POOLING RESOURCES: Workers from the Shanxi branch of the China Post Group count donations received at the local launch ceremony of the Love Parcel program on May 28 (FAN MINDA)	DREAM ITEMS: Two students at a primary school in Shancheng Village, Huanxian County, northwestern Gansu Province, open a love parcel on May 10, 2011 (ZHANG YONGXIN)

The campaign successfully built a foundation for future cooperation between the CFPA and China Post Group (CPG). The Love Parcel program was the brainchild of sales promoters from both sides.

The CFPA launched the Love Parcel program at 360,000 post offices around China on April 26, 2009. In the first two months since its inception, the program attracted 800,000 individual donors and 43,000 corporate donors, who contributed a total of 130 million yuan ($20.9 million) and bought parcels for 1.2 million students in areas affected by the Wenchuan earthquake. The program was expanded to primary school students in all poverty-stricken areas in the country in 2010. By the end of 2011, the total donations had amounted to 234.2 million yuan ($37.6 million), which were spent on school supplies for 2.02 million students in 6,223 schools in 298 counties.

During the implementation of this program, the CFPA is in charge of producing parcels, from designing to purchasing stationery and teaching aids, as well as drafting a list of students in need and their addresses by collecting information from local governments' poverty alleviation offices and education bureaus. The CFPA workers are also involved in promoting this charity cause, conducting satisfaction surveys among recipients and mailing donation receipts to donors. Meanwhile, the CPG has developed software for the program's platform and installed it in computers of most post offices throughout the country so that parcels can be timely and accurately delivered to students in need.

"The CPG agreed on this cooperative program because of its expected role in boosting the company's public recognition, but later found that its participation itself is fulfilling corporate responsibilities as gifts from strangers could really warm up the hearts of needy students," Yan said.

During the preparation of this program, the CFPA conducted surveys and telephone interviews with headmasters of schools in poor and disaster-prone areas. The research helped the CFPA learn what these schools and their students wanted. What surprised CFPA workers was that whereas almost every school in cities offers piano and fine arts classes, many children in poor areas could not even afford a colored pen or a toy ball. Therefore, they designed parcels for fine arts and physical education classes.

Out of the 100 yuan that donors pay for the stationery parcels, only 8 yuan ($1.28) is used as the CFPA's administrative expenses, which covers all the procedures of fundraising, workers' salaries and other expenses. And 19.6 yuan ($3.15) is taken away by the CPG to deliver parcels, receipts and students' thank-you cards. The remaining 72.4 yuan ($11.63) covers the costs of the stationery.

The CFPA's next development goal for the Love Parcel program is to make it a household name within three to five years. To this end, the CFPA has used its reputation to find free advertising slots on the Movie Channel of national broadcaster CCTV and at subway stations.

"One additional primary school student in poor areas is covered by our program every half minute after its launch," said Chen Hongtao, Deputy Secretary General of the CFPA.

Meanwhile, the CFPA has been providing training programs for fine arts and physical education teachers in rural schools, which are focused on how to use teaching aid and games to inspire students' interest in learning.

"Compared with receiving only material assistance, children would be better off if they could receive an education that allows them to pursue a better life," said Luo Zhigang, a famous news commentator. He believes that training high-quality teachers and nurturing a social atmosphere where educators are respected are vital for developing education in poor areas.

Zhao said that supporting education in poor areas plays a significant role in poverty reduction. "These children should grow healthily and at least learn some skills so that they can create wealth for society and support themselves," he said.

Transparency

Zhang Xiaowen is a fourth-grade student in Baishu Village, Weixian County in northern Hebei Province. "Dear donor, thank you for the parental love you have given me. I don't do well in school, but when I grow up, I will try to love others and let them feel the warmth I feel now," he wrote on the thank-you card attached to the "love parcel" he received.

One feature of the Love Parcel program is that it allows donors to select parcel recipients from a list of qualified students and allows recipients to express their gratitude directly in the form of thank-you cards.