Introduction
Every company’s initial goal is to produce goods and services that will satisfy the taste and preference of its existent and potential customers. The interaction is build upon the quality and affordability of goods and services. Such a concern by an enterprise to safeguard the sacred nature of its brand to the customers is regarded as public relations. The notion of the practice is very delicate and susceptible to an enterprise daily operation activity. The objective of the objective is to buy and retain stakeholders’ positive attitude towards the company.
Organization overview
Angels Food Ministries is a non-profit Christian organization whose responsibility is to provide food to the destitute families In America. The organization was established in 1994 by Joseph Wingo and his wife; Linda Wingo and was located about 40 miles east of Atlanta. The main objective was to purchase food at discounted prices, repackage the food and sell the same to needy families at below-market prices. Angel food ministries enjoyed government incentives such as partial tax exemptions with intent to boost their charitable activities.
The company’s mission was to equip the saints for ministry by nourishing body and souls of destitute families with food and the word of God. The activity was a noble public relations course that earned full support from the government since it was able to impact the citizen's social welfare.
Public relations Scandal
In line with the organization’s humanitarian obligation, Angel food Ministries had received an average of $7 million subsidized loan from The United States Department of Agriculture. The intention was to facilitate its efforts to sell food at subsidized rates. In February 2009, Federal Bureau of Investigation (FBI) raided the organization’s premises on allegations of fraud. Joe Wingo. Linda Wingo, Andrew Wingo and their employee Harry Michaels were interdicted and charged on 49 counts ranging from money laundering, fraud and electronic fraud. The United States Attorney; Michael J, Moore proved beyond reproach that the organization’s management had engaged in unethical practices of fraud (FBI, 2013). He stated that the defendants had contravened the federal laws that limits non-profit organization’s income gained from tax exemptions and instead participated in profitable schemes.
There are some major charges laid out by the attorney. These charges include establishing parallel organizations to cover-up their activities, using organization’s credit cards for personal interests, and issuing checks to themselves and members. The other charges include shifting sale proceeds for personal gain and withdrawing organization’s funds to pay for the real estate down payment for a jet. The final charge is providing bonuses to the employees to facilitate the political activities of selective politicians indirectly. In his capacity as the organization’s founder, Joe Wingo pleaded guilty of using organization’s funds to cater for personal expenses such as purchasing a car devoid of the directors’ approval. Mrs. Linda pleaded guilty to felony that is a concealment of wrongful activity (FBI, 2013).
In his ruling, Honorable C Ashley Royal; the chief United States District Judge, was sentenced for 84 months in prison and forfeiture of $1503,885 and a $15000 fine. Similarly, Linda Wingo was also found guilty of a felony and sentenced for five years probation and a $25000 criminal charge amount. Their son; Andy was sentenced to 84months in prison and obliged to surrender $2400,000. The judge summarized his ruling on the premises of greed at the expense of needy families and a contravention of the organization’s mission.
The act eroded the organization public loyalty and perception and thus led to its collapse. The government, donors and the program’s beneficiaries withdrew their loyalty to the organization and thus affected the social welfare of destitute families adversely.
Goals to achieve
In a bid to resuscitate the lost glory and public perception towards the organization, the following goals will form the basis of our ultimate objective:
Restore the government, donors and beneficiaries confidence in the organization’s objective:
Good public image of a company is the embodiment to covering a wider customer base and thus essential. I would be paramount to adopt strategic measures to convince all stakeholders on the intention of the organizations to shun unlawful acts in favor of ethical practices.
Enhance accountability in the organization:
Angel Food ministries would adhere to the international financial standards governing non-profit organizations by declaring surplus income instead of profit. All staff shall be responsible for their roles, and dire consequences would accrue to the defaulters.
Eliminate the principal-agent problem
The objective would be to bridge the information gap on divergent interest gains between the management and the organization’s principal owners. Upon total eradication of the problem, acts such as collusion to divert funds for personal gains will be eroded in the company’s objectives.
Foster the non-governmental organization’s code of ethics
The code of ethics will be published through a benchmarking session where all stakeholders shall be permitted to express their sentiments before a comprehensive set of rules is published.
Steps to achieve the goals
A systematic approach to impellent the aforementioned goals is integral with intent to realize the degree of performance for each strategy.
Overhaul Organizational structure
The current managerial structure will be restructured in order to develop a lean system that would enhance the communication path as well as eliminate bureaucratic decision making. Unlike the previous system where the founders were still the operation managers, an independent team of professionals would be proposed to enhance transparency and accountability.
Proposal development
A proposal document is a chronological and transparent presentation of an organization’s goals and how it would achieve them. The document will be a referral point for the organization’s mandate as well as for the external stakeholder’s to understand the goal of the organization. The proposal shall be fronted under the new leadership with the involvement of every relevant stakeholder.
Public awareness and promotions
The organization shall engage in social responsibility activities in a bid to win the dejected hearts of investors, government, as well as the organization’s beneficiaries. Participation in community projects such as cleaning projects, offering education sponsorship as well as conducting sensitization campaigns on healthy eating, nutrition and hunger eradication. Moreover, the management shall conduct advertisement promotions through media channels in order to rebuild the public image of the organization.
Source financing
In summary, the ultimate pillar of achieving the above steps would be to seek funds that would initiate the organization’s food programs. Additionally, accountability policies such as annual declaration of financial statements would be proposed in order to facilitate the organizations transparency.
Evaluation plan on how to assess the campaign outcome
The purpose of an evaluation plan would be to assess the efficacy of the public relations campaign in the organization’s performance (Fitzpatrick, Sanders, & Worthen, 2004). The plan would be conducted on a bi-annual formula for a period of three consecutive financial years.
Data collection
Primary data shall be conducted through oral and written interviews from beneficiary families, employees, management and external stakeholders. On the other hand, secondary data shall be extracted from the organization’s income-expenditure statements and balance sheet trends for the three years since the inception of the campaign.
In- task participation
It would be imperative to synchronize the data collected with the real happening by silently participating in several organizations’ humanitarian activities in order to access first-hand reaction among the employees and the senior management. The strategy will ensure that data collected reflects the true image of the organizations.
Further adjustments
Based on the outcomes, adjustments shall be implemented through a consultative approach to ensure that every stakeholder is satisfied.
Periodic assessments
Evaluation assessments would be made on a bi-annual criterion to assess the continued response for the organizations strategic plan.
Stages of assessment
The degree of success would be ranked into three categories based on a goal to goal basis. The order of ranks includes; highly responsive, medium and slow.
Conclusion
In summary, transparency and accountability in a non-profit organization can only be enhanced through effective managerial approaches and adequate resources.
References
FBI. (2013). Angel Food Ministries Founder Wesley Joseph Wingo and His Son, Andrew Wingo, Each Sentenced to Seven Years in Federal Prison (478). Retrieved from Federal Bureau of Investigation website: http://www.fbi.gov/atlanta/pressreleases/2013/angel-food-ministries-founder-wesley-joseph-wingo-and-his-son-andrew-wingo-each-sentenced-to-seven-years-in-federal-prison
Fitzpatrick, J. L., Sanders, J. R., & Worthen, B. R. (2004). “Program evaluation: Alternative approaches and practical guidelines.”
Gospel Food ministries. (2013). Retrieved from http://www.gospelfoodministries.com/index.php/our-mission
