Take Good Care of Our Reputation - Thoughts on RC Brand Building and

Management

Li Xinping Full-time Vice President of Jiangsu Branch, RCSC

September 5, 2013

江 苏 省 红 十 字 会 RED CROSS SOCIETY OF CHINA JIANGSU BRANCH

Foreword

Brand is crucial to the

survival of an

organization or

business, reflecting on

its core competitiveness,

social influence and

public cohesion.

Foreword

In an external environment full of changes,

challenges and competition, we local RC branches

should "cherish our reputation as a bird takes care of

its feathers", carefully plan our projects, strengthen

team building, take proactive control of various risks,

build brand projects centering on our core tasks and

contribute to the glory of the RC brand.

I. Brand Planning: Humanitarian Needs Oriented

The RC brand building and maintenance should

always observe the mission and seven basic

principles of the RC Movement, highlight the

protection of human life, health and dignity, and

improve the lives of the most vulnerable groups. We

should conduct project planning and build sub-

brands based on the core RC businesses to form core

competitiveness.

I. Brand Planning: Humanitarian Needs Oriented

Having over 10 million staff members and 25 million volunteers; fixed assets,

annual income and annual expenditures having all exceeded RMB 100 billion

Yuan; having become an important player in the social and economic

development.

Composition of Social Organiza-tions in China

社会团体民办非企业单位基金会

Social Organizations

Private Non-enterprise Entities

Foundations

I. Brand Planning: Humanitarian Needs Oriented

In the course of RS brand building in recent years, Jiangsu Province centers around the protection of human life and health, takes a humanitarian needs oriented approach, highlights the core businesses, and plans and carries out differentiated and characteristic brand projects to avoid homogeneity and vicious competition.

--- We have continued the first aid training program for 1 million people, which has been included in the government’s annual list of practical projects for public benefits. To date, the program has trained a total number of over 1.5 million people. By 2020, the number of people who have attended the training will reach 15% of the total population in Jiangsu Province.

I. Brand Planning: Humanitarian Needs Oriented

First Aid Training

Program for 1

Million People

I. Brand Planning: Humanitarian Needs Oriented

100-Village Rural Health

Program

Health Express

I. Brand Planning: Humanitarian Needs Oriented

Bone Marrow

Transplantation

Saving Lives

II. Brand Planning: Continuously Strengthen the Effectiveness of Team Execution

Brand management depends on excellent team

work. To strengthen the RC brand management, we

need to develop a regional organizational network

with full coverage, improve the RC internal

governance structure and operational mechanism,

and establish an effective and well-functioning team.

II. Brand Planning: Continuously Strengthen the Effectiveness of Team Execution

。

II. Brand Planning: Continuously Strengthen the Effectiveness of Team Execution

The RC management system has been well developed in the 100 counties (cities and districts) in the province.

II. Brand Planning: Continuously Strengthen the Effectiveness of Team Execution

To build the management team, we have specifically

used three mechanisms:

Upper and lower linkage mechanism

Assessment and incentive mechanism

Resource oriented mechanism

II. Brand Planning: Continuously Strengthen the Effectiveness of Team Execution

To strengthen the RC brand management, we need to make innovations in the

talent election and employment mechanism, pay full attention to personnel training,

and develop a large number of competent professionals for the "three aids" program

(emergency rescue, first aid and humanitarian aid), "three donations" program (blood

donation, hematopoietic stem cells donation and human organs donation) and other

core businesses.

Select and appoint competent full-time staff

Improve the RC internal style of work

Strengthen the training of backbone personnel for core businesses

III. Brand Communication: All-round Publicity to Build a Good Reputation

Seek support of the

government and CPC

committee

Humanitarian relief fund

Share in the public welfare

fund from lottery

First aid training program

for 1 million people

III. Brand Communication: All-round Publicity to Build a Good Reputation

We conduct synchronized planning of the project implementation and

publicity. Planning of the brand projects should consider not only the

beneficiary side, but also their impacts, which is conducive to expanding

the project influence and participation and upgrading the RC credibility.

"First aid training program for 1 million people" → "First-aiders around

Us" Large-scale Public Welfare Activity and "Look for the Most Beautiful

First-aider" Plaza Activity → First-aid Contest of Jiangsu Province → "Most

Beautiful First-aider" award presenting

Full media coverage all along in collaboration with

www.JSCHINA.com.cn, Xinhua Daily and Jiangsu Satellite TV Station

III. Brand Communication: All-round Publicity to Build a Good Reputation

"Loving Youth"

IV. Risk Control: Intensive Care of Brand Credibility

All risks are harmful. Any risk without sufficient control

may destroy a long-standing prestigious brand. To strengthen

the RC brand management, we should firmly establish an

awareness of risk control, improve the risk control measures

and head off problems before they begin.

Source control--- carefully designed system

Process control - promoting fine management

Emergency response - prompt and honest actions

IV. Risk Control: Intensive Care of Brand Credibility

Honest Actions

V. Improved Supervision: Keep the RC Brand Vitality

We should relentlessly build an open and transparent RC, establish and improve a comprehensive monitoring system that combines legal supervision, government supervision, social supervision and self supervision, and effectively protect the rights of donors and the public to know and supervise.

Use information technology to build an open and transparent supervisory system

Give proper feedback on the use of donations Continue to adopt the pattern of project implementation that

involves stakeholders Guarantee that the social supervision committee works

independently

V. Improved Supervision: Keep the RC Brand Vitality

Involve stakeholders in

project implementation

V. Improved Supervision: Keep the RC Brand Vitality

The social supervision committee

works independe

ntly

RC brand building and management is a global

issue. Pioneers and colleagues from other countries

and regions must have a lot of valuable experience and

success stories that we can learn from. As a regional

branch of RCSC, we must have limitations and even

deviations in our understanding and practice. We

welcome your comments and corrections.

江 苏 省 红 十 字 会 RED CROSS SOCIETY OF CHINA JIANGSU BRANCH