5.81 million people participated in Tencent’s “Children’s Gallery” charity event. From being popular to being questioned, why was it so popular?

On the morning of August 29, the WeChat Moments were flooded with a one-yuan painting purchase event at the "Children's Gallery" of Tencent Charity. With no queue-jumping in the WeChat Moments, donations exceeded 15 million and more than 5.81 million people participated. This power of " social + charity" is amazing!

The event received a total of over 15 million in donations. From rapid explosion to various doubts, social platforms have made charity a loving force that everyone can touch, but at the same time it also requires a more transparent mechanism.

The activity doesn’t look that complicated, and there is nothing unique about it from a creative point of view. However, because there aren’t too many additional elements, it seems that the activity is presented to the audience more realistically, and once you open it, you will be touched.

This is the power of social interaction, and this is also the power of public welfare.

The people who swipe the screen to purchase paintings basically all sincerely hope to help patients with autism, cerebral palsy, mental disorders, intellectual disabilities, etc. Through an H5 fundraising campaign, more people's kindness has been inspired, which is very valuable.

I privately asked an insider whether they used KOLs to spread the word, or used Tencent's advertising resources, etc. The insider replied that it was a spontaneous explosion without any resources involved.

So let’s analyze why it can detonate quickly?

• First, the threshold for playing should be low: one yuan for charity.
• Second, create a sense of exclusive participation: introduce personal names and other identifiers to increase the sense of participation.

Third, spread love: stimulate users’ desire to share across all social networks. Moments and WeChat groups make this picture and H5 ubiquitous.

Fourth, the foundation of good content and good products: These paintings are created by patients with autism, cerebral palsy, mental disorders, and intellectual disabilities. In the 36 paintings, you will see innocence, fantasy, enthusiasm, hope, etc. Even the author's voice will touch the participants. The contrast between the author and the painting makes more people feel that they should do something...

Fifth, trust endorsement: Because of the brand endorsement of Tencent Charity, the sense of trust has been greatly enhanced in social media. Of course, the donation amount is not high, starting from 1 yuan, so this item is not the most important.

Sixth, public welfare by everyone: becoming a new detonating point.

Charity does not necessarily require large donations. If more people can be mobilized to participate, even if each person donates 1 or 2 yuan, it can also produce a huge effect. Of course, there are some charity activities that are not aimed at donating money. You can also donate by participating in sports. It is a good thing to complete charity through "personal behavior change + corporate appreciation" and leverage the fission and spread of love through social platforms.

After this activity became popular, it was met with a wave of doubts. For example, many people questioned where the one dollar they donated went ? Did it go to Tencent or to that NGO? Why didn’t it reach those children?

So later Tencent Charity also responded:

One dollar may seem like a small amount, but after 5.81 million people participated, it became a donation of 15 million. Of course, there will be doubts. The most important thing is how the platform can achieve openness and transparency so that each trigger has better results.

Charity has experienced great ups and downs in China over the years. I have participated in many charity activities and witnessed the development of some charity organizations. There are still many caring people who are keen on charity and dedicate themselves without expecting anything in return. Their original aspirations remain and charity will go far. I very much hope that more caring people, institutions, organizations, and businesses will get involved and unleash your abilities. For example, if your company is engaged in big data , can you use the power of data to promote charity? For example, if your company is engaged in logistics and freight, the delivery truck can also be a mobile charity platform.

Alipay ’s Ant Forest, Tencent Charity’s Children’s Gallery...these charity activities will become classics.

I am looking forward to the next charity event, let’s go viral together!