how the internet can make public welfare more sustainable
2024-09-22
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this year's 99 charity day has been officially upgraded to the "jiujiu charity festival", which means "doing good deeds for a long time, just like every day for ten years". as a weathervane for chinese internet charity, how can the upgraded "jiujiu charity festival" make charity more lasting?
as an in-depth cooperation platform of tencent charity, qq browser has given its own answer: relying on its search capabilities and the construction of a celebrity charity ecosystem, it has been deeply involved in the 99 charity day for five consecutive years in the "search + charity + celebrity" model to keep good things happening for a long time.
convenient search makes public welfare within reach
in the process of seeking public welfare information on a daily basis, people often mistakenly believe that relevant information is scarce due to the difficulty of searching. based on this phenomenon, a public welfare program called "search for public welfare" was launched. users can search for public welfare keywords or click to view related content to gain love points, which can be used to help public welfare projects increase exposure and realize "search is public welfare".
just imagine that every time you search for charity-related keywords, it can help charity projects. what kind of changes will it bring to charity?
according to the "2023 yiqisou search annual report", in 2023 alone, more than 5.12 million people entered the "yiqisou search" area through search, and 100,000 people paid long-term attention to public welfare projects.
during this year's jiujiu charity festival, you can search for more than 100 charity-related keywords such as "charity", "help children", "protect the countryside" in qq browser to enter the "my charity" area and donate to 97 charity projects with 129 celebrities.
"as an information service platform that provides search and content, a large number of users search for information here every day. every active search is a concern. we hope to narrow the distance between users and public welfare so that everyone can participate in public welfare more conveniently." the relevant person in charge of qq browser, the initiator of the "yi qi search" public welfare project, said.
jia xijin, associate professor at the school of public administration of tsinghua university and vice president of the institute of philanthropy of tsinghua university, pointed out in an interview with china philanthropy that tencent charity has accumulated its own methodology by leveraging time nodes such as 99 charity day to encourage all parties to participate in charity. "at present, 99 charity day has transformed from a time node to a normalized participation in charity throughout the year."
innovative model to make charity a daily habit
after watching an exciting video of the paris olympics and giving it a thumbs up, you have actually contributed to building a sports field for children in the yushu mountainous area of qinghai. in recent years, internet charity innovation has shown a diversified trend.
the ice bucket challenge swept the world in 2014. in china, with the participation of leaders from all walks of life, als and more diseases have become known to the public. with a new public welfare model and a barrier-free participation method, everyone can be a participant and disseminator of the ice bucket challenge. the huge attention it has attracted makes it easy to see how public welfare can attract public attention and what methods can be used to allow users to truly participate in public welfare. this is what public welfare in the internet era needs to consider.
painting, concerts, liking videos... in recent years, qq browser has continuously explored various innovative public welfare models and scenarios. the more interesting and interactive public welfare methods allow users to contribute to public welfare while experiencing entertainment, which greatly mobilized the enthusiasm of users to participate.
in 2023, qq browser organized the "star challenge" event, calling on the public to see the autism group through the power of a painting online and offline. a participant told reporters that the popularity of a challenge is short-term, but the "pain challenge" faced by the rare disease group is long-term. only by gathering the attention and strength of the whole society can the rare disease group feel warm and no longer lonely in the process of moving forward. in this year's jiujiu charity festival, as long as you watch relevant charity videos, you can donate in time, making charity a daily habit for every user.
the innovation of public welfare activities on internet platforms has made public welfare more integrated into daily life by converting users' online behavior into support for public welfare. this innovation not only promotes cross-border cooperation, but also uses technological innovation and social participation to provide new ideas and solutions for solving social problems.
celebrity effect continues to amplify influence
how to make charity last longer? in addition to making it easier for people who already pay attention to charity to participate, how to make people who originally did not pay attention to charity also participate in charity is also an important topic.
"the greatest value of celebrity charity is not limited to how much money a person personally donates, but the influence. they will lead thousands of people to do charity together." huang li, a researcher at the asian philanthropy research institute, introduced in the live broadcast of the "10-hour charity relay".
during this year's jiujiu charity festival, 129 celebrities jointly invited netizens to donate through the internet platform. as long as netizens search the names of the celebrities, they can see the 97 charity projects in the four major areas of "protecting children", "protecting the elderly", "protecting life" and "protecting the countryside" that they have taken the lead in donating, and help the projects.
"celebrities have their own halos, and their every move will attract a lot of attention. trust is the most important issue in charity work." huang li said that when cooperating with charity foundations, they will ask charity organizations to shorten the information disclosure cycle from once every three months to once a month. "such frequent disclosure is to convey a message to the public: we are transparent, efficient, and we do what we say."
it is understood that qq browser, the initiator of the charity project, has used its own product capabilities to form a complete closed loop from searching for charity information, accurately distributing it to the operation of charity activities, and timely feedback of charity results. on the "my charity" homepage launched this year, users can easily view the donation amount, donation project, donation frequency, etc., and can also directly click to view the details of the charity project they are participating in, so as to understand the progress of the project at the first time and establish a more long-term trust relationship with the project.
the person in charge of qq browser said that the loving donations made by users through qq browser for public welfare projects will provide long-term assistance to 10,000 elderly people living alone, protect the dreams of 10,000 rural children, and rescue 10,000 stray animals.
nowadays, charity is increasingly integrated into the daily lives of chinese people. doing good deeds is no longer limited to specific dates or specific scenes, but rather allows good deeds to happen for a long time.
source: guangming pictures
