Marketing Ethics Audit: China Youth Development Foundation

Marketing Ethics Audit: China Youth Development Foundation

Wenqing Shan

MKTG7028

10/07/2015

China Youth Development Foundation

Introduction

China Youth Development Foundation, abbreviated as "CYDF", is a national, non-governmental and non-profit community group in China, which was founded in March 1989. CYDF is a national Public fundraising foundation, whose fundraising regions include China and other countries and regions where permits the fundraising activities of CYDF. CYDF is well known for launching and managing its largest program “Project Hope”, the goal of this project is to ensure children in rural areas can have the opportunity to go to school. The project has the most widespread social participation and the greatest impact in public welfare in China. It has accumulatively raised a donation of 6.03 billion yuan to subsidize more than 3.49 million rural students who have economic difficulties (including primary, high school and college students), it also built 16355 Hope primary schools, 14636 Hope libraries and equipped with 2862 Hope gyms, 136 Hope music classrooms and 223 Hope film projections. In addition, CYDF also strives to train teachers to improve educational conditions in rural areas (including teacher training) and to strengthen the government’s efforts in implementing a nine-year compulsory education law.

Mission/Value Statement

“CYDF seeks support and assistance from both domestic and foreign organizations and individuals concerned about the well-being of Chinese youth and children. The foundation promotes education, science and technology, culture, physical education, health, social welfare, and environmental protection for China’s youth and children, and works for the country’s modernization to enhance relations among young people all over the world. China’s modernization and internationalization is the core mission of CYDF. (China CSR Map)

Critical assessment and recommendations

CYDF is now the most successful NGO with broad social awareness, it has many different projects to raise fund and equipment to help and care youth who have difficulties, and it is a humanitarian organization with several ethical values such as humanity, impartiality and social conscience.

        There are two recommendations that I can think of to CYDF, the first one is strengthen the transparency of funds flow and implement strict internal control and regulation. Second, consolidate surveillance system.

1. Does org have a mission or values statement? What ethical values are reflected in their mission or values statement? What is your critical appraisal? Is statement complete? Any important elements missing?

Yes, the current goal of CYDF is to improve the growth environment for teenagers in China though finally support services and social advocacy, the long-term goal is to achieve the modernization and internationalization of China.

Several ethical values reflected in their mission are having social responsibility/conscience, humanity, caring, beneficent, virtuous, and impartiality.