Hundreds of public welfare institutions issued the "financial report" to disclose the whereabouts of the good money, and the live broadcast room was crowded by the "shareholders"

On April 11 this year, a special "shareholder" conference was held at the Tencent Conference at the financial report of the shareholders meeting of this listed company. Instead of being a sharp inquiry:

"Why didn't the money I donated on the project, and there were institutional management fees?" "Also a donation project, why is your project more expensive than other projects?" "How do you guarantee that the library you built will not become Furnish? "... Under the live broadcast of 2,300 donor ginseng and nearly 80,000 love netizens, Liang Haiguang, the person in charge of the" Full of Tianxing Public Welfare Library "project on the Tencent Public Welfare Platform And answers the donor's rounds of questions one round after another.

Liang Haiguang Kai Public Welfare Shareholders Conference of Full Tianxing Public Welfare

After an hour's meeting, Liang Haiguang was overwhelmed, but he was grateful. The amount of donations that were added within a day after the meeting was equivalent to the amount of the past half a month. "The meeting time is very short, but the attitude of the public welfare agency attaches importance to the needs of the donor, and builds a trust bond between us and the existing donors and potential donors. of."

Transparency is the lifeline of the public welfare industry. How to implement credibility to practice is also a problem facing the public welfare industry. As a leading domestic public welfare platform in China, Tencent Charity has been thinking: how to make thousands of decentralized donors form a joint force and supervise public welfare institutions? How to make public welfare agencies have a faster and convenient communication channel with donors? As a result, he had a thought about the "shareholders" of public welfare and gradually landed.

"Transparency is of course what public welfare agencies should do."

Established in 2012, the Star Youth Public Welfare Development Center is an educational public welfare institution focusing on the reading and promotion of rural children. It is also the first "crab -eating person" at the Tencent Public Welfare "shareholders" conference.

"At that time, Tencent's partners asked me if I had the courage to try? I agreed if I didn't think about it at that time. I think transparent is a matter of granted (to do)." Hai Guang is looking forward to this, "I hope that with the help of the conference to get more people's attention and participate in our donations."

Full Tianxing Public Welfare announced the financial report at the public welfare shareholders meeting

At present, Zhao Jingyi, who is studying at the graduate student, is a long -term donor of the Tencent platform monthly donation project, and has also participated in the donation of the stars. What impressed her was that at the "shareholders" conference of the starry stars, a donor asked Liang Haiguang: "So many remote places in the country, why do you pick the economy to make a richer Guangdong project point?"

Liang Haiguang's answer "The richest in Guangdong, the poorest is also in Guangdong" eliminated Zhao Jingyi's stereotypes, and made her a deeper understanding of the reality of the implementation of the public welfare project -as a native of Guangdong, Liang, Liang, Liang Haiguang can play the library project to the maximum effect in terms of communication and teacher training. This is much better than that of the sake of being closer, which is much better.

"This is the feedback it given me. It makes me think that public welfare projects must not be used in the difficult but unfamiliar places that everyone knows.

Zhang Xiyan, the person in charge of the elephant cafeteria project, accepts the public welfare observer Ding Qian inquire

Such positive feedback and misunderstandings also appeared at the "shareholders" conference of other public welfare projects, bringing positive effects. In the "Grandma's Gift" project, the person in charge answered the questioning of "whether the model of buying a generation donation, whether it can help people directly donate money"; Then popularize the degradation of the forest, so that the natural repair and growth of the tropical rain forest is more positive than manual feeding food to alleviate human phenomenon conflicts; some donors will be curious about why the public welfare projects will collect management fees, and the "financial report" will be publicly publicly disclosed in the "financial report". In the link, the public welfare agency explained this and realized better communication.

Grandma's gift project staff Gao Sheng explained financial report

Zhang Xiyan, the person in charge of the "Elephant Canteen" project and Secretary -General of the Xishuangbanna Tropical Rain Forest Protection Foundation, also suffered the positive effect of the "shareholders" conference: "I have no concerns about participating in this conference, this is to promote our Foundation and public welfare projects. A good opportunity is also a way to help us improve our work and improve the degree of transparency. "

"The" Shareholders' Conference improving its own financial disclosure system and rigorous project implementation have put forward higher requirements for us. This ability. "Zhang Xiyan said. The" 'shareholders' conference is also a kind of communication. Every time it spreads some seeds, then it will definitely produce some continuous results in the future. "

He mentioned that in the past, the transparent operation and donor communication of his institutions in the past, "No fixed person is doing this, so the website and WeChat public account are updated in a timely manner."

"At the same time, the" shareholders 'conference on the online "shareholders' conference can allow thousands of people to understand our project in just over half an hour. This is a good spread. From 2017, we have started planning this Since the project, there have been thousands of people who have visited the field. The way and extent of this impact are obviously different. "Use the Internet tool

The concept of the "Shareholder" conference is a concept of transplanted from a business society.

The original intention of "shareholders" refers to the investor or investor of the joint -stock company. In the meaning of "East" is the owner (owner), the owner of the shareholders, the owner of the shareholding, means that they have the right to enjoy major decisions, choose management, and even share income. It is a group action. The "shareholders' meeting" is composed of all shareholders, exercising the power of supervision, increasing transparency, and pursuing better career management.

The Tencent Public Welfare "Shareholders" conference consists of a caring netizen participating in the Tencent Public Welfare Platform project. They are the "shareholders" of the public welfare undertakings. obligation.

As the shareholders of listed companies want a real return on investment, and the public welfare "shareholders" and the donor wants the donated funds to be implemented, resulting in results.

In the past, the transparency and credibility of domestic public welfare institutions had been criticized. Today, transparency has become the value point and lifeline of public welfare undertakings, and enhancement of transparency is also a common call for public welfare practitioners and government agencies. "The Development Plan for the" Fourteenth Five -Year Plan "Civil Affairs Division pointed out that it is necessary to" improve the internal governance mechanism and industry self -discipline and improve the credibility of the industry. " As the first batch of Internet fundraising information platforms for the Ministry of Civil Affairs, Tencent's public welfare has successively created tool packages such as "transparent components", "caloreters", and "fundraising projects" to help the public welfare industry enhance transparency.

Project push feedback

The "Shareholder" conference is another innovation of Tencent's public welfare in transparent public welfare: Every love user involved in donations has the opportunity to become "shareholders" of public welfare. Tencent Public Welfare uses WeChat platform feedback, Tencent conference, video number and other products to break the "wall" between platforms, institutions, and donors; and under the guidance of industry experts Let the institution go under the spotlight to be reviewed, guide donors to pay attention to and supervise the project, and force the organization to improve the transparent management capabilities.

"Sometimes it is not that the public welfare industry is unwilling to be transparent." Ge Yan, secretary general of the Tencent Charity Foundation, said, "It may be because many public welfare organizations do not use some transparent models, or it may be a lack of digital tools and systemic openness openings. Ability. "Create a system and practical digital tool package is the mission of Tencent Charity as the platform.

As of now, Tencent's public welfare and major public welfare institutions have held a total of 90 public welfare "shareholders" conferences. It is planned to complete the at least 100 public welfare "shareholders" conference before the 99th public welfare day of Tencent.

Public welfare ecology from 1 to N to cultivate sustainable development

During the day after the "Shareholder" conference, Liang Haiguang found that the donation amount of the Manchuan project increased by about 40,000 yuan. You know, the average monthly donation amount of the project is about 100,000, which means that one day has achieved the effect of fundraising in the past and six months.

"The introduction and dissemination of the project through Tencent Public Welfare, and the people who held us donated to us by the" shareholders' conference "should also be a group of people who are more concerned about the transparent and open public welfare, and it is also a group of rational donors that we especially hope to connect." Liang Hai Guang said.

"The more transparent our projects, the more rational the public donation is." Liu Qin, the person in charge of Tencent Public Welfare Platform, pointed out. "The more rational the public donation, the more likely it is to develop the habit of continuous attention and investment in public welfare. The higher. "

The "Shareholder" conference was held, Tencent's public welfare and the original intention of various institutions did not plan it as a single activity, but to see the role of promoting re -donations and forming a virtuous cycle of public welfare.

The feedback from the institution to the reward of the public welfare shareholders meeting

Starting from the actual situation of the project, the quality progress and high -quality interaction carefully polished by the project executor can stimulate the donation memory and emotional linked of donations on this project. Only being moved can users recognize and produce preferences, and eventually trigger participation in repeated donations and secondary communication. The "Shareholder" conference can improve the in -depth degree of understanding of the project through the two -way two -way communication and high interaction of the participants, affirming the effectiveness and long -termism of public welfare, and promoting the re -donation effect during and after the process.

Taking a small number of outstanding institutions as a pilot, from 0 to 1, Tencent's public welfare has completed the creation of basic models, and on this basis, key links, simplifying operating processes, deep excavation of content issues, and strengthening training and teaching. In the end, Tencent Public Welfare Lien Encori public welfare to other institutions, and then carried out independently by each institution to achieve a sustainable development ecosystem from 1 to N.

You can meet online by a mobile phone alone

At the "Shareholder" conference of the first period of the stars, there was a heavy equipment such as a guide station, and in the second phase, the institution had begun to transform a mobile phone to meet. This is a progress. Tencent public welfare brands provide cycle for targeted platform public welfare projects through the "product+user+communication" model.

Ge Yan said: "First of all, we hope that more public welfare organizations can convene the" shareholders' conference to cultivate everyone's habits. After the donor participated in the "shareholder" conference, the project feels good. Donor. I think this is a process of attracting each other. From mutual supervision to mutual attraction in the future, we hope to cultivate some abilities of public welfare organizations to face the public. " Ge Yan said: "The" shareholder "conference can be the donor cultivation tool. Every public welfare organization wants to let its donors believe it and want to transform the donor into volunteers. In this way, there will be more core users, Promotes will have more. The "shareholders 'conference" as a tool for communication with the donor to communicate with the donor can play this role. Will the shareholders' conference have a special branch in the future, such as the volunteer conference? This is possible. "

Tencent will continue to do a digital empowerment of public welfare. "We do not want to let the public welfare project be blocked to our technical capabilities to the society. I hope Tencent can help them communicate better with the public, such as helping them use short videos to feedback the project progress, not just graphic and text . In terms of feedback quality, we are now doing feedback templates to help the organization better output feedback content. "Ge Yan finally said.

Edit | Meng Jintao

Daily Economic News

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