In modern society, charity is of vital importance. The sector has experienced considerable growth over the last few decades. In the US, it represents 2.1 percent of the GNP.
Americans also spend time doing volunteer and charitable work in addition to handing over money. The average number of hours dedicated by individuals to charitable volunteer work is about six hours a week.
Assuredly, our Saudi society is benevolent and generous in its donations. Despite this, we see that moves toward turning these impulses into an organized effort remain slow. The number of registered local charities, according to statistics, is about 242. The number of people working in them is inconsistent with the extent of demand for, and work required from, the sector. Both local and foreign charities and associations suffer from two basic problems: the scarcity of resources and low capabilities. Here, the total income of all these combined charities for the years 1394H and 1422H, does not exceed $13 billion — $6 billion of which from the Ministry of Works & Social Affairs.
The other problem is the low number of citizens who are willing to volunteer their time and efforts. Part of the shortcomings in the sector is related to the media. Close scrutiny of it shows a clear failure and deficiency. I will now set out some of the things I have noticed concerning the performance of the media.
First: The media has a limited interest in charity. There is some disparity between the various types of media and how they treat the subject. Unfortunately, television which is the most noticeable is also the worst offender insofar as lack of promotion and emphasis are concerned.
Second: The media’ interest assumes a ‘seasonal’ aspect and is most often limited to specific times — such as Ramadan — instead of being a year-round interest.
Third: The media’s performance is characterized by an absence of professionalism and a tendency to bore the public when dealing with charitable works and requirements. We see that the media limits itself in its reporting and fails to produce attractive material with humanitarian dimensions that would create social awareness and lead to participation in charitable works.
Fourth: There is a communication and cooperation gap between the media and charities. It is not fair, however, to lay all the blame on the media. Charities should have press officers who publicize what is being done and bring what is needed to the attention of the public. Most charities do not have a clear policy for dealing with the media and so are unsuccessful.
There is a great need to redefine and develop what is called "specialist charity media" in our country. We need to define its methodology so that it can work for the following:
o Creating social awareness that supports charitable activities through a permanent media program that works to consolidate the definition of charitable work and increases popular concern with it on an individual and family level as well as among governmental organizations plus companies and private-sector businessmen.
o Building a positive mental image of charitable organizations by strengthening the positive aspects of their work. The media should play a vital and important role here.
o Working for media campaigns to increase the monetary resources of charitable organizations and associations.
In order for all of this to be achieved, we suggest the establishment of a national body for charitable promotion. The body would include a number of experts, specialists and those concerned with charitable media as well as delegates from some charitable organizations and associations and those acting on behalf of the media. The body’s objective would be to put in place a national strategy for charity promotion and suggest a plan of action and a media program that would increase social awareness and activate the role of the individual and family in supporting and participating charitable work.
On the occasion of the first meeting of the charitable associations and organizations next week, we put this suggestion into the hands of the participants for discussion and development to serve the public interest.
