Salon Record | From “Scatter Wealth” to “Good Governance”: Philanthropic Practices Where Local DNA Meets International Experience

Salon Record | From “Scatter Wealth” to “Good Governance”: Philanthropic Practices Where Local DNA Meets International Experience

On May 9, China Philanthropist Magazine, in collaboration with the Columbia Global Center Beijing, hosted an event titled “Global Trends in Philanthropy: Innovation, Leadership, and Legacy.” The event invited Melissa BERMAN, founding President and former CEO of Rockefeller Philanthropy Advisors, to share insights on emerging trends and strategic directions in global philanthropy. Other distinguished participants included FU Changbo, Director of the Social Governance and Public Communication Research Center at Beijing Normal University; YU Xiuhong, Chairperson of the Jack Ma Foundation; and SONG Yan, Chairperson of Beijing Jingyan Foundation, along with other seasoned practitioners and researchers in the philanthropy sector. The discussion was moderated by ZENG Jing, Chief Expert at the Impact Philanthropy Institute of China Philanthropist, focusing on “Professional Empowerment and Innovative Drivers of Chinese Philanthropy.”

Currently, China’s philanthropic sector is exploring development models that combine the depth of Chinese cultural heritage with local institutional characteristics, while engaging with international perspectives. Key topics discussed at the salon included: how to deepen the two-way dialogue between global philanthropy experience and domestic practice; how to develop professional services tailored to real needs to support the upgrading of the philanthropic ecosystem; and how to innovate participation mechanisms to inspire philanthropic enthusiasm and creativity among emerging groups.

The following is a detailed record of the event, organized according to opening remarks, keynote speeches, and roundtable discussions.    

Guests

Melissa BERMAN, Founding President and former CEO of Rockefeller Philanthropy Advisors

FU Changbo, Director of the Social Governance and Public Communication Research Center, Beijing Normal University

YU Xiuhong, Chairperson of the Jack Ma Foundation

SONG Yan, Chairperson of the Beijing Jingyan Foundation

ZENG Jing, Chief Expert at the Impact Philanthropy Institute of China Philanthropist

1. Bridging Global Experience and Local Practice Through Mutual Dialogue

XIAO Na, Executive Director of the Columbia Global Center Beijing, shared her insights on how global shifts are influencing the development of philanthropy. She noted that in recent years, uncertainties arising from geopolitical changes, climate challenges, and technological revolutions have significantly reshaped both the meaning and the practice of philanthropy, while international exchanges have entered a relative low point.

She emphasized that grassroots philanthropic exchange plays a crucial role in transmitting practical wisdom and on-the-ground experience, while also serving as a vital channel for value sharing, social consensus building, and the projection of national soft power. In the current global context, XIAO underscored the need for knowledge sharing and innovative, sustainable mechanisms, stressing that international collaboration in philanthropy is both necessary and urgent.

    WANG Yuechun, Deputy President of China Philanthropist Magazine and Director of the Institute for Impact Philanthropy, shared four observations on Chinese philanthropists, using the philanthropic characteristics of CAO Dewang, WANG Shi, and HE Xiangjian as examples. First, Chinese philanthropy is shifting from a donation-oriented model to a highly participatory one, as entrepreneurs bring their entrepreneurial spirit into the field of public welfare and philanthropy—reflecting the modernization of China’s philanthropists. Second, innovative models such as equity donation are increasingly becoming a preferred approach for China’s new generation of wealthy individuals to engage in philanthropy. Third, in recent years, the two main destinations of large-scale donations have been universities and scientific research—indicating that scientific philanthropy is reshaping the landscape of Chinese philanthropy. Fourth, beyond traditional giving and funding, leveraging core corporate capabilities to address social issues and create social value has become a new option for entrepreneurs and enterprises in their public welfare efforts. This shows that while Chinese philanthropy learns from international experience, it is also developing a professional and strategic pathway with distinct Chinese characteristics.

1. Systematic Thinking and Mechanism-Based Philanthropic Approaches

Founding President and former CEO of Rockefeller Philanthropy Advisors, Melissa BERMAN, delivered a keynote speech offering an in-depth analysis of emerging global trends and strategic directions in philanthropy. She noted that philanthropists are increasingly engaging deeply in their initiatives—not merely as funders, but as active participants in program design, implementation, and oversight. Rather than focusing solely on relief and aid, they now seek to identify the root causes of social problems and develop innovative solutions. This shift not only enhances project effectiveness but also promotes cross-sector collaboration to address societal challenges in a more systematic way. In terms of new funding approaches, philanthropists are diversifying their investment strategies—venturing into impact investing, social enterprises, and other fields that integrate financial innovation with social good. When it comes to legacy building, many are embedding philanthropy into family culture and values, creating enduring and influential family legacies.

Using the Rockefeller family as a case study, BERMAN elaborated on the importance of institutionalized philanthropy. She reviewed how the Rockefeller Foundation pioneered professionalized management—introducing expert teams, structured decision-making processes, and a governance model designed to ensure efficiency and accountability. As early as a century ago, the Rockefeller Foundation began managing philanthropy with the same rigor as a business enterprise, emphasizing independence and sustainability through its governance system.

From 1913 to 2013, this independent governance framework enabled over 100 Rockefeller-affiliated philanthropic entities to make diverse and flexible decisions, ensuring that each could pursue its mission amid changing social landscapes. “For instance,” BERMAN explained, “the independent operation of Rockefeller University allows it to raise funds from multiple sources, maintaining long-term research stability. As a result, the university has produced numerous Nobel Prize and major medical award winners.”    

1. Advancing Professional Empowerment and Innovation in Chinese Philanthropy

From traditional relief to modern governance, and from experience replication to localized exploration, China’s philanthropy sector has undergone a period of accelerated growth since the early 2000s—drawing lessons from international collaboration while catalyzing the integration of domestic resources. Today, amid increasingly complex social demands and challenges, building a professionalized and institutionalized modern philanthropic system has become essential. This evolution is not only a natural outcome of expanding scale and influence but also a strategic choice—to respond to social complexity, rebuild public trust, and participate meaningfully in global governance.

YU Xiuhong, Chairperson of the Jack Ma Foundation, observed that the internationalization and global exchange of Chinese philanthropy carry distinct characteristics of the times — shifting from “passive learning” to “active internalization.”

In the early stages, there was a knowledge gap in China’s philanthropic field. Many practitioners came from backgrounds in social innovation, academia, or government, and had to quickly acquire expertise through international study tours and field exchanges. Today, a new generation of philanthropy professionals with global experience has emerged, and the development of digital tools and online platforms has lowered the barriers to knowledge sharing. While online communication can supplement traditional exchanges, deep and sustainable international cooperation still relies on in-person interaction.

“We should adapt our international engagement strategies dynamically to align with the characteristics of the new generation of practitioners and evolving external conditions,” said YU Xiuhong. “Institutions should focus on specific topics consistent with their missions and operational orientations, and clarify whether the goal of exchange is learning, collaboration, or resource integration — ultimately localizing international experience to build models that fit China’s unique context.”

As Chinese philanthropy moves toward greater professionalization, the demand for strategic planning and advisory services from high-net-worth individuals, families, corporations, and foundations continues to grow. Cross-cultural and cross-border philanthropic initiatives also require specialized guidance and support. Internationally, philanthropic advisory organizations such as Rockefeller Philanthropy Advisors (RPA) play multiple critical roles — as strategic planners, resource integrators, and innovation catalysts. In China, however, professional philanthropic consulting and the development of full-time philanthropy advisors are still in the exploratory stage.

FU Changbo, Director of the Social Governance and Public Communication Research Center at Beijing Normal University, observed that the current supply of philanthropic advisory services in China primarily comes from professionals in finance and wealth management, legal and tax services, and the nonprofit and philanthropy sectors. Developing professional philanthropic advisors, he noted, can unlock more potential charitable resources and enhance the professionalism and internationalization of China’s philanthropy.    

According to FU, Chinese philanthropic advisors must possess multidisciplinary expertise, not only in wealth management, legal and tax systems, and public policy, but also in charitable strategy and social needs assessment. They should be capable of offering donors comprehensive, needs-driven solutions that align social impact with individual or institutional intent.

Melissa BERMAN offered valuable insights for the future development of Chinese philanthropy. She suggested that China can draw from the experiences of Western foundations — particularly in independent governance, professional management, and long-term strategic planning — while innovating within its local context. Considering China’s unique government–society relations, cultural traditions, and policy environment, she emphasized the importance of forging a distinctly Chinese path in philanthropy, one that contributes Chinese wisdom and strength to global philanthropic progress. BERMAN also highlighted that whether or not to engage external philanthropic advisors depends on an organization’s actual needs and stage of development. The core value of such advisors, she noted, lies in filling institutional capacity gaps, not replacing an organization’s internal capability-building. Philanthropic institutions must clarify their own vision and strategic priorities, retain their local culture and identity, and collaborate across sectors to broaden their perspective and sustain innovation and vitality.

In the global philanthropic landscape, sustainability has become a key benchmark for measuring impact and ensuring the longevity of philanthropic missions and social value. Confronted with systemic challenges such as climate change, income inequality, and educational equity, philanthropies worldwide are embracing a model rooted in long-termism and systems thinking to tackle complex social issues. For example, the Rockefeller family allows later generations to adjust philanthropic priorities based on their evolving interests and social needs. Its foundations regularly update their missions and strategies in response to changing global conditions — such as shifting their focus toward climate change and sustainable development as environmental issues became more pressing. This reflects the family’s ability to sustain strategic flexibility and social responsiveness over a century.

Similarly, Chinese philanthropists such as CAO Dewang and HE Xiangjian have established equity donation structures to ensure the permanent endowment of their charitable endeavors. By channeling dividends and asset appreciation into philanthropy, they have created a sustainable funding mechanism that supports long-term social impact. These successful practices demonstrate how scientific asset allocation and long-term management mechanisms can upgrade philanthropic resources, ensuring both financial sustainability and systematic social responsibility.

In Europe and the United States, long-term, sustainable philanthropy often takes the form of family foundations, where charitable giving is embedded in family culture as a means of intergenerational legacy. SONG Yan, Chairperson of the Beijing Jingyan Foundation, believes this ethos deeply resonates with China’s traditional philosophy of accumulating virtue through good deeds. “Whether in Europe, America, or China, the ‘root of benevolence’ is the same — only the form of expression differs. The West emphasizes family legacy, while China draws on its cultural heritage and moral philosophy,” said SONG.

The Beijing Jingyan Foundation represents a localized response to the Western model of family philanthropy, integrating professional governance with Chinese traditional values and modern technology to transform wealth into enduring social value. It is actively exploring a systematic and sustainable philanthropic model with Chinese characteristics. In terms of professionalism, the Foundation focuses on thalassemia prevention and treatment, a pressing social health issue in China. It has evolved from single-source funding assistance to building a three-tiered prevention and control system, working alongside local governments and medical institutions to conduct disease prevention training, which is a shift from emergency relief to root-cause intervention, embodying a systemic mindset. On the technological level, Jingyan plans to apply blockchain technology to track fund flows transparently and use AI-driven resource allocation models to enhance project precision and efficiency.

Moreover, Jingyan actively engages in international exchange. In 2023, its delegation visited century-old family philanthropic institutions in Italy to learn their governance logic of philanthropy as culture. The Foundation seeks to blend European management experience with Chinese cultural traditions, ensuring that the spirit of public welfare is sustainably inherited through cultural integration and institutional innovation.

With China’s socio-economic structure undergoing profound changes and generational shifts accelerating, emerging philanthropic actors are taking on new forms: next-generation entrepreneurs leverage business thinking to drive strategic philanthropy; high-net-worth individuals utilize charitable trusts and other instruments to ensure the sustainable transmission of wealth for social good; and Generation Z is reshaping participatory philanthropy through digital technologies. Innovations in philosophy are driving upgrades in tools, with locally adapted donor-advised funds (DAFs) and impact investing marking a transition of China’s philanthropic ecosystem from pure relief toward systematic social value creation.  

On one hand, next-generation entrepreneurs are exploring the integration of business and philanthropy, identifying intersections between corporate growth and social needs, and innovating business models that generate both social and economic value. FU Changbo suggests, “China’s high-net-worth individuals and the new generation of entrepreneurs can pursue ‘philanthropic entrepreneurship’ as their mission, avoiding overreliance on nonprofit organizations that might otherwise dissipate enthusiasm.”

On the other hand, technology-driven engagement has become a key channel for younger generations to participate in philanthropy. Digital tools enhance efficiency and transparency, ensuring that charitable resources are allocated more precisely to areas of need. Social media serves as an amplifier, enabling young philanthropists to disseminate philanthropic ideas, mobilize resources, and expand the impact of their initiatives.

YU Xiuhong believes that Generation Z has a stronger foundation in global perspectives and future awareness, giving them great potential for philanthropic engagement. Beyond high-net-worth individuals and next-generation entrepreneurs, the broader young population still shows relatively low participation and personal giving. She emphasizes the need to focus on these potential participants, expanding the social base of philanthropy and driving a cultural shift from “elite philanthropy” to “society-wide benevolence.”

Regarding the cultivation of philanthropic values, SONG Yan suggests that schools, families, and society should work together to instill proper values and views on wealth through systematic education and social practice. Philanthropic practitioners should lead by example, involving young people in charitable activities and exposing them to philanthropy from an early age, helping them understand that giving is not merely a transfer of wealth, but also a form of social care and responsibility.

ZENG Jing, Chief Expert at the Impact Philanthropy Institute of China Philanthropist, emphasizes that the core of philanthropic values lies in awakening the public spirit among social members, helping everyone recognize the social value of the “public” and enhancing public participation and service awareness. The focus should not be solely on the scale of donations. Emerging groups, especially Generation Z, can combine their personal business capabilities with the drive to do good, avoiding a disconnect between philanthropy and career development. Innovation and impact in philanthropic thinking should be realized through social practice rather than mere preaching, allowing young people to develop philanthropic awareness and habits through self-exploration.