The red cross society of China Jet Li One Foundation Project: A nonprofit charismatic organization that mobilizes small donors in China .

摘要

China's continuous economic prosperity has produced affluent social resources and idle capital for organizations and individuals to nurture the country's philanthropy sector. Additionally, a series of deadly natural disasters cost the Asia-Pacific region countless life loss and property damages. All these factors raised the importance of establishing a nongovernmental philanthropy mechanism in China to complement and facilitate the central government's works in the public service sector. Jet Li, an action movie star, founded the Red Cross Society of China Jet Li One Foundation Project at the end of 2006. In fewer than four years, the nonprofit organization has become one of the best-known charitable groups in China.;This thesis first examines China's historical and present philanthropy landscape, focusing on the regulatory environment, government attitudes, and tax incentives. After portraying the political economical background, this thesis analyzes One Foundation in terms of its founding history, function, and structure, then offers a descriptive study of its communication strategies and tactics, which reflect the small-donor fundraising strategy, as well as the role of the charismatic organization adopted by the Foundation. Strategic suggestions are recommended by the author at the end, based on the strengths and weaknesses of the current communication practices of One Foundation.