Buying donations is not the future of Internet philanthropy

Absrtact: If I am destined to be your life in the hurry of passers-by, then I would like to leave a little warmth in your life, leaving a little color, no longer is a cold pedestrian, but a bit of the lens of a passer-by. And in the charity project Passerby, you

If I am destined to be in your life in the rush of passers-by, then I would like to leave a little warmth in your life, leaving a little color, no longer is a cold pedestrian, but a bit of the lens of a passer-by.

In the public welfare project, you only need to donate 10 yuan of money, you can become such a temperature and color of passers-by a.

"Pedestrian A" is a mechanism with the appreciation of the public small amount of fixed public donations platform, it is different from our common mode of purchase and donation, public donations, can be said to create a new mode of Internet donation-hui donated. Donors in the donation of 10 yuan, can be in the platform to exchange a coupon offered by love merchants, the amount is often more than 10 yuan, covering the daily life of Buy, eat, live, line.

Compared with our familiar donation model, the model of the benefit donation of passerby can make the donor's donation behavior and daily life contact, thus increasing the frequency and stickiness of public participation. Compared to the purchase and donation model, it also clarified the user's intention and significance of using pedestrian a, will not be confused whether I am to buy things or to donate money.

Similar patterns have been tested abroad. The foreign community will give Groupon coupons to the donors. This seemingly light pattern can pry more resources. General public welfare platform, often need to expand three areas of resources: quality public welfare projects, donors, the actual cost of the holders.

Passers-a founder Han Jing is a friend of the foundation of the Deputy Secretary-General, engaged in public welfare undertakings for many years, and the domestic major foundations, public welfare organizations have a good relationship, they are also willing to the passers-by a high-quality project, increase exposure. For example, under the Chai release "Under the Dome" within 48 hours, friends of nature and passers-by a cooperation, on-line Blue Sky Laboratory project, which is difficult for other public organizations to achieve response speed. At present, 20 foundations have cooperated with passerby a.

On the other hand, the merchant itself will issue coupons, and through the public service platform to issue coupons can increase the reputation of enterprises, they do not. Has now joined to passers-by a love business has Archie art, east to shun, tick carpool, every day with 15 cars, and soon will increase the tourist attractions such as Lijiang merchants.

Therefore, the focus of people's work is to optimize the user experience of donors, increase their user stickiness, from their product concept and design can be seen. Engaged in public welfare undertakings for many years, Han Jing found that most of the domestic donors are small donors, the top three of the donation amount is 1 points, 1 yuan, 10 yuan. Therefore, they selected 10 yuan as the amount of donations, reducing the threshold of participation, but also reflects the internet and the public welfare of the fair and equal spirit. Small donations often have occasional factors, so passers-a will pick out the most interesting items, and work with volunteers from Ogilvy and other companies to package the project, just keep a brief introduction, shorten the link and time of user donation. Han Jing did a survey that only 3% of small donors in China would ask the Red Cross for invoices, and they didn't care about the cold numbers. In order to get closer links between donors and donor projects, passers-a also added an illustrated souvenir card as feedback, giving back the donor's love in a more emotional way, and allowing donors to continue to receive the donated projects for a long time.