| 10、Cause Marketing 2.0: A Social Reality Game on a Mission for Change （By Gennefer Snowfield | February 13th, 2009 Comments） Cause Marketing initiatives come in all shapes and sizes from cause-branded products to community events. But only one comes in a brightly colored deck of cards with opportunities for affecting change through real life activities. Akoha, the world’s first social reality game, is built on the premise of bridging the on- and offline worlds in meaningful ways. With missions focused on simple things like thanking someone or buying a friend a cup of coffee or sharing your favorite book, Akoha cards help build relationships and spark everyday change. The concept forces players to take a step back [from their computers, preconceived notions and routines] to connect with others in substantive ways, and in turn, each activity earns them points. Taking the idea of ‘playing it forward’ one step further, Austin Hill, Chief Instigator, and the rest of the Akoha team decided to implement cause-related missions into their decks, making volunteer activities and good deeds point-worthy, and turning actions into dollars and resources that benefit charitable organizations worldwide. Akoha is a unique social reality game that bridges the on and offline worlds. Can you tell us a little more about the concept and how the idea was born? In 2005 my brother passed away after a tough two year battle with colon cancer. He was 19 when diagnosed and 21 when he passed away. Right after his passing, I was at the TED conference and was inspired to find a way to use my experience with technology startups and combine my interest in social change and philanthropy. I was specifically thinking about ways to democratize social change, allowing everyday people a way to feel like they were able to make a difference in the world. I was inspired by the models of blogging, open source software and wikipedia. These models are open, collaborative and make it easy to aggregate small contributions from many people, giving their contributions leverage in numbers to create something larger and more meaningful then any one person could do on their own. At the same time my partner, Alex Eberts, was in a conversation with Jeff Skoll of Participant Productions (Producers of movies with social causes such as Inconvenient Truth) speaking about the powers of movies to instigate change. At the time, Alex was making violent video games for a major game producer and was motivated to focus his skills on trying to make a game with meaning. It was these two conversations that started our discussion about making a game with social meaning. To create real meaning in our players’ lives, we decided to make the real world the play environment for the game instead of a virtual world. You have a current ‘mission’ to help build a school library in Nepal. Were cause-related missions always part of the strategy? There is a community project where all the missions completed by our players contribute the construction of a school in Nepal, in partnership with Room to Read. This has always been part of the project. The core principles we set out to design Akoha with were the following: + The game itself should have a positive impact on players’ emotions and lives. + We wanted to create a social environment that had opportunities, not obligations, for positive social acts. We didn’t want to approach this with a traditional philanthropy message of ‘XYZ cause needs your help, and you should feel bad and contribute.’ + Putting the FUN into FUNctional. The game should be fun for players, and the social meaning couldn’t take precedence to our players having fun and wanting to share it with friends. + The game should be profitable, creating an ecosystem and economy that can direct funds to cause related projects that our community can sponsor in creating a self-sufficient enterprise that can fund it’s own growth without depending on grants or donations ourselves. Why did you decide to add causes to the missions? Because of the history of the project, that is what excited both Alex and I, and was what we had begun the project looking to accomplish. We began the adventure of Akoha asking ourselves “What if playing a game could improve the world,” so the social meaning aspect was always at the core. We felt that the time was right to give players a way to both make positive contributions to their communities, and see those local acts of kindness benefit other larger causes. What has been the response so far? It’s still early. We released an invite-only prototype in September at TechCrunch50 and in December we expanded the beta to allow anyone to obtain a deck of mission cards (or order them for the cost of S+H). Since then, we have seen more then 2,500 missions completed in 33 countries around the world. We’ve also see the early seeds of a great community of players who are working with us to give us feedback to improve the experience. Overall, we are very pleased with the progress so far. People have really warmed to the idea, but there are a lot of little product details we still need to improve before we are ready to expand this to a mainstream user base. What trends have you observed with the cause-based missions vs. others? All of our missions have an element of giving, sharing and interacting with others. Whether that mission is giving a copy of a book, inviting someone for coffee or changing a lightbulb to a compact fluorescent bulb. The missions give the players a good feeling as they share these with other people. The larger cause-related mission of the project provides the community a joint goal to work together towards. We think this will be a winning combination for Akoha as we continue to grow. I think there are a wealth of synergistic tie-ins for Akoha and real world cause activities such as volunteering, contributing to local charities and attending fundraising events. Do you have plans to integrate any of these elements into future missions? We do see a wide range of opportunities for missions such as these, but we are conscious to ensure that the missions are accessible and fun. For instance, a mission such as ‘Build a well in Africa’ might have meaning, but also isn’t necessarily ‘fun’ for a wide range of audience – or involves large financial or time contributions to complete. If missions such as “thank a stranger” are popular due to their ease of completion and the little moment of personal fun a player can enjoy by doing something they might not normally do, then these missions will spread the most. Millions of these missions being completed are very meaningful and the power of large numbers of people working together can create an economic model whereby we can undertake fundraising and charitable projects even if some of the missions being done are not all directly tied to a specific act of social responsibility. How will you continue to incorporate cause-related and charitable experiences into the game? Once Akoha leaves our testing and beta phases, we will have a number of mission decks being produced in partnership with causes we feel our community would want to get involved with. We’ll also allow team play where players can band together and have their Akoha missions benefit a specific cause. Another important element of our plans are to allow partners and players to create their own missions. Right now, we are moderating missions since the templates of what make good Akoha missions are still being developed. We are still learning what works and what doesn’t. Eventually, though an organization could design their own deck of mission cards and use that in their fundraising efforts or to promote elements of a cause-related campaign. There are many opportunities to expand cause-related efforts through our mission cards – both directly and indirectly. What do you think is unique about Akoha’s product in sparking social change? What social dynamics do you think help advance your efforts? Tying the project to philanthropy is a unique element in gaming (although we are pleased to begin to see others also approaching meaningful gaming in this way). This is just one aspect of the social change we want to accomplish, and see occurring [and re-occurring]. The larger potential of our choice of using the real world as our play environment has seen our players looking at every day life with a bit of a different viewpoint. Our players have reported ‘being changed’ and looking at opportunities to play missions, or ideas for missions to design, now happening as they walk through a room, or down the street. This cognitive shift where players feel empowered to make a difference no matter how small in the environment and lives of those they encounter is a powerful thing that through which we are only beginning to scratch the surface of its far-reaching potential. Finally, the choice we made to start with physical cards, real world artifacts that can be shared between players, was a risky one. We could have focused more on the technology (SMS, iPhone, Facebook) – but the choice was based on starting with the lowest common denominator. Everyone can give or receive a card. It somewhat forces players on actually interacting with another person. This is occurring through the mail as players mail gifts to each other, in person as they arrange to meet old friends they haven’t seen in a while, and also allows players to be adventurous – and expand their universe – by playing a mission with a stranger. Somehow the act of giving someone a card that says “I’m playing a game, spreading acts of kindness – you can now pay it forward” gives them permission to approach people they may not have had the courage to approach before. It acts as a social artifact for opening opportunities through play. That is exciting to see occur but is still just the beginning, and we have some work to do to make it much easier for our players to engage with Akoha in all manners which will include social networks, mobile and digital cards because so much of our live does, in fact, occur online. What are your thoughts on the concept around the new ‘conscious capitalist’ where for profit companies are actively engaging in cause marketing and socially responsible business practices? I’m a pretty ardent capitalist. I think capitalism is the single most powerful tool to bring about changes in people’s socio-economic status. But, at the same time, like any tool, it can be applied in ways that are very negative. Traditionally, companies served a community and were rewarded with business. Whether a local store or restaurant, there was a connection to the community. As we saw the rise of large, multi-national, efficiency-driven organizations, I think there was a shift away from this fundamental truth of business. This was aided by the mass market nature of television and broadcast advertising. There was no need to serve a community, just advertise to a large enough audience with something that made them feel desire, envy, insecurity or sold the hope of a product so that consumers craved it. With people looking for more meaning in their lives, they are starting to become more conscious of the brands they support and what those brands stand for. I think its positive to see the pendulum swing back to incorporate some more cause-related values in the companies we associate with. I, personally, in over 12 years of being involved in social enterprise have seen the benefits that it provides employees who feel engaged with the mission of the company, partners and customers. I do, however, have a concern that many companies will start to move into the practice of ‘ethics washing’ their brands the same way we saw ‘greenwashing’ become popular. This practice has them spending more on marketing dollars telling people how ethical or green they are than actually incorporating those values into what products they create, sell and how they engage with their customers. Is Akoha an eco-minded, socially responsible company overall? What green and sustainable practices do you support? What environmental and social issues are important to you? We are a small, 10-person startup, and we all believe in the causes we support. This means we are all involved in various volunteer activities in our community (our company organizes local Montreal community events to benefit a number of charitable organizations), we also recycle in the office and keep an eye on the types of products we buy for the office. This is simply a matter of being authentic. Even though we are small, we can do our part. Do you consider yourself a social entrepreneur? What other ventures are you involved in? For my personal projects, I want them to all have an aspect of social meaning. In 1997, I was the co-founder of a security and privacy company that was at the heart of the debates around civil liberties online. We were focused on how to protect things like privacy, information control and making sure that Internet users retained the same rights we enjoy in the real world when online. I personally experienced how it provided our employees, investors and partners a sense of larger meaning. It was incredibly rewarding even though many aspects of the product didn’t work and we ultimately had to change to survive. It was a great experience, and one that I choose to always incorporate into my future projects – create meaning, while making money. I’m also involved in venture capital and angel investing in various technology projects where I encourage entrepreneurs I work with to get involved in meaningful activities. This is more from a mentorship standpoint with the entrepreneurs. I don’t impose, since they are not my companies, but hope to serve as a positive guide in their endeavors. What components do you think are critical for executing a successful cause marketing program? Authenticity, grassroots and social. I think you need to have an authentic message or story, get it into the hands of an audience that cares, and make it easy for them to share it and adopt parts of that story as their own. A large company can run advertisements showing that they donated to a cause but I don’t think that is all that powerful. It may be a good ad campaign, it might include a commercial that is particularly touching that stands out during a 4-minute commercial break, but I question its long-term value. Companies such as Whole Foods and Tom’s Shoes create an entire consumer experience around a cause. These stories are authentic and allow people to say “I buy shoes at Tom’s Shoes because…” They want to tell their friends about how each pair they buy has a pair of the same quality being given to the underprivileged. It becomes a story that people wear on their feet and can be proud to share. It’s genuine, simple and incredibly powerful. How would you advise other companies on effectively integrating cause-related activities? Forget about your company’s product and think about its story. Think about the story for its ability to inspire your customers to make it part of their own story. We all live with the stories we tell ourselves and the stories we tell our families and friends. Those stories can be empowering or they can be pretty banal. If you can tie your story to a story that people are proud to tell themselves – and their network – then you’ve done something special. How important do you think intention is when it comes to cause marketing? It’s the number one ingredient I believe (Authenticity). There will be products that are designed to ‘address a socially responsible customer base’ that are more financially motivated, but they will fail to address the larger potential of evangelizing a customer base and making them proud of the products they associate themselves with. What innovations do you see on the horizon for social media and social change? Where role do you think cause marketing will — and should — play in that? Never before in our history has the power of the individual been so great to affect the many. I think it’s a testament to our own progress as a species that we can start to link the best of our values to the products we consume or produce. Social media gives a small amount of people the power to reach millions. I think it’s time for those prophets of change, the disillusioned, to start to create their own stories. They may not all be entrepreneurs, or captains of industry, but they can be part of the sea of change that is occurring. And it’s easily achieved through what they choose to put on their Facebook page, their online profiles or even what links they share with friends. Your mission, should you choose to accept it… … is to find your story. Austin offered many compelling points as it relates to cause marketing, but I think the most important of which was about telling an authentic story, and reaching consumers in ways that they can relate personally in making that story their own. By doing so, you not only connect your customer with your cause in a powerful way, but with the story behind your support for that cause. Then, it’s instantly transformed from a marketing message to a tale of inspiration, possibility and change. And, thanks to the power of social media, who doesn’t like to share an inspirational story with ten or twenty thousand of their closest friends and family online? |
| 推荐阅读《守护自然》 标签： NGO 公益时评 第一次接触TNC（大自然保护协会）是在一年多以前。一家调查公司受TNC委托采访我，询问对TNC中文译名、中国环保等看法。这样细致的做法在NGO领域很鲜见，给我留下的感觉是，TNC做事情有点与众不同，颇具专业素养。近日读过《守护自然》之后，我的这一猜测得到了印证：这确实是一家久经风雨、非常成熟的国际NGO（非政府组织的英文缩写）。 《守护自然——全球最大的环保组织TNC不寻常的成长故事》由美国记者比尔·伯查德撰写。作者说，他完全是“出于对管理和自然保护的兴趣”才写这本书的，写作过程非常认真投入：他采访了225名TNC员工及合作伙伴，查阅了几千份文件。因此，这本书就像是“一个长篇新闻特写，没有添加任何故事情节”，连所有人名都是真实的。通过这本书，读者可以清晰地了解到TNC从1951年成立至今近60年的历史轮廓。 这一历史轮廓由9个代表性人物构成。虽然他们并不是TNC发展的全部历史，但对TNC的发展却至关重要，正是他们卓越的领导才能和忘我的工作使TNC变得出类拔萃。在这9个人当中，有植物学教授古德温，他曾两次担任TNC最高行政长官，领导组织重组；有哈大学著名生态学家詹金斯，他重新界定了TNC的科学使命，创造了系统决策而不是机会主义决策的组织文化；有博学的企业管理者瑟希尔，他凭借早年在麦肯锡任职的经验，建立了专业的现代管理体系，教会企业如何协同作战；有妙语连珠的律师塔可塔，他带领TNC把在美国成功开展的保护事业拓展到亚太地区以及全球36个国家；还有麦考米克，他经历并亲手处理了《华盛顿邮报》所引发的公共责任危机。 作者通过采访当事人及其他直接见证人，真实还原了发生在这9个人身上的TNC的故事。每个故事都充满了问题、挑战、思考、争执乃至斗争，跌宕起伏，引人深思。这些故事回答了许多关于TNC取得成功的基本问题：是什么使TNC如此富有战斗力？我们能够从创造了组织战斗力的人们身上学到什么？一个有着高效率的团队是怎样凝聚在一起的…… 我也是带着类似的问题去读这本书的。在我看来，9个故事中的前3个故事最有教育意义，给我留下的印象最深。它们分别代表了NGO成功所要的三件秘笈。 秘笈之一是治理结构，这体现在古德温的故事中。对于包括TNC在内的许多组织，在发展之初，决策程序不严谨、个人主义盛行的现象可能引发致命危机。TNC在20世纪50年代也遭遇过这样的危机。书中记载，TNC的两名元老级人物费尔（TNC执行董事）和鲍（总裁）的工作风格有所冲突，前者希望有管理严格的机构、文件制度，后者着力于人员与土地交易，容易忽略法律和财务的细节。两者分歧越来越大，到后来,他们的冲突和歧见严重影响了整个组织的运转。最后，董事会委任古德温接替鲍的工作，并进行高层领导班子的重组。 重组的过程是残酷的，费尔这位劳苦功高的元老被董事会降职为行政秘书。后来，心有不甘的费尔又与古德温竞选TNC总裁一职，试图力挽狂澜，却以失败告终。至此，古德温的领导地位确立，并得以开展一系列的机构改革，甚至修改TNC章程。从历史的角度看，这场所谓的“控制权之争”对TNC的早期发展非常重要，否则TNC的发展方向可能会由于费尔的个人主义发生严重偏差，甚至连总部都要迁址（费尔曾主张将TNC总部迁至美国中部的伊利诺伊州）。这一切背后的制度保障正是得益于TNC的治理结构。 秘笈之二是使命与专业化，这体现在詹金斯的故事中。詹金斯1970年加入TNC，此时的TNC在古德温等几任总裁的领导下已经进入了高速发展阶段，主要业务是大量收购土地进行保护。收购数量的增多带来了一个新的问题：什么样的土地才值得收购？TNC雇佣的那些在商业界、房地产界有丰富经验的人并没有思考这个问题，他们以为收购土地越多，保护事业也就越成功，甚至将一般的、没有很高保护价值的普通开阔地也纳入到收购对象中。 生物学科班出身的詹金斯对此却有截然不同的看法。他认为TNC应保护地球上最具有生物多样性价值的地方，特别是那些充满了珍稀物种及其栖息地的区域；TNC应明确使命，有选择性地收购各式各样具有不同生态价值的土地，打造一艘生物多样性的“诺亚方舟”。 知易行难，对TNC的土地交易人员而言，客观判别土地的生态价值极为困难。聪明的詹姆斯开发了一套 “自然遗产”软件系统，专门用来评估土地的生物多样性资源，这样，用户就很容易比较不同土地的生态价值，从而做出符合TNC使命的决定。这一系统被誉为是“一个划时代的产物”，促使TNC的土地保护活动更加专业，并服务于TNC的使命。这一系统凝聚了以詹金斯为首的技术开发团队的努力，《守护自然》对此有详尽的叙述。 秘笈之三是筹资能力，这体现在诺南的故事中。筹资对NGO的重要性不言而喻，对TNC更是如此，因为TNC每年需要大量资金收购土地进行保护。 诺南自1973年担任TNC总裁，他曾经是足球运动员，还读过MBA，做过策划，是TNC的明星级土地交易人。诺南为TNC做出了诸多贡献，奠定了组织的文化体系，其中对TNC有深远影响的一点就是筹资文化。书中记载，他关于“TNC组织中的每个人都是筹款人”的主张已经深入到TNC的每一个人，以至于现在在TNC工作的人都知道，在这个组织的文化中，你应该“自己挣饭吃”。不仅如此，诺南还大胆创新，动议建立了一笔2000万美元的“土地保护资金”。这相当于一个内部银行，土地交易人员可以从这笔基金里借钱购买土地，然后再偿还贷款，TNC可以将偿还的本金再提供给下一位借贷者，并将偿还的利息用于日常开支。这一做法的聪明之处，是使捐赠到基金的款项起到了双倍的作用，TNC的筹资能力也因此提升到一个远远超过历史水平的高度：20世纪70年代，TNC的投资基金从500万美元增加到3000万美元。此外，诺南还领导TNC与许多大公司保持业务往来、邀请这些公司的首席执行官到董事会来，使一些大公司成为TNC最重要的环保合作战略伙伴，这种文化延续至今。 古德温、詹金斯、诺南的故事深刻说明了治理制度、使命与专业化、筹资能力对NGO生存发展的重要性，作者用TNC的历史对此作了生动的演绎。《守护自然》所记载的其他6个故事所体现的道理基本未逃出这“三件秘笈”的范畴，这里不细说了。对自然保护，特别是对保护组织的建设与发展有兴趣的读者一定要去读一读。 尽管这本书写的是一个保护NGO的故事，但故事折射出的道理，却普遍适用于所有类型的组织。因此，不仅NGO的朋友可以一读，相信各类企业的管理者也可从这本书中获益。 商道纵横 郭沛源 （本文原载大自然保护协会网站） |
| 当不少美国人依然在金融危机中挣扎、努力摆脱债务的时候，两个25岁的美国女孩却创立了自己的小额贷款机构——“我开”（www.wokai.org），号召美国人把自己的闲钱捐献出来，专门为每天生活费不足1.25美元的中国贫困人口提供贷款。从2008年创办至今，“我开”已经为200多名中国农民募集了将近10万美元资金。https://youchange.org.cn/?p=672 |
| 世界杯未到 慈善集结号先响 https://www.gongyishibao.com 2009-10-20 来源： 公益时报 【 记者 尔 丰 明年七月，2101年足球世界杯将由一场众星云集的慈善音乐会拉开序幕，出席慈善音乐会的演员阵容与嘉宾名单将会等到明年一月正式确定并公布。 目前已经确定，这场以慈善为主题的明星汇演将由凯文·沃尔(Kevin Wall)执导。有“公益导演”之称的凯文·沃尔是Live Earth气候危机演唱会创办人，他也曾经制作筹备2005年的Live8演唱会。此前，他与美国前副总统艾伯特·戈尔合作，确保Live Earth气候危机演唱会顺利进行。 他亦是曾获艾美奖的监制，曾制作超过300场著名歌手的演唱会。此外，他亦创办了环保组织SOS (Save Our Selves)提高人们对全球气候转变的关注，对抗全球暖化。 “我们将特别邀请一些南非的艺术家参与其中，这是一场有关呼吁全球重视非洲的慈善音乐会，当地的艺术家将扮演重要的角色。”沃尔表示。 据BBC报道，辣妹组合打算取消明年7月10日在南非约翰内斯堡奥兰多体育场举行的演唱会，可能与此有关。 2010世界杯慈善音乐会将推出由国际足球联盟(FIFA)发起的“20 Centres For 2010”慈善活动，旨在筹集善款为非洲建造20座足球体育场，提高非洲人对于健康、教育以及足球的意识。除此之外，这项活动还将给非洲落后地区的年轻人更多的教育机会与更好的卫生条件。据国际足球联盟称，希望通过20 Centres For 2010慈善活动，用足球来改变非洲的社会面貌。 据悉，这场活动预计募集善款一千万美元。除此之外，国际足球联盟将为本次世界杯资格赛中每一粒进球捐出500美元。 |
| 英国推行社会企业标志 https://www.gongyishibao.com 2009-7-21 来源： 公益时报 本报讯（小 亦） 一个由英格兰西南部社会企业成员组织RISE设计的社会企业标志，近期开始在英国国内推行，一些知名的机构纷纷申请拥有这个全国承认的标志。目前已经至少有十家位于英格兰西南部以外的社会企业新近被授予该标志，而预计到今年年底，该标志将向所有的英国社会企业正式开放。 已拥有该标志的社会企业包括帮助流浪人群寻找住所和工作的Emmanus Bristol，伦理公关机构Green Rocket（绿色火箭），Sandwell社区护理信托，以及Selwood住房协会等等，Selwood也是英国首家获得该标志的住房协会。 同时，还有六家来自苏格兰的机构和一家来自北爱尔兰的机构在等待获取该标志。 对于该标志的浓厚兴趣源自研究机构ICM所进行的一项调查，调查显示70%的消费者认为他们更愿意购买具有社会使命的机构所提供的产品或服务，而不是那些注重股东的机构。 RISE的主席，同时也是培训类社会企业Cosmic的首席执行官，英国社会企业大使Julie Harris认为该标志对于社会企业以及道德消费主义的未来至关重要。她谈到，“越来越多的机会每天都在涌现，使各类组织从不断增长的道德消费主义趋势中获益，社会企业标志非常有助于人们了解一家企业是否真正地由社会价值驱动。” “到今年年底，社会企业标志将在英国全国通行。我们希望它能像公平贸易品牌那样成功，使人们的购买行为更具责任感。” 无限潜能是致力于提供创新型服务，来改善人们的幸福感与健康状况。今年4月份它在社会企业指数上位列发展最迅速的健康及社会关爱类社会企业。在被授予社会企业标志后，这家机构的首席执行官Chris Dabbs表示，“社会企业是一种更好的商业模式，而社会企业标志使我们能够向人们展示，我们真正地是由社会与环境目标所驱动的。” 社会企业标志是由大乐透基金提供资金支持的，其他赞助方还包括南部及西部合作社集团以及Triodos银行。一家社会企业想要获得此标志，必须提供证据以满足一系列标准，包括： -他们的社会目标与成就 -交易水平 -收益和资产用于支持其社会目标 -以上几点均体现在其公司章程中 |
| 新媒体凶猛 NGO传播的福音？ 编者按： 许多NGO已经从工作经验中得到切实体会，充分利用传播手段能够为机构发展带来意想不到的效果，至少，筹款和机构声誉这两个标准的指标与传播息息相关。尽管新媒体的概念是媒体制造出来的新名词，不过，其他领域的进步和创新的确能够刺激公益领域朝前发展，无论是被动跟风还是创造性利用。其间策略需要一个试水之后逐步完善的过程，而受益的，理应是各机构公益宗旨的实现。 ■ 本报记者 徐 辉 近日，国际环保NGO绿色和平高调招聘“网站社交网络推广专才”，担任网络推广经理一职，主要负责开展在网络上的推广策略。绿色和平被誉为是NGO领域运用社交网站SNS(Social Network Sites)成功推展自身的“标杆”，在“人人网”上开设了公共主页，传播环境资讯和理念，拥有的注册用户达到18万。绿色和平自称“是国内最重视互联网应用的NGO之一”，这次专门招聘SNS的经理，对SNS的重视可见一斑。 绿色和平一直拥有强大的调动传统大众传媒的能力，但是随着开心网、人人网、校内网等SNS网站在网络上的风起云涌，SNS受到中国网民白热化的推崇——据了解，开心网和人人网的用户都已经达到7000万，所以，包括绿色和平在内的NGO们纷纷向SNS靠拢并不奇怪。 以在某个SNS网站上注册为起点，标志着NGO从此在SNS网站上安营扎寨去收拢数千万SNS网友的决心。 中国扶贫基金会的步伐走得更远，在入驻开心网，拥有10万粉丝，25万点击量的同时，还设计出国内第一个以公益为主题的SNS网站——欢乐人生网，以打造网络上的“人人可公益的”社区。壹基金、中国红十基金会、世界自然基金会（WWF）等国内外知名的NGO也纷纷进驻开心网。为了开辟网络上的资源，更多的NGO们也在摩拳擦掌，跃跃欲试…… NGO更爱新媒体 追赶新媒体的潮流似乎是顺势而为，看看国外的一些数据就知道新媒体为什么对NGO有这么致命的吸引力了。在美国，据马萨诸塞州德特默斯大学市场研究中心，对福布斯排行榜前200家大型公益组织的研究显示，在2008年，就有近90％的公益组织与包括SNS、博客、播客等新媒体保持了紧密的关系，这个数据要高于2007年的数据，甚至高于学术领域和商业领域使用新媒介的比例。而就相关数据显示，美国网民越来越倾向于运用新媒体进行捐赠。 “这个数据不奇怪，新媒体在NGO领域肯定要发挥越来越重要的作用。”尹旭对新媒体技术在NGO领域起到的作用非常乐观，他认为越来越多的国内NGO使用新媒体肯定是一个不可阻挡的趋势。 尹旭是网站“E惠社”的创建者，“E惠社”专注于研究非营利领域互联网的应用，会翻译和评析美国非营利领域互联网应用的动态和案例，也会报道和研究国内非营利组织的互联网应用状况。“商业毕竟注重的是买卖关系，而NGO更注重的是改变人们思想上的认识，所以会更需要互动性强的新媒体。”尹旭对于为什么NGO比商业领域更喜欢新媒体做了这样的解释。 绿色和平将新媒体运用到了极致：除了在人人网上有众多的拥趸，在YouTube、Facebook、twitter上，绿色和平（虽然这三个目前美国影响力最大的网站在国内不能打开）也经营的很成功；新浪微薄、优酷、豆瓣也都有绿色和平自家的一亩三分地。 绿色和平中国办公室项目总监施鹏翔告诉记者，在高度信息化的社会里，绿色和平不仅希望能跟上快速发展的步伐，更希望把握好这样的机会，借助新媒体让环保的理念影响更多人。“我们对新媒体的关注和投入开始得比较早，目前我们主要利用新媒体来做传播环保信息、更新项目进展、开展网络活动等方面的工作，今后我们也会继续探索新媒体更大的运用空间。” 开心网打出公益牌 NGO对新媒体情有独钟的同时，以SNS为代表的新媒体，对NGO的加入也敞开怀抱，欢迎NGO的入驻。以国内影响力最大的SNS网站，开心网为例，已经有18家公益机构入驻。在壹基金入驻开心网时，甚至一向低调的开心网的创始人程炳皓，都握着李连杰的手出现在了公众的面前。 尽管开心网对公益机构入驻已经非常重视，但对公益机构真正的重视起来，源于一个“玻璃女孩”小嘉宁的故事。小嘉宁在1岁的时候，就患上了“全身型幼儿类风湿”，她的全身关节被破坏，几乎成了“玻璃人”，别人每次和她接触时，稍有不慎就会造成骨折。为了治病，今年12岁的小嘉宁每个月仅仅吃药打针的费用就要7000元，现在小嘉宁的家已经家徒四壁，面临停药的困境。 这个帖子在开心网上受到空前的关注，跟帖人数就达到了近4000人，甚至有开心网的网友倡议网友每人在网上捐一块钱行善，来帮助小嘉宁。这个事情让开心网更进一步认识到，借助于这些有社会影响力的大型的公益机构，开心网可以成为一个有影响力的社会公益平台。 而相对其他入驻的机构，开心网对公益机构也提供了最大的支持。开心网的相关人士对记者透露，开心网会在人气多的组件里为公益机构做推广，促使更多的用户成为公益机构的粉丝。同时会帮助那些对网络推广还不太熟悉的公益机构出谋划策，增加影响力，曾对WWF在网络上的推广提出建议。在力所能及的情况下，还对公益机构自身的网站建设提供帮助，比如向中国扶贫基金会提供技术咨询，为其联系服务器提供商。 “开心网很重视公益机构的入驻，帮助他们与更多网友建立稳定顺畅的联络。”这位开心网的人士认为，开心网最基本的责任是给入驻的公益机构提供稳定、通畅的网络平台，这一点目前来看没有问题。当然，开心网有近7000万网友，在推动公益事业方面还有相当大的潜力，“所以开心网愿意和公益机构一起，通过研发新功能、推动公益活动等方式，让开心网成为一个有影响力的社会公益平台。” 在新媒体上，NGO也获得了不一般的关注。以入驻开心网的壹基金为例，壹基金发出的信息通常会获得几十甚至上百条的评论，仅李连杰的个人主页就有180多万粉丝，李连杰所发出的信息也大多是关于公益慈善的，获得的评论更通常会达到几百条。开心网的粉丝们的确给了公益机构不一般的重视，据了解，在开心网粉丝数排名前十的机构中，公益慈善机构占了两席。 天上不会掉馅饼 1月14日，WWF在开心网上发帖，“你知道WWF为何用大熊猫作为整个基金会的标志么？”这条贴子得到了76条评论，很多评论都让记者忍俊不禁。比如，“熊猫毛遂自荐的”，“决定标志的时候，一群熊猫冲进会场，威胁说：要是不用它们做标志，就把在场的所有人都打成熊猫眼……” 在众网友的嬉笑怒骂中，真正的答案慢慢来临，而关于哥本哈根会议的信息也在评论中出现，网友们在开心评论的同时，也知道了环保的前沿信息，接受了环保教育。据了解，WWF在开心网上的推广是相对比较成功的，但对于更多的公益机构来说，虽然他们在新媒体上有了一席之地，也得到了新媒体的大力支持，但是却并没有取得很好的成效，机构主页上的网友“门可罗雀”，网友对公益机构的动态信息并不在意。 “利用新媒体虽然是社会的趋势，但是天上是不会主动掉馅饼的，去使用新媒体很简单，但是运作好并不简单，”尹旭说，当然，这种以为在SNS上注册了就万事大吉的情况，在国外也同样存在。 在SNS网站上注册了，并不代表着网友自然而然地就会过来，而是需要去用心地，专业性的运作，需要策划不同的选题，创造吸引人的内容，让网友很好地去互动，这个过程需要专业人才的大量的时间投入。除非是网友已经足够多，可以自己发起讨论的话题。 这也是为什么同样是在开心网上注册，有的公益机构的访问量达到80万，而有的机构的访问人数寥寥无几的原因。开心网的丁先生认为，公益机构应该充分利用SNS在互动上的优势。但是大部分入驻的公益机构目前都是有事的时候发一个贴子，没事的时候就悄无声息了。“其实应该多利用这个平台与粉丝互动，表达对粉丝的关心和关怀，这样才能在有事时获得粉丝们的关心和关怀。在这一点上，WWF做的比较好一些，其粉丝数量和响应程度也就相对情况更好些。” 具体来说，公益机构首先应该熟悉网络传播技巧，网络传播的特点与传统媒体不一样，有的机构直接把工作报告拿到开心网上来发表，网友并不爱看。另外需要更强的推动力。壹基金在短时间内成为目前在开心网和网络上最有影响力的公益机构之一，其他公益机构也可以借鉴，借用明星、政府、媒体的力量，推动自己在网络上的影响。同时，公益机构应该推出更多适合网络的活动。但是目前来看，一是公益机构在开心网上活动数量不多，二是也很少考虑到网络的特点，用操作一般活动的手段去办网络活动，效果不是很突出。 还在路上 新媒体是个好东西。但是对于新媒体运用，NGO只是拉开了新媒体时代帷幕的一小角，还没有成为新媒体舞台上的主角。对于NGO而言，最重要的还是筹款和招募志愿者，对于大多数的公益机构而言，这两项重要的任务还未展开，对于新媒体的利用还处在单纯的宣传的层面——NGO需要的，新媒体能够提供的，远不止提高知名度这么简单。 中国扶贫基金会在开心网上发起的“为西部地区贫困孩子捐赠过冬棉衣公益行动”，是利用SNS网站征集志愿者和筹款的一个很好的尝试，也是开心网上公益机构的第一次公益慈善征集捐款和志愿者的行动，并且战绩也不错。中国扶贫基金会的秘书长李利甚至乐观地表示，互联网平民慈善已规模初现，并大有可为。 中国扶贫基金会通过开心网运作的“温暖行动”也许确实很成功，那么下一次呢？长期的运作呢？在网络上让网友一次捐款很容易，那么怎么样才能让网友下一次捐款，甚至是长期的捐款呢？做一次志愿者很容易，那又怎么让网友成为长期的志愿者呢？业内相关人士对于扶贫基金会利用新媒体的成功并没有表现出相应的乐观，反而忧心忡忡。 根据相关资料显示，与传统渠道的捐款者相比，公益机构的网络捐款者更加年轻，虽然他们平均的捐款数额高，但是这些年轻网民的捐款历史短，忠诚度不高，更不容易保留。所以公益机构需要花费更多的精力去维护现有的捐款者，并去了解捐款者和潜在的捐款者是如何沟通的，进而制定合理的筹款策略。“而捐款者和潜在的捐款者会为他关注的公益话题捐款，所以维护好这些捐款者的关系是至关重要的。”尹旭认为，公益机构必须详细地去制定如何利用新媒体的筹款的战略，吸引网友的兴趣，以获得捐款，这样才有可能将一次的成功转化为长久成功。 扶贫基金会算是第一个“吃螃蟹”的公益机构，更多的机构对于招募志愿者和筹款还处在观望状态。“标杆”绿色和平目前在中国对新媒体的使用上，涉及志愿者招募的工作很少，而筹款工作更是完全没有开展过（当然这和相关法规对境外NGO筹款的限制也有很大的关系）。“今后我们也会继续探索新媒体更大的运用空间。”施鹏翔说，绿色和平会继续密切地关注新媒体。在新媒体的利用方面，“我们目前也正在努力的探索和积累经验的道路上。同时，我们很乐于参与NGO之间的交流活动，无论是失败的教训、还是成功的经验，都是下一步工作开展的借鉴。” 公益机构如何利用网络，尤其像SNS这样的新型网络，还是个比较新的事情，需要多总结、多探索、多交流、多学习，而且也应该更为重视，投入更多的人力。“其实这种投入会获得效益更高的回报。”丁先生对NGO和SNS的合作，还是非常得看好。 ■链接 新媒体神话下的事实 免费只是加入免费，实际上使用这些工具会占用很多时间和资源。 每个人都可使用，但是越多的人使用社会技术，就要花费更高的成本，并且越难在噪声中脱颖而出。 另外的一个到达受众的渠道是另外的渠道，但是没有一个原有的渠道会消失。所以你必须使用所有原有的渠道和这个新的渠道。 可以和捐赠者和志愿者建立关系，除非他们在噪声中找到你，并且你产生足够高质量的内容来使他们回来。而且，还没有证据显示新媒体会创建持续性关系。 你不能落后对于大多数的技术革新，等待最佳实践出现不会有什么问题。 简单地放弃和忽略新媒体都不可行。 5个建议 1.聆听：新媒体并不是着眼于个人，而是关注建立个体之间的联系，说话之前请先聆听对方。 2.参与：新媒体是关于交流和建立联系。不要只谈论自己，多问问题，让更多的人参与其中。 3.放弃控制：如果希望别人传播自己的信息，就必须相信他人。 4.诚实：在新媒体中没有秘密可言。确保你说的每句话做的每件事都真实可信。 5.眼光长远：不要奢望付出的努力可以立即见效。信任的建立需要长时间的努力。 （分别摘自E惠社：美国《中小型非营利组织社会性网络使用情况调研报告》和《美国非赢利组织利用新媒体情况》） 使用SNS的难题 首先，新媒体所能吸引到的用户群多是对公益组织比较关心的人，而对于如何转化那些缺乏公益观念的人没有一个清晰明确的策略方案，精准的用户定位为组织带来了相关用户但也某种程度上制约了组织的进一步延伸。 其次，内容设置上仍然比较死板，这也是传统宣传中一直无法摆脱的劣势所在，呆板的官样文章依然无法受到受众们的青睐，久而久之，会流失掉宝贵的受众群。对于公益组织来说，透明的账目出入和安全的捐款渠道也是众多公益人士所关心的，建议能够开设这样的一些版块帮助用户加深对公益组织真实状况的了解，也为用户捐款捐物提供便捷。 再次，公益活动更需要实际行动的支持，而不仅仅依靠网络上的舆论力量。 最后，公益组织在SNS上的宣传力度正在被削弱。随着越来越多名人、影视、媒体等各种各样公共主页的兴起，公益组织在SNS平台上的曝光频度也在减少，而单纯依靠用户间的分享互动传播效果是有限的。 （摘自《解决NGO与SNS的联合现象》） 开心网排名前五的公益机构 机构名称 粉丝 访问过其机构主页的用户 壹基金 33万 79万 世界自然基金会（WWF ） 20万 54万 中国红十字基金会 12万 14万 中国扶贫基金会 10万 24万 中国残疾人福利基金会 9.8万 18万 |
国外号码请输入国家代码，收不到验证码，联系管理员微信:zhb7171608
