The article focuses on the Wounded Warrior Project, a charity organization located in Jacksonville, Florida that focuses on the provision of services for veterans that need help and support. The problem they face is that some of the former employees have claimed that owners spend donations unreasonably, and the organization spends a high percentage of all the money on employees. Moreover, they decided to contact the mass media to draw attention to this situation. The author of this article suggests that the authorities made an enormous impact while addressing these allegations and it will have negative long-term consequences for the charity. They did not expect such a dramatic impact of this scandal because the number of donors did not start to decline immediately, and the organization believed that the problem was solved. The primary argument is that the authorities could avoid these issues if they chose the approaches to minimize or reduce damage in a critical situation.
The owners believed that the local community trusted the organization, and it would not be difficult to avoid criticism. However, the information regarding lavish spending on meals and hotels has spread at rapid rates. Many residents of Jacksonville were willing to voice their concerns and frustration with a use of the Internet. Most individuals were not affected by this situation, but their ability to influence others is tremendous. Therefore, the organization cannot function if the public focuses on the negative aspects. These stakeholders are essential from the perspective of the general strategy because their approval helps the organization to expand. They can be described as latent because their influence on the charity is minor, but the Wounded Warrior Project has acknowledge that they have to address their demands.
This scandal has also affected the donors. It is clear that most individuals continue to support the organization because they understand that lives and well-being of many citizens are at risk. However, the reduction in collected funds suggests that many donors have started to look for alternatives because the level of trust to the Wounded Warrior Project has decreased dramatically. This group of stakeholders has been affected because their money is involved. They are strategically important because the organization functions only with the received funds. Donors can be described as active stakeholders because they are involved in most operations, and are willing to take action if there is any suspicion of fraud.
Veterans also have suffered from the situation that has occurred because they do not receive as much help as they did in previous years. The situation is quite problematic because the reduction in donations is significant. The biggest issue is that the number of other non-profit companies which focus on this sector is rather small, and it would be difficult to gain trust after this incident. Furthermore, it is possible to state that this scandal has affected charities in general. Currently, veterans do not receive enough support from the government, and the lack of services provided by the Wounded Warrior Project may harm their health and well-being. These stakeholders are vital from the perspective of the general strategy because their opinions and comments may have an impact on the charity and other stakeholders. This group is aware because individuals understand the situation and are personally interested in the future of the Wounded Warrior Project. One may argue that the level of trust is not crucial for these stakeholders, but it is unlikely that they would accept support from the firm they regard as untrustworthy.
The organization must be aware of the fact that every group of stakeholders requires a unique approach in case of a crisis because the difference between their interests is significant. The damage caused to the image of the organization is disturbing and needs to be addressed as soon as possible. The local community understands that the authorities took advantage of several loopholes to appear transparent while spending funds irrationally. It is understandable that some of these activities were focused on the improvement of teamwork, but it would be difficult to convince the population that it was the original intention. Therefore, a sincere apology is required to demonstrate that the organization admits mistakes and would avoid such issues in the future. Well-designed brochures that explain how the owners have restructured the Wounded Warrior Project are of utmost importance. They could also produce a video that would highlight reasons the organization needs to spend money on such activities as team-building, wages, and training. Moreover, it is necessary to explain how this affects the provided services and helps the company to expand. It would be appropriate to revise all aspects of this approach and achieve the correct balance between areas of spending. It is hard to argue with the fact that veterans have suffered the most as the result of this scandal. The situation is quite problematic from an ethical perspective because the damage caused to the organization also impacts the veterans, and it would be beneficial to take advantage of this dilemma. A public relations team should consider a social media campaign in this situation. A use of hashtags focused on the needs of veterans and positive coverage in the media would be appropriate and can help to increase the support of the local community. In general, this group prefers such information channels as the Internet and mass media, but the organization is inexperienced in these areas at the moment. Charity events and meetings may also be used to attract the attention of the local community and focus on organizational changes that help to increase transparency.
Additionally, it is crucial to communicate and establish long-term relationships with involved veterans. This approach is required to acquire a better understanding of their needs and preferences. Personal visits are vital and have to be be scheduled as often as possible. It is important to keep track of the progress to determine if the provided services were helpful and evaluate how they may be improved. Their trust is of utmost importance because they are less likely to accept help from an organization they perceive as unreliable. Furthermore, it will be easier to minimize unnecessary expenses and avoid conflicts. Veterans also frequently make small contributions, and it is hard to gain their trust in most cases. The authorities preferred to stay invisible and did not interact with stakeholders, but this approach is not applicable to all situations. Therefore, implications of a passive approach can be dramatic, and a public relations team must revise the strategy. All the messages must be comprehensive and the language should not be complicated. It is imperative to avoid unnecessary details. The professionals have to analyze the available data to choose the most appropriate information delivery methods. This approach is of paramount importance when dealing with veterans because inappropriate communication may be deemed offensive.
It is reasonable to contact donors via e-mail and provide an explanation of the situation. Stakeholders appreciate transparency, and the organization should not hide the information about such scandals. Moreover, it would be much easier to discuss why some of the statements covered in the media are inaccurate. Additionally, it is necessary to provide information regarding the plans and mention the reasons people should continue supporting the organization. It is crucial to focus only on positive aspects and develop a detailed plan of actions to ensure that the budget is balanced. Moreover, the Wounded Warrior Project may also provide the information such as the feedback received from veterans, and it would be satisfying for donors. They must be sure that the firm utilizes their money efficiently, and the focus is on people that deserve help. The charity must avoid dishonest strategies in the future because it can be fatal. The fundraiser program did not receive high ratings from professional analysts, and many have argued that they should spend more funds on veterans. Transparency is critical for non-profit firms, and the authorities will be pressured to provide all the information about the expenses. Current conditions must be discussed with the biggest donors to convince them that cooperation is required. Public relations team may use such techniques as presentations and graphs to highlight statistical data. They have to track and evaluate the progress to determine the strategies that produce the best results. Overall, this stakeholder group appreciates personal communication, and it is beneficial to provide donors with exclusive information about the upcoming events.
In summary, it is clear that the Wounded Warrior Project has made numerous mistakes when addressing this controversy. It could have avoided an adverse reaction of the public if a public relations team used the latest techniques to influence the opinion of all involved stakeholders. Mass media companies that covered these stories are influential, and it is an aspect that the team has overlooked. The organization could not avoid the damage when it ignored the scandal and did not want to discuss the problem openly. Nevertheless, it has made several correct decisions to improve its reputation among the public and veterans, but much more effort is required to restore the previous levels of support. The organization has the potential, and it has proven that it may accomplish a lot if it avoids unethical approaches and revises public relations strategies. Overall, provided recommendations should be considered by the authorities, and the Wounded Warrior Project must avoid described PR mistakes in the future.
Chloe Mendez, blogger and writer at https://specialessays.com/
