Study On The Credibility Of Charitable Organization In China

In recent years, with the improvement of government support and public awareness, our charity has made rapid development in many ways. Such as diversification of charity organizations, the public participation in social charity, International cooperation in charitable activities, etc. The development of charitable organizations also plays an important role in economic development and social stability and prosperity. However, with the rapid development of philanthropy, there are many problems began to emerge in internal management and external charity environment. Negative news about charity continues to be reported, and more and more people do not participate in charitable donations. Charitable organizations face the big problem of Charity credibility because of the declining public trust. That restricts the healthy operation of charities and the development of philanthropy.The purpose of charitable organization is spreading charity culture and practicing good deeds. In the process of charity development, love, trust, sincerity and responsibility are basic value orientation of charity. The purpose of charity also determines that the charitable organizations can not develop well without Charity credibility. This article takes the credibility of charitable organizations as the research perspective, and use credibility as the important criteria to measure the development of charitable organizations. For the current development of charitable organizations in China, this article analyzes the reasons for lack of credibility of charitable organizations. The study also learns from foreign experiences and lessons of improving credibility, and proposes suggestions to reshape credibility of our charitable organizations. To ensure our philanthropy will develop well in the future.At first, I mainly described the background and significance of the study. Then introduce the research status of the credibility of charity based on the collection of collecting and sorting various documents and books. And I also define some related concepts and study theory of the study. I use the degree of public belief as an important index to measure the credibility of charitable organizations. In this study, I use some research methods to study the absence of public trust of our charitable organizations. I use methods such as literature analysis method, comparative analysis method, case analysis method and summarize method.Secondly, I use One Foundation Incident as an example to analysis the situation of credibility problem of our charitable organizations. Then I present some main reasons for absence of public trust of charitable organizations, and I do in-depth analysis for these reasons in this part. Through my deep studying and thinking of the experience of western developed countries. I discusses development model of charitable organizations in the United States and the United Kingdom in detail, then I learned from their development experience to rebuild the credibility of our charitable organization.At last, I combine the above analysis of the reasons for lack of credibility. Then put forward some suggestions to remodel the credibility of charity based on the experiences of other countries. We can solve this problem from internal management and external charity environment. For internal management, at first, we need to establish information disclosure system to ensure our charitable organizations can run in the sun. Secondly, we have to train a number of professional personal to promote specialized macro-management of charity affairs. Thirdly, by using the brand marketing strategy, we can enhance brand image of charitable organizations. At last, we can popularize the internet charity mode to spread our charity culture, and then more and more people will take part in our charity events. For establish external charity environment, at first, we need to improve the laws and regulations of charity to standardize the charity project. Secondly, we should set up our external supervision system that can supervise and manage our charitable organizations. At last, through the cultivation of charity awareness of our citizen, let charity awareness become a part of our own culture. We do charity because this is an indispensable part of our life. These responses will help charitable organizations to improve their charity credibility.The innovation of this thesis is that I apply the theory of brand marketing to the study. And take brand building of charitable organization as the important way to improve the charity credibility. On the basis of the experiences of foreign countries, I propose that we can use the brand marketing strategy to improve the credibility of charitable organizations. Combined with the background of information technology and Internet, I propose to popularize the internet charity mode to improve the charity credibility, and that makes the study keeps pace with the times.