The wave of public welfare charity digitalization is surging, and the disputes of the hundreds of times are looking further.

Author:Look at the think tank Time:2022.09.15

The 99 Public Welfare Day has just come to an end, and the ripples that stimulates are still "coming out." Many people are familiar with the slogan of "using small red flowers, doing good things", and the logo of small red flowers also frequently appears in the circle of friends, H5, the Internet, posters, and the outdoor screens of some high -rise buildings. Related data show that during the event, Xiaohonghua donated more than 182 million. The new gameplay of "One Flower and One Dream" attracted nearly 60 million people to participate. The total amount of public fundraising exceeded 3.3 billion yuan, nearly 60 % of the rural revitalization projects.

In the past 5 years, the annual fundraising of the Internet has risen from 2.59 billion to 10 billion

This is a microcosm of the wave of public welfare charity in recent years. Due to the increasingly deeper production and life of the Internet, digital public welfare charities, because of its convenience and low thresholds, it has also received increasing attention, attracting more and more people to participate in public welfare and practice public welfare.

On September 13, the research group of the Chinese Social Security Society released the "Research Report on the Development of the Digital Development of Public Welfare Charity" (hereinafter referred to as the "Report"). From the theoretical level, it systematically combed the remarkable digital public welfare charity in recent years.

The report not only talks about the huge development opportunities brought by the Internet tide to digital public welfare charity, but also introduce problems such as transparent construction and technical support for public welfare charity digitalization.

From 2012 to 2021, the scale of netizens in my country rose to 1.032 billion, and the popularity of the Internet rose to 73%. my country's digital economy has also increased from 1.1 trillion yuan in 2012 to 45.5 trillion yuan in 2021, accounting for the increase in GDP from 21.6%to 39.8%.

What is, the general trend of public welfare charity digitalization. The "Report" shows that from 2017 to 2021, the good funds raised by the Internet fundraising information platform each year have risen from 2.59 billion yuan to 10 billion yuan, accounting for the proportion of social donations. By 5.4%in 2020. The development momentum continues.

This "Report" faces charity and recycled 182 valid questionnaires. For netizens, 5,490 valid questionnaires were recovered through penguins. It should be said that it is still very representative and extensive.

Public welfare digitalization is not a unicorn but a symphony

Xie Qiong, vice chairman of the Charity Branch of the Chinese Social Security Society and a professor at Beijing Normal University, is the main author of the report. She introduced some of the core judgments of digital public welfare charity: Chinese public welfare charity digitalization is an inevitable trend and huge potential. The current development status is halved, facing the future. Major development opportunities, co -ownership will be an important feature and highlight of digital public welfare charity.

She said that public welfare organizations and the public have a high degree of recognition of digitalization, and nearly 70 % of the respondents believe that digitalization is very urgent and urgent. "81.3%of the respondents will pay more attention to the development of the charity industry because of digitalization ... 80%of the interviewees will exceed the frequency of public welfare charity online."

However, the development of digital public welfare is far from the stage of all things and no worry. According to Xie Qiong, the digital investment and application of our public welfare charitable organizations are relatively low. The application of digital technologies in each section of charity organizations is generally only 10%, 20%or even single digits. 40%, that is, its degree of application is still very low.

Zheng Gongcheng, president of the Chinese Social Security Society and professor of Renmin University of China, said that if public welfare charity cannot adapt to the development trend of the times to achieve digital transformation, its prospects will face uncertainty because the public welfare charities of traditional models will be restricted by the real scenes of the real scene. Digitalization is equivalent to abandoning huge network space resources and huge participation subjects. "Today's public welfare charity needs to insert digital wings in order to move towards new glory. We have no choice but to adapt."

Chen Juhong, the vice president of Tencent and the head of Tencent's sustainable social value division, introduced the company's original intention of the company's long -term dedication to public welfare charity. "At the beginning, we also wanted to use the power of the platform to do something to give back to the society. Later, in the continuous exploration and practice, we also found that, especially in recent years, the digital upgrade of the public welfare industry is to solve the connection to solve the connection The development pain point of the public welfare industry is to meet the expectations of users, make everyone public welfare, and further become an important driving force for public welfare and credibility and credibility. We also regard it as a new new Internet platform such as Tencent Charity responsibility."

Tencent's public welfare platform has continued to keep pace with the times, and has been upgraded from a fundraising platform to a service platform -with its digital advantages and tools to better serve public welfare users and serve public welfare organizations.

Tencent's public welfare continues to improve its own ability, including user recognition, high -quality project models, online communication, risk control, etc., using its own technology and connection capabilities to make the platform become a platform for users to use and easy to use; at the same time, open technology Power, help partners such as local charity, community and other partners to organize their own public welfare carnival.

Due to the advantages of Internet technology and user, Internet companies such as Tencent, Baidu, Jingdong, and Meituan have always had the advantages of pre -testing in the digitalization of public welfare charity, and also explored the road of digital public welfare characteristics of Chinese Internet companies. For example, in August 2014, the Tencent Public Welfare Platform "donated together" was launched to launch a new persuasion model based on the social relationship chain; in March 2017, the "JD Public Welfare Materials Funding Platform" with the theme of "Falling Love" was launched.

These Internet companies are also continuously improving other SMEs or public welfare organizations, using digital tools to engage in public welfare. At the same time, they are also exerting their own platform advantages to attract netizens to participate widely participating in public welfare. Everyone picks up the firewood and the flames are high. Digital public welfare is not the unicorn of the Internet manufacturer, but the symphony of many small and medium -sized enterprises and netizens.

Create and bloom together

This year, the 99 -led public welfare day led by Tencent continued to innovate in terms of donation mechanism, public welfare transparency construction, behavioral public welfare, and new model of public welfare interaction. Participation and project transparency.

After 4 years of continuous iteration, Xiaohonghua's love system has played in the field of 99 public welfare days and even the Internet public welfare field. Thousands of people participated, donated 1.07 million red flowers, all reached the execution standards; over 110 companies joined the "benefit enterprise flowers" to enrich the coverage of the small red flowers; Watch and interact; the next step, the Tencent Foundation will promote the implementation of relevant projects and regularly feedback from netizens.

Netizens have resonated with the new gameplay of Xiaohonghua. Henan netizens "Yuyue" donated 67 red flowers in the account; Shaanxi netizens "Yongkai" was also very crisp, "I saved more than 300 small red flowers, donate!"

Co -creation and common welfare is an important feature of "one flower and one dream" and other successful Internet public welfare activities. In the joint creation, we will do public welfare together, so that more groups and more people will benefit together, let Xiao Ai contemplate big love, and let public welfare benefit more people in need.

Taking "one flower and one dream" as an example, in addition to the extensive participation of public welfare agencies and netizens, more than 200 stars and public welfare big Vs drove nearly 500,000 netizens to participate in public welfare interaction, donated nearly 8 million small red flowers; 120 " "Public Welfare Partners" formed the Little Red Flower Dream Team from the media, attracting more than 200,000 love netizens to participate, reaching more than 400 million users. The common creation of the common benefit not only takes root and sprout, but also blooms.

(News)

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