NZ,COS MOST REPUTABLE NOT-FOR-PROFIT: THE NEW ZEALAND SALVATION ARMY : Sallies Fight the Good Fight

New Zealand Management, September 2010 | Go to article overview

NZ,COS MOST REPUTABLE NOT-FOR-PROFIT: THE NEW ZEALAND SALVATION ARMY : Sallies Fight the Good Fight


Reputation is not something the New Zealand Salvation Army sets out to engineer and market.

C[pounds sterling]It is a by-product of our work,C[yen] says Commissioner Don Bell. Having said that, he accepts that having a good reputation is C[pounds sterling]criticalC[yen] to the ArmyCOs effectiveness, and heCOs C[pounds sterling]humbledC[yen] by the recognition his peers have accorded his organisation.

C[pounds sterling]Without the moral and financial support of the public, our corporate partners and various trusts and foundations the breadth and depth of our work would contract dramatically,C[yen] he adds.

C[pounds sterling]Since the recession started in the first quarter of 2008, the number of families coming to us for emergency food alone has increased 55 percent to almost 29,000 families a year. Without that support a good many of these families would have faced hardships most of us canCOt fully comprehend. So we donCOt take reputation for granted but its significance goes far beyond any dollar value that it might raise.C[yen]

The Salvation ArmyCOs mission statement Co caring for people, transforming lives and reforming society Co defines the organisationCOs strategic objectives and the way in which it delivers on its promise and service to the community, particularly to societyCOs disadvantaged.

C[pounds sterling]We work with New Zealanders in their darkest hours,C[yen] says Bell. C[pounds sterling]And everything we do is guided by the mission statement and our belief that we need to be there for people when they need us most.C[yen]

The Army launched four mission goals in 2006, the success of which it is now evaluating. The goals called for making C[pounds sterling]dynamic disciplesC[yen], increasing the ArmyCOs membership, eradicating poverty and C[pounds sterling]becoming a streamlined and mission-focusedC[yen] Army.

C[pounds sterling]We have pretty well concluded that this is the core essence of the direction we are going and so we will re-launch these at the end of October,C[yen] says Bell.

Survey respondents scored the Army highly for what they perceived as its effective organisation structure. And its structure is regularly reviewed to ensure that it continues to deliver on its service.

C[pounds sterling]At one point we had a straight-line organisational management structure, with every section answering to a chief operating officer. That has been changed to a structure with a CEO (Bell), a chief operating officer and three CycabinetCO offices running the three divisions of business, programmes and personnel, who report to the COO,C[yen] Bell explains.

C[pounds sterling]People relate better to this more structured format,C[yen] he adds. C[pounds sterling]We have also delegated the decision-making down to the people who run each of our programmes. …

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