Apr 19, 2021|

JD ESG: Self-built Donation Platform Improves Efficiency and Impact


by Hui Zhang

JD’s online donation platform, the “JD Giving Platform”, was highlighted in the company’s first Environmental, Social and Governance (ESG) report issued on Apr. 16. Leveraging JD’s self-operated e-commerce network, the JD Giving Platform was created to provide charity programs with integrated support.

“One-click donation and direct supply distribution with transparency is a new model that JD has created to fulfill its social responsibility,” said Baozheng Long, vice president of JD.com and vice chair and secretary of JD Foundation. “JD’s strength in technology, logistics network, and ecommerce platform make it possible for JD to not only offer help itself, but also mobilize people from all walks of society to make their own contribution to make the world better.”

This platform, created by JD’s charity affiliate JD Foundation, is the first Internet fundraising information platform recognized by the Ministry of Civil Affairs of People’s Republic of China. The platform creates social value and drives everyone to participate in philanthropy.

Through the platform, charity organizations can not only raise money from individual consumers but also use JD’s supply chain, distribution network, technical support and customer service to guarantee the donations reach their intended recipients. More importantly, the platform has provided consumers with a transparent and reliable donation experience. Through JD’s official app, more than 470 million consumers can learn about various charity programs and purchase materials to help people in need. The materials are delivered directly to the charity program by JD’s efficient logistics system. In this way, JD’s business network and logistics system offer a convenient way to connect consumers with trusted charity programs, and donations can be completed with just one click.

The platform features two major functions, with one of them supporting used materials recycling, including clothing, toys and books, and the other function supporting money donation and one-click purchasing of materials from JD to be donated to people in need. So far, people have purchased 3.61 million new items for donation, and nearly 4 million idle items have been recycled through the platform.

So far, JD has partnered with dozens of Chinese official NGOs, such as China Social Welfare Foundation, One Foundation, China Women’s Development Foundation, and Wardrobe of Love, to enlarge JD’s radius of impact in helping people in need.

From 2019-2020, JD.com initiated several rounds of a clothing recycling project, “Exchange Old Clothes for Love” Clothes Donation, in partnership with China Charity Federation to help children with premature heart disease. Through customer orders placed on the platform and the free home collection service of JD’s express service, the project successfully recycled more than 473,000 pieces of clothes in 90 cities in China, including Beijing, Shanghai, Shenzhen, Chongqing and Shenyang. While nurturing community awareness of public welfare, it is also a lively practice of promoting low-carbon lifestyles, emissions reductions, and waste classification.

In cooperation with Li-Ning, the well-known Chinese sportswear and sports equipment company founded by Olympic gymnastics champion Li Ning; World of Art Brut Culture (WABC), a Shanghai NGO devoted to supporting special needs individuals through creative art therapy treatment; and Paipai, a second-hand commodity trading platform; JD has initiated a CSR project to raise public awareness and money for children with autism. Socks made from recycled bottles with paintings drawn by children with autism were sold on JD, with thousands sold out within the first 6 hours of launching. All the money raised through this program on the JD Giving Platform was donated to children with autism.

Socks made from recycled bottles with paintings drawn by children with autism were sold on JD

JD Foundation was created on September 24, 2014 with the mission of advocating corporate responsibility for a higher quality of life, and supporting public welfare. Led by the ideas of social innovation and entrepreneurship, JD Foundation organizes charitable activities in the fields of poverty alleviation, education, and environmental protection. In 2020, JD Foundation donated around RMB 200 million yuan. JD Giving Platform raised RMB 19.77 million yuan and more than 850,000  charitable items.