The organization is anti-gay and pro-life[2] and offers women with unplanned pregnancies alternatives to abortion as part of its program.

She had previously worked for eight years as an athletic director in a Tennessee Department of Corrections facility for delinquent girls, then to supervise foster-care placements with an Emergency Child Protective Services unit investigating cases of abuse and neglect,[5][unreliable source?]

[9] Mercy Ministries New Zealand registered the domain name for A Girl Called Hope on September 21, 2010, completing the transition to this new name on January 28, 2011.

[11] A ruling by the Australian Competition & Consumer Commission in the same year also saw the organization admit that its claim that its program included support from "psychologists, dietitians, general practitioners and counsellors" was also false,[11] and ordered them to pay restitution to some residents affected by this practice.

Mercy Ministries Australia was investigated by the Australian Competition & Consumer Commission (ACCC) and found to be in breach of the Trade Practices Act 1997 and guilty of "false and misleading advertising" of their services, including advertising that their program was free of charge when their clients were in fact required to sign over their government welfare benefits.

[17] Mercy Multiplied state that their counseling curriculum "combines biblical principles of healing and unconditional love with best-practice clinical interventions".

[18] All treatment offered at their residential homes is faith based, aimed at removing demonic influences on the souls of the girls.

Modules of Restoring the Foundations, used by Mercy Multiplied until June 2008, included "salvation", "forgiveness", "godly/ungodly beliefs", "generational curses", "soul/spirit hurts" and "demonic oppression".

[24] Although Mercy does not characterize itself as engaging in conversion therapy, girls who are suspected of having homosexual feelings for one another are required to sign "separation contracts" which stipulate they will not be alone together.

[19] Since early 2008, the organization has attracted considerable media attention in Australia, followed by the United States and the United Kingdom, drawing criticism of their employment of unqualified staff,[19] overall medical negligence,[26] seizing benefit payments of patients in contradiction to their promise of not charging for services, and the use of demonic deliverance in their approach to treatment.