Author | Mao Lina
Edit | Li Chunhui
If we count typical cases of technology for good in the past five years, Internet charity is undoubtedly the most representative. In the United States, most donors are over 50 years of age. In China, the Internet has allowed charity to take a path with great local characteristics. More and more young people join the charity camp. They do charity in a long and daily manner, far from the generous donation after a tear in the past.
The influx of young forces such as
, on the one hand, has brought new vitality to the industry, and on the other hand, it has also brought new issues to public welfare enterprises - how to attract and retain young forces and guide them positively through professional institutions.
During the National Day, Water Drop Charity demonstrated a set of "combination punches" from online to offline through a cross-border music festival in Nanjing: using live entertainment as an incision, linking various forms and partners to empower "charity +" to create a new charity attitude of Z generation .
This set of "combination punches" and a series of young charity explorations by Shuidi Charity in recent years may provide new ideas for breaking the situation for the industry that is troubled by the taste of Generation Z.
"Music Festival + Charity", Internet Charity is moving towards offline
overnight, Generation Z has become the target of pursuit by all walks of life. This group of young people born between 1995 and 2012 has become the incubation pool for the next generation of social leaders with their unique personality and increasing activity on the Internet.
But what bothers the industry is that the preferences of Generation Z are also the most puzzling. Especially for public welfare, there seems to be some kind of barrier to this generation of Z. Many Generation Z mentions public welfare institutions, which will inevitably link them with labels such as "old-school", "boosty", and "formal".
Therefore, we can see a phenomenon that the Z generation has a very high demand for public welfare due to the relationship between star fans and the realization of personal value. However, he has been in a state of "one-only fighting and wild growth" for a long time and is unwilling to contact professional public welfare institutions.
And many traditional public welfare institutions are indeed accustomed to relying on the methodology accumulated in the past for a long time to face young people who have grown up in the Internet era. But obviously, the old method doesn't work for young people.
If you want to attract more young people to join the charity cause, the first thing is to change your attitude, put down your posture to understand the young people’s ideas, and convey charity in the ways that young people are used to.
Many overseas institutions choose to use charity reality shows to stimulate young people's attention to charity. However, charity reality shows are not mature in China at present and cannot be retained and guided by Generation Z in a short period of time.
It has to be said that Shuidi Charity chooses the combination point of "music festival + charity" to be more in line with the current domestic environment. Through the live entertainment scenes of the music festival, try more charity games in a more interesting and younger way, attract more young users, and create a new posture for charity.
In this Nanjing Forest Music, Shuidi Charity, as the chief charity partner of the music festival, has set up charity project display and game interaction links to inspire young people's enthusiasm for charity. At the scene, music fans can scan the QR code to donate online for public welfare projects including Daliangshan and wish list. After donating, music fans can receive the water droplet "Whale Xiaopang" canvas bag for graffiti on site. After the work is completed, it can be kept as a souvenir or as a gift to the children in Daliangshan.
Music can span race, region, and language, and carries people's pursuit of beautiful emotions. Music and charity have a natural high degree of compatibility. In the pre-Internet era, there were often various charity concerts at home and abroad, donating ticket income to poor areas.
At the same time, charity has become a major plus for artists. Especially for a group of traffic young actresses emerging today, the charity music festival can establish a positive social image for them.
Artists participate in the music festival, so fans naturally need to fully support it.Other young people who do not have the need to chase stars will also participate in it under the joint effect because of the joining of their peers.
Shuidie Charity said that the purpose of this music festival is to lead the trend of " who love music are doing charity ", so that young people can feel " can do charity anytime and anywhere", and to convey the signal that " is cool to do charity ". Judging from the current feedback from the music festival, young people are quite interested in the gameplay of "charity + music festival".
Everyone is making fun of it. How to "expand the circle of friends"
With the addition of young blood, it is obviously not the ultimate goal of Shuidi Charity. How to maximize the effect of public welfare undertakings and create maximum voice is the top priority of this set of "combination punches".
has specialized in the profession, and three heroes help. Since its launch, Shuidi Charity has been committed to expanding its "circle of friends". Up to now, we have established cooperative relationships with more than 60 public offering institutions and launched more than 1,000 projects.
Shuidie Company Founder and CEO Shen Peng
It is worth noting that the partners selected by Shuidi Charity are not limited to charity undertakings and related single fields, but try to establish cooperative relationships with different fields and industries to create more new ways of charity.
Shuidie Charity calls this strategy the "creative benefit matrix", aiming to connect more commercial institutions, go deep into more scenarios, encourage more ordinary people to participate, let the value of charity be perceived by more people, and strive to return charity to the public and reshape the public welfare pattern through Internet technology.
Since November 2018, Shuidi Charity has successively cooperated with mainstream media in five provinces, Shandong, Sichuan, Hubei, Anhui and Jiangxi, providing convenience for patients with difficult and serious illnesses to initiate help. At the beginning of this year, Shuidi Charity signed a strategic cooperation agreement with the Lanzhou Poverty Alleviation Office to carry out in-depth cooperation in the field of targeted poverty alleviation.
On the "Little Good Day" ceremony on January 11, 2019, Shuidi launched the "Little Good Plan" and "Wish List" projects, attracting many corporate partners and foundations to participate.
Hard Candy Jun likes the "Wish List" project very much. In our usual impression, many charity projects are very "big". For example, someone at home is seriously ill and seeks help, or children in poor areas have no way to study. The "wish list" focuses on many small wishes, which is more humane and warm.
For example, wishes such as "want to be a policeman for a day" and "want to eat a birthday cake once" are naturally a bit insignificant compared to those "big" projects, but every little wish is also worthy of care. In addition to Shuidi Public Welfare's own efforts, its huge "circle of friends" naturally contributes a lot. Lianjia, flash delivery, Kangenbei , Wangwang and other companies are all indispensable helps in the implementation of these wishes.
In August this year, the "wish list" was upgraded significantly, which will realize its wishes for more children with serious illnesses; in September, Shuidi Charity and Shandong Education Satellite TV jointly launched two programs: "Serious Illness Relief" and "Assisting Farmers Charity", continuing to explore the model of "TV media + Internet Charity". The way of playing the
Creation Matrix coincides with the "Water Drop" spirit that Shuidi Charity has always advocated. The water drop spirit is to enhance the welfare of the whole society through the meager power of one person after another. The same is true for enterprises. The power of a company is too thin, and the power of many institutions gathers together to mobilize more people to participate in charity and maximize the effect of charity.
"Public Welfare +" model, reaching all depends on the heart
, but it is like a mountain. In the "Creative Benefit Matrix", how will institutions of different industries and natures cooperate efficiently? "Public Welfare+" is a way to maximize the effectiveness between Shuidi Charity and its partners and accurately reach different target groups.
In terms of "public welfare + TV media", Shuidi Charity cooperated with Shandong Education Satellite TV to create a strong charity IP through two programs, with public welfare and assistance as the main line, and create a transparent and open charity assistance platform.With the character stories as the main line of the program, the audience will naturally subtly receive the public welfare assistance ideas conveyed in the program while watching the program. This method is easier to accept than justification and "pressing the head" to shout slogans.
"Public welfare + e-commerce" is another "Public welfare +" attempt of Shuidi charity. E-commerce and marketing are developing rapidly at the same time, and there are always some real or fake e-commerce agricultural product advertisements on the Internet that "Budang Farmers" are advertised. However, many consumers have also reported that these advertisements are mostly consuming people's kindness, and the products are not only inferior to the good, but even the goods are inconsistent.
This practice not only hurts the kindness of consumers, but also causes invisible harm to the farmers who really need help. Based on this situation, Shuidi Charity conducts targeted poverty alleviation through the online e-commerce platform Shuidi Market. Since the launch of
, Shuidi Market has sold various local specialty products such as millet, honey, yam, potatoes, persimmon cakes, wolfberry, etc. to farmers in poor counties. Thousands of poor families have benefited from Shuidi Market's e-commerce projects to help farmers. At present, Shuidi Market has successfully helped thousands of families in poor areas across the country and farmers in trouble due to unsalable products, and has sold a total of 750,000 orders of agricultural and sideline products, directly or indirectly promoting farmers' income to increase by 36 million yuan.
In addition to this, Shuidi Charity has been exploring a diverse cross-border charity gameplay. Previously, we had attempted "sports + charity" including hosting the Tangshan half marathon charity run, cooperating with many Olympic champions to initiate the "Star Energy Champion Student Aid Project".
"Music Festival + Charity" is the key direction for Shuidi Charity to explore this year. During the Nanjing Forest Music Festival, Shuidi Charity set up a charity sale session to help the children of Jiangsu village juniors realize their musical dreams. In the early stage of ticket sales, Shuidi Charity launched a love relay with the music festival, and music fans gave a love every time they bought a ticket. On September 24, during the Water Drip Wishlist Charity Event, some ticket revenues have been donated, and musical instruments have been sent to the children of Dachong Primary School in Baju Town, Binhai County, Jiangsu Province.
From this we can see that the "charity +" approach of Shuidi Public Welfare does not follow a specific model and model, but changes based on the nature of different partners and the needs of the helping groups, on the basis of the unchanging premise of charity. It is precisely because of its intimate model that more people can be retained to join the public welfare undertakings for a long time.
captures young people, expands the circle of friends, establishes a "creative and profit matrix", and forms a closed loop of public welfare ecosystem. As the representative of Internet public welfare, Shuidi Public Welfare, this set of "combination punches" has indeed attracted many people of Generation Z, and maximized the power of public welfare.
The young people who are becoming more enthusiastic about charity also make us more excited about tomorrow. In the past, "charity" was to complete good deeds through donations after an individual or a company had accumulated wealth. Today, the "public welfare" of young people not only focuses on altruism, but also emphasizes themselves; they have a sense of social responsibility and also pay attention to the realization of personal value. When every small act of kindness gathers into the force that drives society forward, water drops through the stones, and all rivers become seas.
