建立可持续的企业社会责任项目

Companies in China have long engaged in their respective Corporate Social Responsibility initiatives, and according to Chi Yaoping, director of the Partner-relation Department of the China Youth Development Fund, these companies have already developed a certain pattern via which they are able to reach their targets.

"Companies launching CSR initiatives in China usually have a vision for sustainable programs. In order to pursue this vision, they often establish a long term cooperative relationship with charitable institutions for their professional assistance. "

And once the CSR projects are initiated, the companies and charitable institutions will look for ways to expand upon or deepen their cooperation based on what they've already achieved. For example, Procter and Gamble has been conducting its CSR project in China for 15 years; their efforts have helped to facilitate the construction of 200 Hope Schools. The company is now trying to build upon this success by offering more to the pupils in these Hope Schools.

"Once these Hope Schools are established, this company seeks to facilitate the all-rounded development of these pupils in the areas of sport, music and reading."

These efforts cannot be achieved without a continuous input of resources, but P&G's solution is to involve its business partners.

Indeed, cooperation and wider participation may well be the driving force for sustainable CSR projects. And in a similar manner, the Star Fund of Mercedes Benz is an open-ended initiative which welcomes the participation of third parties. As a follow up to the Happy Music Classroom, both Mercedes Benz and the National Center for Performing Arts have expressed their willingness to jointly stage the pupils' performance, to present their talents and encourage them in their musical pursuits.

Wang Yan is vice president of Daimler Northeast Asia Ltd.

"As long as more and more people pay attention to the program, and want to participate in it, and professional music teachers and professional music schools play a very important part in that, then our program can really be conducted in a very sustainable way."

For CRI, I'm Laiming.