University of Southern California Dissertations and Theses

Cultural, organizational, and communicational factors affecting the social marketing campaigns for a non-governmental organization to establish a successful presence in China

(USC Thesis Other)

Cultural, organizational, and communicational factors affecting the social marketing campaigns for a non-governmental organization to establish a successful presence in China

PDF

Download a page range

Download transcript

Copy asset link

Request this asset

Transcript (if available)

Content

CULTURAL, ORGANIZATIONAL, AND COMMUNICATIONAL FACTORS
AFFECTING THE SOCIAL MARKETING CAMPAIGNS FOR A
NON-GOVERNMENTAL ORGANIZATION TO ESTABLISH A SUCCESSFUL
PRESENCE IN CHINA

by
Lin Sun

A Thesis Presented to the
FACULTY OF THE USC GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
MASTER OF ARTS
(STRATEGIC PUBLIC RELATIONS)
May 2011

Copyright 2011 Lin Sun
ii

Acknowledgements
Foremost, I would like to express my sincere gratitude to my committee chairman,
Prof. Jerry Swerling, for his patience, motivation, enthusiasm, and inspiration. His
guidance helped me in all the time of research and writing of this thesis. I appreciate all
his contributions of time and ideas to make my thesis experience stimulating and
productive. I could have been lost without his constant support.
Besides Prof. Jerry Swerling, I would like to thank the rest of my thesis
committee: Prof. Laura Min Jackson and Prof. Jay Wang, for their encouragement,
inspirational ideas and insightful comments.
My sincere thank also goes to Prof. Jennifer Floto and Deborah Blake, for
offering me valuable advice on my thesis to keep it on the right track.
I also would like to thank my roommate Hongyue Ma, for helping me get through
the most difficult times; and Chang Shu, Junzhou Chen, Wei Qin, and Ouning Zhang, for
all the emotional support, entertainment, and caring they provided.
Last but not least, I wish to thank my parents Qian Lin and Yanjun Sun, for giving
birth to me at the first place and supporting me spiritually throughout my life.

iii

Table of Contents

Acknowledgements

ii

List of Tables iv

List of Figures v

Abstract vi

Chapter One: Introduction 1
Definition of Terms 1
Background 2

Chapter Two: Literature Review 6
Different Concepts between Western Theories and Chinese Reality for NGOs 6
The Political and Regulatory Factors Affecting the Establishment and Development
of NGOs Operating in China 10
Economic and Financial Factors Affecting the Establishment and Development of
NGOs Operating in China 13
The Cultural and Social Factors Affecting the Establishment and Development of
NGOs Operating in China 15

Chapter Three: Research 17
Purpose of Research 17
Research Results 19

Chapter Four: Case Studies 42
Case Study No.1: Organizational and Campaign Study of an International NGO—
Greenpeace in China 42
Case Study No.2: Organizational and Campaign Study for a China-based NGO—
Sichuan Quake Relief 51

Chapter Five: Conclusion and Suggestions 59
Political Factors – The Decisive Factors for Success 59
Implications Based On Two Cases 60
Suggestions for NGOs Operating in China 61
Suggestions for International and China-based NGOs. 62
Suggestions for a Social Marketing Campaign for NGOs Operating in China. 62

Bibliography 64

Appendix: Online Survey – NGOs Operating in China 68
iv

List of Tables
Table
1:
Summary
for
Question
4
and
Question
5
30

Table
2:
Summary
for
Question
4
and
Question
5
38

v

List of Figures
Figure
1:
Survey:
NGOs
Operating
in
China
–
Question
1
21

Figure
2:
Survey:
NGOs
Operating
in
China
–
Question
2
22

Figure
3:
Survey:
NGOs
Operating
in
China
–
Question
3
24

Figure
4:
Survey:
NGOs
Operating
in
China
–
Question
4
(a)
26

Figure
5:
Survey:
NGOs
Operating
in
China
–
Question
4
(b)
27

Figure
6:
Survey:
NGOs
Operating
in
China
–
Question
5
29

Figure
7:
Survey:
NGOs
Operating
in
China
–
Question
6
32

Figure
8:
Survey:
NGOs
Operating
in
China
–
Question
7
34

Figure
9:
Survey:
NGOs
Operating
in
China
–
Question
8
36

Figure
10:
Survey:
NGOs
Operating
in
China
–
Question
9
(b)
39

Figure
11:
Survey:
NGOs
Operating
in
China
–
Question
10
41

vi

Abstract
This thesis determines the main political, economic, and cultural factors affecting
the establishment and development of NGOs operating in China according to the existing
scholarly literature. Following the primary one-on-one interviews and online survey, the
thesis then studies the Greenpeace China Case as well as the Sichuan Quake Relief Case
as a way of comparing international NGOs and China-based NGOs. Based on the study,
this thesis enumerates several key organizational and communicational factors relevant to
an NGO seeking to establish a successful presence in China. Finally, the thesis offers
suggestions for social marketing campaigns that NGOs operating in China, both
international ones and China-based ones, may employ.
1

Chapter One: Introduction
Definition of Terms
NGOs operating in China.
This thesis uses the term Non-Governmental Organizations (NGOs) to refer to all
organizations that are officially registered by the Chinese government as social
organizations, as well as non-governmental and non-commercial enterprises that are not
registered, both international and China-based. Although the Chinese government does
not directly operate these organizations, the growth pattern of NGOs operating in China
is shaped dramatically by official NGO policy. NGOs cannot operate legally in China
unless they have been registered with the Chinese Government.
This thesis addresses two types of NGOs: China-based NGOs, meaning those that
are based and function solely within China, and International NGOs, meaning those that
are based outside of China but conduct operations in China.
Social marketing.
The term “social marketing” was introduced in 1971 and describes “the
application of proven concepts and techniques drawn from the commercial sector to
promote changes in diverse socially important behaviors such as drug use, smoking,
sexual behavior, family planning and child care”.
1
According to Philip Kotler and Gerald
Zaltman (1971), social marketing is
…differing from other areas of marketing only with respect to the objectives of
the marketer and his or her organization. Social marketing seeks to influence

1
Humboldt-Universität zu Berlin. (2002, December). Exploring New Directions in Social Marketing: An Assessment of
Training Health Providers in Rajasthan/India. Berlin, Germany: Center for Advanced Training in Rural Development.

2

social behaviors not to benefit the marketer, but to benefit the target audience and
the general society.
2

This concept has been applied mostly to campaigns with noncommercial goals.
Definition of civil society by scholars.
Post-modern discourse employs numerous definitions of civil society. The
London School of Economics Centre for Civil Society defines the concept in the
following way:
Civil society refers to the arena of uncoerced collective action around shared
interests, purposes and values. In theory, its institutional forms are distinct from
those of the state, family and market, though in practice, the boundaries between
state, civil society, family and market are often complex, blurred and negotiated.
Civil society commonly embraces a diversity of spaces, actors and institutional
forms, varying in their degree of formality, autonomy and power. Civil societies
are often populated by organizations such as registered charities, development
non-governmental organizations, community groups, women's organizations,
faith-based organizations, professional associations, trade unions, self-help
groups, social movements, business associations, coalitions and advocacy
groups.
3

Background
When China adopted a market economy after 1978, many new organizations
outside of the state system quickly emerged. Since the “NGO Forum,” held in 1995 in
Beijing, the Chinese people frequently heard about Non-Governmental Organizations
through the media. In recent years, NGOs with special characteristics have taken many
roles to deal with social problems as a “third sector” in China. Unlike patterns in most

2
Goldberg, M.E., Fishbein, M., and Middlestadt, S. E. (Eds.). (1997). Social Marketing – Theoretical and Practical
Perspectives. Mahwah, NJ: Lawrence Erlbaum Associates, Inc.

3
Philippine Normal University. (2004, March 1). What is civil society? Centre for Civil Society, Philippine Normal
University.
3

Western countries, the expansion of NGOs operating in China resulted from the market
reform and its corresponding process of social transformation.
4

After the Chinese Economic Reform in 1978, the market-oriented economy began
to create an advantageous social environment. NGOs have become increasingly powerful,
as Chinese citizens are increasingly involved NGO-led public affairs. The number of
NGOs that have officially registered with the Ministry of Civil Affairs (MCA) — the
governmental institution in charge of NGOs operating in China — has skyrocketed from
fewer than 100 in 1965 to 289,000 in 2003, with an annual increase rate of 34%.
5
It is
possible that the number of NGOs operating in China today, including unregistered ones,
exceeds one million.
According to Qin (2004), if the modern democratic government is considered as
an organization that serves the public interest through an obligatory mechanism, then,
correspondingly, NGOs are organizations that serve the public good through a voluntary
mechanism.
6
However, under China’s one-party state, the Chinese Government requires
NGOs to operate in a manner that is consistent with the Chinese Communist Party’s
(CCP) beliefs and policies, as some of the human rights-oriented organizations are
considered highly suspicious and potential political threats to CCP authority. To avoid
politically sensitive subjects, most NGOs operating in China are focused on social, rather

4
Qin, H (2004). NGO in China: The Third Sector in the Globalization Process and Social Transformation. Tsinghua
University

5
People’s Daily Online. (2007, July). Chinese NGOs Wish to be Helpful to Government. Retrieved from
http://english.people.com.cn/200507/07/eng20050707_194512.html

6
Qin, H (2004). NGO in China: The Third Sector in the Globalization Process and Social Transformation. Tsinghua
University.

4

than political issues, such as contributing to sustainable development. Many NGOs are
working on educational and financial support for the impoverished or the disabled. Some
are focused on creating a better ecological environment, or advancing medical technology,
which leads to an unbalanced focus among NGOs operating in China, as they play
increasingly important roles in addressing economic and social issues. Because few
attend to political or religious issues, NGOs’ role of fulfilling obligations as a “third
sector” Could be considered limited at best.
International NGOs appear to have tried many ways to fulfill their principles and
goals in a way that provokes minimal conflict with the Chinese political, economic, and
cultural environment. They have been setting up offices or sponsoring projects managed
by China-based NGOs to influence social transformation and social development in
China. International NGOs have to manage government relations very carefully, as they
are subject to tight control by the CCP. However, international NGOs that are less
politically provocative and are rich in financial resources and technical support may
receive more favorable government treatment, because they have became an important
driving force for growth in China.
7

China-based NGOs are aligned much more closely with the Chinese government
but are ill-equipped to run successful social marketing campaigns with nation-wide
impact. Instead they tend to focus on local activities. Meanwhile, the Chinese Central
Government, as well as provincial and local governments, are relying more and more on
China-based NGOs to fill in the gaps in social services for Chinese communities.

7
Qin, H (2004). NGO in China: The Third Sector in the Globalization Process and Social Transformation. Tsinghua
University.
5

Carrying out missions and roles that differ from state institutions, China-based NGOs
find themselves trying to catch up with the standards of international NGOs. However,
their rigid structures and limited knowledge of effective campaign strategies and tactics
may hinder their development.
6

Chapter Two: Literature Review
The relevant literature suggests that a thorough and comprehensive understanding
of the nation’s political, economic, and cultural environment is necessary to the
successful operation of an NGO in China. The review of literature selected for this thesis
demonstrates the developing dynamics for NGOs operating in China through an
examination focusing on four key aspects:
1. The Western concept of “NGO” versus the Chinese reality.
2. The political and regulatory factors affecting the establishment and
development of NGOs operating in China.
3. The economic and financial factors affecting the establishment and
development of NGOs operating in China.
4. The cultural and social factors affecting the establishment and development
of NGOs operating in China.
Different Concepts between Western Theories and Chinese Reality for NGOs
“NGO is one of the silliest terms ever coined. It is confusing because it covers
such a large number of quite different entities, so it is like describing chairs,
cupboards, sofas and even television sets as ‘non-table furniture.’”
–Nick Young, Founding Editor, China Development Brief

The global NGO community was originally created by the United Nations in 1960s.
According to Nick Young, Founding Editor of China Development Brief, ever since a
UN bureaucrat settled on the term “NGO” to refer to the entities invited to the conference,
many organizations — even those established years before the invention of the term
7

“NGO” — began to use it to define themselves.
8
However, the term “NGO” may be too
generous of a concept to define the various values, objectives, and management strategies
these organizations embody. The United Nations defines an NGO in the following way:

… a not-for-profit, voluntary citizens’ group, which is organized on a local,
national or international level to address issues in support of the public good.
Task-oriented and made up of people with a common interest, NGOs perform a
variety of services and humanitarian functions, bring citizens’ concerns to
Governments, monitor policy and programme implementation, and encourage
participation of civil society stakeholders at the community level.
9

On the other hand, the World Bank defines NGOs as:
…private organizations that pursue activities to relieve suffering, promote the
interests of the poor, protect the environment, provide basic social services, or
undertake community development . . . In wider usage, the term NGO can be
applied to any non-profit organization which is independent from government.
NGOs are typically value-based organizations which depend, in whole or in part,
on charitable donations and voluntary service. Although the NGO sector has
become increasingly professionalized over the last two decades, principles of
altruism and voluntarism remain key defining characteristics.
10

In general, Western world may regard NGOs as organizations focused on a
specific field, raising funds from private persons or corporate donors for their operations
and advocating public support for certain social concerns. Some NGOs also make efforts
to influence policies and other political issues. According to a widely cited definition of
NGOs by Lester Salamon and Helmut Anheier (1992), non-governmental organizations

8
Young, N.(2001). NGOs: the Diverse Origins, Changing Nature and Growing Internationalization of the Species,
China Development Brief. : p.4.

9
UN Department of Public Information. NGOs and the UN Department of Public Information. Retrieved from
http://www.un.org/dpi/ngosection/brochure.html
10
Duke University Libraries. IGO-NGO Cooperation. Retrieved from
http://library.duke.edu/research/subject/guides/ngo_guide/igo_ngo_coop/ngo_wb.html
8

should have five characteristics: formal, private, non-profit-distributing, self-governing,
and voluntary.
11

The terms NGOs, civil society, and the “third sector” appear to have influenced
non-governmental behavior in China. Ma (2006) notes that Western culture also has
provided NGOs operating in China with valuable models of civil society and ways for the
non-profit sector to connect the internal NGO community to their counterparts abroad.
12

However, NGOs are required to register with the Chinese government if they plan to
enter China’s market; thus, the government remains the most decisive factor in the
growth of NGOs operating in China.
This influence from the Chinese government may be seen as contradicting the
universal characteristic of NGOs as self-governing. Some scholars even doubt the
legitimacy of NGOs operating in China; one Chinese political scientist, Kang Xiaoguang
(1999), believes that most NGOs operating in China can barely meet the general
definition of NGO as understood in the Western world.
13
In a study of NGOs in Asia,
Isagani R.Serrano (1994) reported that the Chinese government “has been omnipresent
and overbearing for four decades and has left virtually no room for private voluntary
organizations.”
14

11
Salamon, L. M. and Anheier, H. K. (1992). In Search of the Non-Profit Sector 1: the Question of Definitions,
Voluntas, 3(2): 125-51. p.134.

12
Ma, Q. (2006). Non-Governmental Organizations in Contemporary China –- Paving the Way to Civil Society? New
York, NY: Routledge: p.4

13
Kang, X. (1999). Power Shifting: The Change of China’s Power Structure During a Time of Transition. Zhejiang:
Zhejiang People’s Publishing House.

14
Serrano, I.R. (1994). “Civil Society in the Asia-Pacific region,” in M.D.D. Oliveira and R.Tandon (eds) Citizens
Strengthening Civil Society, Washington, DC: World Alliance for Citizen Participation.
9

In preparing the China Development Brief, written in 2005, the Chinese
government created a rough typology of registered international NGOs working in China:
15

1. Faith-based organizations, such as World Vision.
2. Humanitarian relief and development organizations, such as Oxfam.
3. Private foundations, such as Ford Foundations.
4. Specialist non-profit consulting and implementation agencies, such as PlaNet
Finance.
5. Professional associations, such as the American Bar Association.
6. Mutual aid, self-help groups, such as Retina Hong Kong.
7. Campaigning organizations (no registered examples found).
8. Policy research think tanks (no registered examples found).
Despite the author’s research, no politically related NGOs could be found on the
record. Among the registered NGOs operating in China, organizations related to
environmental issues, healthcare/health education, and poverty alleviation have seen the
greatest development—precisely because the CCP Government perceives them as less
threatening to social stability and therefore tolerable, according to Ma (2006).
Upon careful examination, it seems clear that first-tier China-based NGOs are
actually governmental or quasi-governmental organizations. Instead of allowing them to
develop independently, the CCP government has participated in every level of the

15
Young, N. (2001). NGOs: the Diverse Origins, Changing Nature and Growing Internationalization of the Species,
China Development Brief. : p.17

10

construction and development of China-based NGOs, including making most
management decisions.
16

As Ma (2006) has written, NGOs in China do not enjoy anything close to the
degree of organizational autonomy that NGOs in democratic societies do; however, their
distinctive characteristics also foster the ability and potential of NGOs operating in China
to survive in the party-state system.
17

The Political and Regulatory Factors Affecting the Establishment and Development
of NGOs Operating in China
The terms “human rights” and “civil society” cannot be avoided when discussing
the political image of China in western scholars’ eyes. China is a one-party state; hence,
it has a long way to go to evolve into a democratic society with full respect for human
rights.
As such, NGOs operating in China may face challenging political conditions.
Since it took over the government in 1949, the CCP has continued to affirm
Marxism/Leninism as the ideological basis of its authority. Ma (2006) writes that,
although the CCP government tries to treat international NGOs in a friendly manner, the
one-party state suppresses politically focused organizations, which could raise voices
contrary to the party.
18

16
Ma, Q. (2006). Non-Governmental Organizations in Contemporary China –- Paving the Way to Civil Society? New
York, NY: Routledge.

17
Ma, Q. (2006). Non-Governmental Organizations in Contemporary China –- Paving the Way to Civil Society? New
York, NY: Routledge: p.9.

18
Ma, Q. (2006). Non-Governmental Organizations in Contemporary China –- Paving the Way to Civil Society? New
York, NY: Routledge:p.5.
11

Moreover, Ma (2006) believes that after the Tiananmen Square protests of 1989
were suppressed by military force, the CCP became more skeptical and sensitive of
associational actions. Nevertheless, under global pressure, the CCP government has had
to create the space, both in public and private arenas, for NGOs to emerge and develop
under its rule.
From a legal perspective, China still does not have a specific law to protect NGOs
operating in China from power abuse by authorities. According to Ma (2006), the
governmental regulatory system is based on official executive documents that are subject
to change according to state political interests.
19
That is, the CCP government holds the
power to interpret arbitrarily, or even contradictorily, stipulations that benefit the party.
The first set of legal guidelines for NGOs, the “Interim Procedures on the
Registration of Social Organizations,” which was based on the Soviet Union model, was
issued in 1950.
20
With these tough regulatory measures, the CCP Government was
empowered to suppress NGO activities of all kinds from the early 1950s until the late
1970s. Since the economic reforms of the late 1970s, the CCP government appears to
have let some NGOs grow in order to support China’s development. In 1980s, it issued
an official Chinese NGO policy that provided NGOs a more positive environment to
enter China. Although its execution varies greatly among different provinces in China,

19
Ma, Q. (2006). Non-Governmental Organizations in Contemporary China –- Paving the Way to Civil Society? New
York, NY: Routledge: p.6

20
Liu, X. (2002). NGOs in China: An Overview. International Community Foundation.

12

the later policy has legalized many NGOs that offer help to economic and social
development in China.
21

In expressing a more welcoming approach to international NGOs, some local
governments’ attitudes toward NGOs do not completely conform to the CCP’s opinion.
For instance, the government in Yunnan Province welcomes HIV/AIDS-focused NGOs
that can provide vital medical consultant services to address issues around the disease.
22

Moreover, modern China cannot totally escape outside influence in today’s
globalized context, and increasing pressure coming from Western civil society may be
influencing the CCP’s policy decisions on NGOs as China increasingly dominates the
world stage. Due to such pressure and its desire to improve its image in the West, the
CCP government needs to show hospitality to international NGOs.
The most visible example of this is the 2008 Beijing Olympic Games. The
International Olympic Committee (itself an international NGO) required that its
representatives be part of the Beijing Committee during the whole process of hosting the
2008 Olympics.
23
NGO representatives from the International Olympic Committee were
then in a position to influence policy decisions on the preparation of the 2008 Olympics.
However, the CCP government still maintains considerable control over Chinese
NGO behavior, while local governments may be increasingly cooperative with NGOs in

21
Ma, Q. (2006). Non-Governmental Organizations in Contemporary China –- Paving the Way to Civil Society? New
York, NY: Routledge.

22
Cheng, N. (2007). The Role of International Non-Governmental Organizations in the Institutional Capacity Building
of Community-based Organizations in China – the Case of an International AIDS Concern Organization in Yunnan.
HKU Library.

23
Ma, Q. (2006). Non-Governmental Organizations in Contemporary China –- Paving the Way to Civil Society? New
York, NY: Routledge: p.7.
13

order to support local economic and social development. In 2009, the State
Administration of Foreign Exchange (SAFE) released a notice on “Issues Concerning the
Administration of Foreign Exchange Donated to or by Domestic Institutions.”
24
Under
this regulation, officially registered NGOs may face even tougher restrictions on funds
raised from outside the country.
Economic and Financial Factors Affecting the Establishment and Development of
NGOs Operating in China
China’s economy went through a huge transition in 1978, a period referred to as
“The Chinese Economic Reform.” Following the adoption of Deng Xiaoping’s open
policy, China’s economic environment changed from a planned economy to a market
economy.
25
Agriculture and industry were boosted dramatically when production was
decentralized in provinces and rural villages. As a result of a series of substantial
economic reforms, China’s GDP has seen remarkable growth.
But as the living standard improved for many citizens around the country,
negative consequences emerged as well. One of the impacts has been a highly unbalanced
income distribution that resulted from the increasing wealth polarization.
26
The economic
distance between the more developed East Coast cities and the lagging Central and
Western parts in China has become even larger after 20 years of development.

24
No. 63 [2009] of the State Administration of Foreign Exchange (effective 3/1/2010)

25
Hayter, R. and Sun S.H. (1998). Reflections on China's Open Policy Towards Foreign Direct Investment. Regional
Studies, Taylor and Francis Journals, vol. 32(1), pages 1-16.

26
Cheng, N. (2007). The Role of International Non-Governmental Organizations in the Institutional Capacity Building
of Community-based Organizations in China – the Case of an International AIDS Concern Organization in Yunnan,
HKU Library.
14

Widespread poverty in Chinese rural areas has forced people to leave their villages and
rush to urban areas in search of better living conditions. Most of these rural migrants
from rural areas have little chance to achieve legal residency in the cities. With no legal
right to stay, they cannot have access to social services such as healthcare, education,
social security, and so forth. Even worse, the massive migration from rural areas has
brought to the urban areas fierce competition for jobs.
This conflict further increases the already high urban unemployment rates. Thus,
although in better economic condition than rural areas, large Chinese cities also face
many serious problems in terms of social services. In some cases the CCP government
and local governments lack the ability to efficiently solve these urgent problems, so they
have turned to NGOs for help. For example, the CCP government usually puts fewer
limitations on NGOs focusing on the needs of migrants, who are in desperate need of
social welfare and gain little support from local governments in urban areas.
Moreover, many international NGOs are supposed to respond to humanitarian
crises and, in fact, have often gained entry to China by providing emergency relief
supplies in times of crisis.
27
China, as a still developing country, needs NGOs to deliver
assistance during natural or man-made humanitarian catastrophes. In short, the
developing status of China’s economy makes it a needy market for NGOs that offer
established ways of providing support for the sustainable development of poorer
communities.

27
Young, N.(2001). NGOs: the Diverse Origins, Changing Nature and Growing Internationalization of the Species,
China Development Brief. : p.15.
15

The Cultural and Social Factors Affecting the Establishment and Development of
NGOs Operating in China
China is an ancient country with more than 5,000 years of history. The Chinese
people deeply treasure their traditions and legacies, such as Confucianism and Taoism. At
the same time, however, modern China has been strongly influenced by Western culture
since the Opium War of 1840. Ma (2006) writes that, “the confrontation and interaction
between China’s traditional culture and Western science, technology, political ideas, and
democratic systems are at the heart of reform movements in contemporary Chinese
history.”
28

NGOs operating in China reflect the interaction between China’s traditional
culture and Western influences. Based on Western ideals, NGOs tend to embrace the
concepts of “civil society” and “human rights.” However, NGOs cannot survive in China
if they do not understand the traditional relationship between Ruler and Ruled ( )
as defined in the Confucian tradition. Confucius developed a system of government,
society, and justice referred to as Confucianism. The philosophy of Confucius
emphasizes absolute loyalty to the ruler. He believed that morality based on obedience
results in the healthy rule of a country.
29

To be sure, an NGO cannot maintain absolute loyalty to the state in fulfilling its
obligations as a third sector – a conflict which may explain both the distinctive

28
Ma, Q. (2006). Non-Governmental Organizations in Contemporary China –- Paving the Way to Civil Society? New
York, NY: Routledge: p.8

29
Liu. H (2003). Rule of law v.s. Confucianism. Asia Times Online.
http://www.atimes.com/atimes/China/EG24Ad01.html
16

characteristics of NGOs operating in China and why it may be unlikely that NGOs can, in
the foreseeable future, successfully evolve to fit the global standard of NGOs.
As mentioned before, many NGOs established themselves with the aim of
providing social relief to needy communities. As a developing country, China faces many
social problems, including environmental degradation, poverty and inequality, and an
under-financed education sector.
30

A particularly pressing social problem is environmental pollution, with air quality,
water availability, and solid waste management all presenting very pressing issues. China
is the second largest source of greenhouse gas emission in the world. The State
Environmental Protection Administration has found that less than 30 percent of the water
in five of the country’s major river systems is good enough for human use.
31

The Chinese government is increasingly finding itself unable to address such
urgent problems. Thus, as Wang (2000) writes, “the functional transition of the
government and the rising social needs of society have formed an important societal base
for the development of NGOs.”
32
Meanwhile, more and more people, especially the
better educated, are recognizing the government’s challenges in tackling social problems
arising out of the country’s rapid development. Such increasing awareness has further
inspired the growth of NGOs; the question becomes whether they can thrive in the
current, highly regulated environment.

30
Liu, X. (2002). NGOs in China: An Overview. International Community Foundation.

31
Edele, A. (2005). Report on Non-Governmental Organizations in China. Switzerland: Programme on NGOs & Civil
Society, Centre for Applied Studies in International Negotiations. (2005): pp. 4-5.

32
Wang, M. (2000). Case Study on China’s NGOs. International Community Foundation.

17

Chapter Three: Research
Purpose of Research
In embarking on this research, the author of this thesis reviewed existing studies
of NGOs operating in China. Then, qualitative research was conducted in the form of
one-on-one interviews concerning opinions about the NGO sector.
To undertake further analysis, quantitative research was conducted by means of
an online survey. Because of the difficulties inherent in surveying rural populations
(limited internet access, lack of infrastructure, etc.) the survey was targeted at Chinese
citizens living in urban area or overseas. (Note: While this urban emphasis might skew
the results, no viable alternative methodology exists other than to conduct on-site field
research, which is impossible in the context of this thesis). The survey was designed to
shed light on a general impression of NGOs among the Chinese public.
A relatively thorough and comprehensive understanding of the perceptions of
research participants then led to strategic implications and suggestions for NGOs
operating in China, which are presented later parts in this thesis.
The survey was conducted after three one-on-one interviews with employees at
NGOs operating in China. The interviews contributed to the survey by providing valuable
insight that helped shape the survey instrument. Many of the questions in the survey
instrument are similar to those asked in the interviews, making it possible to compare the
responses of survey respondents with those of employees of NGOs operating in China.
Key areas of inquiry include:
18

1. Can survey participants tell whether a Chinese NGO is China-based or
international? How much do they know about the differences between these
two types?
2. What are the survey participants’ perceptions of the attributes and functions
of NGOs operating in China?
3. How do survey participants perceive the differences between the operations
of international NGOs operating in China and the operations of those same
NGOs outside of China?
4. How do survey participants view the relationship between NGOs and the
Chinese government?
5. What factors influence the development of NGOs operating in China?
6. What are the major contributions made by NGOs operating in China?
In order to avoid confusing participants by offering too many definitions and
categories, the survey simply divided NGOs operating in China into international NGOs
(those based elsewhere with operations in China) and China-based NGOs (those based in
China), and tried to determine if people could tell the difference between them.
From the initial results and cross tabulated statistics, further analysis was done to
determine the characteristics that cause a Chinese NGO to be considered successful in the
eyes of the Chinese public. These data may help NGOs (both China-based and
international ones) planning to establish a presence in the Chinese market may gain a
greater understanding of public perceptions, and enable them to be better prepared,
strategically and operationally, as they undertake their work.
19

Research Results
One-on-one interviews.
The three participants in the one-on-one interviews were all from the management
teams of NGOs operating in China. Lili Cao is the president of West Women, a China-
based NGO that focuses on women rights. Shelly Ling is the program director of CAI ( ,
meaning talent), a branch of the U.S.-based Promise Foundation that works with the
children of migrant families in both rural and urban China. Xiaoya Lu is the founder of
Growing Home, an officially registered China-based NGO working in the same field as
CAI.
All of the participants answered the same questions regarding the establishment
and operating details of their organizations. In addition, the interviews focused on the
relationships between the government and NGOs. However, both Ms. Cao from West
Women and Ms. Lu from Growing Home were reluctant to discuss these issues.
Although their interviews did not produce substantial hard data, their ambiguous and
reluctant attitudes may be a reflection of the murky relationships between the Chinese
government and China-based NGOs. Nonetheless, both Ms. Cao and Ms. Lu emphasized
that voluntary public engagement and opinion leaders had significant influence on their
organizations.
The interview with Ms. Ling from CAI led to a key finding regarding unregistered
NGOs in China. According to Ms. Ling, many international NGOs, including the Chinese
branch of Save the Children UK, are registered as businesses, or “projects” under other
organizations, instead of being officially registered as NGOs.
20

Survey.
The online survey was created and fielded on qualtrics.com, a useful online
research tool. The design was a convenience survey (voluntary participation), with a link
to the survey was posted on three leading social media websites in China: renren.com,
(Chinese Facebook), douban.com, and t.sina.com.cn (Chinese Twitter). It then spread
from college students (key users of Chinese social media) to their friends and relatives,
primarily parents. The survey garnered 116 responses in one week and all respondents
finished all 20 questions, including five demographic questions. The survey was
answered anonymously. The survey was written in Chinese only, based on the belief that
most respondents cannot read English.
Meanwhile, this survey has limitations. The sample with urban emphasis cannot
indeed represent the “general public” in China. Thus, the results can merely present the
perceptions of the target group – the urban populations in China. The survey was completed by 116 respondents. Among them:
 40 are males, and 76 are females;
 78% of them age from 18 to 29;
 92% of the participants were highly educated: either having graduated from
college (47%) or holding a master’s/PhD degree (45%);
 42% lived in the eastern part of China, which is the most developed area and
the location of many NGO offices;
 69% of the participants had overseas travel/education/business experiences;
 38% lived outside of China.
21

The translated questions and the results are listed below:
Question 1: Have you ever interacted with any Non-Governmental Organization
(NGO)?
33

1. Yes, I participated in an NGO event.
2. Yes, I was a volunteer in an NGO.
3. Yes, I worked/ interned in an NGO.
4. Not really, but I’m quite interested in a chance to do that.
5. I merely read or comment on such issues.
6. Never

Figure
1:
Survey:
NGOs
Operating
in
China
–
Question
1

# Answer

Response %
1
过, 经过组织举办动
Yes, I participated in an NGO event.

32 28%
2
过, 经组织过
Yes, I was a volunteer in an NGO.

21 18
3
过, 经组织实习/ 过
Yes, I worked/ interned in an NGO.

10 9%
4
过, 对
Not really, but I’m quite interested in a chance like
that.

40 34%
5
对该组织动仅评论
I merely read or comment on such issues.

19 16%
6
过
Never.

22 19%

33
This is a multiple-choice question.
22

Only 28% of participants had never interacted with any NGO in China, while
34% showed strong interest in the issue. The results, while not statistically significant,
suggest substantial NGO interest and/or involvement among younger, highly educated
individuals in the cities of China. This may be cause for some optimism among NGOs
seeking to establish themselves in the eastern cities.
Question 2: Regarding the NGO you connected with the most, do you know
whether it’s a China-based NGO or an international one?
34

1. It’s an international NGO.
2. It’s a China-based NGO.
3. I have no idea.
4. I don’t think there is any difference between these two kinds.

Figure
2:
Survey:
NGOs
Operating
in
China
–
Question
2

# Answer

Response %
1
际质组织
It’s an international NGO.

43 37%
2
组织
It’s a China-based NGO.

24 21%
3

I have no idea.

43 37%
4
觉际对说

I don’t think there is any difference
between these two kinds.

6 5%
Total 116 100%

34
This is a multiple-choice question.
23

42% either could not tell if the NGO they knew best was international or China-
based, or did not know the difference between the two types. This suggests that there
may not be a significant perceived difference between international NGOs and China-
based ones; another possibility is that international NGOs fit so well into Chinese culture
that participants simply do not see them as being foreign.
Question 3: In your view, the most reasonable description for current Chinese
NGO behavior would be:
35

1. Lags far from the global standard.
2. Has a bright future but also has a long way to go.
3. The increasing influences in certain fields cannot be ignored.
4. Cannot be influential enough due to the lack of public attention.
5. Not free enough because of intervention from the Chinese government.
6. Cannot be expanded with insufficient funds.
7. I’m not sure.

35
This is a multiple-choice question. The choices were designed according to the one-on-one interviews.
24

Figure
3:
Survey:
NGOs
Operating
in
China
–
Question
3

# Answer

Response %
1
刚刚 , 较
Lags far from the global standard.

20 17%
2
发势头 , 规
Has a bright future but also has a long way to go.

13 11%
3
领渐扩 , 发视们
The increasing influences in certain fields cannot
be ignored.

8 7%
4
,
Cannot be influential enough due to the lack of
public attention.

17 15%
5
过 , 动
Not free enough because of intervention from the
Chinese government.

32 28%
6
资 , 扩规
Cannot be expanded with insufficient funds.

5 4%
7
们发
I’m not sure.

21 18%
Total 116 100%

The result shows that
 Only 18% (11% who opted for Choice 2, plus 7% who opted for Choice 3)
held optimistic views (combined scores of Qs 2 and 3);
 Only 17% thought the defect was due to factors internal to the NGOs; the
remaining 83% pointed to external factors.
 Among the external factors, the choice of political factors was selected by
28% of respondents.
25

These findings suggest that NGOs operating in China may need to carefully deal
with the government. Also, 15% of participants believed that making a social impact was
vital for NGOs operating in China.
Questions 4 and 5 were designed to determine the extent to which the perceived
foci of international NGOs and China-based NGOs are consistent.
Question 4: To the best of your knowledge, the fields that the international NGOs
operating in China are most active in would be:
36

1. Environmental
2. Educational
3. Human rights
4. Medical aid
5. Entrepreneur
6. Faith-based/Religion
7. Arts
8. Technological
9. Legal consultancy
10. Humanitarian relief
11. One-time events (e.g., Sichuan Earthquake, 2008 Olympics, etc.)
12. Others (Please specify)

36
Participants were asked to compare this question with Question 3 and choose three choices.
26

Figure
4:
Survey:
NGOs
Operating
in
China
–
Question
4
(a)

# Answer

Response %
1
环
Environmental

73 63%
2

Educational

39 34%
3
/
Human rights

37 32%
4
疗卫
Medical aid

40 34%
5
业
Entrepreneur

11 9%
6

Faith-based/Religion

22 19%
7
艺术
Arts

31 27%
8
术
Technological

7 6%
9

Legal consultancy

8 7%
10
济
Humanitarian relief

36 31%
11
临时
( , 运 )
One-time events
(e.g., Sichuan
Earthquake, 2008
Olympics, etc.)

38 33%
12
(请
Others (Please
specify)

5 4%

27

Figure
5:
Survey:
NGOs
Operating
in
China
–
Question
4
(b)
37

(请 )
Others (Please specify)

I’m not sure.

I have no idea.
戏产业
Video game Industry
领 , 过买车
The fields beyond the government, such as how to get train tickets in Chinese New
Year

I know nothing about it.

The result showed that environment, education, and medical aid were selected as
the top three fields in which international NGOs operating in China were currently
involved. One-time events, human rights, and humanitarian relief choices fell closely
behind the top three. The results matched observations in the literature review of this
thesis.
Question 5: To the best of your knowledge, the fields that China-based NGOs are
most active in would be:
38

1. Environmental
2. Educational
3. Human rights
4. Medical aid

37
This figure shows the personalized answers for the choice of “others” in Question 4.

38
Participants were asked to compare this question with Question 4 to better answer it.
28

5. Entrepreneur
6. Faith-based/Religion
7. Arts
8. Technological
9. Legal consultancy
10. Humanitarian relief
11. One-time events (e.g., Sichuan Earthquake, 2008 Olympics, etc.)
12. Others (Please specify)

29

Figure
6:
Survey:
NGOs
Operating
in
China
–
Question
5

# Answer

Response %
1
环
Environmental

56 48%
2

Educational

50 43%
3
/
Human rights

12 10%
4
疗卫
Medical aids

20 17%
5
业
Entrepreneur

5 4%
6

Faith-based/Religion

11 9%
7
艺术
Arts

25 22%
8
术
Technological

4 3%
9

Legal consultancy

18 16%
10
济
Humanitarian relief

46 40%
11
临时 (
, 运 )
One-time events (e.g.,
Sichuan Earthquake, 2008
Olympics, etc.)

65 56%
12
(请 )
Others (Please specify)

5 4%

All of the five answers to the “Others” category were, “I don’t know.”
One-time events, environment, and education were the top three fields for China-
based NGOs.
30

Here is the summary table for the different emphasized fields between
international NGOs and China-based NGOs:
Table
1:
Summary
for
Question
4
and
Question
5

INTERNATIONAL NGOs CHINA-BASED NGOs
1. Environment 1. One-time events
2. Education 2. Environment
3. Medical Aid 3. Education
Both environment and education were in the top three fields for both international
NGOs and China-based ones. However, participants obviously believed that one-time
events were the most significant reason for the establishment of China-based NGOs, but
not for the establishment of international NGOs. Moreover, unlike the 32% for the
“human rights” choice in the question above, only 10% of the respondents checked this
choice when they thought of China-based organizations, which indicates respondents’
perceptions that international NGOs are more inclined to address issues such as human
rights.
Question 6: In your view, which statements would best describe the differences
between the operations of international NGOs operating in China and the operations of
those same NGOs outside of China? (Please select three choices at most).
1. They’re exactly the same organizations.
2. The international NGOs operating in China have much less freedom due
to political factors.
31

3. The international NGOs operating in China use a different strategy
according to cultural factors.
4. The international NGOs operating in China are developing in a different
economic environment.
5. The international NGOs operating in China are in a better situation than
their counterparts in some other countries.
6. Other (Please specify)

32

Figure
7:
Survey:
NGOs
Operating
in
China
–
Question
6

# Answer

Response %
1
环
Environmental

56 48%
2

Educational

50 43%
3
/
Human rights

12 10%
4
疗卫
Medical aids

20 17%
5
业
Entrepreneur

5 4%
6

Faith-based/Religion

11 9%
7
艺术
Arts

25 22%
8
术
Technological

4 3%
9

Legal consultancy

18 16%
10
济
Humanitarian relief

46 40%
11
临时 (
, 运 )
One-time events (e.g.,
Sichuan Earthquake, 2008
Olympics, etc.)

65 56%
12
(请 )
Others (Please specify)

5 4%

No one specified responses in the “Others” category.
The results of this question were quite explicit. When asked about the primary
difference between China-based and international NGOs, 86% of the 116 participants
chose political factors. This emphasis on the politics could indicate the perception among
33

survey participants that international NGOs could be a viewed as “disloyal” to the ruler in
the traditional Confucian mode. At least on a practical level, NGOs operating in China
need to pay attention to political factors and use politically correct strategies when
dealing with political issues in China. If they do not, even international NGOs that are
very successful outside of China may fail in this region. In particular, NGOs may carry
some specific characteristics, such as a greater emphasis on government relations.
Question 7: In your view, is there any difference between the international NGOs
and China-based NGOs?
39

1. Different in government relations
2. Different in management structures
3. Different in fund raising
4. The international NGOs are more influential.
5. China-based NGOs are more influential.
6. They have separate impacts on each side.
7. Others (Please specify)

39
Participants were asked to choose at most three choices.
34

Figure
8:
Survey:
NGOs
Operating
in
China
–
Question
7

# Answer

Response %
1

Different in government relations

77 66%
2

Different in management structures

61 53%
3
经济
Different in fund raising

53 46%
4
际组织
组织质

The international NGOs are more
influential.

30 26%
5
组织贴
China-based NGOs are more
influential.

16 14%
6
领发挥组织
They have separate impact on each
own side.

6 5%
7
(请 )
Others (Please specify)

5 4%

No one specified responses in the “Others” category.
Among 116 responses, 66% selected government relations, once again evincing
the perceived importance that the Chinese government plays in Chinese NGO behavior.
This finding was also consistent with findings of the one-on-one interviews, i.e. that
China-based NGOs were often controlled, to some degree, by the government.
Question 8: In your view, the relationship between NGOs operating in China and
the Chinese government is:
40

40
This is a multiple-choice question.
35

1. NGOs operating in China are not controlled by the Chinese government.
2. Within the regulation from the Chinese government, NGOs operating in
China have more freedom than the governmental organizations.
3. Although the government doesn’t own the NGOs, it sets up many rules
regulating them.
4. The Chinese government controls NGOs operating in China.
5. NGOs operating in China are actually governmental organizations in
Western scholars’ eyes.
6. Others (Please specify)
36

Figure
9:
Survey:
NGOs
Operating
in
China
–
Question
8

# Answer

Response %
1

NGOs operating in China are not controlled by
the Chinese government.

2 2%
2
拥
组织
Within the regulation from the Chinese
government, NGOs operating in China have
more freedom than governmental
organizations.

10 9%
3
诸

Although the government doesn’t own the
NGOs, it sets up many rules regulating them.

52 45%
4
监动
组织
The Chinese government controls NGOs
operating in China.

35 30%
5
实质组织
NGOs operating in China are actually
governmental organizations in West scholars’
eyes.

10 9%
6
请
Others (Please specify)

7 6%
Total 116 100%

No one specified responses in the “Others” choice.
This question goes deeper into the political factors and asks about participants’
perceptions of the relationship between the Chinese government and NGOs operating in
China. More than three quarters of the participants (9% from choice 2, 45% from choice
3, and 30% from choice 4, leading to 84% of all responses) believed that Chinese NGO
behavior was limited by involvement from the Chinese government.
37

Among this sub group of respondents, 45% thought that governmental regulatory
rules interfered with NGO behavior; 30% agreed with the word ”control” when it came to
this relationship; and 9% believed NGOs operating in China were actually owned by the
government. Such a relationship, as perceived by 84% of participants, obviously
contradicts the five characteristics which, according to Western scholars, define NGO
status: formal, private, non-profit-distributing, self-governing, and voluntary.
Question 9: Please rank those factors that influence a Chinese NGO most
according to your understanding:
41

1. Stable government relations
2. Sufficient funding
3. Enough resources
4. Efficient management
5. Fit to Chinese culture
6. Obvious voluntary characteristics
7. Leading in the certain field
8. Change-makers on certain subject
9. Enough visible actions
10. Influence public opinions
11. Others (Please specify)

41
Participants were asked to rank the choices.
38

Survey: NGOs Operating in China – Question 9 (a)

Table
2:
Summary
for
Question
4
and
Question
5

# Weighted Value 10 9 8 7 6 5 4 3 2 1 0 We
ight
ed
Me
an
1

Stable government
relations
670 153 72 28 6 15 4 6 0 1 0
86.
82
5
运顺应
Fit to Chinese culture
130 396 128 77 42 30 16 3 4 1 0
75.
18
9
见实际动
Enough visible actions
150 99 88 105 90 65 32 24 4 7 0
60.
36
2
资
Sufficient funding
20 27 192 154 90 90 32 18 10 2 0
57.
73
3
规资
Enough resources
10 63 112 133 60 45 76 33 18 5 9
51.
27
4
优
Efficient management
10 45 40 42 60 95 60 72 32 4 0
41.
82
8
该领拥话语

Change-makers on
certain subject
20 45 40 49 126 50 40 15 28 25 9
40.
64
6
质
Obvious voluntary nature
10 72 56 63 60 30 44 60 30 18 0
40.
27
7
该领拥

Leading in the certain
field
20 45 88 35 54 40 48 27 44 21 9
39.
18
1
0
众
Influence public opinions
10 0 24 49 42 60 64 57 40 20 0
33.
27
1
1
请
Others (Please specify)
0 0 0 0 0 0 0 0 0 0 0
0.0
0

39

Figure
10:
Survey:
NGOs
Operating
in
China
–
Question
9
(b)

(请 )
Others (Please specify)
际轨
Be legitimate according to global definition
s 标达
Specify goals and achieve them

Use celebrity to impact the publics

These are all important

Table 2 was made to show the ranking of the ten choices according to the
weighted mean. Figure10 showed the answers to the “Others” choice.
Some interesting personalized answers were provided in the “others” category.
They suggested some tactics that NGOs operating in China may employ, such as using
celebrity to affect the perceptions of target audiences.
According to the rankings, 67 participants placed the “stable government relations”
choice as No. 1 among 11 possible factors. Next was “sufficient funding” and “enough
resources.” This order perfectly matched the results of the one-on-one interviews.
However, the “voluntary personality” and “opinion leader” roles emphasized in the
interviews did not rank as highly in the survey as they did in the interviews.
Question 10: In your view, what are NGOs’ most valuable contributions to
Chinese society?
42

1. Move its industry forward
2. Protect target groups.

42
Participants were asked to select five choices and rank them.
40

3. Provide certain social services.
4. Provide charitable funding to certain groups.
5. Introduce advanced technology from outside.
6. Complement governmental organizations.
7. Work with the government as a third sector.
8. Connect different cultures.
9. Others (Please specify)

41

Figure
11:
Survey:
NGOs
Operating
in
China
–
Question
10

# Answer Response
2
维护目标群体的权益
Protect target groups.
78
8
弥补政府组织的不足
Complement governmental organizations.
69
3
提供特定的社会服务
Provide certain social services.
65
4
针对特定需求提供慈善资助
Provide charitable funding to certain groups.
53
7
引导某些群体的社会行为
Influence social activities.
47
9
起到监督政府的作用
Work with the government as a third sector.
37
10
成为沟通世界的桥梁
Connect different cultures.
34
6
捍卫道德准则和社会规范
Guard social and moral norms.
33
1
促进行业进步
Move its industry forward
31
5
引进先进技术/文化
Introduce advanced technology from outside.
25
11
其他（请注明）
Others (Please specify)
0

No one selected or specified responses in the “Others” choice.
Respondents ranked the top three contributing factors as: (1) protecting target
groups, (2) complementing governmental organizations, and (3) providing certain social
services. Since “protect target groups” could be interpreted as being political, the results
indicated the gap between the respondents’ expectation from NGOs and the reality that
NGOs operating in China tend to avoid political issues. They also reveal a belief that the
role of NGOs is to benefit society.
42

Chapter Four: Case Studies
Case Study No.1: Organizational and Campaign Study of an International NGO—
Greenpeace in China
Due to unique political and social factors, details on the activities of international
NGOs operating in China may often be observed or studied only with great difficulty.
Because of the absence of published empirical studies, key indicators of success for
international NGOs operating in China remain largely unknown.
However, it seems clear that international NGOs operating in China cannot fulfill
the advocacy role that they, and their peer organizations, achieve in other countries
because of China’s weak civil society and political restrictions.
At the same time, some international NGOs have recently achieved a degree of
success in their Chinese operations, possibly because they dealt with issues related to the
environment, public health, or social development, rather than such politically sensitive
issues as human rights. These NGOs may have been more effective in these efforts,
possibly because the CCP government perceived saw them to be more of a resource than
a threat.
This case study is based on one of the best-known international NGO in China –
Greenpeace. Greenpeace China is considered by all of the interviewees mentioned in the
previous Chapter as a successful case in part because it has successfully adapted to
China’s cultural, economic, and — most importantly — political environment.

43

Organization history.
Established in 1971, Greenpeace is a global non-governmental organization with
a presence in 40 countries across Europe, the Americas, Asia, and the Pacific.
43
To
maintain its role as a third sector, Greenpeace does not accept donations from national
governments or corporations but instead depends on individual contributions from
financial supporters, as well as grants from charitable foundations. By the end of 2009,
Greenpeace donors numbered 2.8 million.
44
The total gross income from fundraising for
Greenpeace worldwide in 2007 was €205 million. This was €33.6 million (20%) more
than in 2006.
45

Greenpeace gained notoriety in July 1985, when several of its members aboard
the Greenpeace ship Rainbow Warrior died in an attempt to stop a French nuclear test.
Since then Greenpeace has been endowed with a unique reputation for striving to defend
the natural world and promoting peace.
46

As a global organization, Greenpeace focuses on what it considers to be the most
crucial worldwide threats to earth’s biodiversity and environment. Today, Greenpeace
speaks for 2.8 million supporters worldwide via non-violent, creative confrontations to

43
Greenpeace East Asia. About Us: Mission. http://www.greenpeace.org/eastasia/about/

44
Greenpeace International. (2009). Greenpeace Annual Report 2009.
http://www.greenpeace.org/international/Global/international/publications/greenpeace/2010/Annual_Report_2009/AR2
009.pdf

45
Greenpeace International. (2007). Greenpeace Annual Report 2007.
http://www.greenpeace.org/international/Global/international/planet-2/report/2009/9/gpi-annual-report-2007.pdf

46
Greenpeace East Asia. About Us: Mission. http://www.greenpeace.org/eastasia/about/

44

“expose global environmental problems, and to force solutions for a green and peaceful
future.”
47

Greenpeace’s East Asia subsidiary has offices in Hong Kong, Beijing, and Taipei.
The Chinese branch of the organization fights to prevent “climate change, stop toxic
pollution, protect food security, end illegal deforestation, and defend the oceans.”
48
By
2009, Greenpeace East Asia counted 25,161 supporters, an increase of 5,000 from the
year before. It spent more than HKD 30 million on its programs, which was HKD 7
million more than the previous year.
49

Environmental overview.
Rapid economic development in China has brought widespread prosperity as well
as many environmental problems. Today, China is the biggest carbon dioxide emitter in
the world.
50

Greenpeace’s 2009 East Asia Annual Report notes that in December 2009, many
international environmental NGOs believed the UN Climate Change conference in
Copenhagen could reach a “Fair, Ambitious and Binding (FAB) deal.” However, they
were disappointed when the Copenhagen conference ended without any substantial

47
Greenpeace-International. Our Mission. http://www.greenpeace.org/international/about/our-mission

48
Greenpeace East Asia. About Us: Greenpeace in East Asia. http://www.greenpeace.org/eastasia/about/

49
Greenpeace East Asia. (2009). Greenpeace East Asia Annual Report 2009.
http://www.greenpeace.org/raw/content/eastasia/press/reports/annual-report-2009.pdf

50
Center for Global Development. (2008). China Passes U.S., Leads World in Power Sector Carbon Emissions - CGD.
http://www.cgdev.org/content/article/detail/16578/
45

agreement to cut greenhouse emissions or any helpful guidance on this issue for
developing countries.
51

Most environmental NGOs consider climate change to be one of the priority issue
among today’s many environmental challenges. Climate change leads to “global warming,
habitat loss, rise in sea levels, extreme weather conditions, and many other health, food,
and water problems in today’s world.”
52
Based on existing science, most environmental
organizations have agreed upon a solution: improving energy efficiency while reducing
the overall impact to the planet.
Many affordable technologies that can reduce climate-damaging emissions are
currently available to, according to the International Panel on Climate Change (IPCC)
report.
53
However, as literature from Greenpeace International states, the foremost
obstacle to implementing these solutions is the lack of consistent national policies among
key counties. International environmental NGOs are currently striving to persuade
governments and corporations to replace fossil fuels and polluting technologies with
renewable energies, such as “wind, solar, geothermal, bio-energy and hydroelectric.”
54

SWOTS analysis.
Strength: global organizational structure and experience.

51
Greenpeace East Asia. (2009). Greenpeace East Asia Annual Report 2009.
http://www.greenpeace.org/raw/content/eastasia/press/reports/annual-report-2009.pdf

52
Greenpeace-International. Impacts of Climate Change. http://www.greenpeace.org/international/campaigns/climate-
change/impacts

53
Horizon Solution. Intergovernmental Panel on Climate Change (IPCC) Concludes that Cost-Effective Policies and
Technologies Could Greatly Reduce Global Warming. http://www.solutions-site.org/artman/publish/article_326.shtml

54
Greenpeace-International. Solutions to Stop Climate Change.
http://www.greenpeace.org/international/campaigns/climate-change/solutions
46

Greenpeace’s management structure emphasizes transparency, while maintaining
balance between its global principles and local practices. At the top of the Greenpeace
organization is the Stitching Greenpeace Council (SGC). The council is formed by
representatives called trustees who are selected from all Greenpeace country offices. The
trustees make decisions in terms of policies and guidelines for Greenpeace globally at
annual meetings.
55

Greenpeace International leads and coordinates environmental social marketing
campaigns worldwide, monitors the performance of national and regional Greenpeace
offices, and provides strategic and tactical consultation to regional subsidiaries around the
world. Simultaneously, Greenpeace regional offices cooperate with each other closely to
maintain the consistency of their parent organization’s core principles and decisions.
China faces many environmental problems as a result of the dramatic economic
development it has experienced in recent years. Thus, Greenpeace China might be
considered one of the most important Greenpeace operations worldwide. Its office is
firmly rooted in local environmental communities in China and is accessible to the
Chinese public via phone and email.
Greenpeace International monitors the Chinese office’s performance through a
consultative, international decision-making process.
56
International campaign
coordinators are assigned to support Greenpeace China. Project directors are assigned to
work with the regional offices on each subject. Under the project directors are local

55
Greenpeace USA. (2009). 2008-2009 Annual Report for Greenpeace.
http://www.greenpeace.org/usa/Global/usa/report/2009/9/2008-2009-annual-report.pdf

56
Greenpeace East Asia. (2009). Greenpeace East Asia Annual Report 2009.
http://www.greenpeace.org/raw/content/eastasia/press/reports/annual-report-2009.pdf

47

campaigners in charge of the strategies and tactics of certain social marketing campaigns
based on the Chinese context.
57
Local assistants, interns, and volunteers are selected to
work on each local project. Such local recruitment makes this international NGO more
localized and likely more adapted to local culture.
Weakness: initial failure
In its first attempt to enter China in 1995, Greenpeace China used campaign
strategies and tactics similar to those employed by Greenpeace subsidiaries in other parts
of the world, focusing on attracting media and public attention through direct, non-violent,
and creative confrontation activities.
However, public protests cannot achieve their media generating objectives in
China because the CCP government tightly controls the Chinese media. In most
situations, the Chinese public cannot access information that the CCP considers harmful
to its interests.
Opportunity: proliferation of environmental problems.
China is developing quickly, and, as an increasingly powerful and wealthy
country, it is encountering more and more environmental problems associated with its
rapid economic development. Ironically, this unfortunate situation could create many
opportunities for Greenpeace China.
For example, Greenpeace aims at raising public awareness on environmental
issues through “research, lobbying and non-violent direct action.”
58
It could provide

57
Greenpeace International. About Us: Greenpeace structure. http://www.greenpeace.org/international/en/about/how-
is-greenpeace-structured/
58
Greenpeace East Asia. About Us: Greenpeace in East Asia. http://www.greenpeace.org/eastasia/about/
48

platforms for open discussions about China’s environmental problems and work
cooperatively with the CCP government and local governments to find the most effective
solutions.
Threat: the CCP government.
The foremost obstacle to Greenpeace China’s success is likely the CCP
government. Greenpeace China started its operations without having registered as an
NGO, which means it had no legal status or identity. If Greenpeace China registered as a
Chinese NGO, government regulations would prevent it from raising funds from foreign
sources. Thus, as an international NGO, Greenpeace China needs to determine how it can
bring more global resources to bear in China while addressing a very awkward situation.
(Although the Chinese government has, for several years, considered implementing new
regulations for unregistered NGOs, it still has not done so.)
Campaign case study.
Greenpeace China has conducted a number of campaigns aimed at substantially
changing people’s perceptions and behaviors on environmental problems. For example,
in 2004, Greenpeace China launched a campaign that successfully influenced the drafting
of China’s wind energy policies.
The most important strategy Greenpeace employed in this campaign was to
cooperate closely with the governmental industrial association, China Renewable Energy
Industrial Association (CREIA). Officially registered in 2002 as a social organization in
China, CREIA attracted more than 100 corporate and 160 individual members in the
49

renewable energy industry.
59
Thanks to its relationship with CREIA, Greenpeace China
earned acceptance from the Energy Bureau (the governmental agency responsible for
energy-related policies), and was able to participate in the policy-making process.
Importantly, CREIA’s organizational structure reveals a strong connection with the
government Energy Bureau: half of its six senior consultants are from the Energy
Bureau.
60

Based on its experience with similar campaigns in other countries, Greenpeace
China started its efforts with events to educate the Chinese people — especially the
better-educated segment — about the enormously harmful results of climate change and
the need to replace fossil fuel with renewable energy. To promote its ideas to industry
and the government, Greenpeace China formed a team of international experts on wind
energy, and set up a booth at the 2004 Asia International Renewable Energy Fair, a
landmark industrial event held in Beijing. This booth attracted more attention from
government, academic, and media representatives than even Greenpeace China had
anticipated. The dean of Beijing University’s Science and Technology department said
that this event marked just the time for Greenpeace China to work with China’s
academics on renewable energy issues.
61

Because of its success at the Fair, Greenpeace China continued expanding its
influence on the energy issue, assigning a five-member team and officially launching a

59
China Renewable Energy Industrial Association, About CREIA. http://www.creia.net/?MIntros/index.html

60
China Renewable Energy Industrial Association. The Team. http://www.creia.net/?MIntros/TeamIntro.html

61
Greenpeace-International (2004). Eastern Promise: China’s Push for a Renewable Energy Future.
http://www.greenpeace.org/international/en/news/features/china-s-push-for-a-renewable-e/

50

campaign named “Wind Energy.” It then expanded upon its cooperative partnership with
CREIA. As an industrial association that generally maintains alignment with the Chinese
government, CREIA is able to access the government’s internal opinion-making
apparatus.
Greenpeace China and CREIA worked with the European Wind Energy
Association (EWEA) on a project to translate and publish the Chinese version of
EWEA’s Wind Force 12, a noted wind-energy industry trade publication. In May 2004,
the three groups launched the report Wind Force 12 – China.
62

The publication attracted the attention of China’s Energy Bureau officials, and
experts from both Greenpeace China and the EWEA were invited to the International
Symposium on Renewable Energy Promotion Law in Beijing. The symposium played a
crucial role in the drafting of China’s Renewable Energy Law.
63

Based on their fruitful cooperation on Wind Force 12, Greenpeace China and
CREIA further broadened their partnership. In September 2005, Greenpeace China,
CREIA, and EWEA jointly set up a workshop on Renewable Energy Policy and Wind
Energy Development Strategy in China.
64
The workshop provided a platform for the
exchange of ideas among experts.

62
Common Dreams.org. (2004). Word Renewable Energy Leaders Announce China Wind Push. Retrieved from
http://www.commondreams.org/news2004/0915-02.htm

63
Greenpeace East Asia. Greenpeace says China’s New Renewable Energy promotion Law Could Be Turning Point
For Sustainable Development. http://www.greenpeace.org/eastasia/press/release/greenpeace-says-china-s-new-
re?mode=send

64
Greenpeace East Asia. (2010). 2010 China Wind Power Outlook.
http://www.greenpeace.org/raw/content/eastasia/press/reports/wind-power-report-english-2010.pdf
51

Through its partnership with CREIA, Greenpeace China was able to present its
ideas to wind energy policy makers and deepen its access to the policy-making process.
In February 2005, the Renewable Energy Law was finally approved in the 14th session of
the Standing Committee of National People’s Congress (NPC).
65
For Greenpeace China,
this was a great success.
Strategic implications.
1. Based on Greenpeace China’s example, it appears international NGOs can
influence policies in China, but only gaining access to governmental
officials is critical.
2. International NGOs may be able to introduce new ideas into China via
international conferences.
3. To impact an industry, international NGOs should partner up with the
appropriate Chinese industrial/academic association.
4. Generally speaking, international NGOs may find it worthwhile to follow
Greenpeace China’s approach of targeting the educated people in major
urban areas first, in order to build a groundswell of informed supporters.
Case Study No.2: Organizational and Campaign Study for a China-based NGO—
Sichuan Quake Relief
According to Ms. Lu, the founder of Growing Home, most of unregistered China-
based NGOs operate on a fairly small scale. Since many officially registered China-based

65
The Library Of Congress, Law Library. China: Recycling Economy Promotion Law to Take Effect.
http://www.loc.gov/lawweb/servlet/lloc_news?disp3_l20540800_text

52

NGOs are actually governmental or quasi-governmental organizations, they do not need
to run fund raising campaigns; they can subsist on the CCP government’s support.
As previously stated, the mechanisms on which international NGOs base their
campaign work in other countries are largely may be missing in China’s political
environment, particularly various political parties, abilities to stage organized protests,
citizens’ rights for free-access to information, and so forth. Thus, China might not be an
ideal setting for broad-scale, social-marketing campaigns.
Respondents from this study's personal interviews indicated that it is precisely for
that reason that China-based NGOs choose not to undertake full-scale campaigns. In
addition, China-based NGOs lack an understanding of public relations fundamentals,
which may cause them to underestimate the importance of communicating with key
stakeholders in successful campaigns.
The best strategic opportunities for China-based NGOs appear to be unique, one-
time events, such as the Olympic Games and the Sichuan earthquake. This is
substantiated by the survey results described earlier in this Thesis: 56% of participants
selected “One-time Events” as being the primary reason for the establishment of China-
based NGOs, with 40% selecting “Humanitarian Relief,” which is often associated with
one time disasters.
The China-based NGO case studied herein is a small organization with an
exclusive focus on only one issue –
relief efforts for victims of the Sichuan earthquake.
This case was selected despite its small size, because it was cited by Ms. Ling, the
program director of CAI, as a successful case. (Again, it is extremely difficult, if not
53

impossible to obtain quantifiable data and/or metrics on what constitutes successful NGO
activities in China.)
Organization introduction.
Sichuan Quake Relief (SQR) is a China-based NGO that seeks to assist the
survivors of the 12 May 2008 Sichuan earthquake. Instead of officially being an NGO, it
registered as a program to gain more freedoms.
Established the morning after the disaster struck, SQR immediately joined the
emergency relief effort in the affected area. At first, it functioned similar to a
humanitarian group by helping to rescue quake victims. Later, as a China-based NGO,
SQR began playing an important role in rebuilding suffering communities. It has served
as an information and support hub for all of the reconstruction efforts following the quake.
Through partnerships with and outreach to the NGOs, donors, volunteers, and media,
SQR has sought to maintain awareness of the Sichuan area’s ongoing needs, and provide
material and medical assistance to the earthquake’s many thousands of victims.
After two years as a relief-provider, SQR is now “in the mid-term phase of the
recovery process” and transforming from a relief-based organization to a long-term NGO
focused on recovery campaigns for affected communities. It emphasizes the sustainable
and healthy operation of its “new community centre,” which offers “IT resources, an
NGO library, and an events space.”
66
The community center works as a locus for
exchanging information among grassroots organizations striving for similar objectives. It

66
Sichuan Quake Relief. Current focus of SQR. http://sichuan-quake-relief.org/about/
54

also provides training and information sessions regarding earthquake recovery issues for
residents from the local communities.
SWOTS analysis.
Strength: English language outreach.
Although it is a China-based NGO, SQR is one of the few China-based NGOs
that operates an English-language website. This enables it to connect to the outside world
and potentially reach a broader global audience with the latest information and ideas
about quake recovery efforts. Perhaps in part because of its English-language website,
SQR has attracted some donors from outside China, which is likely in helping SQR
achieve relatively sufficient funding levels.
Strength: local focus.
SQR exists to serve the well-defined, disaster-specific needs of a particular rural
region. This provides a singularity of purpose that strongly resonates with key audiences.
Weakness: small scale.
SQR’s biggest obstacle is its small scale. With only three full-time employees,
SQR relies heavily on volunteers to support its campaigns. However, short-term
volunteers cannot guarantee the long-term viability of a relief campaign tied to such an
enormous disaster. Also, because of turnover among volunteers, SQR must allocate
substantial time and resources training newcomers.
Opportunity: Global Attention.
The Sichuan earthquake was a striking news event that reached global audiences.
By immediately responding to the crisis, SQR established awareness among the
55

audiences who paid attention to this issue, which meant the NGO did not have to put out
additional efforts to attract a following. Also, the Chinese government has given its full
support to the earthquake recovery efforts, which gives SQR the potential opportunity to
expend less effort to build and maintain important government relationships. Moreover,
SQR can access funds from donors outside of China based on its role in relief efforts for
survivors of the Sichuan earthquake, unlike other Chinese NGOs that were not involved
in this effort.
Threat: one-time event.
New tragedies happen every day. Global attention to the aftermath of the Sichuan
earthquake has dropped dramatically in the two years since the quake first hit. Donors,
volunteers, media, and even some experts may think the affected communities are no
longer as needy as they once were, which could make it increasingly difficult for SQR to
attract additional support so it can continue moving forward and running more campaigns.
Campaign study.
Fundraising.
A small organization, SQR has minimal administration costs and relies on private
and corporate donations of funds, goods, and services. It offers SQR merchandise at 100
RMB (about US$15) for a long-sleeve T-shirt, and 50 RMB (about US$7) for a shopping
bag, sold at the Bookworm in Chengdu Province.
67

67
Sichuan Quake Relief. Merchandise. http://sichuan-quake-relief.org/merchandise/
56

SQR also released an album, titled “After-quake CD” on 12 May 2009, the first
anniversary of the Sichuan earthquake. The album remixes voices and sounds from the
earthquake zone to raise awareness.
SQR also hosts various fundraising events, including sporting events such as The
Annual Half-Marathon and The ABE Charity Cup Football Tournament, as well as year-
end fundraising events such as The Chengdu International Women’s Society Christmas
Bazaar and The ABE Christmas Party.
68

Research.
In April 2010, the second anniversary of the Sichuan earthquake, SQR
interviewed hundreds of victims across a wide range of affected areas to evaluate the
current situation of the affected communities and to plan the next steps for the mid-term
phase of recovery. Anything you can say about what happened to the results, etc.?
Otherwise, what is the point of this paragraph? What are you trying to convey – what’s
the value of SQR doing research at all?
Education Support.
After the Sichuan earthquake, two-thirds of the school buildings were damaged.
The remaining buildings also needed reinforcing with steel rebar before officials could
declare them safe enough to use again. SQR spent a lot money and time rebuilding the
destroyed The Guangji Di Kang Le Kindergarten. With the help of SQR, the school

68
Sichuan Quake Relief. Review of Year 2010. http://sichuan-quake-relief.org/2010/12/sqr-review-of-the-year-2010/
57

rebuilt the existing building and expanded its facilities with “new dormitories, an activity
room, environmental toilets and a bigger, better-equipped kitchen.”
69

In addition, SQR built a new community centre next to the Di Kang Le
Kindergarten in partnership with the Disaster Relief Shelters Foundation. The centre
offers a variety of social activities for both young and old in the rural community. It has
also provided a hub for NGOs similar to SQR for sharing information and developing
local campaigns.
Because its activities were undertaken locally, SQR was able to work with the
supportive local government in Sichuan Province, which has given the NGO a lot
freedom since SQR benefits the local communities, rather than having to work with the
central government.
Strategic implications.
1. Based on SQR’s example of a successful local NGO, other local Chinese
NGOs may want to consider focusing social marketing campaigns
primarily on one-time events.
2. When targeting rural communities or needy populations, Chinese NGOs
may want to focus first on supporting educational efforts, as opposed to
other, potentially more controversial causes.
3. China-based NGOs should continue exploring more approaches to
cultivate public engagement, both to raise funds and to secure new
supplies of volunteers, who often stay engaged only for the short term.

69
Sichuan Quake Relief. Guangji Di Kang Le Kindergarten and community center. http://sichuan-quake-
relief.org/projects/guangji/

58

4. China-based NGOs should continue exploring opportunities to mine the
value of social media, even in a developing country like China, where it is
being rapidly adopted, particularly in big cities.
59

Chapter Five: Conclusion and Suggestions
Political Factors – The Decisive Factors for Success
From the previous four chapters, one can conclude that several factors are vital to
shaping the current situation for Chinese NGOs. In particular, any NGO that expects to
gain a successful presence in China — or any existing NGO that expects a successful
performance in China — political factors in particular should not be ignored or avoided.
With China’s increasing economic development and impact in the global village,
the CCP government may find itself under greater pressure to consider global standards
when policy making. Although the CCP government might be perceived as somewhat
hostile to NGOs it might consider threatening, China might be best served by admitting
their legitimacy and working with them. And both established and aspiring NGOs should
remember that, while the CCP government cannot force Chinese NGOs to follow the
party’s mindset, it may use regulations to restrict them.
Very simply, the success of a Chinese NGO may be determined to the degree it
can as an organization can raise awareness of certain issues among the public, lead to
changes in perceptions and behaviors, and finally benefit the development of a healthy
society. A higher level of public engagement should prove the ultimate outcome of
success, but based on the primary and secondary research conducted for this thesis, the
author wonders whether success can be achieved without the Chinese government’s
support.

60

Implications Based On Two Cases
The case studies of Greenpeace China and Sichuan Quake Relief revealed the
different strategies and tactics that existing international and local NGOs employ in
China.
Based on Greenpeace China’s experience, it seems that an international NGO
seeking better knowledge of global approaches to running campaigns, must first
understand how to better adjust to the regional environment. An NGO might consider
some changes in operational decisions with minimal compromises to its parent
organization’s principles. It also may attempt to build sound relationships with related
local organizations that hold stronger ties with the Chinese government, enabling it to
more effectively access core issues — and influencers — in Chinese society.
On the other hand, a China-based NGO knows the political, economic, and social
factors that can more substantially influence its behavior. A China-based NGO’s biggest
challenges may be the lack of resources and advanced knowledge about how to run a
successful campaign, and dealing with the “hidden” or “implicit” rules of the regulations
for Chinese NGOs, as noted by Professor Deng Guosheng of Tsinghua University’s NGO
Research Center. As he points out, that official regulations merely apply to legally
registered NGOs; however, many NGOs operating in China are not even legally
registered but rather operates as businesses or “projects” under another organization.
70

Thus, many NGOs, especially international ones, may be choosing to earn greater
freedom by going “undercover.”

70
Deng. G. (2010). “The Hidden Rules Governing China’s Unregistered NGOs.” The China Review, Vol 10, No 1
61

Suggestions for NGOs Operating in China
When entering China, an NGO, either international one or China-based one, may
consider not registering officially as an NGO, but rather operates as a business or “project”
under another organization. Such identification can save the NGO from most Chinese
government regulations, which Professor Deng has identified as the “Three No's” policy
for unregistered NGOs: “no recognition, no banning, no intervention.”
71
That is,
Professor Deng believes the CCP government will not ban unregistered NGOs or
intervene in their affairs as long as the NGOs are not perceived as threatening state
security or social stability.
The next step comes in cultivating the proper partnerships. To make an impact in
China and specific target audiences, an NGO should partner with an appropriate
industrial or academic association. With the right partnership, NGOs may gain access to
core issues, communicate with authorities, and gain Chinese government approval.
More effective strategies and tactics are also the key to running a successful social
marketing campaign. To better benefit the communities, NGOs need to create innovative
ways to drive wider public engagement via all channels that could be helpful, including
non-traditional means such as social media.
And finally, as research for this project has indicated, urban residents in China are
increasingly aware of NGO behavior. In addition, given their more favorable economic
conditions, city dwellers are more likely to contribute to China’s development by
donating or volunteering for NGOs.

71
Deng. G. (2010). “The Hidden Rules Governing China’s Unregistered NGOs.” The China Review, Vol 10, No 1
62

Suggestions for International and China-based NGOs.
1. Build stable government relations, with sufficient communication with local
officials before running any campaign.
2. Build appropriate partnerships with related governmental, industrial, or
academic organizations to more effectively access core issues and
influencers in Chinese society.
3. Address the organization’s manpower needs according to local cultural
factors and the national economic environment.
4. Raise appropriate funding to supplement national resources provided in
China.
5. Strengthen partnerships between the local NGO offices and their
counterparts in other countries, to demonstrate the value in China and
possibly improve influence in policymaking when appropriate.
6. Build a sound resource base, including strengthening relationships with
Chinese NGOs; most networking connections could be forged through the
Internet, as well as through common goals and geographies, as seen the
SQR and the resource centre in Sichuan.
Suggestions for a Social Marketing Campaign for NGOs Operating in China.
Find opportunities to run a grassroots campaign, especially one supporting a one-
time event.
63

1. The expert in the study of Chinese civil society, Qiusha Ma believes that
Chinese NGOs have largely overlooked the potential of grassroots and
informal social networks, which could improve its chances for success.
2. Try to act as the industry leader proactively to gain the trust from related
governmental, industrial, or academic organizations.
3. Take care of government relations throughout the campaign.
4. Consider first targeting college students for support and volunteer
involvement; reach students by hosting special events on college campuses.
5. Set up a bilingual web site for the campaign, which could share information
and possibly facilitate on-line events.
6. Create buzz on Chinese social media websites, such as renren.com (the
Chinese version of Facebook), t.sina.com.cn (Chinese Twitter), tudou.com
(Chinese YouTube), kaixin001.com, douban.com, tianya.com, etc.
7. Supplement social media with local traditional media in specific contexts,
keeping in mind that Internet users are not as numerous in China as they are
in developed countries.
64

Bibliography
Center for Global Development. (2008). China Passes U.S., Leads World in Power
Sector Carbon Emissions - CGD. Retrieved from
http://www.cgdev.org/content/article/detail/16578/

Cheng, N. (2007). The Role of International Non-Governmental Organizations in the
Institutional Capacity Building of Community-based Organizations in China – the
Case of an International AIDS Concern Organization in Yunnan. HKU Library.

China Renewable Energy Industrial Association. About CREIA. Retrieved from
http://www.creia.net/?MIntros/index.html

China Renewable Energy Industrial Association. The Team. Retrieved from
http://www.creia.net/?MIntros/TeamIntro.html

Common Dreams.org. (2004). Word Renewable Energy Leaders Announce China Wind
Push. Retrieved from http://www.commondreams.org/news2004/0915-02.htm

Deng. G. (2010). “The Hidden Rules Governing China’s Unregistered NGOs.” The
China Review, Vol 10, No 1.

Duke University Libraries. IGO-NGO Cooperation. Retrieved from
http://library.duke.edu/research/subject/guides/ngo_guide/igo_ngo_coop/ngo_wb.htm
l

Edele, A. (2005). Report on Non-Governmental Organizations in China. Switzerland:
Programme on NGOs & Civil Society, Centre for Applied Studies in International
Negotiations.

Goldberg, M.E., Fishbein, M., and Middlestadt, S. E. (Eds.). (1997). Social Marketing –
Theoretical and Practical Perspectives. Mahwah, NJ: Lawrence Erlbaum Associates,
Inc.

Greenpeace East Asia. (2005). Greenpeace says China’s New Renewable Energy
promotion Law Could Be Turning Point For Sustainable Development. Retrieved
from http://www.greenpeace.org/eastasia/press/release/greenpeace-says-china-s-new-
re?mode=send

Greenpeace East Asia. (2009). Greenpeace East Asia Annual Report 2009. Retrieved
from http://www.grenpeace.org/raw/content/eastasia/press/reports/annual-report-
2009.pdf

65

Greenpeace East Asia. (2010). 2010 China Wind Power Outlook. Retrieved from
http://www.greenpeace.org/raw/content/eastasia/press/reports/wind-power-report-
english-2010.pdf

Greenpeace East Asia. (n.d.). About Us: Greenpeace in East Asia. Retrieved from
http://www.greenpeace.org/eastasia/about/

Greenpeace East Asia. (n.d.). About Us: Mission. Retrieved from
http://www.greenpeace.org/eastasia/about/

Greenpeace International. (2004). Eastern Promise: China’s Push for a Renewable
Energy Future. Retrieved from
http://www.greenpeace.org/international/en/news/features/china-s-push-for-a-
renewable-e/

Greenpeace International. (2007). Greenpeace Annual Report 2007. Retrieved from
http://www.greenpeace.org/international/Global/international/planet-
2/report/2009/9/gpi-annual-report-2007.pdf

Greenpeace International. (2009). Greenpeace Annual Report 2009. Retrieved from
http://www.greenpeace.org/international/Global/international/publications/greenpeac
e/2010/Annual_Report_2009/AR2009.pdf

Greenpeace International. (n.d.). About Us: Greenpeace structure. Retrieved from
http://www.greenpeace.org/international/en/about/how-is-greenpeace-structured/

Greenpeace International. (n.d.). Impacts of Climate Change. Retrieved from
http://www.greenpeace.org/international/campaigns/climate-change/impacts

Greenpeace International. (n.d.). Our Mission. Retrieved from
http://www.greenpeace.org/international/about/our-mission

Greenpeace International. (n.d.). Solutions to Stop Climate Change. Retrieved from
http://www.greenpeace.org/international/campaigns/climate-change/solutions

Greenpeace USA. (2009). 2008-2009 Annual Report for Greenpeace. Retrieved from
http://www.greenpeace.org/usa/Global/usa/report/2009/9/2008-2009-annual-
report.pdf

Hayter, R. and Sun S.H. (1998). Reflections on China's Open Policy Towards Foreign
Direct Investment. Taylor and Francis Journals, vol. 32(1), 1-16.

66

Horizon Solution. (n.d.). Intergovernmental Panel on Climate Change (IPCC) Concludes
that Cost-Effective Policies and Technologies Could Greatly Reduce Global
Warming. Retrieved from http://www.solutions-
site.org/artman/publish/article_326.shtml

Humboldt-Universität zu Berlin. (2002, December). Exploring New Directions in Social
Marketing: An Assessment of Training Health Providers in Rajasthan/India. Berlin,
Germany: Center for Advanced Training in Rural Development.

Kang, X. (1999). Power Shifting: The Change of China’s Power Structure During a Time
of Transition. Zhejiang, China: Zhejiang People’s Publishing House.

The Library Of Congress, Law Library. (2008). China: Recycling Economy Promotion
Law to Take Effect. Retrieved from
http://www.loc.gov/lawweb/servlet/lloc_news?disp3_l20540800_text

Liu. H. (2003). Rule of law v.s. Confucianism. Retrieved from
http://www.atimes.com/atimes/China/EG24Ad01.html

Liu, X. (2002). NGOs in China: An Overview. International Community Foundation.

Ma, Q. (2006). Non-Governmental Organizations in Contemporary China –- Paving the
Way to Civil Society? New York, NY: Routledge.

People’s Daily Online. (2007, July). Chinese NGOs Wish to be Helpful to Government.
Retrieved from http://english.people.com.cn/200507/07/eng20050707_194512.html

Philippine Normal University. (2004, March 1). What is civil society? Centre for Civil
Society, Philippine Normal University.

Qin, H (2004). NGO in China: The Third Sector in the Globalization Process and Social
Transformation. Tsinghua University.

Salamon, L. M. and Anheier, H. K. (1992). In Search of the Non-Profit Sector 1: the
Question of Definitions. Voluntas, 3(2): 125-51.

Serrano, I.R. (1994). “Civil Society in the Asia-Pacific region,” in M.D.D. Oliveira and
R.Tandon (eds). Citizens Strengthening Civil Society, Washington, DC: World
Alliance for Citizen Participation.

Sichuan Quake Relief. (n.d.). Current focus of SQR. Retrieved from http://sichuan-quake-
relief.org/about/

67

Sichuan Quake Relief. (n.d.). Guangji Di Kang Le Kindergarten and community center.
Retrieved from http://sichuan-quake-relief.org/projects/guangji/

Sichuan Quake Relief. (n.d.). Merchandise. Retrieved from http://sichuan-quake-
relief.org/merchandise/

Sichuan Quake Relief. (n.d.). Review of Year 2010. Retrieved from http://sichuan-quake-
relief.org/2010/12/sqr-review-of-the-year-2010/

The State Administration of Foreign Exchange. (2009). No. 63 [2009] of the State
Administration of Foreign Exchange (effective 3/1/2010).

UN Department of Public Information. (n.d.). NGOs and the UN Department of Public
Information. Retrieved from http://www.un.org/dpi/ngosection/brochure.html

Wang, M. (2000). Case Study on China’s NGOs. International Community Foundation.

Young, N. (2001). NGOs: the Diverse Origins, Changing Nature and Growing
Internationalization of the Species. China Development Brief.
68

Appendix: Online Survey – NGOs Operating in China

69

70

71

72

Abstract (if available)

Linked assets

University of Southern California Dissertations and Theses

Conceptually similar

PDF

A comparative study of food safety-related public relations practices in China and the United States

PDF

Tailoring pharmaceutical public relations strategies to different markets: a case study of the launching strategies of Gardasil in the U.S. and China

PDF

Factors affecting the success of older community college students

PDF

How a strategic public relations campaign can enhance the reputation of China's financial public relations industry

PDF

Facebook and the ideal social marketplace: a study of the marketing benefits of social media practices

PDF

Social media best practices for Hollywood films and their applications in China

PDF

The food truck phenomenon: A successful blend of PR and social media

PDF

The bottle of excellence: Designing the public relations campaign for Luzhou Laiojiao's iconic liquor brands

PDF

Public awareness campaign for dementia in Taiwan

PDF

Municipal place branding for economic development

PDF

Multinational corporations and corporate social responsibility: how history, non-governmental organizations and international groups are changing business

PDF

Communications and messaging strategies to encourage African-American women to practice safer sex/HIV prevention measures

PDF

A comparison of corporate PR practices in U.S. and China: a case study approach

PDF

Strategic communications in dietary supplement marketing — a case study of the marketing of Coenzyme Q10 supplements

PDF

Guide to corporate internal communications in China: a policy handbook

PDF

The evolution of the internal communications practice and its importance to the survival of organizations

PDF

Multicultural campaigns: outdated approaches to reaching the modern U.S. Hispanic consumer

PDF

A study on how companies communicate and market themselves on Sina Weibo

PDF

Whole foods market -- a communication plan to engage the German market

PDF

Corporate social responsibility strategies, standards and consumer awareness in the jewelry industry: what does it mean to be socially responsible in the jewelry industry? A specific look into pr...

Asset Metadata

Creator Sun, Lin (author)

Core Title Cultural, organizational, and communicational factors affecting the social marketing campaigns for a non-governmental organization to establish a successful presence in China

School Annenberg School for Communication

Degree Master of Arts

Degree Program Strategic Public Relations

Publication Date 05/08/2011

Defense Date 04/01/2011

Publisher University of Southern California (original), University of Southern California. Libraries (digital)

Tag Chinese NGOs,OAI-PMH Harvest,social marketing campaign

Place Name China (countries), USA (countries)

Language English

Contributor Electronically uploaded by the author (provenance)

Advisor Jerry, Swerling (committee chair), Jay, Wang (committee member), Laura, Jackson (committee member)

Creator Email happylene@gmail.com,linsun@usc.edu

Permanent Link (DOI) https://doi.org/10.25549/usctheses-m3930

Unique identifier UC1467757

Identifier etd-Sun-4588 (filename),usctheses-m40 (legacy collection record id),usctheses-c127-476900 (legacy record id),usctheses-m3930 (legacy record id)

Legacy Identifier etd-Sun-4588.pdf

Dmrecord 476900

Document Type Thesis

Rights Sun, Lin

Type texts

Source University of Southern California (contributing entity), University of Southern California Dissertations and Theses (collection)

Repository Name Libraries, University of Southern California

Repository Location Los Angeles, California

Repository Email cisadmin@lib.usc.edu