► Wen Zhang Guangkai: "Can public welfare be spread on social platforms like Spring Festival red envelopes?" ”
With a simple idea as the starting point, the national charity action "99 Giving Day" was born in 2015. After years of exploration, it is gradually growing into a landmark national charity festival: from 2015 to 2022, more than 280 million charitable donations and 13 billion yuan of love donations have occurred, and the number of behavioral charity interactions represented by sending "little red flowers" has exceeded 400 million.
This year, 99 Giving Day further broadened social participation: the "Split Donation" was launched to further lower the threshold, and the "One Flower, One Dream" public welfare art exhibition was launched; For the first time, a branch venue was set up on a platform other than Tencent Philanthropy, one of the main initiators. According to Jin Jinping, director of the Nonprofit Law Research Center of Peking University, Internet public welfare has shifted from seeking speed and quantity to seeking quality development, and finally returning to a new stage of promoting "public welfare for everyone" in the whole society.
This is also the upgrade and return of 99 Giving Day.
After 9 years of exploration, the public welfare of the whole people has been upgraded again
Public welfare donations, will only donating a penny be too little?
It's not much of a problem, and many people may just flash the thought and laugh it off.
However, in the eyes of the organizers of 99 Giving Day, this is a question worth considering: can the threshold for users to participate in public welfare become very low or even invisible, so that everyone can do some good things and participate in public welfare?
So there is this year's "sub-donation".
Since September, with the launch of 99 Giving Day, WeChat Pay and Tencent Charity have opened the "Divide Donation" light charity product to all users for the first time, and users can choose to donate a small amount of money after successful daily consumption payment, and can also do public welfare for a penny.
When the amount paid by the merchant with WeChat Pay is greater than 5 yuan and is not an integer, the "Divide Donation" entry will appear on the payment success page, and the user can choose to donate the less than the whole amount to a specific public welfare project, up to 0.99 yuan each time. From September 1 to 9, the Tencent Foundation will also match each user donation of RMB 0.99, and after the funds are used, it will regularly push feedback to users on project implementation.
"It doesn't mean that you have to donate a lot of money, but so that more people can participate in doing good deeds, and I especially hope that everyone can give a little love." This is how the distribution gives users a chance, and everyone has the opportunity to give a little love. In the view of Lei Maofeng, deputy general manager of the product operation department of the WeChat payment industry, letting public welfare return to the state of "doing good" is the most important meaning of "distributing and donating".
Not only pay attention to the amount of public welfare donations, but also pay attention to the participation of the whole people, which is the consistent feature of 99 Giving Day. In addition to "donation", this year's "One Flower, One Dream" public welfare art exhibition also serves this.
As of September 5, at the main venue of the "One Flower and One Dream" public welfare art exhibition, many paintings from recipients of public welfare organizations and social influencers have attracted much attention, and netizens have helped the dream of public welfare by sending small red flowers.
Among them, Mu Xinyan, a beneficiary child in the public welfare project "Medical Assistance Caring Little Home", called on everyone to pay attention to critically ill children seeking medical treatment in different places, and received nearly 140,000 small red flowers in total; Student volunteer Zhang Yuxing's painting "Protection of Migratory Birds" calls on everyone to protect the homes of migratory birds, and has obtained more than 120,000 small red flowers. Autism painter Hu Feiyu called on everyone to pay attention to autism disorder groups through his painting "Cloud Douluo", and obtained more than 67,000 small red flowers in total...
Pu Cunxin, Huang Xiaoming, Chen Shu, Chen Yibing and other star philanthropists have created various themed paintings for children, villages, the earth, and life, and netizens can support the public welfare dreams advocated by the paintings by sending love symbols "little red flowers", donations, forwarding and diffusion, etc., to help the landing and realization of dreams.
This year's 99 Giving Day also set up a branch venue on Lianquan Network, and for the first time matched donations on product platforms outside Tencent's ecosystem. Established and operated by the Shanghai Lianquan Public Welfare Foundation, Lianquan is one of the first Internet public fundraising information platforms designated by the Ministry of Civil Affairs.
The innovative practice of cross-platform matching donations has further expanded the depth of "co-construction" of "99 Giving Day". Through cross-platform matching donations, it can not only attract more non-profit organizations to participate, but also promote cooperation and resource sharing between different platforms, promote formal innovation and resource sharing, and improve the efficiency and level of the public welfare industry.
According to Wang Zhiyun, chairman of the Shanghai United Advice Public Welfare Foundation, the idea of cooperation and co-construction between the two sides was born last year. "In the past two years, Tencent's charity platform has increasingly shown some characteristics that are in line with the underlying value of public welfare, such as openness, cooperation and sharing. So in the past two years, I can feel that they have some very active ideas in this regard, hoping to make 99 Giving Day a milestone event in the development of China's public welfare charity. ”
In Wang Zhiyun's view, the timing of each Internet public welfare platform's joining, the background of its initiation, the resources and advantages it has, and the value it provides are different, and the most critical point to play a greater role in the future is to form a value community. The reason why Lianquan and Tencent Charity Platform formed the 99 Giving Day cooperation this year is to promote the formation of a value community through practice.
The Internet has set up a platform, and the extension of public welfare has been expanded
Today, the history of China's Internet public welfare is not very long, and the mechanism and system are still growing and changing. 99 Giving Day has been exploring how the Internet can better serve public welfare.
The first important change brought about by 99 Giving Day is to rely on the power of the Internet and digital technology to rapidly lower the threshold for users to participate and increase the popularity of public welfare.
Statistics provided by Tencent's charity platform show that from 2012 to 2022, the amount of user donations on the platform increased from more than 27 million yuan to more than 5.6 billion yuan, an increase of more than 5 billion yuan in ten years.
Among them, 2015 and 2016 after the birth of 99 Giving Day were the nodes of two leaps and bounds of changes on the platform: in 2014, the amount of user donations approached 100 million yuan, and in 2015 and 2016, it grew rapidly to more than 5.4 billion yuan and more than 810 million yuan, and in 2017, it exceeded 1.6 billion yuan.
In addition, the addition of Internet technology has also greatly expanded the extension of the public welfare industry and increased the sense of user gain.
People's impression of traditional public welfare can only be manually provided one-on-one help to rescue targets, and the efficiency is limited. However, with the Internet public welfare, artificial intelligence and big data have appeared in many fields such as medical care, cultural relics and cultural preservation, wildlife protection, environmental protection, and social emergency, so that the efficiency of these industries can be improved, and more people can share the fruits of social development.
For the hearing impaired, Ethereal Lab, a subsidiary of Tencent Meeting, together with Tencent Charity Foundation, China Association of the Deaf and other institutions and partners, launched the "Ethereal Action".
In the past, factors such as untimely screening, low penetration of assistive listening devices, and lack of knowledge among relevant populations often made it difficult for Chinese residents to get timely help for their hearing loss.
Tencent Meeting applied Ethereal AI technology to assistive listening devices such as cochlear implants, increasing the hearing rate of cochlear wearers by 40%. Focusing on hearing testing, Tencent Ethereal Lab has launched an online public welfare audiometry tool with zodiac elements, which can help users quickly and initially assess and grasp their hearing health based on speech intelligibility test methods in noise scenarios, and help the public improve their awareness of ear protection.
Relying on the Internet and digitalization, the efficiency of public welfare has been greatly improved, and only then can it truly benefit the whole people.
Transparent and sustainable, build a high-quality development ecology
Focus on efficiency, but also on quality. With the comprehensive transformation of China's economy and society, high-quality development has also become the proper meaning of public welfare charity. From open, transparent to sustainable, Internet public welfare has been constantly moving forward and exploring new social governance.
Transparency and trust have always been the lifeblood of public welfare. In 2017, Tencent Charity pioneered the financial disclosure link, building the access mechanism of 99 Giving Day based on transparency, and since then, the transparency formation has been continuously iterated and upgraded to a stricter requirement of "financial disclosure + independent audit + random inspection". Later, Tencent's public welfare platform launched a "transparency reminder" (cooler) message box, and users clicked to confirm their knowledge before making the next step of donation. In the past two years, Tencent Philanthropy has continued to deepen the construction of transparent modules, and created key projects such as "shareholders' meeting" and "public welfare true exploration", allowing public welfare organizations to face the probes and inquiries of donors.
After the end of 99 Giving Day this year, Tencent Philanthropy will invite the top 10 charity organizations to launch a charity real exploration action and accept visits and supervision from donors. "Public Welfare True Detective" recruits donors and volunteers who have been concerned about public welfare for a long time, including the media, researchers, Internet practitioners, artists and other members of the public, and strives to record the real progress of public welfare from an objective and neutral perspective.
In addition, "99 Giving Day" also invited well-known public figures such as Mo Yan as project executors this year, and they can release the progress of the project to fans every month, becoming the natural supervisor of the project.
In terms of sustainability, after the successful establishment of "99 Giving Day", we hope to let public welfare activities penetrate every day of the year.
Compared with previous years, an important change in this year's "99 Giving Day" is reflected in the unrestricted incentive fund of 100 million yuan, of which 55 million yuan can be used for annual daily funding, and 45 million yuan can be used for special incentives for the 99 Giving Day fundraising cycle, and the incentive is more inclined to the annual daily funding.
The funding is placed 365 days a year, which on the one hand facilitates the non-profit organization to arrange the project progress according to its own characteristics, and on the other hand, it also stimulates the normalization and sustainable operation of the institution.
Ge Xuan, Secretary-General of Tencent Foundation and Vice President of Tencent's Sustainable Value Business Unit, said: "Fundraising is only the beginning of the work, and a lot of work actually comes after fundraising. The changes in our entire matching donation logic, including the change of this 100 million incentive funds, are actually hoping to motivate public welfare organizations, improve their capabilities, enable public welfare organizations to have sustainable communication with donors and users, and ultimately hope to cultivate more donors and invest sustainably. That is the starting point and purpose. ”
At the same time, the daily version of 99 Giving Day, the "rural revitalization" regional public welfare special session model has also been further improved, and 9 "rural revitalization" regional field activities have been held in Chongqing, Yunnan, Hubei, Shaanxi and other places in 2023, and more regional public welfare organizations have gained growth opportunities, which is also an important force for public welfare behavior.
Jin Jinping believes that throughout the development and changes of "99 Giving Day" in the past nine years, Internet public welfare has gradually shifted from seeking speed and quantity to seeking quality development, and the triple mission of "99 Giving Day" has become clearer: to make charitable resources more reasonable and effective docking, promote the entire good governance of charitable organizations and industries, and finally return to a new stage of promoting "public welfare for all" in the whole society. This is a social advocacy, but also a concept of overall philanthropic culture promotion.
It can be said that in the past 9 years, 99 Giving Day has continuously explored the role of Internet technology in public welfare and philanthropy, and built a new relationship between technology and philanthropy; In the process of exploration, relying on digital technology, it is possible to innovate the transparent public welfare charity governance mechanism of the whole chain, and gradually narrow the gap between ideal and reality.
Source: Observer.com