Research On The Path To Enhance The Credibility Of Charitable Philanthropic Organizations

Philanthropy is an important supplement to China’s social security system,with the increase of government support to philanthropy in recent years and the gradual improvement of citizens’ awareness of philanthropy,philanthropy in China has made rapid development,and the role of charitable organizations in social development has become increasingly prominent.As the basis for the continuous development of charitable organizations,public credibility directly affects the degree of public participation,and also reflects the level of public satisfaction and evaluation of charitable organizations.However,with the development and wide spread of new media,a series of negative events of charity have been exposed,from the sensational "Guo Meimei Incident" to the various negative news of the COVID-19 epidemic donation,which have aroused widespread public concern.The public has great doubts about the credibility of charitable organizations,which leads to the decline of the credibility of charitable organizations in China,and seriously restricts the healthy and sustainable development of charitable organizations.As a result,it is imperative to comprehensively grasp the factors that affect the credibility of charitable organizations and strive to enhance the credibility of charitable organizations.On the basis of analyzing the relevant research literature on the credibility of charitable organizations,based on trust theory,rational choice theory and principal-agent theory,using the methods of literature research,case analysis,this paper comprehensively analyzes the influencing factors of Red Cross Society of China Hubei Branch’s credibility by combing the Red Cross Society of China Hubei Branch incident during COVID-19 ’s epidemic period.On this basis,the experience is further summarized,and the ways to improve the credibility of charitable organizations are explored.Finally,a series of targeted measures are put forward,including promoting professional development,improving the capacity of charitable organizations,strengthening information disclosure,building a charitable communication platform,giving full play to the role of the media,establishing a good image of charitable organizations,promoting the construction of the system,perfecting charitable laws and regulations,strengthening social supervision,perfecting charitable supervision system,etc.,which provides a reference for the further development of the Red Cross Society of China Hubei Branch and other local Red Cross Society,helps to enhance the credibility of charitable organizations in our country,and strongly supports the more healthy and sustainable development of philanthropy in our country.