Prepared by Parag (102), Rahesh (103), Pooja (94), Samir (84) and Rushabh (90) _Div_B/

MBA I/SKPICMS

Assignment
The Salvation Army: Converting Outcasts into Citizens
Case Study
26th December, 2010(Sunday)
Brief of Salvation Army:
Salvation Army is one of the old and leading non-profit organizations in
United Kingdom working with the homeless people and believes in serving
mankind in the name of Jesus, the only one god in existence. They are doing
exceptionally well as far as meeting the needs of homeless people is
concerned. Many Management Gurus, Researchers and writers have
appreciated the job of this organization by applying management concepts
like Leadership, Motivation, Culture and Multicuturism, Teamwork etc.
Summary of the Case:
This case study discusses the application of leadership and motivation
qualities at Salvation Army. The focus of this case study is the application of
motivation theory to the members of this organization. It states that
motivating 36,000 employees and volunteers is not an easy task for such a
huge organization.
The success of this, as they believe lies in their clear vision and
mission. They have a very clear mission to meet the needs of homeless
people and perhaps that attract inherent support from their employees.
Furthermore, the motivation of the Salvation Army workforce stems from
employee involvement in operating the organization. According to Colonel
Lon Ferraez, key personnel, the key to motivation lies in the adherence to its
mission and commitment to employees. They involve their employees in
decision making which leads to the fact that employees experience a sense
of ownership. Even organization structure is such that it helps motivate
employees. They have vertical organizational structure, decentralized
authority, and believe in Bottom Up approach. According to Ferraez, the
local units set its own agenda and responsible for raising funds and
implementation of programs. They are also motivated by the organizational
emphasis on goal setting theory. They state that when employees meet their
goals and their achievements are recognized, they feel that they are making
a major contribution to their organization.
1 | Page

Prepared by Parag (102), Rahesh (103), Pooja (94), Samir (84) and Rushabh (90) _Div_B/
MBA I/SKPICMS

Questions:
1. What are some of the challenges in maintaining the motivational
level at the Salvation Army?
Ans. The major challenges are as follows:
I.
Although their members are always ready to help and support but
often they dont know exactly what they are supposed to do.
II.
Employees come from different culture and backgrounds.
Integrating, coordinating and making them united for a common
goal is really a challenge.
III.
Salvation Army people and the volunteers work for non-profit
objectives. Installing a feeling of commitment and involvement in
their members must be a challenge.
IV. They have a vertical organizational structure. Leading and
motivating employees at each level is a challenge for the
organization.
V. Last but not the least and very important, managing and motivating
36,000 employees and volunteers in such a huge organization is
really a difficult task. It is due to the fact that each and every
individual is different. They have their own needs and expectations.
Even they are different in age and values so called Generation
Gap
2. How might different views across the Generation Gap affect
support for the Salvation Army?
Ans. Difference in set of values held by different age groups are often called
Generation Gap. Different views across the generation gaps can definitely
affect support for the Salvation Army.
As we know that it is a very old organization, perhaps 158 years old,
employees of different generations would have different views as far as
serving mankind is concerned. For e.g. As management of Salvation Army
has approached employee involvement and relaxation (Decentralization of
Authority, Empowerment and Goal Setting) in organizational hierarchy, this
may not be liked by employees who are of old generation working for more
than 40-50 years because they might believe in Stick to their old hierarchy
approach.
At the same time, new generation employees who have recently
entered in to the organization might think that senior employees are
2 | Page

Prepared by Parag (102), Rahesh (103), Pooja (94), Samir (84) and Rushabh (90) _Div_B/
MBA I/SKPICMS

politicking, blocking their ways and not technology oriented. As a result of

which, they may not support the organization up to their best because of
conflict of views. From the motivation point of view, new generation
employees can be motivated by rewarding challenges and old generation by
money and flexible timings.
3. Explain Salvation Army operations in terms of need theory and
expectancy theory.
Ans. A Salvation Army operation is a classic example of need and
expectancy theory.
Application of Need Theory:
Maslows hierarchy of need theory states that a person is motivated
when he or she has not yet attained certain level of satisfaction within
his/her life. These levels can be ranked in terms of hierarchy:

If we apply this theory of Maslow to the operation of this organization,

it is very much associated. They aim to help people live independently by
approaching their needs holistically, addressing their Physical, Emotional and
Spiritual needs which can be categorized as Physiological & Safety needs.
They also address humanity by love and care. By this way, they address
Social needs of the homeless people. In this way, they consider lower order
needs of the homeless people by improving their economic and social
conditions.
If we apply this theory to employees and volunteers, it is also very
much associated. They have employee empowerment and involvement
campaigns which is nothing but addressing the self esteem needs of
3 | Page

Prepared by Parag (102), Rahesh (103), Pooja (94), Samir (84) and Rushabh (90) _Div_B/
MBA I/SKPICMS

employees to motivate them to work towards a single goal. When employees

internally feel that they are doing their best by serving mankind which is
considered a noble cause, they feel they are doing their best and serves as a
self actualization need for motivation.
Application of Expectancy Theory:
Expectancy theory states that employees are motivated when they see a
favorable combination of Effort, Performance and Rewards.

These three terms are

Instrumentality and Valence.

theoretically

known

as

Expectancy,

Expectancy

If I behave in a certain way, my behavior will

result in some positive performance
Instrumentality If I have this positive performance, It will result
into some positive outcomes(Most probably
rewards)
Valence
If I have this rewards, It will result into some
motivation due to personal goal achievements
depending upon the strength of expectancy
This theory can very well be associated with the operation of this
organization. Salvation Army people work for certain outcomes like best
service to mankind and society. They have goals, behave certain way and
when they meet their goals they are recognized for their achievements. It
makes employees feel that they are making a major contribution to the
organization which is nothing but a valence. This is how they are motivated
through Victors Expectancy theory.

4 | Page