As Sichuan continues to shake from daily aftershocks, diesel engine manufacturer Cummins has put its money, as well as expertise, where its mouth is, so to speak.

Frank Yang, PR director of Cummins China, asserted that the company was one of the first businesses to donate to the effort, with an initial contribution of 1 million yuan within 24 hours of the disaster.

That number has since gone up to more than 7 million yuan donated from the company worldwide, its joint venture partners, and a one-for-one matching program by the Cummins Foundation.

But perhaps more importantly as a measure of corporate social responsibility (CSR) for the ongoing relief effort, the company has been providing equipment that is proving crucial for the heavy machinery required for cleaning up and rebuilding the area.

To that end, Cummins is providing free service, parts, oil, lubricants, and other materials related to the heavy-duty diesel engines used in the relief through the end of July and possibly later. The company’s efforts will be reexamined at that point to determine what it will be able to continue to do in order to best help.

Diesel engines were provided within the first two weeks to power a water purification plant in the affected zone, as well as enable generators for lighting equipment used in the rescue operation.

Some companies have faced heat from bulletin boards and the media for not doing enough to contribute to the relief effort. Not Cummins.

“We don’t feel much pressure from the outside to donate,” Mr. Yang said. “It’s more from the inside - as employees all saw the news and pictures on the Internet - that people really had a better understanding of the situation [and wanted to help].”

Mr. Yang credits the company’s 5,000 employees within China for pushing executives to act swiftly and generously.

Powering reconstruction with behind-the-scenes diesel engine help may largely go unnoticed by the non-heavy equipment driving masses, but it is a great example of a company using its area of expertise to come to the rescue.

Cummins’ good action certainly won’t go down the black hole of things forgotten.

The satisfaction Cummins’ employees get from knowing they work for a socially responsible and responsive company should pay dividends, as that has been shown to raise loyalty and help decrease turnover rates.

This is the first article in our series, “Corporate’s Social Response,” about company contributions toward earthquake relief in China.

Related:

• CSR or Just Earthquake Charity? We’ll Find Out

    Channel: Vital News     |