Scene reproduction 1:
Some time ago, Zhang Ziyi's "fraudulent donation" has caused a lot of fuss. Good things don't go out, bad things spread thousands of miles, and even international "seals" began to be banned as soon as the news came out of foreign countries. In the final analysis, this matter is not how much Zhang Ziyi donated, but that Zhang Ziyi donated too much, always talking before doing it. As the saying goes, more words will be lost; If you talk too little, you will do more practical things. I'm sure Miss Zhang Ziyi can't help but understand the meaning of these two sentences, but when she got there, she forgot these two sentences long ago and called for donations loudly. Her performances are contrary to the traditional low-key and modest character of China people.
Secret trick 1:
The internationally accepted concept of "modern charity" holds that charity is a kind of public behavior, donation is mediated by charitable organizations, and donation and acceptance are separated. More importantly, charity itself does not have the psychology of gratitude and seeking return, which makes charity get rid of the spiritual shackles of "emotional debt" and "moral debt".
In China, these basic concepts of "modern charity", which have become international practices, are far from being widely recognized. Only "charity belongs to public behavior", China is far from reaching the standard. Contrary to the situation that 80% of charitable donations in developed countries come from the people, only 10% of charitable donations in China come from ordinary people, and ordinary people do not have enough charity consciousness and enthusiasm.
China people's lack of charity awareness and enthusiasm is one of them. What's more, after doing some charity, they shouted loudly for fear that the world would not know. At the same time, they strongly urge the recipients to be grateful and repay their kindness forever, and from time to time, they use China's traditional virtue of "repay kindness with kindness without leaking" for "moral blackmail".
One thing that caused an uproar this year is evidence. Xiangfan City Federation of Trade Unions and Women Entrepreneurs Association publicly announced the disqualification of five poor college students from continuing to receive assistance on the grounds that the recipients were ungrateful. As a result, the society was in an uproar, and people began to accuse college students of ingratitude ... Simple assistance has become a wonderful charity performance staged by Xiangfan Federation of Trade Unions and Women Entrepreneurs Association. In this regard, Zhang pointed out in an interview with Internet Weekly that "disqualification" itself is meaningless. The relationship between the donor and the recipient is equal, and the donation itself is voluntary and happy. Helping recipients get out of trouble is the purpose of donation. Donors should also be grateful to society. If gratitude becomes one-on-one personal behavior, it is easy to form personal grudges and become a "contract" behavior.
Cui Naifu, former Minister of Civil Affairs and the first president of china charity federation, once pointed out that China still has a long way to go before the truly mature era of public welfare. It will take at least 50 years for China's public welfare undertakings to reach the level of the United States. At present, the primary problem is propaganda, guidance and training.
The development of modern philanthropy in China is first of all the change of charity concept. The popularity and popularity of charity culture and new charity ideas need the powerful help of the Internet. According to statistics, the number of netizens in Chinese mainland has reached 65.438+44 billion, of which young netizens account for 82.50%. How to use this new powerful propaganda platform to popularize charity culture and ideas has become an inevitable requirement for the development of charity.
Scene reproduction 2:
"I am 103 children's parents. Children do not study, there is no way out; The school built it by itself, and the teacher made it by himself, 360 lines, and more than half of it was done. When you have low back pain, the burden on your shoulders suddenly becomes much heavier. ..... Where there is sunshine, there is a school! "
This public service advertisement, which was shot by Fenbid, a Chinese and American brand, originated from a true story, showing the selfless love of teacher Shi Qinghua and Fenbid's concern for public welfare, making people feel warm. From then on, people quickly remembered the Guang 'ai School 103 children who needed financial aid, the unpretentious teacher Shi, and the Fenbid brand of Sino-American SmithKline. The story of Mr. Shi taking in homeless children, orphans, disabled children and poor children from all over the country was reported by major media in the country. For a time, it caused strong social repercussions and widespread concern.
Before the advertisement was broadcast, the children could not guarantee food and clothing, and their lives were very difficult. Two months after the advertisement was broadcast in Fenbid, the problem of eating was basically solved, and meat was eaten at every meal, bidding farewell to the history of eating Chinese cabbage at every meal. Teacher Shi also bid farewell to the title of "cabbage father".
In the following months, the teaching equipment was also improved, and the quality of life of children improved even faster. Now, Caring School has professional sports, art, music, computer classrooms and libraries. In life, every child has a bag of fresh milk every day. The history of eating Chinese cabbage is over, computer classrooms and "healthy huts" have been built, and volunteers have come. ...
Shi Qinghua and 103 The children of Guang 'ai School not only formed a deep friendship with Sino-American SmithKline, but also got the attention and help of the whole society because they participated in the filming of Fenbid brand public service advertisements. And these are the effects of Fenbid's public service advertisements.
Deception 2:
Perhaps the advertisement itself contains too many commercial elements, but as Pu Cunxin said in an Olympic public service advertisement, "But I believe that public service advertisement is like a lamp. If the light is brighter, there will be less darkness around us. "
After the advertising shoot, Sino-American SmithKline is still considering the children's health and future. In terms of daily health, in order to share Mr. Shi's medical expenses, Sino-American SmithKline specially invited doctors to examine the children, and funded the establishment of a "Fenbide Health Cabin" equipped with 20 small medicine boxes, which contained regular medicines for colds, fever and diarrhea, as well as routine instruments such as sphygmomanometer, eyesight tester and stethoscope. Children's headaches and brain fever can be solved here.
In order to let children master more competitive skills, following the Fenbid Healthy House, on June 5438+065438+ 101day, 2008, the "House of Love of Light-China Children's Culture and Art Foundation Training Center" was listed in the Love School, and Sino-US SmithKline donated Fenbid Healthy Sports House. On the one hand, children can receive art training, on the other hand, they can also exercise and grow up healthily.
What's even more touching is that the employees of Sino-American SmithKline specially set up a volunteer service team of Love School, and they go to Love School every month to help children, teach them dance, martial arts, do handicrafts and grow vegetables with them. Communicate with children's lonely hearts and give them psychological warmth and care.
Skill analysis
Today's charity, like a heroine, has been on the colorful online stage, and there is enthusiastic guidance from the director behind. And this behind-the-scenes director is our business. They hold high the banner of "charity" for enterprise marketing, and are realizing the dream of "killing three birds with one arrow": effectively enhancing the brand image without advertising fees; Donate to charity; Actual profit income.
Cisco effectively conveyed the new concept of "new network, people-oriented" with the help of "network assistance plan", which laid an effective network popularity foreshadowing the transformation to the identity of "Internet solution provider"; Microsoft has awakened the public's charity feelings in an easy and cost-free way through the I'm plan implemented by MSN, and the popularity of MSN has soared. Even China Merchants Bank, without the help of the Internet, recently announced that the activity of "Love the Playground, Red East China" was only carried out for eight months, and the number of card issuance increased by spurt, doubling during the year.
Charity marketing let non-utilitarian charity start to catch the commercial express train and soar! But where to go and how many traps there are on the way are really thought-provoking!
In addition, many private fund-raising activities, including individuals and enterprises, do not have legal fund-raising qualifications and lack the supervision of third parties. So where will the money and donations they raise go? Who will supervise?
Not only private fundraising, but also legal charities lack effective supervision of laws and systems on the flow and use of donations. In this regard, we must call for the introduction and implementation of laws and systems related to charitable donations as soon as possible.
Consumer guide:
There are many things that make huge profits in some name or under some guise. For example, some health care products enterprises and specialized hospitals hold high the signboard of "public welfare" and advocate "solving sub-health", "caring for women" and "so-and-so charity project", which are actually propaganda slogans. As the saying goes, "Good things don't go out, bad names spread thousands of miles", and those disgraceful things always spread fastest in society, so people began to realize the great purpose behind "pseudo-public welfare" and were gradually paralyzed by the word "public welfare". These problems exist not only in the field of public welfare marketing, but also in other industries and categories. The final result is the result of "bad money chasing good money" in economics. Of course, this cannot be said that people's understanding is too emotional, but that entrepreneurs and scholars have too little research and explanation on public welfare marketing. However, we don't need to worry about it, because good things always stand the test and experience. With the interpretation of the connotation of media public welfare marketing, large enterprises will actively integrate industries and the market will become more and more standardized. Public welfare marketing itself will gradually build an invisible moral threshold for enterprises.