By Victoria Z. Moy
Imagine your corporation has a growing presence in China but to the average Chinese citizen, you are barely on the radar.

Or, perhaps developing goodwill through good works is your goal. You know your efforts in this area will help you create better government relations, develop stronger partnerships and build acceptance in the communities where you run factories, hire workers and sell products.

Let's imagine two Chinese families.

The Li Family
The 5-member Li Family is barely scraping by because the main breadwinner, Mr. Li, is no longer able to work due to a disabling accident. His wife brings in some income via her sewing services. Their teenage son works at the local fruit processing plant but dreams of gaining skills to work in the white-collar world. He wasn't able to finish high school due to his father's disability. His 10-year old sister is attending grade school with financial assistance from the local government. The fifth member of the family is Mr. Li's elderly mother.

How could your company help the Li Family?
Your company recently opened a plant in a nearby city. You need employees who can be trained to do a variety of jobs. Have you thought about establishing a training program for people like Mrs. Li? She has years of experience running a household under difficult circumstances. With some training, she could take on an entry-level position at your plant. If she shows promise, she might move on to become a supervisor.

What about the 19-year-old? He learned to use a computer and occasionally goes to an internet cafe. If he received the right kind of training, he could learn to use office software, repair computers or network them. Perhaps your company could support a training program to prepare poor youth who have the aptitude for computer study. Upon completing the course, they might be hired by your company or a partner company. Everyone is a winner.

Finally, Mr. Li needs a wheelchair. Could you donate 10 to his township so that he and others like him can move more freely?

The Wang Family
Like others in her village, Mrs. Wang makes fishnets as part of a cottage industry from her home. This brings in much needed supplementary income for her family of 7. Mr. Wang works at the local veneer factory bringing in about RMB600 per month. Mrs. Wang doesn't realize it but she has an early stage cancer which could be treated successfully if diagnosed early. Having hoped for a son, the couple has 5 daughters. The oldest two left school after the 8th grade and are working in the nearby township. One of them has 5 years of experience working in hair salons and hopes to open her own salon but lacks capital. Daughter number 3 lost her lower leg in an accident. The 2 youngest are attending the local grade school.

How could you help the Wang Family?
All things considered, the Wang Family has managed to live at a reasonable level. However, if Mrs. Wang's cancer is not caught soon, the illness will devastate the family. Your company could fund early cancer diagnosis and treatment programs for women in rural areas. This low cost, highly effective effort could literally save an entire family.

Let's consider the daughter who wants to open a hair salon. She's experienced, energetic and ready to do what is necessary to make a small business successful. If your company could provide micro-financing, her dream would be realized. Imagine how she'll not only be able to create a better life for her family but eventually create jobs for others.

Daughter number 3 is a good student; she hopes to finish high school and maybe even attend college. She relies on crutches to move around, as a prosthesis is simply not affordable. Can your company help her by working with a charitable prosthesis program?

The 2 youngest daughters attend a rundown grade school. You could make a difference by providing cash and in-kind donations for school repair, equipment and libraries. Consider supporting rural teacher training programs or even sending volunteer company teachers for short supplementary courses.

Global corporations like yours have many opportunities to create CSR strategies in China which not only make you more competitive but also help the communities you work in. Among them are efforts to help families like the Li's and Wang's through effective community-business partnerships. These families are a window into the possibilities. Be creative, be proactive. Don't wait until you're running to catch up with the pack.

About the author:
Since the 1980s, Victoria Z. Moy has worked in both the for-profit and non-profit sectors. From overseeing the sale of machining equipment to managing healthcare programs, she has gained experience in a range of fields. She was the China Managing Director for The Smile Train, an international cleft lip and palate charity, from 2002 to mid-2007. Victoria is currently a CSR/NGO consultant and an active member of the American Chamber of Commerce Shanghai Corporate Social Responsibility Committee. She can be reached via email at csrpartner@yahoo.com.

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1. By Duo Sai Na – November 15th, 2007 at 12:05 pm

   Good to finally read an article by someone else!! More like soft advertising though…

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