「中国慈展会」什么月捐项目最吸引90后？点击收获详细报告全文！
<div class="wx_rich_media_content" id="jsWxContainer"><section style="font-size: 15px; font-family: PingFangSC-light; line-height: 2; padding-right: 8px; padding-left: 8px; box-sizing: border-box; text-align: justify;" data-mpa-powered-by="yiban.io"><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;line-height: 0;box-sizing: border-box;" powered-by="xiumi.us"><br></section><p style="box-sizing: border-box;" powered-by="xiumi.us"><br style="box-sizing: border-box;"></p><section style="box-sizing: border-box;" powered-by="xiumi.us"><p style="text-align: center; box-sizing: border-box;">耗时一年</p><p style="text-align: center; box-sizing: border-box;">深度访谈<strong style="box-sizing: border-box;"><span style="color: rgb(62, 62, 62);text-shadow: rgb(255, 211, 85) 0px 0px 20px;box-sizing: border-box;">32名90后月捐人</span></strong></p><p style="text-align: center; box-sizing: border-box;">亲身参与3个月捐项目</p><p style="text-align: center; box-sizing: border-box;">我们终于要在今天重磅推出</p><p style="text-align: center; box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="color: rgb(62, 62, 62);text-shadow: rgb(255, 211, 85) 0px 0px 20px;box-sizing: border-box;">《90后月捐的行为特征及影响因素研究报告》</span></strong></p><p style="text-align: center; box-sizing: border-box;"><span style="font-size: 13px;color: rgb(160, 160, 160);box-sizing: border-box;">（下称月捐报告）</span></p></section><p style="box-sizing: border-box;" powered-by="xiumi.us"><br style="box-sizing: border-box;"></p><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;line-height: 0;box-sizing: border-box;" powered-by="xiumi.us"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><span class="wxart_image" wx-style="display:inline-block;vertical-align: middle;max-width: 100%;width: 100%;box-sizing: border-box;"></span></section></section><section style="box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box;">在这32名月捐人中，25名为女性，7名为男性，公益圈内人员（在公益慈善组织工作的人员或者在学校学习社会学、社会工作等相关专业学生）<strong style="box-sizing: border-box;"><span style="color: rgb(62, 62, 62);text-shadow: rgb(255, 211, 85) 0px 0px 20px;box-sizing: border-box;">占14名</span></strong>，其他行业的人员<strong style="box-sizing: border-box;"><span style="color: rgb(62, 62, 62);text-shadow: rgb(255, 211, 85) 0px 0px 20px;box-sizing: border-box;">18名</span></strong>，受访对象的职业分布具备多样性。</p></section><p style="box-sizing: border-box;" powered-by="xiumi.us"><br style="box-sizing: border-box;"></p><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;line-height: 0;box-sizing: border-box;" powered-by="xiumi.us"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><span class="wxart_image" wx-style="display:inline-block;vertical-align: middle;max-width: 100%;width: 100%;box-sizing: border-box;"></span></section></section><section style="box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box;">32名受访者参与的月捐项目囊括<strong style="box-sizing: border-box;"><span style="text-shadow: rgb(255, 211, 85) 0px 0px 20px;box-sizing: border-box;">青少年教育、生态环境保护、妇女权益保护、罕见病治疗、志愿服务支持、难民救助等</span></strong>多个领域，参与时长范围为<strong style="box-sizing: border-box;"><span style="text-shadow: rgb(255, 211, 85) 0px 0px 20px;box-sizing: border-box;">半年到三年</span></strong>。</p></section><p style="box-sizing: border-box;" powered-by="xiumi.us"><br style="box-sizing: border-box;"></p><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;line-height: 0;box-sizing: border-box;" powered-by="xiumi.us"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><span class="wxart_image" wx-style="display:inline-block;vertical-align: middle;max-width: 100%;width: 100%;box-sizing: border-box;"></span></section></section><section style="box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box;">经过三年疫情、经济增速放缓的挑战，越来越多公益机构意识到稳定而持续的资金流对于组织能力建设及可持续发展具有重要意义，越来越多机构开始设立定期捐赠计划，通常是<strong style="box-sizing: border-box;"><span style="color: rgb(62, 62, 62);text-shadow: rgb(255, 211, 85) 0px 0px 20px;box-sizing: border-box;">月捐计划</span></strong>。</p></section><p style="box-sizing: border-box;" powered-by="xiumi.us"><br style="box-sizing: border-box;"></p><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;line-height: 0;box-sizing: border-box;" powered-by="xiumi.us"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><span class="wxart_image" wx-style="display:inline-block;vertical-align: middle;max-width: 100%;width: 100%;box-sizing: border-box;"></span></section></section><section style="text-align: center;font-size: 13px;color: rgb(160, 160, 160);box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;">△受访者月捐金额分布</p></section><section style="box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box;">从国内的具体实践来看，单次捐赠仅仅是一次性的支付行为，而定期捐赠涉及确定每月捐赠金额、签订持续捐赠的协议、绑定银行卡便于平台自动扣款等一系列操作，需要捐赠人对机构有更强的信任。</p></section><p style="box-sizing: border-box;" powered-by="xiumi.us"><br style="box-sizing: border-box;"></p><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;line-height: 0;box-sizing: border-box;" powered-by="xiumi.us"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;width: 80%;height: auto;box-sizing: border-box;"><span class="wxart_image" wx-style="display:inline-block;vertical-align: middle;max-width: 100%;width: 100%;box-sizing: border-box;"></span></section></section><section style="box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box;">因此，月捐项目为了吸引更多定期捐赠人，需要在了解月捐人决策逻辑的基础上采取不同的筹款和捐赠人维护策略，不断加强机构与捐赠人之间的信任关系。这份报告正是针对机构的需求，深入探究了90后青年定期捐赠的行为特征及其深层动机，以期为月捐项目提供更加科学的项目设计建议。</p><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box;">在这篇报告里，我们总结了90后青年月捐行为的四大特征：</p></section><p style="box-sizing: border-box;" powered-by="xiumi.us"><br style="box-sizing: border-box;"></p><section style="margin: 10px 0%;text-align: left;justify-content: flex-start;display: flex;flex-flow: row nowrap;box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;width: 100%;vertical-align: top;background-color: rgba(255, 247, 225, 0.75);padding: 30px;align-self: flex-start;flex: 0 0 auto;box-sizing: border-box;"><section style="margin-right: 0%; margin-bottom: -25px; margin-left: 0%; isolation: isolate; text-align: justify; justify-content: flex-start; display: flex; flex-flow: row nowrap; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;width: auto;vertical-align: top;background-color: rgb(255, 202, 0);min-width: 10%;max-width: 100%;flex: 0 0 auto;height: auto;padding: 12px 20px;align-self: flex-start;box-sizing: border-box;"><section style="color: rgb(255, 255, 255);font-size: 16px;box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><strong style="box-sizing: border-box;">理性：</strong></p></section></section></section><section style="text-align: justify;justify-content: flex-start;display: flex;flex-flow: row nowrap;box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;width: 100%;vertical-align: top;background-color: rgb(255, 255, 255);padding: 38px 20px 20px;align-self: flex-start;flex: 0 0 auto;box-sizing: border-box;"><p style="box-sizing: border-box;" powered-by="xiumi.us">虽然他们往往是出于情感冲动接触到项目，但真正决策时保持着理性，会多维度判断项目是否可信。</p></section></section><section style="margin-right: 0%; margin-bottom: -25px; margin-left: 0%; isolation: isolate; text-align: justify; justify-content: flex-start; display: flex; flex-flow: row nowrap; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;width: auto;vertical-align: top;background-color: rgb(255, 202, 0);min-width: 10%;max-width: 100%;flex: 0 0 auto;height: auto;padding: 12px 20px;align-self: flex-start;box-sizing: border-box;"><section style="color: rgb(255, 255, 255);font-size: 16px;box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><strong style="box-sizing: border-box;">稳定性：</strong></p></section></section></section><section style="text-align: justify;justify-content: flex-start;display: flex;flex-flow: row nowrap;box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;width: 100%;vertical-align: top;background-color: rgb(255, 255, 255);padding: 38px 20px 20px;align-self: flex-start;flex: 0 0 auto;box-sizing: border-box;"><p style="box-sizing: border-box;" powered-by="xiumi.us">在加入月捐项目后，如无特殊事件，他们较少断捐，捐赠金额也基本不变动。</p></section></section><section style="margin-right: 0%; margin-bottom: -25px; margin-left: 0%; isolation: isolate; text-align: justify; justify-content: flex-start; display: flex; flex-flow: row nowrap; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;width: auto;vertical-align: top;background-color: rgb(255, 202, 0);min-width: 10%;max-width: 100%;flex: 0 0 auto;height: auto;padding: 12px 20px;align-self: flex-start;box-sizing: border-box;"><section style="color: rgb(255, 255, 255);font-size: 16px;box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><strong style="box-sizing: border-box;">私密性：</strong></p></section></section></section><section style="text-align: justify;justify-content: flex-start;display: flex;flex-flow: row nowrap;box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;width: 100%;vertical-align: top;background-color: rgb(255, 255, 255);padding: 38px 20px 20px;align-self: flex-start;flex: 0 0 auto;box-sizing: border-box;"><p style="box-sizing: border-box;" powered-by="xiumi.us">捐赠行为仅个人可见，很少与朋友分享，机构发动捐赠人成为劝募大使存在一定困难。</p></section></section><section style="margin-right: 0%; margin-bottom: -25px; margin-left: 0%; isolation: isolate; text-align: justify; justify-content: flex-start; display: flex; flex-flow: row nowrap; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;width: auto;vertical-align: top;background-color: rgb(255, 202, 0);min-width: 10%;max-width: 100%;flex: 0 0 auto;height: auto;padding: 12px 20px;align-self: flex-start;box-sizing: border-box;"><section style="color: rgb(255, 255, 255);font-size: 16px;box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><strong style="box-sizing: border-box;">成效导向性：</strong></p></section></section></section><section style="text-align: justify;justify-content: flex-start;display: flex;flex-flow: row nowrap;box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;width: 100%;vertical-align: top;background-color: rgb(255, 255, 255);padding: 38px 20px 20px;align-self: flex-start;flex: 0 0 auto;box-sizing: border-box;"><p style="box-sizing: border-box;" powered-by="xiumi.us">无论是捐赠前筛选项目还是捐赠后追踪反馈，“是否有效”都是月捐人衡量一个公益项目是否可靠的最重要标准。</p></section></section></section></section><section style="box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box;">我们还深入挖掘了90后青年月捐的深层动机。他们月捐决定的背后既有个人生活经验的影响，也有兴趣爱好的驱动，更多的是基于纯粹利他主义，还有持续付出推动社会变好的信念。</p></section><p style="box-sizing: border-box;" powered-by="xiumi.us"><br style="box-sizing: border-box;"></p><section style="display: flex;flex-flow: row nowrap;text-align: right;justify-content: flex-end;margin: 10px 0% -10px;transform: translate3d(-10px, 0px, 0px);-webkit-transform: translate3d(-10px, 0px, 0px);-moz-transform: translate3d(-10px, 0px, 0px);-o-transform: translate3d(-10px, 0px, 0px);opacity: 0.66;box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;width: auto;vertical-align: top;flex: 0 0 0%;height: auto;line-height: 0;align-self: flex-start;box-sizing: border-box;"><section style="text-align: center; margin-right: 0%; margin-left: 0%; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;width: 40px;height: 20px;vertical-align: top;overflow: hidden;background-position: 50% 50%;background-repeat: no-repeat;background-size: contain;background-attachment: scroll;<a href=" https:="" mmbiz.qpic.cn="" mmbiz_gif="" ob46pxrw3izhglib6abxxkdyptkqxabqfi9scrixwqupjfthv3sobfcvzz2ozskjpeia6cuthybelbbsl9cvylzq="" 640?wx_fmt="gif""" target="_blank">https://mmbiz.qpic.cn/mmbiz_gif/ ... 40?wx_fmt=gif");box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="text-align: left;justify-content: flex-start;display: flex;flex-flow: row nowrap;box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;width: 100%;vertical-align: top;background-image: linear-gradient(90deg, rgb(255, 228, 100) 0%, rgb(255, 209, 26) 100%);border-width: 0px;border-radius: 10px;border-style: none;border-color: rgb(62, 62, 62);overflow: hidden;box-shadow: rgb(254, 188, 0) -3px -3px 0px inset;padding: 5px 10px;align-self: flex-start;flex: 0 0 auto;box-sizing: border-box;"><section style="display: flex; flex-flow: row nowrap; justify-content: flex-start; margin-right: 0%; margin-left: 0%; opacity: 0.66; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;width: auto;vertical-align: top;flex: 0 0 0%;height: auto;line-height: 0;align-self: flex-start;box-sizing: border-box;"><section style="text-align: center; margin-right: 0%; margin-left: 0%; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;width: 50px;height: 6px;vertical-align: top;overflow: hidden;line-height: 0;box-sizing: border-box;"><section style="margin-right: 0%; margin-left: 0%; line-height: 0; box-sizing: border-box;" powered-by="xiumi.us"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;width: 100%;height: auto;box-sizing: border-box;"><svg xmlns="http://www.w3.org/2000/svg" x="0px" y="0px" viewBox="0 0 94.8 7.9" style="max-width: 100%;width: 100%;box-sizing: border-box;" width="100%"><path d="M62.2,7.9H4c-2.2,0-4-1.8-4-4v0c0-2.2,1.8-4,4-4l58.2,0c2.2,0,4,1.8,4,4v0C66.2,6.1,64.4,7.9,62.2,7.9z" fill="rgb(255, 252, 239)" style="box-sizing: border-box;"></path><path d="M90.9,7.9H78.6c-2.2,0-4-1.8-4-4v0c0-2.2,1.8-4,4-4l12.3,0c2.2,0,4,1.8,4,4v0C94.8,6.1,93.1,7.9,90.9,7.9z" fill="rgb(255, 252, 239)" style="box-sizing: border-box;"></path></svg></section></section></section></section></section></section><section style="color: rgb(124, 92, 0); text-align: justify; box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><strong style="box-sizing: border-box;">一名受访者这样回答她参加月捐的原因：</strong></p></section></section></section><section style="text-align: left;justify-content: flex-start;display: flex;flex-flow: row nowrap;box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; width: 100%; vertical-align: top; padding-right: 10px; padding-left: 10px; align-self: flex-start; flex: 0 0 auto; box-sizing: border-box;"><section style="text-align: justify;justify-content: flex-start;display: flex;flex-flow: row nowrap;box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; width: 100%; vertical-align: top; box-shadow: rgb(0, 0, 0) 0px 0px 0px; padding-right: 10px; padding-left: 10px; background-image: linear-gradient(rgba(255, 248, 216, 0.99) 0%, rgba(255, 248, 216, 0.5) 100%); border-left: 1px none rgb(62, 62, 62); border-bottom-left-radius: 0px; align-self: flex-start; flex: 0 0 auto; box-sizing: border-box;"><section style="justify-content: flex-start;display: flex;flex-flow: row nowrap;box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;width: 100%;vertical-align: top;border-left: 1px dashed rgb(254, 227, 95);border-bottom-left-radius: 0px;align-self: flex-start;flex: 0 0 auto;box-sizing: border-box;"><section style="text-align: left; margin-top: -3px; margin-right: 0%; margin-left: 0%; transform: translate3d(-2px, 0px, 0px); box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;width: 17px;height: 25px;vertical-align: top;overflow: hidden;line-height: 0;box-shadow: rgb(0, 0, 0) 0px 0px 0px;box-sizing: border-box;"><section style="text-align: center; margin-right: 0%; margin-left: 0%; line-height: 0; box-sizing: border-box;" powered-by="xiumi.us"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-shadow: rgb(0, 0, 0) 0px 0px 0px;box-sizing: border-box;"><svg xmlns="http://www.w3.org/2000/svg" x="0px" y="0px" viewBox="0 0 42.1 48.9" style="max-width: 100%;width: 100%;box-sizing: border-box;" width="100%"><path d="M42.1,0L7.5,47.3C5.1,50.5,0,48.8,0,44.8v-1.9L31.5,0H42.1z" fill="rgb(254,188,0)" style="box-sizing: border-box;"></path><polygon points="31.5,0 0,42.9 0,0" fill="rgb(254, 227, 95)" style="box-sizing: border-box;"></polygon></svg></section></section></section></section><section style="margin-right: 0%; margin-bottom: 15px; margin-left: 0%; box-sizing: border-box;" powered-by="xiumi.us"><section style="color: rgb(124, 92, 0); padding-right: 10px; padding-left: 10px; box-sizing: border-box;"><p style="box-sizing: border-box;">“我本身会有这种做公益的一个习惯和理念吧。我会觉得这一部分的问题，可能不是国家或者社会，或者更独立的资本会有意愿去投入去解决的。......（中略）这一部分是缺少资源的，需要捐赠。特别是我捐助性别教育这一块。本质觉得如果我不做，可能没有别人，可能不会有那么多人做，是这个想法。”</p></section></section></section></section></section></section><section style="margin: -10px 0% 20px;isolation: isolate;box-sizing: border-box;" powered-by="xiumi.us"><section style="border-top: 1px dashed rgb(254, 227, 95);box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box;">字里行间透露出其对社会议题的关心以及积极行动改变现状的责任感。我们的月捐报告内还有更多受访者真实想法和详细的分析，感兴趣的各位可以查看报告继续探索。</p><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box;">最后，我们根据90后青年群体月捐行为的特征和影响因素提出了四点为机构量身定做的建议，希望能为他们设立或者改进月捐项目设计提供参考：</p></section><section style="text-align: left; justify-content: flex-start; display: flex; flex-flow: row nowrap; margin-top: 10px; margin-bottom: 10px; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;box-sizing: border-box;"><section style="justify-content: flex-start; display: flex; flex-flow: row nowrap; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;width: auto;vertical-align: top;align-self: flex-start;flex: 0 0 auto;background-color: rgb(255, 211, 85);min-width: 5%;max-width: 100%;height: auto;padding: 6px 15px;box-sizing: border-box;"><section style="color: rgb(255, 255, 255);text-align: justify;box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><strong style="box-sizing: border-box;">01</strong></p></section></section></section><section style="margin-bottom: -6px; transform: scale(0.66); transform-origin: left top; box-sizing: border-box;" powered-by="xiumi.us"><section style="line-height: 1; transform: translate3d(12px, 0px, 0px); box-sizing: border-box;"><section style="width: 0px;display: inline-block;border-top: 0.6em solid rgb(255, 211, 85);border-left: 0.6em solid rgb(255, 211, 85);border-bottom: 0.6em solid transparent !important;border-right: 0.6em solid transparent !important;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;flex: 100 100 0%;height: auto;align-self: flex-start;background-color: rgb(255, 247, 225);padding: 6px 6px 6px 14px;box-sizing: border-box;"><section style="text-align: justify;font-size: 16px;box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><strong style="box-sizing: border-box;">增强项目实效，改进项目反馈</strong></p></section></section></section><section style="text-align: left; justify-content: flex-start; display: flex; flex-flow: row nowrap; margin-top: 10px; margin-bottom: 10px; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;width: 100%;vertical-align: top;align-self: flex-start;flex: 0 0 auto;background-color: rgba(255, 202, 0, 0.09);height: auto;padding: 27px;box-sizing: border-box;"><section style="text-align: justify;box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;">月捐人在进行捐赠决定时，会深入查阅月捐项目的详细信息，包括项目开展地、干预手段、项目案例等，并通过项目工作人员的讲述和他们本身的行为来判断整个项目是否专业、科学可行。因此，项目如果想要获得人们的月捐，必须要有精准的需求分析、明确的受助人定位和科学以及人性化的项目设计，同时招聘专业的工作人员落地执行。</p></section><section style="text-align: center; margin-top: 18px; margin-bottom: -6px; box-sizing: border-box;" powered-by="xiumi.us"><section style="background-color: rgb(255, 235, 179);height: 1px;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><p style="box-sizing: border-box;" powered-by="xiumi.us"><br style="box-sizing: border-box;"></p><section style="text-align: left; justify-content: flex-start; display: flex; flex-flow: row nowrap; margin-top: 10px; margin-bottom: 10px; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;box-sizing: border-box;"><section style="justify-content: flex-start; display: flex; flex-flow: row nowrap; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;width: auto;vertical-align: top;align-self: flex-start;flex: 0 0 auto;background-color: rgb(255, 211, 85);min-width: 5%;max-width: 100%;height: auto;padding: 6px 15px;box-sizing: border-box;"><section style="color: rgb(255, 255, 255);text-align: justify;box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><strong style="box-sizing: border-box;">02</strong></p></section></section></section><section style="margin-bottom: -6px; transform: scale(0.66); transform-origin: left top; box-sizing: border-box;" powered-by="xiumi.us"><section style="line-height: 1; transform: translate3d(12px, 0px, 0px); box-sizing: border-box;"><section style="width: 0px;display: inline-block;border-top: 0.6em solid rgb(255, 211, 85);border-left: 0.6em solid rgb(255, 211, 85);border-bottom: 0.6em solid transparent !important;border-right: 0.6em solid transparent !important;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;flex: 100 100 0%;height: auto;align-self: flex-start;background-color: rgb(255, 247, 225);padding: 6px 6px 6px 14px;box-sizing: border-box;"><section style="text-align: justify;font-size: 16px;box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><strong style="box-sizing: border-box;">根据捐赠人需求，设置不同形式月捐计划</strong></p></section></section></section><section style="text-align: left; justify-content: flex-start; display: flex; flex-flow: row nowrap; margin-top: 10px; margin-bottom: 10px; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;width: 100%;vertical-align: top;align-self: flex-start;flex: 0 0 auto;background-color: rgba(255, 202, 0, 0.09);height: auto;padding: 27px;box-sizing: border-box;"><section style="text-align: justify;box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;">部分受访者表示，他们愿意以自定义66元,88元等金额进行月捐，追求“六六大顺”等传统意义上的“吉利”。据此，项目可以对数额进行更巧妙的设计，迎合青年的喜好，吸引公众参与月捐。此外，现有月捐人基本以个人名义捐赠，形式比较单一。访谈中，家长希望将月捐作为一份特殊礼物赠予孩子，雇主希望邀请雇员共同支持某个项目。目前许多公益项目已经能够接受以团队名义进行的单次捐赠，月捐项目方也可借鉴该思路，设计家庭、情侣、朋友、班级组合月捐计划等，丰富捐赠人名义的选择。</p></section><section style="text-align: center; margin-top: 18px; margin-bottom: -6px; box-sizing: border-box;" powered-by="xiumi.us"><section style="background-color: rgb(255, 235, 179);height: 1px;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><p style="box-sizing: border-box;" powered-by="xiumi.us"><br style="box-sizing: border-box;"></p><section style="text-align: left; justify-content: flex-start; display: flex; flex-flow: row nowrap; margin-top: 10px; margin-bottom: 10px; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;box-sizing: border-box;"><section style="justify-content: flex-start; display: flex; flex-flow: row nowrap; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;width: auto;vertical-align: top;align-self: flex-start;flex: 0 0 auto;background-color: rgb(255, 211, 85);min-width: 5%;max-width: 100%;height: auto;padding: 6px 15px;box-sizing: border-box;"><section style="color: rgb(255, 255, 255);text-align: justify;box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><strong style="box-sizing: border-box;">03</strong></p></section></section></section><section style="margin-bottom: -6px; transform: scale(0.66); transform-origin: left top; box-sizing: border-box;" powered-by="xiumi.us"><section style="line-height: 1; transform: translate3d(12px, 0px, 0px); box-sizing: border-box;"><section style="width: 0px;display: inline-block;border-top: 0.6em solid rgb(255, 211, 85);border-left: 0.6em solid rgb(255, 211, 85);border-bottom: 0.6em solid transparent !important;border-right: 0.6em solid transparent !important;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;flex: 100 100 0%;height: auto;align-self: flex-start;background-color: rgb(255, 247, 225);padding: 6px 6px 6px 14px;box-sizing: border-box;"><section style="text-align: justify;font-size: 16px;box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><strong style="box-sizing: border-box;">线上线下共同发力，做好月捐人社群运维</strong></p></section></section></section><section style="text-align: left; justify-content: flex-start; display: flex; flex-flow: row nowrap; margin-top: 10px; margin-bottom: 10px; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;width: 100%;vertical-align: top;align-self: flex-start;flex: 0 0 auto;background-color: rgba(255, 202, 0, 0.09);height: auto;padding: 27px;box-sizing: border-box;"><section style="text-align: justify;box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;">月捐人能够通过月捐社群活动获悉项目最新进展、获得专业知识、表达意见建议、参与项目执行、得到价值理念的共鸣等。因此，为了与月捐人建立更强的联结，推动机构可持续发展，我们建议有能力的机构通过线上、线下的方式进行高质量的月捐社群维护。</p></section><section style="text-align: center; margin-top: 18px; margin-bottom: -6px; box-sizing: border-box;" powered-by="xiumi.us"><section style="background-color: rgb(255, 235, 179);height: 1px;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><p style="box-sizing: border-box;" powered-by="xiumi.us"><br style="box-sizing: border-box;"></p><section style="text-align: left; justify-content: flex-start; display: flex; flex-flow: row nowrap; margin-top: 10px; margin-bottom: 10px; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;box-sizing: border-box;"><section style="justify-content: flex-start; display: flex; flex-flow: row nowrap; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;width: auto;vertical-align: top;align-self: flex-start;flex: 0 0 auto;background-color: rgb(255, 211, 85);min-width: 5%;max-width: 100%;height: auto;padding: 6px 15px;box-sizing: border-box;"><section style="color: rgb(255, 255, 255);text-align: justify;box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><strong style="box-sizing: border-box;">04</strong></p></section></section></section><section style="margin-bottom: -6px; transform: scale(0.66); transform-origin: left top; box-sizing: border-box;" powered-by="xiumi.us"><section style="line-height: 1; transform: translate3d(12px, 0px, 0px); box-sizing: border-box;"><section style="width: 0px;display: inline-block;border-top: 0.6em solid rgb(255, 211, 85);border-left: 0.6em solid rgb(255, 211, 85);border-bottom: 0.6em solid transparent !important;border-right: 0.6em solid transparent !important;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;flex: 100 100 0%;height: auto;align-self: flex-start;background-color: rgb(255, 247, 225);padding: 6px 6px 6px 14px;box-sizing: border-box;"><section style="text-align: justify;font-size: 16px;box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><strong style="box-sizing: border-box;">在多种社交媒体上宣传推广，通过真实故事打动青年</strong></p></section></section></section><section style="text-align: left; justify-content: flex-start; display: flex; flex-flow: row nowrap; margin-top: 10px; margin-bottom: 10px; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block;width: 100%;vertical-align: top;align-self: flex-start;flex: 0 0 auto;background-color: rgba(255, 202, 0, 0.09);height: auto;padding: 27px;box-sizing: border-box;"><section style="text-align: justify;box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;">90后月捐人了解项目的网络途径一般是微博、微信朋友圈等自媒体平台。微博能够吸引更多陌生人，而微信朋友圈主要是朋友之间推广。我们建议月捐项目在推送相关宣传文章时，可以灵活运用图、文、视频等多种形式，使用动之以情的标题并以第一人称叙述项目故事，突出现有困境和捐赠人参与项目后的积极影响，吸引读者关注，唤起公众的情感和参与支持的冲动。</p></section><section style="text-align: center; margin-top: 18px; margin-bottom: -6px; box-sizing: border-box;" powered-by="xiumi.us"><section style="background-color: rgb(255, 235, 179);height: 1px;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="box-sizing: border-box;" powered-by="xiumi.us"><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box;">这些干货同样也能在我们的报告里面看到！</p><p style="box-sizing: border-box;"></p></section></section><p style="display: none;"><mp-style-type data-value="10000"></mp-style-type></p><br>转载声明：本文转载自「中国慈展会」，搜索「cncf2014」即可关注，[<a target="_blank" href="https://mp.weixin.qq.com/s/nok_QeNwbqkdgYEFL6OnDg">阅读原文</a>]。</div><p></p>
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