Week 3 Chapters 1 to 4

Can Research Rescue the Red Cross? 

Abstract: The American Red Cross seemed in its true element following September 11, 2001. It was flooded with donations to do its highly needed and regarded work. Most of those donations went to its Liberty Fund. But shortly after it started to disperse the funds, the media began asking questions. And the American Red Cross soon wore a patina of tarnish. Learn about the research that evaluated Americans’ perception of the Red Cross and how research by Wirthlin Worldwide helped craft a new and highly effective donation solicitation process. www.wirthlin.com (Links to an external site.); www.redcross.org (Links to an external site.)

Discussion Questions:  

1. If you had been McLaughlin or Decker, what research would you want done?