According to the annual operating report for 2017 issued at the beginning of this year by 12 internet-based funding platforms, a total of over rmb 2. 58 billion was raised. In addition, the 39th statistical report on the development of the internet in china, published by the china internet information centre (cnnic), states that, as of december 2016, 32. 5 per cent of our internet users had used the internet for charitable purposes, reaching 238 million users. At the same time, recent fund-raising trends in several prominent foundations in the country have shown that public-interest fund-raising has long shifted from the bottom of the line and that the public is replacing businesses and becoming a major contributor to social donations。
At the same time, charitable donations, with the internet as a carrier, also contribute to the solarization, facilitation and diversification of public goods processes。
Against this background of reality, the discussion on the financing of public goods is even more urgent. In this connection, the china foundation for charitable assistance to children and adolescents, the kyoto public interest platform and the three institutions, which are represented in internet fund-raising, have discussed their fund-raising experiences with journalists of the times of public interest in the context of project management, financial management and information dissemination。
Internet fund-raising is an option
The children's and young people's charity fund of china (hereinafter referred to as the children's committee) has been in existence for eight years now, bearing witness to the development of internet fund-raising in our country。
In 2011, the organization first chose to work with the internet platform fox search for the public interest to launch a public benefit project called “cooking for children” to help children in poor areas to eat well. The speed and magnitude of the $1 million that the organization had raised in three days through a search of the front pages was alarming。
Since the end of 2011, when china's public goods industry joined the first china's public goods internet conference, and internet platforms such as tem, ali baba, and everyone's network joined in support of the internet's public goods, more people have come to notice that the internet can be a champion of public goods financing。
For the organization, the true path to internet financing begins in 2012, with more than $6 million being raised throughout the year, representing 8 per cent of the total funding for the organization. The amount of internet financing this year is not surprising compared to the latter, but, surprisingly, it is a very effective form of fund-raising。
The power of technology can be harnessed to its full potential。
Since 2012, the organization has been able to access internet-based financing, such as treasure hunting, payment, etc., and has received an increasing and higher share of its overall funding。
In 2013, the society raised 15 million yuan, or 21 per cent of its total collection; in 2014, the society raised 28,82 million yuan, or 30 per cent of its total collection; in 2015, the society raised 117 million yuan, or 62 per cent of its total collection; in 2016, the society raised 174 million yuan, or 68 per cent of its total collection; and in 2017, the society raised 360 million yuan, or 65 per cent of its total collection。
Looking back at these excellent “defuncts”, the deputy secretary-general of unicef, kang-hyun, argued that, first of all, thanks mainly to the early institutional internet fund-raising landscape, there was relatively close contact and strategic cooperation with internet companies. Second, a platform has been set up to serve as a “battle-to-child” platform, which now has 126 projects on the line, and the richness of the projects also determines the variety of forms of funding. Third, focus on partner ownership. With the rise in internet financing in 2015, funding levels increased in 2016 and 2017, while funding became increasingly difficult. One is that we all recognize the market, we all do it together, and it becomes more competitive. Second, with increasing funding and more partners and projects joining the internet fund-raising effort, the diversification of projects and the generation of more strategic projects will become increasingly important。
It's a public platform
Internet fund-raising
Since its establishment in 2010, the society has been assisting 3. 6 million children in need for eight years, raising a total of 1. 5 billion yuan, focusing on children's areas of survival, psychology, medicine, skills and growth. In addition to direct contributions, the agency also provides funding for outstanding children's ngos to address social problems in this area。
According to zhao zhao, the senior head of the child welfare fund-raising and cooperation department, the organization's external operations are divided into fund-raising management and branding, and its internal operations are divided into human, financial and general services, with a hierarchical management. Its public-interest projects are divided into four main categories: autonomous projects, special funds, cooperative projects and joint counselling projects, with a total of 126 public-interest projects, including 7 major autonomous projects, 50 special funds, 48 cooperative projects and nearly 20 joint counselling projects. The classification of projects is based on the specific requirements for the establishment of projects and the different types of assistance involved。
Turning to the reasons why many non-profit organizations have been willing to choose to cooperate with the organization over the years, zhao zhao believes that the organization focuses on system management, from project management to system improvement to process discipline to accountability, with an operating manual at all levels, a comprehensive accountability-to-person system for the foundation and a client manual for all projects。
First, the financial management implementation budget system, i. E. The foundation's implementation of the budget system at the beginning of the year, the mid-year appraisal system and the year-end wrap-up system, ensures feedback from the complete data chain of projects, from project establishment, implementation to closure, to achieve real transparency in donor data。
Second, the allocation is fast. Four out of the seven major autonomous projects of the paediatric care society are major medical care, accounting for 70 per cent, and 30 per cent for other arts and psychological projects. “the so-called `big disease' means that the children are waiting for life-saving money in hospital, so we allocate one working day after submission. If the information on the child's assistance is complete, the information on the previous period of the institution is deposited and accumulated, and the conditions for assistance are met, the institution will, after a working day of submission, allocate the benefit to the hospital in which the child is located.”
Thirdly, the internet fund-raising platform and dissemination channels, in cooperation with unicef, are fully accessible to projects, integrating and sharing resources. At present, nine of the country's first 12 internet funding platforms have worked in depth with and focused collaboration with unicef。
Finally, it is disseminated through various channels. Child care's network of officials, microblogging, microblogging, including helping projects to establish microblogging, and opening channels for microblogging, are delegated free of charge to collaborative projects for all aspects of project dissemination。
Dissemination ultimately serves fundraising
When it comes to communication, chen sing of paediatrics says: “public interest organizations should give adequate attention to public service communication, which is about branding and fund-raising. Communication embodies the role of connectivity, whether it involves linkages and cooperation between demand and supply parties or between relevant parties.”
As a communication officer for the organization, chen sing summarized five main principles for the dissemination of public goods projects, including that they are unique, consistent, concise, targeted and creative. Creativeness comes from life, from life to life, from a lively, intimate and interesting creative approach to project writing and the design of project writing。
Chen sing believes that 70 per cent of public access to information now comes from vision, so visual effects are important for communication, based on good visualization, either for outreach or for interactive outreach, and for use as a star。
Referring to how the public would be willing to comment on and understand in detail how public interest projects would be disseminated, kang-nang, a senior official of the operational department of the paediatric care platform, said that it would be more in line with the way in which the public is now read. The same applies to fund-raising, which, regardless of the size of the project, will result in the granulation of donations, which will both lower the threshold for public participation and provide a sense of honour and experience for the wider public。
“at the outset, there must be a foundational content to impress, and each agency or project has its own bright spots to raise funds or disseminate them within its capacity. In terms of communication, i think it is important to combine online and underground so that the public can understand what you're really doing, so that when selecting contributions for public goods, trust will be increased by learning about your underline activities。
In the area of communication, there is a sense of ease in the three years since its inception。
Over the past three years, over 190 million registered users have been easily raised, nearly 20 billion yuan have been raised for the benefit of 1. 6 million seriously ill families, covering 334 cities, 183 countries and territories throughout the country, and over 400 million people have received support。
The managing director of corporate social responsibility explained that, on the easy public interest platform, the amount of funds raised for projects comes from the flow of sponsors, who in the case of large-scale relief projects are usually referred by the patient's family in the first round and are recommended by the platform through the sponsor. At the same time, it is important to develop a group of donors who are accredited to a public interest organization or project. When a group of donors has been established, the platform assists agencies in identifying donors and, if a public interest organization or project has been approved by the donor, the platform will set up this mechanism for direct communication with donors。
At the same time, attention can be paid to the front page of the light public benefit platform, where you can look for items, and if your project meets the recommended criteria, you can get the recommended first page. There are not too many ranking rules, unless special circumstances prevail. “serious numbers are one of the easy sources of more influential resources, with a combined total of more than 80 million fans and more than 40 million fans, and an almost two-second reading volume of 100,000+ for articles, the collection of which is more secure. Good writing and planning help raise funds very much, such as the projects publicly presented on the front page, in which good projects, even if not first, are raised in high amounts.”。
Corporate effects that cannot be ignored
“kyoto's `treatment of love' platform is primarily a donation of materials, but it is not a mere donation of materials.” the project manager of the kyoto public service platform made a few comments。
“the whole donation process, like shopping, clicks on `i want to donate', selects the goods to be purchased and the place to donate, and identifies the specific consignee, which is usually delivered within one to two days. Donors may select items as if they were shopping, view the order-out bank through logistics, and then learn about the use of the material on the basis of uploaded graphic information.”
A few examples are given. Prior to the children's day on 1 june 2017, the kyoto public interest platform, in partnership with the foundation for the future of the future and the dane group, had launched a public benefit project to raise $6. 1 for a 610 can of milk powder for the shanghai “baby house”. It took only 42 hours for the project to go online and collect money to reach the place where the milk powder was delivered, resulting in a triple win, not only in the exposure of the business, but also in the approval of the online community, as well as a better incentive for the business to join in the common good。
The design of many public goods projects in kyoto began with the idea of mobilizing more friends or mobilizing business resources to do public goods. For example, the kyoto public benefit platform and apple have jointly launched the "kyoto superfood day" campaign, whereby apple will donate $1 per product sold to a public good project. Similarly, it will donate 5 cents per product recovered to a public good project, which is a way of mobilizing commercial resources and businesses to do business in the common good。
It is argued that business resources remain an advantage for public goods organizations to do, and that when designing public goods projects, good thinking can be done about how best to work with businesses to create win-win or win-win situations。
Reporter li qing
