There are many in China who would say that the 5.12 earthquake last year was a turning point in CSR for China.  From a programming perspective, I myself would not agree with that statement, but in watching the nightmare that was media/ communications surrounding corporate donations, I would certainly agree.

For many firms, large multinationals in particular, it was a process of education.  Many were simply caught flatfooted when Sohu and Baidu Bulletin boards and bloggers began questioning why some firms had to donate.. or had not donated enough in their eyes.

It was a time where many came to understand that even when they were right, they could appear wrong, and that when they were wrong, it could be difficult to change perceptions.

That their messaging was no longer in the hands of highly paid PR firms, but in the hands of a largely anonymous population who did not work on accounts by the hour, but were punching out data by the minute.

So when I cam across the recent report from AMCHAM ChIna report Reviewing Progress and Renewing Purpose: AmCham-China Members Stand with China After the 2008 Earthquake (download the PDF here), I realized just how things had changed.

Company by company this guide is essentially a shameless guide to how their (AMCHAM member company) executives and staff jump into action to donate money and goods to support of recovery and relief  efforts, that they did so through in support of the proper programs (Red Cross, School Rebuilds, etc), and are willing to do so “if” called upon again.

A report that provides clear figures of how much money AMCHAM member firms donated (over 100 million USD) - and countless examples of volunteer and equipment donations, this report is an effort to provide cover from those who wish to question the commitment of US firms…a pretty convincing effort

In a recent discussion about this guide, and in talking through it, we all agreed that the guides necessity as a promotion piece is more a reflection of the immaturity in the current market understanding of CSR and philanthropy, and that has forced this piece.

It is a guide, that under normal circumstances would qualify for a green washing award, but given the circumstances I am left to wonder if it is a document that will become something we see in the future to prevent the low common denominators from failing to understand that it takes more than 30 seconds to donate a million USD.

For those interested in seeing what has been done, feel free to download the guide, and have a review. There are some interesting programs in there if you look beyond the Red Cross donations and school builds, and either way it is clear that many firms (and their employees) responded in a very generous manner.  Much more so than they have in other countries, and in other natural disasters.

… but still I am left to wonder.  Will we reach a point where this kind of report/ guide is not needed?