The reputation of the charity sector has taken a beating after a number of high profile embezzlement cases, the Party news portal People’s Daily editorializes.
Recent swindling charges faced by operators of both online and offline charities have revealed how some use their charitable status to reap huge profits, causing the public to lose trust. But the sector plays a crucial role in social assistance, poverty alleviation and post-disaster reconstruction, the paper editorializes.
The People’s Daily proposes three ways to rebuild the image of China's charity sector. Organizations must conduct reputation management because charities have grown accustomed to being regulated by the government and do not have a keen awareness of how to maintain their reputation independently.
The public must interact with charities in a two-way manner. Currently, many charities simply provide information and assistance but don't incorporate feedback from donors and the public. In the internet age, netizens and donors frequently leave messages and questions for the charities online which often go unanswered.
Transparency is vital. Domestic charities generally don't release the processes and results of their assistance meaning donors have no idea whether their donations have been used to help people in need. Opening the process to the public will improve trust and grow support.
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