Enterprise Philanthropy–A Social Responsibility.docVIP

Enterprise Philanthropy–A Social Responsibility 　　ON May 7， 2013， the Jiaduobao （JDB） Beverage Group， the China Foundation for Poverty Alleviation， and the China Youth Development Foundation held a joint press conference in Beijing. It was an odd assembly – JDB makes herbal tea and other drinks， while the two foundations are the beating heart of China’s philanthropic movement. The resulting brew， however， was extremely palatable： representatives from the three organizations revealed the “Jiaduobao Strategy for Developing Philanthropic Programs，” and JDB announced its 2013 charity strategy initiatives and its White Paper on Philanthropic Programs. JDB’s program is built on the philosophy that philanthropic efforts should aim to reach the broadest possible swathe of society. For charitable organizations， such a mantra is nothing new； indeed， it is often their charter. But for a successful enterprise such as JDB to enshrine philanthropy in its corporate culture represents a significant step forward towards a more humanistic society. As charity initiatives on China’s mainland continue to gain traction with the wider public， the growing enterprise philanthropy movement is proving to be a strong force for positive change. A Rising Force JDB donated RMB 100 million to Lushan soon after a 7.0-magnitude quake struck the area on April 20， 2013. This represents the largest single donation thus far from any company in China for Lushan quake victims. The enterprise also donated RMB 100 million to relief efforts for the Wenchuan earthquake in 2008， and 110 million to Yushu earthquake victims and reconstruction in 2010. “JDB Group is always there for the victims of natural disasters. When it comes to enterprise philanthropy， we dont mean just one or two large donations. For all those places and victims in need， we need enterprises that believe in charity to be there and provide whatever assistance they are capable of. JDB fulfills enterprises social responsibil