"Seamlessly integrates public welfare into various life scenarios of users." Zhao Guochen, Tencent's vice president of sustainable social value and head of the public welfare platform department, believes that this is his greatest experience in doing public welfare. Since the establishment of
in 2007, Tencent’s charity platform has started with products such as monthly donations and happy donations, gradually understanding and deepening the social system of the charity sector, and extensively connecting users, charity institutions, enterprises, governments and other parties to jointly create a digital charity system solution.
In September this year, the "99 Charity Day" was upgraded to the "Jiujiu Charity Festival" after ten years of changes. More than 120 Tencent products and businesses incorporated charity elements into it, with a total of 710 million people participating.
Xinjing Public Welfare conducted an exclusive interview with Zhao Guochen, Vice President of Sustainable Social Value at Tencent. The following is the conversation.
Zhao Guochen, Vice President of Sustainable Social Value at Tencent. Picture provided by the interviewee
Let users feel the value from charity
Xinjing Charity: How did you embark on the road of charity? Please talk about your understanding of public welfare based on your personal experience.
Zhao Guochen: When I was a child, my mother told me to put my palms down more often than my palms up. I gradually understood that with the palm down, it means giving things to others, and with the palm up, it means receiving things from others. This sentence has had a great influence on me since I was a child. My mother hopes that I can become good and help others at the same time.
I have believed for a long time that charity means giving with palms down. Until 2005, I participated in the planning of "River Journey-Environmental China 2005 Yellow River Journey" at Tencent News. We united more than 100 media and traveled from the source of the Yellow River to the mouth of the sea within one month. Everyone has seen that the water in the upper reaches of the Yellow River is very clear, but becomes turbid as it goes downstream. We took bottles and took 9 water samples, representing the 9 provinces that the Yellow River passes through, and placed them in Tencent's building in Shenzhen. When you shake it, you will find that the water changes from clear to turbid, which reflects local soil erosion, domestic and industrial pollution and other problems.
We want more people to notice how the Mother River became like this, and then call on more people to protect the Mother River and raise more resources to change the status quo. I realized at that time that charity is not only about giving, but also about encouraging more people to participate.
Xinjing Charity: You have been engaged in sports and news-related work for many years. What inspirations have these backgrounds and experiences brought to you in your charity work?
Zhao Guochen: is engaged in sports and news work, hoping to meet readers’ needs for content and knowledge; only after meeting these needs can it receive the approval of more users. Therefore, when we do sports and news, we will provide as many choices as possible so that different readers can find the content they like.
When I came to Tencent Charity from Tencent Sports, I began to think about the question "Why do we do charity?" I've found that this issue also varies from person to person. Everyone's charity is very personal - some people choose to support environmental protection and help the elderly, some people personally support education and fund children; some people do charity for social progress, and some people do charity in the hope of "accumulating blessings and eliminating karma." .
As an Internet charity platform, what Tencent Charity needs to do is to build the platform well so that everyone has as many choices as possible to do good things on the platform; more importantly, we hope that everyone who participates in charity can Find and feel the value brought by doing charity, so that individuals can grow and develop more comprehensively.
Only when users feel the value that charity projects bring to society and individuals in the process of doing charity, can users become a more rational donor and truly become a long-term supporter and participant in charity.
Xinjing Public Welfare: What is the difference between today’s “Internet public welfare” and “fingertip public welfare” and the traditional public welfare in the past?
Zhao Guochen: In the past, ’s public welfare was a “less to many” model. A few companies might be able to support the operation of a foundation for a year. This kind of donation comes from a single source and is large in volume; now “Internet public welfare” is “ With the "more to less" model, the number of donations has increased a lot compared to before, and charity can be done with just a few clicks. Every small bit of goodwill can be gathered together through the Internet platform to form huge energy.
In recent years, we can see that "Internet charity" has developed very rapidly. Judging from the objective data of the cumulative fundraising of Tencent's charity platform, it took us 13 years to raise the first 10 billion yuan, and the second 10 billion yuan. It took nearly 2 years, but the third 10 billion yuan only took 1 year and 8 months.
Everyone adds fuel to the fire, but public welfare organizations on the platform must also be mentally prepared. More people's participation also means more people's attention and supervision, which means that public welfare organizations need to take on more responsibilities and pay more. We will use our energy to improve our own capacity building, continue to carry out daily operational activities and public welfare advocacy, so as to obtain the long-term support of more users, and thus continue to move towards high-quality and sustainable development.
The Internet integrates charity into daily life
Xinjing Charity: How do you think we can make everyone feel the value of charity?
Zhao Guochen: is one of the issues that Tencent Charity Platform has been thinking about. I believe that "accessibility" and "low threshold" are two major directions - making public welfare easily accessible and everyone can participate in public welfare. This is the meaning of the Internet public welfare platform, rather than simply calling on users. Pay attention to public welfare and study the scenarios in which users are willing to donate more money.
My ideal Tencent charity is actually a decentralized platform. Everyone cannot see it, but they can feel its existence all the time.
I really like what Chen Yueguang, vice president of the China Charity Federation and dean of the Chinese Culture Academy, said: "Public welfare is the salt of society. It must promote change through overflow and reflect value through dissolution. Just like salt can season various things. Growing food changes the taste of the food, but you can’t see a single grain of salt in the food, it has been dissolved in it.”
Xinjing Public Welfare: In order for more users to perceive public welfare, what meaningful things has Tencent Public Welfare done? explore?
Zhao Guochen: Over the years, Tencent's public welfare platform has always adhered to the "user-oriented" approach, integrating public welfare into everyone's life through digital technology, constantly meeting users' needs for public welfare, and allowing users to find the value of public welfare.
When I came to Tencent Charity, Tencent had been doing "99 Charity Day " for many years. This year's "99 Charity Day" was officially upgraded to the "Jiujiu Charity Festival", and we have made a lot of innovations and explorations. What impressed me the most was the in-depth cooperation between Tencent Charity and WeChat’s two pillar products this year - WeChat Pay and Video Account, exploring a new form of charity:
html On September 5, the day of "China Charity Day", Tencent Charity joined hands with WeChat The payment has launched the "Shake and Do Good" activity. After users use WeChat to pay, the "Shake" entrance will appear on the page. Shake your phone and click to drop into the small box at the bottom of the page to unlock a sum of money donated by caring enterprises and The small amount of public welfare funds provided by the Tencent Foundation help rural children, students in need, sanitation workers and other groups. Within one day, more than 100 million people participated in this event and helped charity projects, raising a total of tens of millions of yuan for 21 charity projects.On the eve of this year's "Jiujiu Charity Festival", Tencent Charity and WeChat video accounts launched the "like" function, calling on charity organizations to produce good content in the video account. For all charity videos that meet the standards, "love likes" will become "red" "Flower Like", every time users click "Flower Like", they have the opportunity to receive a random matching donation; likes can also help public welfare projects be seen by more people around them, and encourage more people to do good deeds together. Nearly 10,000 video account creators have created more than 40,000 public welfare videos for 1,800 public welfare projects, receiving more than 30 million "red flower likes" and bringing in a total of more than 70 million yuan in charity donations.
In other words, even if users do not donate money, they can still contribute to public welfare projects. The successful integration of these two projects and public welfare allows us to see more possibilities for expanding public welfare scenarios in the future.
Beijing News: In order to integrate charity into more life scenes, what other measures does Tencent Charity take?
Zhao Guochen: In order to make public welfare truly within reach, this year's "Jiujiu Public Welfare Festival" has launched more than 120 public welfare scenarios of Tencent products and businesses, further lowering the threshold and innovating a variety of ways to play. We have incorporated public welfare participation methods into Tencent products and scenarios that everyone can think of, hoping to make various new public welfare forms deeply rooted in the hearts of the people.
In addition to the "Shake and Do Good" and "Like" activities mentioned above, this year we also have more charity attempts in the game scene - we have integrated them into more than 70 games owned by Tencent. The element of public welfare turns public welfare activities into game tasks, allowing users to do public welfare while playing games.
For example, in the game "Cross Fire", on the eve of this year's "Jiujiu Charity Festival", we explored cooperation with the Shenzhen One Earth Nature Foundation to "jointly protect endangered species" as the task content: users can complete tasks for 7 consecutive days. Unlock game props and charity red flowers. The goal of all-server red flowers has been achieved. The Tencent Foundation will support the protection of rare animals. At the same time, players who donate 1 yuan can get additional customized environmentally friendly skin props. The final donation amount exceeded 1.8 million yuan.
In the game, users can understand that protecting endangered animals like wild giant pandas is not only protecting a species, but also protecting an entire biological chain of hundreds or thousands of creatures. Even if he doesn't donate money to endangered animals this time, when he sees a suitable charity project next time, maybe he will remember his experience in the game and do something about it.
In addition, Tencent News, QQ Browser, Tencent Video and other products have launched innovative gameplay, allowing the public to do good deeds in various forms such as reading news, watching videos, participating in interactions, etc. Social forces have also built a richer and more diverse charity scene, with more than 1,000 celebrities and positive KOLs participating in activities; more than 5,000 institutions and more than 20,000 companies have carried out more than 20,000 offline activities, through various innovative forms Carry out public welfare advocacy.
During this process, we have been thinking about what role the entire Tencent company can play in public welfare. Therefore, we will contact each business department in the future to add public welfare elements to all places where users are active, and truly integrate public welfare into various user scenarios.
Digitalization helps the long-term and healthy development of the charity industry
Xinjing Charity: For many people who do charity, they are very concerned about where the donated money is spent and what the effect is. Is there any good way for Tencent Charity?
Zhao Guochen: trust and transparency have always been the lifeline of Tencent’s charity. Starting from the first financial disclosure link in 2017 and the construction of a 99 access mechanism based on transparency, Tencent's public welfare platform has successively launched projects such as "Cooler", "Public Welfare Shareholders' Meeting", and "Little Red Flower Letter" to help the public welfare industry and donors. to build longer-term trusting relationships.
This year, Tencent’s public welfare platform further explores the promotion and use of “digital execution tools for public welfare projects” and continues to seek feasible ways to use digital tools to improve the efficiency and trust of the public welfare industry.
is a set of tools based on WeChat payment real-name authentication and fund allocation capabilities, jointly created with public welfare organizations. It allows public welfare organizations to quickly verify the identity of recipients and allocate funds accurately and efficiently. For example, public welfare organizations can pay donations through WeChat Call recipients directly, issue love coupons to specific targets through WeChat payment, etc.
Through the "Digital Execution Tool for Public Welfare Projects", public welfare organizations can realize digital execution of the entire process, thereby effectively improving the execution efficiency of the distribution of charity funds by public welfare organizations - data shows that the time for disbursing charity funds has been reduced from the original 1 to 2 months to 10 minutes; moreover, the “Public Welfare Project Digital Execution Tool” can also improve the efficiency of progress feedback of public welfare institutions, from manual feedback once every three months to direct digital feedback once a month.
After this year's "Jiujiu Charity Festival", more and more public welfare organizations will carry out project execution through "digital execution tools for public welfare projects", so that the entire process of donation execution can be recorded in a timely manner, so that donors can collect funds in a more timely manner. Get real, accurate, and automated feedback.
Xinjing Public Welfare: There are so many public welfare organizations on the platform, it is inevitable that they are uneven. What do you think about this problem?
Zhao Guochen: The newly revised Charity Law of requires that Internet public fundraising service platforms shall not refuse to provide services to charitable organizations with public fundraising qualifications without justifiable reasons, and the decision-making power of whether public welfare organizations have public fundraising qualifications lies with the civil affairs department.
At present, civil affairs departments and public welfare users hope that Internet public welfare platforms can play a greater supervisory role. In the future, Tencent Charity will also develop and apply more advanced digital technologies, strictly control risk management, strengthen post-review audits, and open up public supervision to create a more trustworthy development environment for public welfare and charity.
For example, in the future we will conduct technical analysis of the public welfare organization information on Tencent’s public welfare platform based on Tencent’s AI large model, and clearly display the public welfare organization situation and project execution information that users care about, so that everyone can see these After receiving the information, make a judgment calmly.
Zhao Guochen, Vice President of Sustainable Social Value at Tencent, was at the event . Photo provided by the interviewee
Xinjing Charity: How does Tencent prevent charity organizations from donating during the "Jiujiu Charity Festival"?
Zhao Guochen: Before this year’s “Jiujiu Charity Festival”, everyone discussed the issue of rule setting for a long time, and finally decided to invest 400 million yuan in user matching donations and industry incentives as last year. Because we believe that the amount of funds is not the root of the problem, what is more important is how to prevent the problem from happening through rules.
If you carefully understand this year's 99 Rules, you will find that the core purpose of formulating this year's rules is to promote long-term support for donors, encourage long-term sustainable development of institutions, and help donors and institutions establish long-term trust relationships, and then Promote the construction of a diverse, healthy and sustainable public welfare ecosystem.
According to this year’s 99 rule, the surprise matching donation is random, with a maximum amount of 9.9 yuan, which means that whether you donate 1 yuan or 10,000 yuan, you may get a matching donation of 9.9 yuan; the exclusive matching donation is our long-term donation For human users, long-term donor users of Tencent Charity Platform will automatically receive a random exclusive matching donation after entering the Tencent Charity Mini Program, and can freely donate to their favorite charity projects before the end of this year. Actions like
tell organizations to work hard to do their jobs and cultivate long-term donors, instead of thinking about how to make unreasonable profits. In the end, we found that such a mechanism not only did not reduce everyone's enthusiasm for participating in public welfare, but actually set a new high in participation - this year we had 710 million people participating in the "Jiujiu Charity Festival", compared with only 120 million people last year.
Xinjing Public Welfare: What innovative models in the public welfare field have you paid attention to recently?
Zhao Guochen: I found that some grassroots organizations have many "small but beautiful" innovative models in public welfare. For example, we saw a food sharing station at the Charity Planting Society at the gate of Baitang Botanical Garden in Suzhou Industrial Park. The food and packaging boxes here are labeled with "Food Safety Sampling Donation Samples" and are all tested by food testing agencies. The donated backup samples of food that passed the random inspection were sold for charity at 30% to 70% off the market price. Many people were willing to buy them, and the money from the sales will continue to be invested in charity activities. This model of integrating normally scattered social resources into public welfare resources makes me feel good.
Xinjing Charity: How does Tencent Charity help integrate these scattered social resources?
Zhao Guochen: In order to help local public welfare organizations better carry out public welfare activities, starting from 2022, Tencent Charity will begin to unite local charity systems to hold regional public welfare festivals. Currently, nearly 70% of counties across the country have participated, and it has been considered It is the "daily version" of the "Jiujiu Charity Festival" in various places.
When we visited Jinhua Village in Suzhou City, we found that they were the first village-level charity workstation in Kunshan. From the original party members initiating donations, now all party members participate, village households participate, and enterprises participate every year. These donations are used In terms of supporting the elderly, supporting college students, and rural cultural and sports construction, the donations received have exceeded 3 million yuan, and more than 500 people in need have been assisted, because they can see that these resources are actually used around them. We helped them digitize their operations and put the entire process online. The villagers saw the clear flow of work and were more willing to participate.
During our research in Chongqing, we also found that in the past, the Chongqing Charity Association had only more than 30 staff members, with an average age of over 50 years old; but after participating in Internet charity, through digital assistance and the effective development of offline activities, the staff of the Chongqing Charity Association There are more than 300 volunteers and volunteers, with an average age of more than 30 years old. The talent team of the entire charity group has expanded rapidly, and more young people are actively participating in charity activities.
Regional Charity Festival has innovated and derived carnival activities with regional characteristics and in line with the development needs of local charity ecology, making the popularization of charity culture more popular, more people-friendly, and more down-to-earth, so that more people can feel that charity is around them. This is what Tencent Philanthropy will focus on in the next one or two years.
"Seamlessly integrates public welfare into various life scenarios of users." Zhao Guochen, Tencent's vice president of sustainable social value and head of the public welfare platform department, believes that this is his greatest experience in doing public welfare. Since the establishment of
in 2007, Tencent’s charity platform has started with products such as monthly donations and happy donations, gradually understanding and deepening the social system of the charity sector, and extensively connecting users, charity institutions, enterprises, governments and other parties to jointly create a digital charity system solution.
In September this year, the "99 Charity Day" was upgraded to the "Jiujiu Charity Festival" after ten years of changes. More than 120 Tencent products and businesses incorporated charity elements into it, with a total of 710 million people participating.
Xinjing Public Welfare conducted an exclusive interview with Zhao Guochen, Vice President of Sustainable Social Value at Tencent. The following is the conversation.
Zhao Guochen, Vice President of Sustainable Social Value at Tencent. Picture provided by the interviewee
Let users feel the value from charity
Xinjing Charity: How did you embark on the road of charity? Please talk about your understanding of public welfare based on your personal experience.
Zhao Guochen: When I was a child, my mother told me to put my palms down more often than my palms up. I gradually understood that with the palm down, it means giving things to others, and with the palm up, it means receiving things from others. This sentence has had a great influence on me since I was a child. My mother hopes that I can become good and help others at the same time.
I have believed for a long time that charity means giving with palms down. Until 2005, I participated in the planning of "River Journey-Environmental China 2005 Yellow River Journey" at Tencent News. We united more than 100 media and traveled from the source of the Yellow River to the mouth of the sea within one month. Everyone has seen that the water in the upper reaches of the Yellow River is very clear, but becomes turbid as it goes downstream. We took bottles and took 9 water samples, representing the 9 provinces that the Yellow River passes through, and placed them in Tencent's building in Shenzhen. When you shake it, you will find that the water changes from clear to turbid, which reflects local soil erosion, domestic and industrial pollution and other problems.
We want more people to notice how the Mother River became like this, and then call on more people to protect the Mother River and raise more resources to change the status quo. I realized at that time that charity is not only about giving, but also about encouraging more people to participate.
Xinjing Charity: You have been engaged in sports and news-related work for many years. What inspirations have these backgrounds and experiences brought to you in your charity work?
Zhao Guochen: is engaged in sports and news work, hoping to meet readers’ needs for content and knowledge; only after meeting these needs can it receive the approval of more users. Therefore, when we do sports and news, we will provide as many choices as possible so that different readers can find the content they like.
When I came to Tencent Charity from Tencent Sports, I began to think about the question "Why do we do charity?" I've found that this issue also varies from person to person. Everyone's charity is very personal - some people choose to support environmental protection and help the elderly, some people personally support education and fund children; some people do charity for social progress, and some people do charity in the hope of "accumulating blessings and eliminating karma." .
As an Internet charity platform, what Tencent Charity needs to do is to build the platform well so that everyone has as many choices as possible to do good things on the platform; more importantly, we hope that everyone who participates in charity can Find and feel the value brought by doing charity, so that individuals can grow and develop more comprehensively.
Only when users feel the value that charity projects bring to society and individuals in the process of doing charity, can users become a more rational donor and truly become a long-term supporter and participant in charity.
Xinjing Public Welfare: What is the difference between today’s “Internet public welfare” and “fingertip public welfare” and the traditional public welfare in the past?
Zhao Guochen: In the past, ’s public welfare was a “less to many” model. A few companies might be able to support the operation of a foundation for a year. This kind of donation comes from a single source and is large in volume; now “Internet public welfare” is “ With the "more to less" model, the number of donations has increased a lot compared to before, and charity can be done with just a few clicks. Every small bit of goodwill can be gathered together through the Internet platform to form huge energy.
In recent years, we can see that "Internet charity" has developed very rapidly. Judging from the objective data of the cumulative fundraising of Tencent's charity platform, it took us 13 years to raise the first 10 billion yuan, and the second 10 billion yuan. It took nearly 2 years, but the third 10 billion yuan only took 1 year and 8 months.
Everyone adds fuel to the fire, but public welfare organizations on the platform must also be mentally prepared. More people's participation also means more people's attention and supervision, which means that public welfare organizations need to take on more responsibilities and pay more. We will use our energy to improve our own capacity building, continue to carry out daily operational activities and public welfare advocacy, so as to obtain the long-term support of more users, and thus continue to move towards high-quality and sustainable development.
The Internet integrates charity into daily life
Xinjing Charity: How do you think we can make everyone feel the value of charity?
Zhao Guochen: is one of the issues that Tencent Charity Platform has been thinking about. I believe that "accessibility" and "low threshold" are two major directions - making public welfare easily accessible and everyone can participate in public welfare. This is the meaning of the Internet public welfare platform, rather than simply calling on users. Pay attention to public welfare and study the scenarios in which users are willing to donate more money.
My ideal Tencent charity is actually a decentralized platform. Everyone cannot see it, but they can feel its existence all the time.
I really like what Chen Yueguang, vice president of the China Charity Federation and dean of the Chinese Culture Academy, said: "Public welfare is the salt of society. It must promote change through overflow and reflect value through dissolution. Just like salt can season various things. Growing food changes the taste of the food, but you can’t see a single grain of salt in the food, it has been dissolved in it.”
Xinjing Public Welfare: In order for more users to perceive public welfare, what meaningful things has Tencent Public Welfare done? explore?
Zhao Guochen: Over the years, Tencent's public welfare platform has always adhered to the "user-oriented" approach, integrating public welfare into everyone's life through digital technology, constantly meeting users' needs for public welfare, and allowing users to find the value of public welfare.
When I came to Tencent Charity, Tencent had been doing "99 Charity Day " for many years. This year's "99 Charity Day" was officially upgraded to the "Jiujiu Charity Festival", and we have made a lot of innovations and explorations. What impressed me the most was the in-depth cooperation between Tencent Charity and WeChat’s two pillar products this year - WeChat Pay and Video Account, exploring a new form of charity:
html On September 5, the day of "China Charity Day", Tencent Charity joined hands with WeChat The payment has launched the "Shake and Do Good" activity. After users use WeChat to pay, the "Shake" entrance will appear on the page. Shake your phone and click to drop into the small box at the bottom of the page to unlock a sum of money donated by caring enterprises and The small amount of public welfare funds provided by the Tencent Foundation help rural children, students in need, sanitation workers and other groups. Within one day, more than 100 million people participated in this event and helped charity projects, raising a total of tens of millions of yuan for 21 charity projects.On the eve of this year's "Jiujiu Charity Festival", Tencent Charity and WeChat video accounts launched the "like" function, calling on charity organizations to produce good content in the video account. For all charity videos that meet the standards, "love likes" will become "red" "Flower Like", every time users click "Flower Like", they have the opportunity to receive a random matching donation; likes can also help public welfare projects be seen by more people around them, and encourage more people to do good deeds together. Nearly 10,000 video account creators have created more than 40,000 public welfare videos for 1,800 public welfare projects, receiving more than 30 million "red flower likes" and bringing in a total of more than 70 million yuan in charity donations.
In other words, even if users do not donate money, they can still contribute to public welfare projects. The successful integration of these two projects and public welfare allows us to see more possibilities for expanding public welfare scenarios in the future.
Beijing News: In order to integrate charity into more life scenes, what other measures does Tencent Charity take?
Zhao Guochen: In order to make public welfare truly within reach, this year's "Jiujiu Public Welfare Festival" has launched more than 120 public welfare scenarios of Tencent products and businesses, further lowering the threshold and innovating a variety of ways to play. We have incorporated public welfare participation methods into Tencent products and scenarios that everyone can think of, hoping to make various new public welfare forms deeply rooted in the hearts of the people.
In addition to the "Shake and Do Good" and "Like" activities mentioned above, this year we also have more charity attempts in the game scene - we have integrated them into more than 70 games owned by Tencent. The element of public welfare turns public welfare activities into game tasks, allowing users to do public welfare while playing games.
For example, in the game "Cross Fire", on the eve of this year's "Jiujiu Charity Festival", we explored cooperation with the Shenzhen One Earth Nature Foundation to "jointly protect endangered species" as the task content: users can complete tasks for 7 consecutive days. Unlock game props and charity red flowers. The goal of all-server red flowers has been achieved. The Tencent Foundation will support the protection of rare animals. At the same time, players who donate 1 yuan can get additional customized environmentally friendly skin props. The final donation amount exceeded 1.8 million yuan.
In the game, users can understand that protecting endangered animals like wild giant pandas is not only protecting a species, but also protecting an entire biological chain of hundreds or thousands of creatures. Even if he doesn't donate money to endangered animals this time, when he sees a suitable charity project next time, maybe he will remember his experience in the game and do something about it.
In addition, Tencent News, QQ Browser, Tencent Video and other products have launched innovative gameplay, allowing the public to do good deeds in various forms such as reading news, watching videos, participating in interactions, etc. Social forces have also built a richer and more diverse charity scene, with more than 1,000 celebrities and positive KOLs participating in activities; more than 5,000 institutions and more than 20,000 companies have carried out more than 20,000 offline activities, through various innovative forms Carry out public welfare advocacy.
During this process, we have been thinking about what role the entire Tencent company can play in public welfare. Therefore, we will contact each business department in the future to add public welfare elements to all places where users are active, and truly integrate public welfare into various user scenarios.
Digitalization helps the long-term and healthy development of the charity industry
Xinjing Charity: For many people who do charity, they are very concerned about where the donated money is spent and what the effect is. Is there any good way for Tencent Charity?
Zhao Guochen: trust and transparency have always been the lifeline of Tencent’s charity. Starting from the first financial disclosure link in 2017 and the construction of a 99 access mechanism based on transparency, Tencent's public welfare platform has successively launched projects such as "Cooler", "Public Welfare Shareholders' Meeting", and "Little Red Flower Letter" to help the public welfare industry and donors. to build longer-term trusting relationships.
This year, Tencent’s public welfare platform further explores the promotion and use of “digital execution tools for public welfare projects” and continues to seek feasible ways to use digital tools to improve the efficiency and trust of the public welfare industry.
is a set of tools based on WeChat payment real-name authentication and fund allocation capabilities, jointly created with public welfare organizations. It allows public welfare organizations to quickly verify the identity of recipients and allocate funds accurately and efficiently. For example, public welfare organizations can pay donations through WeChat Call recipients directly, issue love coupons to specific targets through WeChat payment, etc.
Through the "Digital Execution Tool for Public Welfare Projects", public welfare organizations can realize digital execution of the entire process, thereby effectively improving the execution efficiency of the distribution of charity funds by public welfare organizations - data shows that the time for disbursing charity funds has been reduced from the original 1 to 2 months to 10 minutes; moreover, the “Public Welfare Project Digital Execution Tool” can also improve the efficiency of progress feedback of public welfare institutions, from manual feedback once every three months to direct digital feedback once a month.
After this year's "Jiujiu Charity Festival", more and more public welfare organizations will carry out project execution through "digital execution tools for public welfare projects", so that the entire process of donation execution can be recorded in a timely manner, so that donors can collect funds in a more timely manner. Get real, accurate, and automated feedback.
Xinjing Public Welfare: There are so many public welfare organizations on the platform, it is inevitable that they are uneven. What do you think about this problem?
Zhao Guochen: The newly revised Charity Law of requires that Internet public fundraising service platforms shall not refuse to provide services to charitable organizations with public fundraising qualifications without justifiable reasons, and the decision-making power of whether public welfare organizations have public fundraising qualifications lies with the civil affairs department.
At present, civil affairs departments and public welfare users hope that Internet public welfare platforms can play a greater supervisory role. In the future, Tencent Charity will also develop and apply more advanced digital technologies, strictly control risk management, strengthen post-review audits, and open up public supervision to create a more trustworthy development environment for public welfare and charity.
For example, in the future we will conduct technical analysis of the public welfare organization information on Tencent’s public welfare platform based on Tencent’s AI large model, and clearly display the public welfare organization situation and project execution information that users care about, so that everyone can see these After receiving the information, make a judgment calmly.
Zhao Guochen, Vice President of Sustainable Social Value at Tencent, was at the event . Photo provided by the interviewee
Xinjing Charity: How does Tencent prevent charity organizations from donating during the "Jiujiu Charity Festival"?
Zhao Guochen: Before this year’s “Jiujiu Charity Festival”, everyone discussed the issue of rule setting for a long time, and finally decided to invest 400 million yuan in user matching donations and industry incentives as last year. Because we believe that the amount of funds is not the root of the problem, what is more important is how to prevent the problem from happening through rules.
If you carefully understand this year's 99 Rules, you will find that the core purpose of formulating this year's rules is to promote long-term support for donors, encourage long-term sustainable development of institutions, and help donors and institutions establish long-term trust relationships, and then Promote the construction of a diverse, healthy and sustainable public welfare ecosystem.
According to this year’s 99 rule, the surprise matching donation is random, with a maximum amount of 9.9 yuan, which means that whether you donate 1 yuan or 10,000 yuan, you may get a matching donation of 9.9 yuan; the exclusive matching donation is our long-term donation For human users, long-term donor users of Tencent Charity Platform will automatically receive a random exclusive matching donation after entering the Tencent Charity Mini Program, and can freely donate to their favorite charity projects before the end of this year. Actions like
tell organizations to work hard to do their jobs and cultivate long-term donors, instead of thinking about how to make unreasonable profits. In the end, we found that such a mechanism not only did not reduce everyone's enthusiasm for participating in public welfare, but actually set a new high in participation - this year we had 710 million people participating in the "Jiujiu Charity Festival", compared with only 120 million people last year.
Xinjing Public Welfare: What innovative models in the public welfare field have you paid attention to recently?
Zhao Guochen: I found that some grassroots organizations have many "small but beautiful" innovative models in public welfare. For example, we saw a food sharing station at the Charity Planting Society at the gate of Baitang Botanical Garden in Suzhou Industrial Park. The food and packaging boxes here are labeled with "Food Safety Sampling Donation Samples" and are all tested by food testing agencies. The donated backup samples of food that passed the random inspection were sold for charity at 30% to 70% off the market price. Many people were willing to buy them, and the money from the sales will continue to be invested in charity activities. This model of integrating normally scattered social resources into public welfare resources makes me feel good.
Xinjing Charity: How does Tencent Charity help integrate these scattered social resources?
Zhao Guochen: In order to help local public welfare organizations better carry out public welfare activities, starting from 2022, Tencent Charity will begin to unite local charity systems to hold regional public welfare festivals. Currently, nearly 70% of counties across the country have participated, and it has been considered It is the "daily version" of the "Jiujiu Charity Festival" in various places.
When we visited Jinhua Village in Suzhou City, we found that they were the first village-level charity workstation in Kunshan. From the original party members initiating donations, now all party members participate, village households participate, and enterprises participate every year. These donations are used In terms of supporting the elderly, supporting college students, and rural cultural and sports construction, the donations received have exceeded 3 million yuan, and more than 500 people in need have been assisted, because they can see that these resources are actually used around them. We helped them digitize their operations and put the entire process online. The villagers saw the clear flow of work and were more willing to participate.
During our research in Chongqing, we also found that in the past, the Chongqing Charity Association had only more than 30 staff members, with an average age of over 50 years old; but after participating in Internet charity, through digital assistance and the effective development of offline activities, the staff of the Chongqing Charity Association There are more than 300 volunteers and volunteers, with an average age of more than 30 years old. The talent team of the entire charity group has expanded rapidly, and more young people are actively participating in charity activities.
Regional Charity Festival has innovated and derived carnival activities with regional characteristics and in line with the development needs of local charity ecology, making the popularization of charity culture more popular, more people-friendly, and more down-to-earth, so that more people can feel that charity is around them. This is what Tencent Philanthropy will focus on in the next one or two years.
Beijing News reporter Guo Yimeng edited by Yang Hai and proofread by Liu Jun
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