Foreword
In 2023, the "99 Giving Day" will pass its 9th year, and China's Internet philanthropy will usher in the "16-year-old flower season".
From the initial 3 payment platforms to raise funds for Wenchuan**, to today's 29 Internet fundraising information platforms serving public welfare organizations, as well as hundreds of Internet companies participating in public welfare in various ways ......The team of Internet philanthropy is still growing, and continues to bring new imagination and possibilities to the charity industry.
There have been many ups and downs and turmoil in this year, such as the tragic sale of fake public welfare, the collection of life-saving funds for seriously ill children, and the easy fundraising of refunds, which have brought a wake-up call to the development of Internet public welfare, and at the same time put forward higher requirements for the transparency of public welfare, which should be the direction of the joint efforts of the industry.
As an elder in the philanthropy sector said, "This is the case in China, you see that the process is full of ditches and bumps, and nothing is easy." But if you look at the results, it always goes forward. "The same is true for young Internet philanthropy.
Annual Disputes
The 9958 incident of the Children's Charity Association sparked a controversy over matching donations
The incident of tens of millions of yuan of life-saving money for seriously ill children in the 9958 project of the China Children's Charity Association is an unavoidable topic in the field of public welfare and charity in 2023, and it is also a hot spot for extensive investigation and reporting.
The patient's family sent a large amount of money directly to the "volunteer" Ke Mouxiao, in order to obtain a matching donation from the Internet public welfare platform as an additional "income", but Ke Mouxiao ran away with the money. The original intention of Internet charity matching donations is to encourage more people or organizations to actively participate in public welfare and increase the amount and effect of donations. Because of this incident, matching donations were also questioned for a time, and the optimization of its mechanism and rules also sparked discussions in the industry.
Xu Yongguang, honorary chairman of the Nandu ** Association and founder of the Hope Project, suggested that the immediate incentive for the fundraising stage of the public welfare project should be changed to the post-event incentive after the completion of the public welfare project, which can only be obtained by abiding by the rules and implementing the public welfare project well.
Jin Jinping, director of the Non-Profit Organization Law Research Center of Peking University, believes that matching donations is a traditional and effective way of soliciting funds in the public welfare and charity industry at home and abroad, and Internet public welfare matching donations need to return to the logic of trust. Compared with the indiscriminate and wide-cast matching donation, the matching donor can and should be selected in many charitable organizations and projects, so that the organizations and projects that take the matching donation funds are unprofitable, and the excellent organizations and projects can stand out, so that the original intention of matching donations can be truly realized.
In addition to the matching donation controversy, the investigation into the incident is ongoing. Both the industry and the public are waiting for a result.
Extended reading: "Jin Jinping: Let Public Welfare Matching Donations Return to the Logic of Trust".
In October 2023, a girl in Chengdu was bitten by a vicious dog, and the easy fundraising platform launched a 2 million yuan fundraising project.
From the Luoer incident, the Xiaofengya incident, to the donation incident of Henan anti-cancer kitchen, many controversial incidents in the field of personal help need to be regulated from the perspective of the rule of law.
On December 29, 2023, the seventh meeting of the Standing Committee of the 14th National People's Congress voted to pass the decision on amending the Charity Law, which will come into force on September 5, 2024. The "Supplementary Provisions" at the end of the "Charity Law" already stipulate that if an individual has financial difficulties in his family due to illness or other reasons, and publishes information seeking help to the public, the person seeking help and the person who publishes the information shall be responsible for the authenticity of the information, and shall not defraud the person seeking assistance by means such as fabricating or concealing facts.
In addition, platforms engaged in online services for personal requests for help shall be designated by the civil affairs department to conduct a check of the authenticity of the information on seeking help released through them, and promptly and comprehensively disclose the relevant information to the public, and the specific management measures are to be separately drafted by the civil affairs department in conjunction with departments such as for internet information and industry and information technology.
It is reported that platforms such as Shuidi Chip have actively responded to the amendments and invested in the formulation of internal management measures, including clarifying the platform's own positioning, strictly reviewing the authenticity of the information provided by the help-seekers, optimizing the contract between the platform and the help-seekers, refining the content of the platform's public information, and improving the management and punishment mechanism.
Extended reading: Industry experts talk about the revision of the "Charity Law": encouraging development and strict supervision go hand in hand, and the details of the regulations are waiting to be implemented.
We-Charity and Tencent Charity jointly launched the "One Flower One Good Persimmon Painting Dream Project".
99 Giving Day, 95 Giving Week, Everyone's Charity Festival, and Dou Love Charity Day, ......Every September, the activities of various Internet public welfare platforms are launched, and it has become a "sweet burden" for public welfare organizations and ordinary users who are participants to participate in which and how to participate.
Public welfare should not become a senseless competition that consumes attention, but should cooperate for a win-win situation and work together to create a caring society where everyone is in the open air. Based on this, in mid-August 2023, under the leadership of the Communication Committee of the China Charity Federation, Tencent, Alibaba, ByteDance, Weibo, Bilibili and Lianquan launched a joint roadshow with the theme of "Good Things Spread Thousands of Miles".
Facts have also proved that breaking down barriers and co-creating between platforms has become a highlight of public welfare in September 2023.
Tencent Charity achieved a cross-platform matching donation of 5 million yuan for the first time on Lianquan.com; Tencent Charity and Micro Charity jointly launched the "One Flower, One Good Persimmon Painting Dream Project", and the public welfare IDs of the two platforms, Xiaohonghua and Hao Persimmon, achieved mutual recognition on the Tencent Charity Platform.
There are more ways to play in the future: behind co-creation, various platforms can jointly explore and advocate for more in-depth social issues; Enhance the information exchange and transparency of the same project on different platforms through technical advantages; further lowering the threshold for public participation and donations, etc.
Extended reading: "The platform breaks the barriers, and public welfare will no longer be consumed in involution in September?" 》
Since 2019, China's live broadcast e-commerce industry has entered an explosive period, and it has been in a stage of rapid growth in the past year. The e-commerce live broadcast room has become one of the most concentrated scenarios of traffic and transaction density on the Internet, and Douyin and Kuaishou have formed a three-legged situation.
At the end of the year and the beginning of the year, Douyin and Kuaishou both released relevant data to review the achievements of e-commerce in helping farmers in the past year.
Douyin focuses on e-commerce to help agriculture and promote the development of rural cultural tourism. Data shows that in the past year, Douyin e-commerce helped sell 47 agricultural products300 million orders, the number of agricultural merchants increased by 83% year-on-year; Douyin netizens have checked in more than 150,000 rural cultural tourism attractions across the country, and the "Mountain Dou is a Good Scenery" project has driven the cumulative turnover of rural cultural tourism to exceed 4 billion yuan.
Kuaishou embodies its social value through the content of agriculture, agriculture, and rural areas, knowledge-based live broadcasts, and quick employment business. According to the "Kuaishou Public Welfare Ecology Report", in 2023, there will be 36 million live broadcasts of Kuaishou knowledge, more than 116.5 billion people will live broadcast the content of agriculture, agriculture and agriculture, and 300 million people will be assisted by Kuaipin business to find jobs on Kuaishou.
It can be seen that live e-commerce + public welfare has become a powerful means for Internet platforms to contribute to rural economic and social development, and there is still more room for growth in the future.
In 2019, the public welfare exhibition area at the 2nd Digital China Summit.
In June 2023, the public welfare platform will be quietly offline, the official website of the public welfare platform can no longer be opened, and the number of Internet fundraising information platforms will be changed from 30 to 29.
It is reported that as early as the third quarter of 2022, Public Welfare officially submitted an application for withdrawal to the Ministry of Civil Affairs. As one of the first 13 platforms to obtain the qualification of Internet fundraising information platform in 2016, Charity is positioned as a comprehensive platform for public welfare information display, inquiry, dissemination and fundraising of public welfare projects.
The relevant person in charge has said that Internet public welfare focuses on interaction, linkage and extensive public participation, which is not an advantageous track. But in fact, products and traffic portals such as search and Baijiahao are the best channels to link the public and public welfare. For three consecutive years, the Ministry of Civil Affairs has named and asked the Ministry of Civil Affairs to "open up its own advantageous resources" and "take the initiative to serve", which shows that it has not met the expectations of the outside world in the construction of the public welfare platform and the empowerment of the industry.
After the public welfare platform was taken offline, the official website of the ** meeting was also iteratively updated. According to its 2022 annual report, ** will spend 16.1 billion yuan, a total of 6 public welfare and charity projects were carried out, but most of the projects could not find specific progress and achievement information on their official websites, official WeChat and other platforms.
Multi-platform efforts for content public welfare
The content is that the king never goes out of style. In the field of public welfare, the importance of high-quality content is also becoming more and more important.
In April 2023, the team of the food account "Eclipse" made a whirlwind egg rice bowl for more than 40 children in a kindergarten, and made it into "Record the Day I Cooked for 40 Human Cubs" and posted it on Station B, attracting 1.25 million people**, and also brought 100,000 yuan of fundraising for public welfare projects.
The content has aroused widespread attention and resonance, strengthened the public's recognition of public welfare, and stimulated their active participation. In addition to Bilibili, Internet public welfare platforms such as Douyin and Tencent are also paying more and more attention to the connection between content and public welfare.
Relying on Douyin, the ByteDance public welfare platform has released monthly public welfare lists since 2022, and has developed from the initial single public welfare project list to the current three monthly lists: public welfare project list, public welfare official account growth list, and creator public welfare influence list. In 2023, Tencent Charity will also launch a monthly incentive list based on the ** number ecosystem, and will provide traffic incentives to the top 50 accounts on the list every month.
In the long run, the emphasis on high-quality content will not only provide positive incentives for institutions and projects, but will also further improve the industry ecosystem.
Short** platforms have strengthened the management and control of public interest content
Douyin platform governance annual short film "Don't shoot! Poster.
In recent years, on the short ** platform, pseudo public welfare under the guise of helping farmers has become the traffic password of some anchors. Falsification and misery in the name of public welfare not only challenges the bottom line of the law, but also has a bad impact on the credibility of charity.
In June 2023, Douyin issued a public welfare content governance standard, which requires public welfare accounts to be authenticated and must not engage in for-profit behaviors such as live broadcast tipping and e-commerce sales, and at the same time, accounts are strictly prohibited from using public welfare as an excuse to gain attention, deceive fans and likes, and make illegal profits. In January 2024, the "Annual Summary of Governance of False Information" released by Douyin showed that in 2023, the company will continue to strengthen governance against the phenomenon of false information in the form of improper posing, fake public welfare, counterfeiting and counterfeitingMore than 90,000 accounts that published false information were completely banned and disposed of, and more than 2.4 million were cleaned up. Douyin also launched a short film exposing the pseudo-public welfare "Don't shoot! , reproduce the details in front of and behind the scenes.
Recently, the Cyberspace Administration of China (CAC) launched the "Clear and Clear 2024 Spring Festival Network Environment Rectification" special action, focusing on rectifying six problems such as concocted false information and malicious marketing hype. As the largest information pool and traffic pool, the short ** platform attaches importance to the health of its own content ecology itself is part of the public interest, and it is hoped that the strict management measures offered by the platform can completely ban fake public welfare.
Extended reading: Douyin's new rules cut to the chain of "selling miserably".
According to Tencent's annual report on the digitalization of philanthropy, more than 500 philanthropic organizations have used Tencent's digital toolbox for philanthropy.
Douyin Ancient Books Platform participates in the protection and inheritance of ancient books through technology.
How can Internet companies combine their own advantages to explore a better path for public welfare? In addition to building an information display and interactive platform for public welfare projects, there are more possibilities, and major Internet companies are showing their skills in the field of technology public welfare.
At the end of 2021, Tencent Technology Philanthropy launched the first phase of the venture capital program, which collects and provides funding for projects and cases where technology is applied to public welfare and solves social pain points. Douyin uses digital technologies such as natural language processing methods to launch the ancient book reading platform "Classic Ancient Books", and more than 1,000 digitized ancient books have been opened to the public. A disabled employee of Alibaba worked with AutoNavi Map technicians to develop a "wheelchair map" that is convenient for thousands of people with disabilities.
In addition, Tencent Technology Philanthropy has launched a digital toolbox, a collection of 40 general-purpose digital tools to help charities access digital services at low cost. ByteDance has also launched a digital open platform for charity, providing public welfare e-bill services, Volcano Engine common cloud services, and "Feishu Office and Feishu OKR" services to help improve the service efficiency and transparency of charitable organizations.
Technology for good is a beautiful vision, and it is the general trend to empower the public welfare industry with technology, and the future of technology public welfare can be expected.
Editor's note: After more than 10 years of development, Internet philanthropy has become the largest growth pole of China's philanthropy, and it has also reshaped the industry ecology to a large extent. Today, there are as many as 30 Internet public fundraising information platforms, and more and more Internet companies and leaders have entered the game to continue to play their own value in solving social pain points.
In this process, new trends, new practices, new topics, and new controversies are constantly emerging. Based on the observation and understanding of the industry, the Internet Philanthropy Monthly Report takes the month as a unit to leave a record for the current development of Internet philanthropy that can be looked back and backward.
Finishing 丨 Zhou Wei.
Duty Editor 丨 Yang Yongjie.
Welcome to leave a message or email to share more clues about Internet public welfare zhouwei@chinanewscom
For corporate ESG observation, please pay attention to the "ESG Observation Monthly Report" published by China Philanthropist at the beginning of each month