徐本亮：公益项目普遍存在的12个问题
<div class="wx_rich_media_content" id="jsWxContainer"><section style="text-align: center; margin-left: 8px; margin-right: 8px;"><br></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"></span></section><section style="padding-right: 8px; padding-left: 8px; box-sizing: border-box; font-size: 16px; margin-left: 8px; margin-right: 8px;"><section style="display: inline-block;width: 100%;border-style: solid;border-width: 0px 0px 0px 6px;padding: 10px;border-left-color: rgb(230, 35, 52);border-right-color: rgb(230, 35, 52);box-sizing: border-box;" powered-by="xiumi.us"><section style="color: rgb(195, 13, 34);box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><strong style="box-sizing: border-box;">导语：</strong></p></section><p style="box-sizing: border-box;" powered-by="xiumi.us"><br style="box-sizing: border-box;"></p><section style="font-size: 14px;line-height: 1.8;box-sizing: border-box;" powered-by="xiumi.us"><p style="letter-spacing: 0.578px;"><span style="color: rgb(0, 0, 0); letter-spacing: 0.578px;">受疫情和经济影响，很多社会组织的日子不好过，生存和发展面临很多困难。但即使如此，每周还会有很多新的公益项目启动（见“<a target="_blank" href="http://mp.weixin.qq.com/s?__biz=MzkxNTI4OTU4NA==&mid=2247483916&idx=1&sn=1b6a336989c0795c86a49fe5c5710671&chksm=c1602693f617af85285412074472e1bcf691f0db5e56abb3b301288c0c65a65485abd5aca678&scene=21#wechat_redirect" textvalue="慈典" linktype="text" imgurl="" imgdata="null" data-itemshowtype="0" tab="innerlink" data-linktype="2">慈典</a>”），但在上海卓越公益事业评估中心理事长徐本亮看来，这些公益项目普遍存在12个问题。</span><o:p></o:p></p><p style="letter-spacing: 0.578px;"><span style="color: rgb(0, 0, 0); letter-spacing: 0.578px;"><br></span></p><p style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px;"><span style="color: rgb(0, 0, 0);font-size: 14px;letter-spacing: 0.578px;">“其中最突出最严重的问题是把活动当项目，把产出当成果，项目没有成效。”徐本亮认为，运营一个公益项目正确的理念应该是需求导向、成果导向。只有能够满足需求，做出成果的项目才是有价值的。</span></p></section></section></section><section style="margin-left: 8px; margin-right: 8px;"><br></section><section style="text-align: center;margin-left: 8px;margin-right: 8px;"><span class="wxart_image" wx-style="display:inline-block;width: 578px;height: 398px;"></span></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"><br></span></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><strong><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">马广志：现在几乎每天都有新的公益项目启动，在您看来，大多数公益项目存在什么样的问题？</span></strong><o:p></o:p></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><strong><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"><br></span></strong></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><strong><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">徐本亮：</span></strong><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">我自己做了28年的公益项目，近20年来一直在从事公益项目的培训、咨询和评估等工作。从我接触和评估的大量公益项目中，我觉得我们</span><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;color: rgb(217, 33, 66);">今天中国社会组织的项目主要存在以下12个问题。</span><o:p></o:p></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"><br></span></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;color: rgb(217, 33, 66);">1、项目和机构的使命不一致。</span><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">有些社会组织为了生存，只要有钱，不管行不行，什么都做。</span><o:p></o:p></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"><br></span></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;color: rgb(217, 33, 66);">2、做项目的动机和目的不清楚或不纯。</span><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">有的为了拿钱做项目；有的为做项目而做项目；也有的片面追求项目的经济效益，忽视项目的质量；个别社会组织还存在为了盈利牟利做项目的现象。</span><o:p></o:p></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"><br></span></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;color: rgb(217, 33, 66);">3、项目到底要解决什么问题不清楚，或者项目要解决问题太多。</span><o:p></o:p></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"><br></span></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;color: rgb(217, 33, 66);">4、项目的服务对象界定不清。</span><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">服务对象有的太宽泛，有的太多，有的根本不清楚。</span><o:p></o:p></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"><br></span></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;color: rgb(217, 33, 66);">5、服务对象的真实需求不清楚。</span><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">有的写项目计划书以前没有认真进行需求调研，有的把想象的、自以为的需求当作服务对象的需求。</span><o:p></o:p></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"><br></span></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;color: rgb(217, 33, 66);">6、项目没有明确的目标。</span><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">有的目标不清楚；有的目标太多；有的目标无法实现；有的只有定性目标，没有定量目标。</span><o:p></o:p></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"><br></span></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;color: rgb(217, 33, 66);">7、项目没有成果。</span><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">普遍存在把活动当成了项目，把产出当成成果。有些项目就是一些没有目标、没有内在逻辑联系的活动或服务的堆砌。</span><o:p></o:p></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"><br></span></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;color: rgb(217, 33, 66);">8、项目实施计划制定的不好。</span><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">普遍存在的问题有：实施计划中的活动和服务和目标没有关联度；实施计划太简单、笼统；实施计划缺乏可行性和可操作性。</span><o:p></o:p></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"><br></span></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;color: rgb(217, 33, 66);">9、缺乏实施项目所需要的资源、能力和条件。</span><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">结果造成虽然拿到了项目资金，但是项目不能有效实施，或者项目质量不好。</span><o:p></o:p></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"><br></span></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;color: rgb(217, 33, 66);">10、项目缺乏创新。</span><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">项目很雷同，别人做什么我做什么。</span><o:p></o:p></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"><br></span></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;color: rgb(217, 33, 66);">11、项目的财务预算不合理。</span><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">有的项目预算缺乏合理性和真实性；有的项目预算性价比偏低；有的项目预算比较粗糙，不够清晰具体。</span><o:p></o:p></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"><br></span></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;color: rgb(217, 33, 66);">12、项目财务管理普遍比较薄弱。</span><o:p></o:p></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"><br></span></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">我认为其中最突出最严重的问题是把活动当项目，把产出当成果，项目没有成效。所以，提高公益项目的有效性刻不容缓！</span><o:p></o:p></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"><br></span></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><strong><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">马广志：有些公益项目启动时轰轰烈烈，但很快就悄无声息了，有的甚至不了了之了。您认为造成这种现象最重要的原因是什么？</span></strong><o:p></o:p></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><strong><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"><br></span></strong></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><strong><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">徐本亮：</span></strong><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">你提到的这种现象还是存在的，我也看到过有些公益项目开始时轰轰烈烈，领导出场站台，媒体宣传报道，搞得非常热闹，结果虎头蛇尾，不了了之，有的根本没有结果。</span><o:p></o:p></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"><br></span></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">出现这种现象的原因很多。</span><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;color: rgb(217, 33, 66);">有的重形式轻内容，只追求项目的形式，忽视项目的实际成果。</span><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">有的对为什么做项目不清楚，有时候做项目就是为了满足领导的需求，让领导满意，或者单纯追求所谓的项目影响力。有的本来就不是项目而是活动，热闹一阵子就过去了。有的是因为存在前面提到的公益项目的一些问题，造成项目开始时轰轰烈烈，最后无疾而终，没有什么效果。</span><o:p></o:p></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"><br></span></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;color: rgb(217, 33, 66);">我觉得一个公益项目如果不能够有效实施，或者实施以后不能达到预期的目标，很有必要进行认真地反思和总结，找出原因加以改正。</span><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">这样才能真正提高公益项目的有效性，提高社会组织实施公益项目的能力。</span><o:p></o:p></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"><br></span></section><section class="mp_profile_iframe_wrp"><mp-common-profile class="js_uneditable custom_select_card mp_profile_iframe" data-pluginname="mpprofile" data-weui-theme="light" data-id="MzkxNTI4OTU4NA==" data-headimg="http://mmbiz.qpic.cn/mmbiz_png/6NY9CGHHJdkGkUl5wRQzzv0xUD1LThfKakjUiaiciabEjSePqLIr4CrgTp33ulS92ia6MicE9MqlbFuguLeicEvugLHg/0?wx_fmt=png" data-nickname="慈典" data-alias="" data-signature="展示正在运作的慈善公益项目信息手册，清晰呈现众多慈善组织的详细信息，分类介绍涉及群众生活主要方面的慈善项目，反映当前我国慈善领域资源分布状况。" data-from="0" data-is_biz_ban="0"></mp-common-profile></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><strong><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">马广志：您认为，什么样的公益项目才称得上是一个好的公益项目？您能否举个例子说明。</span></strong><o:p></o:p></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><strong><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"><br></span></strong></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><strong><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">徐本亮：</span></strong><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">我认为一个好的公益项目应该有以下几个特点：</span><o:p></o:p></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"><br></span></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;color: rgb(217, 33, 66);">首先，项目要和机构的使命相一致。</span><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">就是要选择和机构的使命相一致的项目，不是什么都做，有钱就做。</span><o:p></o:p></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"><br></span></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;color: rgb(217, 33, 66);">其次，要能够正确界定项目的服务对象。</span><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">项目的服务对象要专注。一般来讲，一个项目就针对一个服务对象，解决一个问题，取得一个成果。服务对象不能太多，也不能太宽泛。</span><o:p></o:p></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"><br></span></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;color: rgb(217, 33, 66);">第三，项目要有明确的目标。</span><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">项目目标就是服务对象在参加项目或接受服务给他们带来的改变和收益。而且这个目标是可以量化的，可以衡量的，可以实现的。</span><o:p></o:p></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"><br></span></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;color: rgb(217, 33, 66);">第四，项目要有成果。</span><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">这个成果是指项目目标的达成，是项目给服务对象带来的改变和收获，而不是仅仅项目搞了多少活动，服务了多少人数。项目成果是在外部的</span><o:p></o:p></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"><br></span></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;color: rgb(217, 33, 66);">第五，要有实施项目的资源和能力。</span><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">否则你有再好的想法和计划，没有资源、没有能力，也没法实施，也不能够取得预期的效果。</span><o:p></o:p></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"><br></span></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;color: rgb(217, 33, 66);">第六，要创新。</span><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">因为需求在变化的，只有创新才能更好去满足变化的需求。</span><o:p></o:p></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"><br></span></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;color: rgb(217, 33, 66);">第七，要有合理的预算</span><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">。因为做公益项目要有成本，也要讲究性价比</span><o:p></o:p></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"><br></span></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;color: rgb(217, 33, 66);">第</span><span style="color: rgb(217, 33, 66);outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">八，要充分整合利用社会资源。</span><o:p></o:p></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"><br></span></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">在我做公益项目的28年中，坚持按照以上好项目的特点选择和实施公益项目，取得了很好的成效，打造了一些具有良好社会效益和社会影响力的品牌项目。其中“阳光下展翅——上海青年就业援助行动”2007年获得中华慈善事业特殊贡献奖、2010年被评为上海青年“十大公益项目”；“共享阳光——外来务工人员子女就业援助行动”获得2009年中华慈善奖“最具影响力慈善项目”；“万名农民工绿色网上行”获得2010年“芯世界”公益创新奖一等奖、2013年被评为上海“十大慈善品牌项目“；“外来媳妇就业技能培训”获得2011年全国“十大女性公益品牌项目” 和2011年“中华慈善奖”提名奖。</span><o:p></o:p></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"><br></span></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><strong><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">马广志：有不少机构一味追求公益项目覆盖区域和受益人群的多少，这是否是一种误区呢？运营一个公益项目正确的理念应该是什么？</span></strong><o:p></o:p></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><strong><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"><br></span></strong></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><strong><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">徐本亮：</span></strong><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">现在确实存在你讲的这种情况。有些领导、购买方和资助方认为一个项目解决的问题越多越好，服务的人数越多越好。实际上，这是一种误区。因为公益项目根本的目的是为了要满足需求，解决问题，要有成果。服务的人数和服务的范围，一定要考虑需求，考虑实施机构的能力和条件。</span><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;color: rgb(217, 33, 66);">衡量一个项目是不是一个好的项目，不仅仅看服务的人数和服务的范围，更要看它有没有成果。</span></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"><br></span></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">一个社会组织的资源是有限的，要把有效的资源真正用到出成果的地方。任何项目只能是有限目标，做项目要专注。俗话说：伤其十指，不如断其一指。我一直主张，社会组织要专注，做项目要做到一个项目解决一个问题，针对一个服务对象，取得一个成果。有的时候一个项目要解决问题很多，服务的人数很多，反而适得其反，得不偿失。</span><o:p></o:p></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"><br></span></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;color: rgb(217, 33, 66);">运营一个公益项目正确的理念应该是需求导向、成果导向。只有能够满足需求，做出成果的项目才是有价值的。</span><o:p></o:p></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;color: rgb(217, 33, 66);"><br></span></section><section class="mp_profile_iframe_wrp"><mp-common-profile class="js_uneditable custom_select_card mp_profile_iframe" data-pluginname="mpprofile" data-weui-theme="light" data-id="MzkxNTI4OTU4NA==" data-headimg="http://mmbiz.qpic.cn/mmbiz_png/6NY9CGHHJdkGkUl5wRQzzv0xUD1LThfKakjUiaiciabEjSePqLIr4CrgTp33ulS92ia6MicE9MqlbFuguLeicEvugLHg/0?wx_fmt=png" data-nickname="慈典" data-alias="" data-signature="展示正在运作的慈善公益项目信息手册，清晰呈现众多慈善组织的详细信息，分类介绍涉及群众生活主要方面的慈善项目，反映当前我国慈善领域资源分布状况。" data-from="0" data-is_biz_ban="0"></mp-common-profile><span style="color: rgb(217, 33, 66); font-family: Optima-Regular, PingFangTC-light; font-size: 15px; letter-spacing: 1px;"></span></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><strong><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">马广志：如何才能更好地推动公益项目的有效性？</span></strong><o:p></o:p></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><strong><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"><br></span></strong></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><strong><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">徐本亮：</span></strong><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">要提高公益项目的有效性，我觉得</span><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;color: rgb(217, 33, 66);">首先社会组织要有明确的使命和很强的公信力。</span><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">如果一个机构没有使命或者没有公信力，公益项目很难做好，很难有效。</span><o:p></o:p></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"><br></span></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;color: rgb(217, 33, 66);">其次，做社会组织也好，做项目也好，要有强烈的需求的意识和客户意识。</span><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">要了解客户的需求，要从客户的真实需求出发，开发和实施公益项目。</span><o:p></o:p></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"><br></span></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;color: rgb(217, 33, 66);">第三、一定要注重成果。社会组织是为成果而存在的。</span><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">做公益项目一定要坚持满足需求，做出成果，使服务对象有变化有收益。这是一个公益项目有效性的集中体现，也是社会组织存在的价值和理由。我们要做到：项目计划要体现成果，项目实施要做出成果，项目结束要展现成果，</span><o:p></o:p></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"><br></span></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;color: rgb(217, 33, 66);">第四，要认真有效地学习和掌握项目管理的知识，提高项目管理的能力。</span><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">因为做公益项目是一项专业性很强的工作，需要掌握和项目管理有关的知识和一定的专业能力，光有爱心和美好的愿望是远远不够的。但是现在很多社会组织负责人和项目人员没有学习过项目管理知识或没有参加过项目管理的培训。社会上的各种项目管理培训总体质量不高，有的是没有做过项目老师在讲项目管理；有的过于理论化，不接地气，讲的知识难以落地；有的缺乏针对性和有效性，无法解决当下社会组织在项目管理中的痛点和难点问题；个别老师讲到东西有错误，误导学员。加强和普及项目管理的培训刻不容缓。</span><o:p></o:p></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"><br></span></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;color: rgb(217, 33, 66);">第五，要高度重视项目的开发设计。</span><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">做项目我们要克服“重实施、监测，轻开发设计”的倾向，要树立一个新的理念：</span><strong><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;color: rgb(217, 33, 66);">项目成效始于设计。</span></strong><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">一个项目的成效和质量不仅仅是靠管理和监测，而是取决于项目的开发设计。如果一个项目开发设计出了问题，比如：项目服务对象太多或者太宽泛；项目没有目标或者目标不清；服务对象的需求不清晰；项目再怎么管理也不会有成效和质量。当今社会组织在项目管理当中的主要的问题和痛点就是没有做好项目开发设计或者不知道如何开发设计项目。</span></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="letter-spacing: 0.034em;outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;color: rgb(217, 33, 66);"><br></span></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="letter-spacing: 0.034em;outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;color: rgb(217, 33, 66);">第六，资助方和购买方一定要为有成果的项目提供资金。</span><span style="color: rgba(0, 0, 0, 0.9);letter-spacing: 0.034em;outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;">由于不少资助方和购买方没有成果概念或者不知道什么是成果，只关注项目的活动和产出，造成相当一部分项目计划书中没有成果的项目拿到了资金。这样不仅项目没有成效，而且浪费了资源。所以，不管是资助方还是购买方一定要做到不见成果不给钱。</span></section><section style="margin-left: 8px;margin-right: 8px;"><span style="font-family: Optima-Regular, PingFangTC-light; font-size: 15px; color: rgb(34, 34, 34); letter-spacing: 1px;"></span></section><section style="outline: 0px; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; font-size: 16px; letter-spacing: 1px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-size: 15px;font-family: Optima-Regular, PingFangTC-light;"><br></span></section><section style="padding-right: 8px; 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