Case analysis on

The salvation Armey:

Converting Outcast into
Citizens
Armey: Converting Outcast into Ci
Submitted to:

Barota Chakraborty
Lecturer
Department of Marketing
Faculty of Business studies
Jahangirnagar University

Prepared by:

Pioneer
Department of Marketing
Faculty of Business studies
Jahangirnagar University

Submission Date: 29th September, 2011

Group Profile
Group Name: Pioneer
Members
1.
2.
3.
4.
5.
6.

Class ID

Md. Rajib Ahsan (GL)

654
S. M. Tanzim Mahbub
668
MD: Juhirul Islam Shimul
2120
S. M. Riazul Islam
659
M. Alamgir Hossain
1942
Md. Sayem al Mehedi
1939

Department of Marketing

Faculty of Business studies

Jahangirnagar University
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 ColonelLon 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 Ups 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.

Brief of Salvation Army

It is an Organization existing to affect a radical revolution in
the spiritual condition of the enormous majority of the people of
all lands. Its aim is to produce a change not only in the opinions,
feelings, and principles of these vast populations, but also to alter
the whole course of their lives. So that instead of spending their
time in frivolity and pleasure-seeking, they shall spend it in the
service of their generation and in the worship of God. So far it has
mainly operated in professedly Christian countries, where the
overwhelming majority of the people have ceased, publicly, at
any rate, to worship Jesus Christ, or to submit themselves in any
way to His authority.
To what extent has the Army succeeded?
Its flag is now flying in 34 countries or colonies, where under
the leadership of nearly 10,000 men and women, whose lives are
entirely given up to the work, it is holding some 49,800 religious
meetings every week, attended by millions of persons, who ten
years ago would have laughed at the idea of praying. And these
operations are but the means for further extension, as will be
seen, especially when it is remembered that the Army has its 27
weekly newspapers, of which no less than 31,000,000 copies are
sold in the streets, public houses, and popular resorts of the
godless majority. From its, ranks it is therefore certain that an

ever-increasing multitude of men and women must eventually be

won.
That all this has not amounted to the creation of a mere
passing gust of feeling, may best be demonstrated perhaps from
the fact that the Army has accumulated no less than 775,000
worth of property, pays rentals amounting to 220,000 per annual
for its meeting places, and has a total income from all sources of
three-quarters of a million per annual.
From where all this has started?
It is only twenty-five years since the author of this volume
stood absolutely alone in the East of London, to endeavor to
Christianize its irreligious multitudes, without the remotest
conception in his own mind of the possibility of any such
Organization being created.
Through what opposition the Salvation Army has ever
had to make its way?
In each country it has to face universal prejudice, distrust,
and contempt, and often stronger antipathy still. This opposition
has generally found expression in systematic, Governmental, and
Police restriction, followed in too many cases by imprisonment,
and by the condemnatory outpourings of Bishops, Clergy,
Pressmen and others, naturally followed in too many instances by
the oaths and curses, the blows and insults of the populace.
Through all this, in country after country, the Army makes its way
to the position of universal respect, that respect, at any rate,
which is shown to those who have conquered.

Solution of the questions:

Question-1: What are some of the challenges in
maintaining the motivational level at the Salvation Army?
Answer:
The major challenges are as follows:
I.

II.

III.

IV.

V.

Although their members are always ready to help and

support but often they dont know exactly what they are
supposed to do.
Employees come from different culture and backgrounds.
Integrating, coordinating and making them united for a
common goal is really a challenge.
Salvation Army people and the volunteers work for nonprofit objectives. Installing a feeling of commitment and
involvement in their members must be a challenge.
They have a vertical organizational structure. Leading and
motivating employees at each level is a challenge for the
organization.
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

Question-2: How might different views across the

Generation Gap affect support for the Salvation
Army?
Answer:
Differences 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
159 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 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.

Question- 3: Explain Salvation Army operations in terms

of need theory and expectancy theory.
Answer:
A Salvation Army operation is a classic example of need and
expectancy theory.
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.
Application of Need Theory:

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.

Expectancy Theory:
Expectancy theory states that employees are motivated
when they see a favorable combination of Effort, Performance
and Rewards. These three terms are theoretically known as
Expectancy, Instrumentality and Valence.
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 these
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.