computer software program which interprets the findings of the surveys.

Quest, which has been available to United Way organizations since February, 1985, was created through a team effort by Donna Chmielewski who did the early conceptual work, and William Phillips, vice president of research at the national United Way. O'Connor and Donald Rickert were also involved in the development of Quest.

Currently, there are 2,200 United Way organizations which are members of the national United Way of America. The Quest package price for these local United Ways ranges from $380-450. The package includes an instruction manual, the survey questionnaire, the computer software package and a step-by-step manual to help the participants become comfortable using the software and in doing a preliminary marketing research project. It's necessary for the Quest participant to also have an IBM PC or compatible machine for plugging in the data obtained from the survey questionnaire.

Although smaller United Ways may perceive that Quest is expensive, it's relatively inexpensive considering it can be used year after year. Already 115 United Way organiza...