Public organizations should make good use of E-commerce platform

"Social observation"

In 2011, the total retail sales of consumer goods in China amounted to 18.12 trillion yuan, while the total social donation amounted to only 80 billion yuan. The ratio is very low, whether in comparison with the developed countries in Europe and the United States or the Confucian cultural circles such as Hong Kong, Taiwan, Korea, Japan and Singapore. Is it our lack of love? From the social public point of view, the first is to learn public information inconvenient, and then participate in public donations inconvenient, and finally is part of the public welfare agencies opaque, unprofessional, not service to the public welfare industry lose confidence.

In the information overload and the news media market operation today, each social issue has its corresponding social public, each public welfare organization also has its own target crowd. If the public welfare organizations cannot guarantee their information can be accurately and effectively transmitted to the target population, they will not be able to obtain the attention of the target population, without the attention, without participation, there is no support.

A good dog, for example. Volunteer Corps is a Beijing's engaged in stray dogs, homeless cat rescue and Rights protection grassroots public institutions, they targeted the target crowd in like dogs, like cats young netizens. 2006 starts, good Dog good cat volunteer group Target customers began to be accustomed to Taobao shopping, every day will be logged Taobao. Good dog, Cat. Volunteer Group in August 2007 to establish Taobao related online shop, through Taobao relevant online shop and the target crowd exchange, interaction, guide the target crowd through participation in the charity and small donations form participation in the public good. Since 2012, good dog cat volunteers average monthly can through its Taobao related shop to raise more than 50,000 yuan of funds, can effectively support the organization's operations.

So far, more than 260 public organizations have established Taobao related shop. Attract these public welfare agencies to establish the main power of the online shop, not how much Taobao offers preferential policies, but the target of these public welfare agencies every day in the use of Taobao, Taobao has become a part of these target people's lives, public welfare agencies to do is to follow the footsteps of the target crowd, Camp in the place where the target crowd converge, approach them, influence them, change them, turn their concerns into action, and transform the public service impulses into public actions.

Unfortunately, the recognition of this and adhere to, and have achieved few achievements, the 2012 to raise more than 1 million yuan of public welfare institutions may only 10. Public institutions must recognize this: where the target population is, where the public welfare organizations should be; the target crowd is accustomed to what kind of communication and language system, the public welfare organizations should learn and master what kind of communication and language system, the target people are not convenient access to public information, everything is impossible to talk about.

In my opinion, the response of the public after receiving public information is generally impulsive. A public impulse that is not translated into real public action in the shortest possible time will weaken or fade. For example, CCTV hosted the disaster relief party is accustomed to display in the bottom of the screen in a subtitle form of the bank donation account, many people see moving, will weep and generate donations of impulse, but to achieve donations is not easy, first of all to note the rapid rolling donation account and ensure accurate, Then need to go to the bank the next morning to line the remittance, some people stop to record the bank donation account link, most people sleep one night forget to go to the bank to queue donations, only a few people can complete donations.

Even if a public service organization has a very strong ability to communicate, can affect a large number of target groups, can effectively stimulate the goal of devotion to love, participate in the nature of public welfare needs, if not have the public service impulse into public welfare action channels and tools, and no impact, mobilization capacity of the public welfare agencies do not

The 18-34-year-old crowd is not only the main network shopping crowd, but also the main public donations, almost every public welfare organizations want to win the support and trust of the crowd, they are targeted. This group of people accustomed to online reading, online shopping, network payment, for them, visit the public welfare agencies taobao related sites, choose the right of the public good projects and click on payment, complete the donation process, and to buy their own a favorite goods without any difference. Public welfare agencies through Taobao related shop can help donors at any time, anywhere, self-help to complete donations, greatly improve conversion rate.

Taobao as the representative of E-commerce website is becoming an NGO to release information, dissemination of ideas, the sale of in-kind, fund-raising, recruitment of volunteers, procurement of materials, the most convenient, the most effective channels and platforms. The public welfare organization should pay attention to and apply it.

(the author is a senior practitioner of public welfare industry)