Don't kid yourself, Rocket...
...at this point, it's becoming pretty apparent that the Org doesn't give a rat's ass about their public image anymore. It's a lost cause.
These days, virtually every decision is made towards...
a) ...as you said, keeping their "charity" status to stay in the black, and...
b) ...reinforcing the fiction of "God's Earthly Organization" in the eyes of the rank-and-file (trust me, the importance of this cannot be overstated, for a whole shit-ton of reasons).
The real trick will be juggling the two...
...especially if certain public steps they need to take to keep their tax-exemption too deeply undermine the Organizational fiction.