"Number" says a new trend of public welfare, "2022 Public Welfare Behavior Digital Insight Report" released

Author:Look at the think tank Time:2022.09.13

In order to help all parties understand the digitalization of public welfare behaviors in depth and help the output and practice of more sustainable and effective public welfare solutions, Tencent Marketing Insight (TMI) jointly looking at the think tank, combing through industry viewpoints, consumer research and other dimensions The research method was launched "Digital Insight Report of 2022 Public Welfare Behavior" (hereinafter referred to as the "Report").

This report through insights and analysis of the dimensions of the concept, public welfare behavior and preferences of public welfare people, and aims to understand the impact and promotion of digital technology on the public welfare model, calling and encouraging enterprises, organizations, public welfare institutions, etc. to participate in public welfare together In the practice of topics.

Digitalization of public welfare behavior is unstoppable

Promote the development of public welfare undertakings to accelerate

In recent years, with the development of digital technology, the public's awareness and participation in public welfare have been continuously improved, and public welfare has gradually integrated into social life. Digital technology has become an important help in the development of public welfare. According to data released by the China Internet Public Welfare Summit, from 2019, more than 10 billion people click, follow and participate in the Internet public welfare each year. In 2021, the Internet fundraising was close to 10 billion yuan, an increase of 18%year -on -year.

At the same time, based on its own technical strength, efficient resource integration efficiency, and strong brand appeal advantage, more and more brands perform social responsibility through digital public welfare to expand the boundaries of brand public welfare capabilities. As of the end of 2021, there were 30 Internet fundraising information platforms, of which 70%of the platforms were operated by enterprises, and Internet companies provided more credible and convenient platforms for digital public welfare.

Obvious crowd characteristics

Inspired the crowd to stimulate the vitality of public welfare

Today, public welfare has become an important way for the public to participate in social governance and enhance self -worth. How to land more effective public welfare projects? Related initiatives need to clarify the characteristics of public welfare people.

1) Emerging potential of 18-25 years old: pay more attention to "self", prefer to explore public welfare in the form of online

According to the research data from the "Report" for people from 18 to 60 years old, online has become an important channel for public welfare users to pay attention to public welfare information. 91%of people have paid attention to public welfare activities on the Internet. Among them, the 18-25-year-old public welfare group has the strongest self-awareness of self-awareness. They prefer online public welfare forms such as videos, graphics and text, and are willing to take the initiative to obtain public welfare information.

2) 26-35-year-old Pioneer Public Welfare: Preference for niche issues and novel public welfare forms

The 26-35-year-old public welfare population prefers niche issues, and has high sensitivity to fresh public welfare content. It is willing to join public welfare operations through novel participation methods such as interactive games. At the same time, they also have a stronger excavation potential, and the potential public welfare population accounts for 43%.

3) 36-45-year-old main practitioner: care about social issues, higher requirements for organizational authority

The 36-45-year-old crowd is the main practitioner of public welfare. They will be more concerned about social issues such as special groups, disease assistance, and social governance. They also trust the public welfare information shared by fixed social circles. Mainly video content.

4) 45-60-year-old public welfare advocate: more recognition of public welfare undertakings, preferred information on acquaintances, sharing information

The 45-60-year-old public welfare crowd is more recognized and enthusiastically devoted to public welfare. Their preference for public welfare propositions is related to the life stage of the crowd. In the acquisition of public welfare information, it is also more preferred to share the social circle of acquaintances.

The digitalization trend of the three major public welfare behaviors

Help public welfare everyone

1) Digital technology reduces the threshold, and online participation is the mainstream

In terms of public welfare behaviors, the Internet relaxes the public's imagination of public welfare, breaks people's traditional cognition, shorten the public's sense of public welfare. 69.5%of users have actually participated in public welfare through the form of emerging Internet. At the same time, 49%of users participate in public welfare activities through online, supplemented by offline. Convenience, credibility, and influence are important reasons for users to choose online to participate in public welfare.

For example, in 2022, Tencent Public Welfare Day launched an innovative gameplay of "one flower and one dream" during the "99 Public Welfare Day". Users can donate small red flowers for their favorite public welfare issues to create more valuable public welfare practices.

2) For more public welfare issues, niche issues need to be seen

From the perspective of the issue, users' expectations for niche issues are getting higher and higher, and it is worthy of excavation in the future.

At the same time, people of different ages will also prefer different public welfare issues. Improve the innovative ability and interest of public welfare can effectively improve the sense of experience, participation and accomplishment of the public.

3) Video -based public welfare content is more vivid, intuitive, and truly displayed in public welfare projects

Video -based public welfare content carrying rich information can vividly and intuitively show public welfare projects, express public welfare information quickly, has strong communication, can effectively increase the sense of freshness of the public and trust the project.

In addition, when the video content is spread by the social circle of the acquaintances such as the circle of friends, the credibility and acceptance of the public welfare content are higher.

Create together to benefit together

Call for a multi -party professional force linkage

Help public welfare effectiveness to the ground

From the perspective of landing public welfare, in order to promote the solution and effective implementation of public welfare issues, it is bound to connect the forces including enterprises, organizations, public welfare institutions, and service providers to create a complete public welfare ecology through society. After the brand clarified the public welfare issue, all parties through various forms of public welfare content and rich media communication resources to assist the brand output efficient, large -scale, and sustainable public welfare content, helping the brand expand the volume of public welfare, allow high -quality public welfare projects to make high -quality public welfare projects Seeing and creating richer public welfare value. Tencent's "Innovation Program" is such a project that can achieve public welfare people through ecological co -creation mechanisms.

In 2017, Tencent launched the "Innovation Program". As Tencent Corporation created a sustainable social value ecological project for the whole society, the "Innovation Program" is committed to stimulating the joint participation and co -creation of all parties in the society, exporting high -quality public welfare content and solutions with practical and sustainability to integrate the platform The ability to maximize social value and productivity, and everyone who can achieve public welfare.

In 2022, under the guidance of the China Advertising Association, Tencent's "Innovation Program" and the "China Advertising Industry Award-Charity Advertising Yellow River Award" contest organizing committee jointly established the 2022 Yellow River Award-I am the Creative Public Welfare Creative Competition, The purpose of integrating the products, technology, and resources of the Internet platform, stimulating creativity, design, content creation, public welfare organization, college, brand and other social forces, through the socialized co -creation mechanism of "public welfare+technology+creativity", hatch high quality Public welfare content, enhance the social attention of public welfare issues, promote the effectiveness of public welfare results, and create sustainable social value. The China Advertising Industry Award -Charity Advertising Yellow River Award is approved by the State Council's evaluation of the standard commendation working group.

In the digital age, the public's awareness of public welfare has also put forward higher requirements for public welfare models, public welfare issues and the results of public welfare. We also hope to take this report as the starting point. Through the collaboration and co -creation of the society and public welfare institutions, and the mutual empowerment of internal and external resources, do a good job of public welfare, and drive more public to participate in public welfare.