Driving sustainability into the NGO sector
by Grace Chan
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K K Leung (left), managing director
Hong Kong and Macau, UPS Parcel Delivery Service Ltd
Christine Fang, chief executive
The Hong Kong Council of Social Service
Photo: Edde Ngan
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Multinational logistics solutions provider invests in NGO training for the greater good
Companies are increasingly aware of the significance of corporate social responsibility (CSR) and investing considerable time and resources into fulfilling such endeavours, while engaging their employees in various charitable and community-oriented activities.
The world's largest package-delivery company and global supply chain services leader UPS has been involved with a range of environmental, community and aid initiatives as part of its CSR policy.
Recently, the UPS Foundation joined forces with the Hong Kong Council of Social Service (HKCSS), donating US$50,000 to facilitate the launch of a 100-hour executive development programme for non-governmental organisations (NGOs).
The aim is to groom 25 leaders in the NGO sector, with the long-term goal of helping to maintain the sustainability of community services and to enhance their efficiency.
"We believe we can help build a harmonious society through our ongoing commitment to CSR," says K K Leung, managing director, Hong Kong and Macau, UPS Parcel Delivery Service Ltd.
"Nurturing future leaders and implementing efficient succession plans are key issues — not only in the business sector, but also for NGOs," adds Christine Fang, chief executive, the Hong Kong Council of Social Service.
In order to meet public expectations regarding good governance, resources management and service performance, there is a demand for enhanced management skills within NGOs, Ms Fang adds, noting that this is becoming an pertinent issue as more small non-profit organisations are established.
Practical insights
The global financial crisis has impacted on most NGOs, reducing their available resources, but organisations should focus on improving management and external communications and reassess their strategic positioning, Ms Fang advises. "In view of changes to the government's subvention policy, NGOs should familiarise themselves with financial management concepts."
The new NGO executive development programme will undergo a trial run between January and May next year. It will comprise nine modules, covering the establishment of leadership, strategic thinking, decision making and communication, managing people, financial management, governance, branding, marketing and resources mobilisation and crisis management.
Classes will be taught by experienced trainers from the HKCSS Institute. Guest speakers from the private sector will be invited to share their expertise in areas such as human resources, public relations and crisis management. Leading NGO figures will offer practical insights into the field.
The programme content is designed to maximise applicability, stressing knowledge and skills that are relevant to an NGO leadership scenario. "The curriculum addresses the current challenges facing NGOs, particularly effective communication with the government and the public," notes Mr Leung.
Since the UPS Foundation's donation covers the programme's basic operating costs of about HK$13,000 per participant, tuition fees are only HK$2,000 per candidate.
"In the long run, we look to offer this programme in Macau and on the mainland to help NGOs in these regions to increase their capacity and serve wider sections of the community with higher standards of governance," says Ms Fang.
Sense of community
Boosting the competence and productivity of NGOs across the world through training and learning is one of the UPS Foundation's major new initiatives. "Others include supporting community diversity and environmental sustainability," explains Mr Leung.
The company encourages its staff to participate in ongoing volunteering and community activities and holds a Global Volunteer Month every October. This year, UPS Hong Kong mobilised 400 employees and their families to donate nearly 1,000 volunteer hours in aid of at least eight different community actions.
One initiative was an Organic Banana Tree Caring Day with New Life Farm, one of Hong Kong's biggest organic farms, where 140 UPS staff ploughed, fertilised and made tools to help promote sustainable farming.
Another 59 employees and their families spent time with people with intellectual disabilities from the Fu Hong Society, playing games and baking treats. Cookies were then distributed to NGOs such as the Fu Hong Society Yi Lok for the elderly and the Si Lok adult training centre.
UPS also makes a point of using cleaning and catering services offered by NGOs. "In doing this, we create more jobs for the underprivileged and increase sustainability for the institutions involved," Mr Leung points out.
Employees and their families derive a sense of enjoyment and fulfilment from contributing to the community, he adds. "Our staff are inspired by the NGO workers' passion and they are always keen to share their volunteering experiences, which helps to build team spirit."
Salient points
- Awareness of CSR increased in the private sector
- NGO training to hone business skills for the greater good
- Corporate volunteers share experiences and build teams
Taken from Career Times 4 December 2009, p. A12
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