Yum China Holdings has announced the official launch of the 2019 One Yuan Donation program. The annual community campaign is taking place between August 10 and September 1, 2019. During this period customers can donate in over 8,700 KFC, Pizza Hut, Taco Bell, East Dawning, and Little Sheep restaurants nationwide, as well as through a number of online platforms.
Yum China founded the One Yuan Donation program, its signature CSR program, in partnership with the China Foundation for Poverty Alleviation (CFPA) in 2008. Every year, the program runs in Yum China restaurants across China for up to three weeks, encouraging customers and employees to donate a single yuan to enrich the diets of children in impoverished regions. By the end of 2018, the campaign had raised over 180 million RMB and provided more than 41.9 million nutritious meals to 618,000 students. Since its foundation, over 120 million customers have taken part in the campaign.
Yum China continually seeks to innovate and expand participation. Building on last year’s initiative to increase the number of channels to donate to the One Yuan Donation program, Yum China has now further expanded the ways in which customers can get involved with the launch of the V-Gold Donation Campaign.
This year as an alternative to money, Yum China’s existing loyalty program members can donate their reward points (V Gold) through the KFC and Pizza Hut apps and the V Gold Mall mini-program. For every 5,000 V Gold points members donate, they will receive one heart, and Yum China will donate one yuan for every heart gathered. This initiative will draw upon KFC and Pizza Hut’s over 200 million existing loyalty program members.
This year the campaign has also further expanded its reach by extending to include the provinces of Gansu and Ningxia. The campaign now operates in thirteen provinces across China, making it one of the largest public donation campaigns in China, in terms of geographic coverage.
Another innovation this year is the launch of One Yuan Donation promotional material, including images, comics, and videos featuring a program mascot, the “One Yuan Man.” At numerous offline events, Yum China will also distribute totes, T-shirts, and other mementos that serve as reminders of the program and the loving moments it creates.
“The One Yuan Donation program has entered its twelfth year, and so far the campaign has supported hundreds of thousands of children living in poverty to grow up with basic necessities like healthy and nutritious food,” says Joey Wat, CEO of Yum China. “The campaign has also set up healthy and safe Modern Kitchens in more than 1,000 schools across the country. The One Yuan Donation program not only enhances awareness of public donation among Yum China’s 460,000 employees, but also cultivates the public’s willingness to participate in charitable initiatives. It also advocates the concept that anyone can make an impact on society, and together with Yum China’s supply chain partners and other NGOs, we are continuing to create opportunities for children to have access to a wide range of education programs to help them reach their full potential.”