German carmaker BMW has seen its Warm Heart Fund corporate social responsibility effort bear fruit over the past five years through the efforts by a range of stakeholders.

"CSR is an integral part of our dedication to taking strong root in China as we see it as a core part of our overall strategy," said Karsten Engel, president and CEO of BMW China.

"We want to be deeper in the society in the future through our continuing sustainable efforts."

Engel joined more than 400 BMW dealers, customer and associates from across the country to celebrate the fifth anniversary of the BMW Warm Heart Fund in Chengdu on Dec 14.

Themed "Love for Future", the gala helped review the efforts by the fund over the past five years by sharing stories from a range of participants.

"I am extremely proud to have thousands of customers as the backbone in our social responsibility initiatives here in China. We come together as a family caring about the children and the community, and together we have made a difference," said Engel.

Long-term effort

"BMW insists on long-term commitment to Chinese society, and both the strategy and practices of our CSR programs are based on this commitment," said Engel.

One example is the BMW China Culture Journey that for the past seven years has helped protect and pass on traditional cultural heritage.

It has explored the country's six major cultural ecological conservation areas and visited more than 170 sites that are home to intangible heritage.

The program has now donated a total of 7 million yuan ($1.14 million) to 69 projects.

As well "nine years ago, we started the BMW Children Traffic Safety Education program, the first in the premium segment", said Engel.

"Almost 360,000 children in 63 cities have benefited from the program since 2005".

Total funds used have reached 44 million yuan, benefitting more than 70,000 people around the nation.

Wide participation is another emphasis by BMW as it calls on dealers, customers, employees and other compassionate donors to deliver help and care to people in disaster stricken or underdeveloped areas.

"In the past five years, more than 50,000 customers, dealership partners and associates have joined BMW in public welfare activities," said Engel.

"The emotional bond that comes from volunteering together has helped us become friends and a unified team," he added.

About 65 percent of BMW dealers in China have a Warm Heart ambassador and carry out CSR activities on a regular basis in their region.

Warm Heart customer clubs have been set up in Chongqing, Chengdu, Xi'an, Zhengzhou and Guangzhou by car owners themselves under guidance from the fund.

For Engel the most important principle is to "ensure transparent financial processes, and make sure every penny of our customer and partner donations is traceable, auditable and accountable".

"Involving stakeholders is important to help achieve transparency," he said.

"Whenever we organize public welfare activities, our customers, dealers and employees will be invited to work together with us." All Warm Heart Fund financial information is accessible on either BMW China's official website or the website of the China Charitable Federation, said the CEO.

BMW China also publishes a CSR report on a yearly basis.

"Anybody who is interested in BMW's social practices can read it to understand the goals of our public welfare activities and how we are going to achieve our goals," said Engel.

WHF projects

BMW Joy Future campaign was started in 2008 to provide financial assistance, educational opportunities and other support to outstanding students from poor families. The program has since offered some 12 million yuan to nearly 5,400 students.

Particularly noteworthy is student beneficiaries of BMW Joy Future.

They have initiated a BMW University Student Warm Heart Society by themselves, and personally participated in various activities.

"From receiving help to actively giving help to others, these students are the most valuable achievements and assets of our Warm Heart Fund," said Engel.

Begun in 2011, the BMW Joy Home Children Care Program was the first long-term public welfare initiative jointly started by BMW China and its dealers.

It aims to help children in underdeveloped regions with material and emotional support.

By the end of last month 52 BMW Joy Homes had been set up in 27 provinces, benefiting more than 40,000 children.

Originating with emergency disaster aid from the Warm Heart Fund after the Yushu earthquake in 2010, it then brought BMW stakeholders to the affected areas six times over the following three years to distribute much-needed winter supplies and educational materials.

In July 2013, the fund joined with the Shanhui Conservation Center to start an ecological protection program in the Sanjiangyuan natural preserve areas of Yushu, using various social forces to improve the environment in the long term.

"BMW will stay committed to its responsibility as a corporate citizen by focusing resources on environmental protection, social inclusion and education."

lifangfang@chinadaily.com.cn

(China Daily 12/20/2013 page13)