In recent years，Guangzhou takes faster step in philanthropy development，and achieves great accomplishments in improving modern philanthropy，building a city of philanthropy and integrating charitable resources. In the process，mass media play a role of significance. Mass media not only report on philanthropic events，but also cooperate with charitable organizations to actively participate in philanthropy in various forms. This report studies news coverage of six media institutions in Guangzhou，with reference to analysis on typical cases，to reveal their strategy on reporting philanthropic events，and analyze their efforts in expanding social influence. The research finds that Guangzhou’s media usually take positive point of view to explore and report details of the news，which transforms mass media from mere reporter into participant.