郑莱莱,同声翻译机,休闲小栈
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2.3.4.4 Openness and transparency of information disclosure
The openness and transparency of charitable organizations include the cost of fundraising, the destination of funds, the annual budget, accounting standards, annual financial reports, financial reports of affiliated institutions, openness of channels, transparency of channels, board behavior and operations, organizational structure of the council, the use of charitable funds, it is also an important measure indicator of whether a charitable organization is open and transparent (Chu, 2012).
Indicators of evaluation on public trust of NPO First level indicator Second level indicator Theoretical basis
Organizational integrity level whether the public are willing to donate to the organization Social psychology theory; trust theory
whether the public are willing to donate to the organization
whether the public are willing to donate to the organization
Service Concise procedures The theory of organization externalization;
trust theory
Consistency between organizational expenditure and activity scale
Relief and donation
effect
Level of performing acts of charity in accordance with laws Responsibility mechanisms include accountability mechanisms The theory of organization externalization;
voluntary failure theory
Mechanism of appointment and removal of power and supervision mechanism
The normative nature of the procedure, the righteousness of performing acts of charity in accordance with laws
Openness and transparency of information disclosure Situation of use of funds Social psychology theory
Organizational structure
2.4 Relevant researches on Guo Meimei event and the Red Cross
Li’s (2014) study affirmed the fact that public trust in the Red Cross was severely damaged after Guo Meimei event. He compared the organizational structure and management system among the Red Cross Society of China and the Red Cross in Hong Kong, the American Red Cross. It also analyzed the reason of the low public trust in the Red Cross Society of China from the aspects of information disclosure, supervision, and maintenance of public relations. However, its research paid less attention to personnel training, improving work efficiency and professional skills of staff of the Red Cross.
Liu (2013) was from the perspective of public image to analyze the impact of Guo Meimei event on the public trust in Chinese Red Cross, her point of view was relatively new, and she provided a more feasible reference on how the Red Cross dealt with public relations at the time of crisis. However, it was undeniable that the low public trust in Chinese Red Cross was not only because of it failed to deal with public relations at the time of crisis well, the Red Cross did have a lot of problems, resulting in low public trust.
Liu (2013) pointed out in his study that the Chinese Red Cross has long lack of effective building of public trust, Guo Meimei event is a cause of public concern on problems existing in the Red Cross. He believed that the problems of the Chinese Red Cross was mainly non-public, opaque operation, the main reason for this phenomenon was monopoly of power. He mentioned that the Chinese Red Cross refer to advanced experience from other countries to establish an information disclosure system, an effective accountability system, an effective supervision mechanism to rebuild public trust in the Red Cross. His research mainly focused on how to curb the corruption in the Red Cross, but there was no specific strategy on how to improve the management efficiency and professional quality of staff of the Red Cross.
Zuo (2013) mainly analyzed the reasons for the low public trust in the Red Cross from the official background of the Red Cross. He thought that the public's dissatisfaction with Guo Meimei event was closely related to the official background of the Red Cross. He believed that the government should be more active in management of the Red Cross and strengthen supervision towards the Red Cross. His views are consistent with the current Chinese government’s vigorous anti-corruption policy, which also has a certain value strategy. However, it is questionable that whether the government alone can guarantee the long-term integrity and efficiency of the Red Cross.
According to the influence of Guo Meimei event, Cui (2015) was through literature research, case study and summary induction to carry out a comprehensive research on the internal control of the Red Cross. He believed that the reform of the internal control system of the Red Cross included five aspects, the scientific organizational structure, efficient risk response programs, comprehensive control of activities, a sound information disclosure system, a sound monitoring mechanism. His research has great reference value to improve the management and public trust in the Red Cross, but his strategy was based on the experience from European countries and the United States, whether it is feasible still needs to be tested.
Mao (2014) was mainly through the cause of Guo Meimei event and the social repercussions of the event to analyze the status quo of lack of public trust in the Red Cross, the research focused on analysis of legal reasons for the lack of public trust in the charitable organizations in China, he was from three aspects: making clear legal position of charitable organization, improving internal governance mechanism and external supervision mechanism of charitable organizations to explore ways to improve and enhance the public trust in China's charitable organizations. His research has great help to analyze the causes of low-level public trust in the Red Cross.
There are many researches on Guo Meimei event and the public trust in the Red Cross, but most of these researches focus on the public trust in Red Cross from one or two aspects. The conclusions are not very comprehensive. This study builds a public trust evaluation system to carry out a comprehensive understanding and analysis of the low public trust in Chinese Red Cross.
2.5 Critical analysis and theoretical innovation significance
In Europe and the United States, the researches on the public trust of NPO are earlier than that of in China, and they are also more mature, they have built a set of mature theoretical system and empirical research methods (Salamon, 1997). However, the Red Cross in China is largely different from the western NPO in the general sense, namely, the Chinese Red Cross has very close relationship with the government, it is directly under the management and control of the Chinese government, thus research on the Chinese Red Cross can not be fully learnt from relevant experience from European and American countries. There is increasing number of study on public trust of the Chinese Red Cross after Guo Meimei event (Liu, 2013), but these studies have a major flaw of analyzing the problem of the Red Cross only from one or two aspects, the low public trust in the Red Cross was caused by a variety of reasons, a systemic concept should be taken, from multiple angles and levels to analyze problems in the Red Cross in China. The theoretical innovation of this thesis lies in being based on relevant theories at home and abroad to build a set of evaluation indicators of the public trust of the Red Cross, which are more suitable for China's national conditions. The establishment of this set of indicators provides an effective tool to have an accurate understanding of the public trust of the Red Cross from different angles and multiple levels, and it also provides a meaningful reference for the conduct of relevant research.
2.6 Summary
This chapter reviews theoretical researches and empirical results relating to the public trust in Red Cross. Next chapter describes the methodology of this study.
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