南都周末｜反思公益项目运营不合规事件：如何建构优质的公益品牌？
<div class="wx_rich_media_content" id="jsWxContainer"><section style="margin-bottom: 0em; padding: 8px; font-family: inherit; text-decoration: inherit; outline: 0px; letter-spacing: 0.544px; line-height: 25.6px; border-color: rgb(101, 0, 0); border-left-width: 6px; border-left-style: solid; visibility: visible;" data-mpa-powered-by="yiban.io"><section style="margin-bottom: 0em;outline: 0px;visibility: visible;"><section style="margin-right: 8px;margin-bottom: 0em;margin-left: 8px;outline: 0px;clear: both;min-height: 1em;visibility: visible;"><span style="margin-bottom: 0em; outline: 0px; visibility: visible;"><span style="margin-bottom: 0em;outline: 0px;color: rgb(136, 136, 136);font-family: inherit;letter-spacing: 0.544px;text-decoration: inherit;line-height: 1.4;visibility: visible;">全文共</span><span style="margin-bottom: 0em;outline: 0px;font-family: inherit;letter-spacing: 0.544px;text-decoration: inherit;line-height: 1.4;visibility: visible;color: rgb(123, 12, 0);"><strong style="outline: 0px;visibility: visible;">1750</strong></span><span style="margin-bottom: 0em;outline: 0px;color: rgb(136, 136, 136);font-family: inherit;letter-spacing: 0.544px;text-decoration: inherit;line-height: 1.4;visibility: visible;">字，阅读大约需要</span><span style="margin-bottom: 0em;outline: 0px;font-family: inherit;letter-spacing: 0.544px;text-decoration: inherit;line-height: 1.4;visibility: visible;"><span style="color: rgb(123, 12, 0);"><strong>5</strong></span></span><span style="margin-bottom: 0em;outline: 0px;color: rgb(136, 136, 136);font-family: inherit;letter-spacing: 0.544px;text-decoration: inherit;line-height: 1.4;visibility: visible;">分钟</span></span></section></section></section><section style="margin-bottom: 0em; padding: 8px; font-family: inherit; text-decoration: inherit; outline: 0px; letter-spacing: 0.544px; color: rgb(34, 34, 34); line-height: 25.6px; border-color: rgb(101, 0, 0); border-left-width: 6px; border-left-style: solid; visibility: visible;"><section style="margin-bottom: 0em;outline: 0px;visibility: visible;"><ul class="list-paddingleft-1" style="margin-right: 8px;margin-bottom: 0em;margin-left: 8px;padding-left: 1.5em;width: 555.438px;outline: 0px;list-style-type: none;visibility: visible;"><li style="outline: 0px; color: rgb(136, 136, 136); visibility: visible; text-align: justify;"><p style="outline: 0px;visibility: visible;"><span style="outline: 0px;letter-spacing: 0.544px;font-family: inherit;text-indent: 0em;"></span></p><p><span style="outline: 0px;font-family: 微软雅黑;letter-spacing: 0.544px;text-decoration-style: solid;text-decoration-color: rgb(136, 136, 136);">公益发展需要品牌建设，已然逐渐成为公益业界的共识性原则。一方面，对公益慈善机构来说，公益品牌是社会公信力的直接体现，而社会公信力是公益慈善机构的立身之本；另一方面，无论是从外部政策环境，还是行业内部发展阶段的需要，公益慈善行业需要尽快转变到高质量发展的轨道，公益品牌是其有力的抓手和重要的实现路径。</span></p><p style="outline: 0px;visibility: visible;"><br></p></li></ul></section></section><p style="outline: 0px; font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; letter-spacing: 0.544px;"><br></p><p style="outline: 0px; font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; letter-spacing: 0.544px; text-align: right;"><span style="outline: 0px;font-family: 微软雅黑;font-size: 16px;"><span style="letter-spacing: 0.544px;outline: 0px;"><strong style="color: rgb(34, 34, 34);font-family: system-ui, -apple-system, system-ui, Arial, sans-serif;letter-spacing: 0.544px;outline: 0px;visibility: visible;"><span style="outline: 0px;color: rgb(51, 51, 51);letter-spacing: normal;font-size: 14px;visibility: visible;">文｜林一</span></strong></span></span></p><section style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; letter-spacing: 0.544px; text-indent: 0em; line-height: 1.6em;"><span style="color: rgb(34, 34, 34);font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, Arial, sans-serif;font-size: 16px;letter-spacing: 0.544px;text-indent: 0em;">今年9月，中华少年儿童慈善救助基金会（以下简称“儿慈会”）被曝出“河北负责人卷走千万救助款”。9月13日晚间，中华儿慈会官方微博发布《中华少年儿童慈善救助基金会关于有关网民反映我会9958儿童紧急救助项目的声明 》，回应称柯某孝不是儿慈会工作人员。同日，腾讯公益、微博公益等网络募捐平台纷纷暂停对9958项目的筹款。紧接着，儿慈会9958项目被多家媒体曝出存在“冲配捐”等不规范行为，9月27日，民政部派出调查组进驻儿慈会开展全面调查。</span></section><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; letter-spacing: 0.544px; text-indent: 0em; line-height: 1.6em;"><span style="color: rgb(34, 34, 34);font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, Arial, sans-serif;font-size: 16px;letter-spacing: 0.544px;text-indent: 0em;">一时间，9958公益项目被推上风口浪尖。这类不合规行为带来的负面影响还会殃及更多潜在的需要帮扶的对象，让困难群体得不到本可能属于他们的公众支持。</span></p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; letter-spacing: 0.544px; text-indent: 0em; line-height: 1.6em;"><span style="color: rgb(34, 34, 34);font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, Arial, sans-serif;font-size: 16px;letter-spacing: 0.544px;text-indent: 0em;">近年来，公益项目运营不规范、违规运作事件时有发生，主要源于个别公益机构为了打造品牌影响力，在争取筹款额的过程中铤而走险。公益品牌为何如此重要？公益机构、企业等在打造公益品牌的过程中应该注意些什么？我们到底需要什么样的公益品牌？</span></p><p style="text-align: center; margin-left: 8px; margin-right: 8px;"><span class="wxart_image" wx-style="display:inline-block;width: 100%;height: auto;"></span></p><p style="margin-left: 8px; margin-right: 8px;"><span style="margin-bottom: 0em; letter-spacing: 0.544px; outline: 0px; font-family: -apple-system, system-ui, Arial, sans-serif; font-size: 12px; color: rgb(178, 178, 178); visibility: visible;"><strong style="margin-bottom: 0em; outline: 0px; letter-spacing: 0.544px; visibility: visible;"><span style="margin-bottom: 0em;outline: 0px;line-height: 21.3333px;min-height: 0px;background-image: none;background-clip: border-box;background-size: auto;border-width: 0px;border-style: none;border-color: rgb(123, 12, 0);bottom: auto;height: auto;left: auto;max-height: none;min-width: 0px;top: auto;z-index: auto;visibility: visible;clear: none;text-align: justify;letter-spacing: 0.544px;background-position: 0% 0%;background-repeat: repeat;"><strong style="margin-bottom: 0em;outline: 0px;letter-spacing: 0.544px;text-align: center;visibility: visible;"><span style="margin-bottom: 0em;outline: 0px;line-height: 21.3333px;min-height: 0px;background-image: none;background-clip: border-box;background-size: auto;border-width: 0px;border-style: none;border-color: rgb(123, 12, 0);bottom: auto;height: auto;left: auto;max-height: none;min-width: 0px;top: auto;z-index: auto;visibility: visible;clear: none;text-align: justify;background-position: 0% 0%;background-repeat: repeat;"><strong style="margin-bottom: 0em;outline: 0px;letter-spacing: 0.544px;text-align: left;visibility: visible;"><span style="margin-bottom: 0em;outline: 0px;line-height: 21.3333px;min-height: 0px;background-image: none;background-clip: border-box;background-size: auto;border-width: 0px;border-style: none;border-color: rgb(123, 12, 0);bottom: auto;height: auto;left: auto;max-height: none;min-width: 0px;top: auto;z-index: auto;visibility: visible;clear: none;text-align: justify;background-position: 0% 0%;background-repeat: repeat;"><strong style="margin-bottom: 0em;outline: 0px;letter-spacing: 0.544px;text-align: center;visibility: visible;"><span style="margin-bottom: 0em;outline: 0px;line-height: 21.3333px;min-height: 0px;background-image: none;background-clip: border-box;background-size: auto;border-width: 0px;border-style: none;border-color: rgb(123, 12, 0);bottom: auto;height: auto;left: auto;max-height: none;min-width: 0px;top: auto;z-index: auto;visibility: visible;clear: none;text-align: justify;background-position: 0% 0%;background-repeat: repeat;"><strong style="margin-bottom: 0em;outline: 0px;letter-spacing: 0.544px;text-align: left;visibility: visible;"><span style="margin-bottom: 0em;outline: 0px;line-height: 21.3333px;min-height: 0px;background-image: none;background-clip: border-box;background-size: auto;border-width: 0px;border-style: none;border-color: rgb(123, 12, 0);bottom: auto;height: auto;left: auto;max-height: none;min-width: 0px;top: auto;z-index: auto;visibility: visible;clear: none;text-align: justify;background-position: 0% 0%;background-repeat: repeat;"><strong style="margin-bottom: 0em;outline: 0px;letter-spacing: 0.544px;text-align: center;visibility: visible;"><span style="margin-bottom: 0em;outline: 0px;line-height: 21.3333px;min-height: 0px;background-image: none;background-clip: border-box;background-size: auto;border-width: 0px;border-style: none;border-color: rgb(123, 12, 0);bottom: auto;height: auto;left: auto;max-height: none;min-width: 0px;top: auto;z-index: auto;visibility: visible;clear: none;text-align: justify;background-position: 0% 0%;background-repeat: repeat;"><strong style="margin-bottom: 0em;outline: 0px;letter-spacing: 0.544px;text-align: left;visibility: visible;"><span style="margin-bottom: 0em;outline: 0px;line-height: 21.3333px;min-height: 0px;background-image: none;background-clip: border-box;background-size: auto;border-width: 0px;border-style: none;border-color: rgb(123, 12, 0);bottom: auto;height: auto;left: auto;max-height: none;min-width: 0px;top: auto;z-index: auto;visibility: visible;clear: none;text-align: justify;background-position: 0% 0%;background-repeat: repeat;"><strong style="margin-bottom: 0em;outline: 0px;letter-spacing: 0.544px;text-align: center;visibility: visible;"><span style="margin-bottom: 0em;outline: 0px;color: rgb(123, 12, 0);font-family: "Helvetica Neue", Helvetica, Arial, sans-serif;line-height: 21.3333px;min-height: 0px;background-image: none;background-clip: border-box;background-size: auto;border-width: 0px;border-style: none;border-color: rgb(123, 12, 0);bottom: auto;height: auto;left: auto;max-height: none;min-width: 0px;top: auto;z-index: auto;visibility: visible;clear: none;background-position: 0% 0%;background-repeat: repeat;"></span></strong></span></strong></span></strong></span></strong></span></strong></span></strong></span></strong></span></strong></span><span style="margin-bottom: 0em; letter-spacing: 0.544px; outline: 0px; font-family: -apple-system, system-ui, Arial, sans-serif; font-size: 12px; color: rgb(178, 178, 178); visibility: visible;"><strong style="margin-bottom: 0em;outline: 0px;letter-spacing: 0.544px;visibility: visible;"><span style="margin-bottom: 0em;outline: 0px;line-height: 21.3333px;min-height: 0px;background-image: none;background-clip: border-box;background-size: auto;border-width: 0px;border-style: none;border-color: rgb(123, 12, 0);bottom: auto;height: auto;left: auto;max-height: none;min-width: 0px;top: auto;z-index: auto;visibility: visible;clear: none;text-align: justify;letter-spacing: 0.544px;background-position: 0% 0%;background-repeat: repeat;"><strong style="margin-bottom: 0em;outline: 0px;letter-spacing: 0.544px;text-align: center;visibility: visible;"><span style="margin-bottom: 0em;outline: 0px;line-height: 21.3333px;min-height: 0px;background-image: none;background-clip: border-box;background-size: auto;border-width: 0px;border-style: none;border-color: rgb(123, 12, 0);bottom: auto;height: auto;left: auto;max-height: none;min-width: 0px;top: auto;z-index: auto;visibility: visible;clear: none;text-align: justify;background-position: 0% 0%;background-repeat: repeat;"><strong style="margin-bottom: 0em;outline: 0px;letter-spacing: 0.544px;text-align: left;visibility: visible;"><span style="margin-bottom: 0em;outline: 0px;line-height: 21.3333px;min-height: 0px;background-image: none;background-clip: border-box;background-size: auto;border-width: 0px;border-style: none;border-color: rgb(123, 12, 0);bottom: auto;height: auto;left: auto;max-height: none;min-width: 0px;top: auto;z-index: auto;visibility: visible;clear: none;text-align: justify;background-position: 0% 0%;background-repeat: repeat;"><strong style="margin-bottom: 0em;outline: 0px;letter-spacing: 0.544px;text-align: center;visibility: visible;"><span style="margin-bottom: 0em;outline: 0px;line-height: 21.3333px;min-height: 0px;background-image: none;background-clip: border-box;background-size: auto;border-width: 0px;border-style: none;border-color: rgb(123, 12, 0);bottom: auto;height: auto;left: auto;max-height: none;min-width: 0px;top: auto;z-index: auto;visibility: visible;clear: none;text-align: justify;background-position: 0% 0%;background-repeat: repeat;"><strong style="margin-bottom: 0em;outline: 0px;letter-spacing: 0.544px;text-align: left;visibility: visible;"><span style="margin-bottom: 0em;outline: 0px;line-height: 21.3333px;min-height: 0px;background-image: none;background-clip: border-box;background-size: auto;border-width: 0px;border-style: none;border-color: rgb(123, 12, 0);bottom: auto;height: auto;left: auto;max-height: none;min-width: 0px;top: auto;z-index: auto;visibility: visible;clear: none;text-align: justify;background-position: 0% 0%;background-repeat: repeat;"><strong style="margin-bottom: 0em;outline: 0px;letter-spacing: 0.544px;text-align: center;visibility: visible;"><span style="margin-bottom: 0em;outline: 0px;line-height: 21.3333px;min-height: 0px;background-image: none;background-clip: border-box;background-size: auto;border-width: 0px;border-style: none;border-color: rgb(123, 12, 0);bottom: auto;height: auto;left: auto;max-height: none;min-width: 0px;top: auto;z-index: auto;visibility: visible;clear: none;text-align: justify;background-position: 0% 0%;background-repeat: repeat;"><strong style="margin-bottom: 0em;outline: 0px;letter-spacing: 0.544px;text-align: left;visibility: visible;"><span style="margin-bottom: 0em;outline: 0px;line-height: 21.3333px;min-height: 0px;background-image: none;background-clip: border-box;background-size: auto;border-width: 0px;border-style: none;border-color: rgb(123, 12, 0);bottom: auto;height: auto;left: auto;max-height: none;min-width: 0px;top: auto;z-index: auto;visibility: visible;clear: none;text-align: justify;background-position: 0% 0%;background-repeat: repeat;"><strong style="margin-bottom: 0em;outline: 0px;letter-spacing: 0.544px;text-align: center;visibility: visible;"><span style="margin-bottom: 0em;outline: 0px;color: rgb(123, 12, 0);font-family: "Helvetica Neue", Helvetica, Arial, sans-serif;line-height: 21.3333px;min-height: 0px;background-image: none;background-clip: border-box;background-size: auto;border-width: 0px;border-style: none;border-color: rgb(123, 12, 0);bottom: auto;height: auto;left: auto;max-height: none;min-width: 0px;top: auto;z-index: auto;visibility: visible;clear: none;background-position: 0% 0%;background-repeat: repeat;">▲</span></strong></span></strong></span></strong></span></strong></span></strong></span></strong></span></strong></span></strong></span><span style="font-family: 微软雅黑; letter-spacing: 0.544px; text-decoration-style: solid; text-decoration-color: rgb(178, 178, 178); outline: 0px; visibility: visible; color: rgb(178, 178, 178); font-size: 12px;"><span style="outline: 0px;letter-spacing: 0.544px;text-decoration-style: solid;text-decoration-color: rgb(178, 178, 178);"><span style="outline: 0px;letter-spacing: 0.544px;text-decoration-style: solid;text-decoration-color: rgb(178, 178, 178);"><span style="outline: 0px;letter-spacing: 0.544px;text-decoration-style: solid;text-decoration-color: rgb(178, 178, 178);"> （视觉中国/图）</span></span></span></span></p><section style="letter-spacing: 0.578px; outline: 0px; color: rgb(34, 34, 34); font-size: 16px; caret-color: rgb(34, 34, 34); font-family: -apple-system-font, BlinkMacSystemFont, Arial, sans-serif; visibility: visible;"><section style="outline: 0px;visibility: visible;"><section style="outline: 0px;visibility: visible;"><section style="margin-right: 8px;margin-bottom: 24px;margin-left: 8px;outline: 0px;visibility: visible;"><section style="padding-right: 2px;padding-bottom: 2px;padding-left: 2px;outline: 0px;font-family: inherit;text-decoration: inherit;display: inline-block;border-color: rgb(95, 1, 1);border-bottom-width: 2px;border-bottom-style: solid;line-height: 1;text-align: center;color: rgb(255, 255, 255);visibility: visible;"><section style="padding: 0.3em 0.4em;outline: 0px;letter-spacing: 0.544px;display: inline-block;min-width: 1.8em;min-height: 1.6em;border-radius: 80% 100% 90% 20%;line-height: 1;font-family: inherit;background-color: rgb(95, 1, 1);visibility: visible;"><section style="outline: 0px;visibility: visible;"><span style="outline: 0px;visibility: visible;">1</span></section></section><span style="margin-left: 0.4em;outline: 0px;display: inline-block;line-height: 1.4;text-decoration: inherit;color: rgb(95, 1, 1);visibility: visible;"><h4 style="outline: 0px;visibility: visible;"><strong style="letter-spacing: 0.578px;text-decoration: inherit;font-family: inherit;">建构优质的公益品牌，</strong></h4><h4 style="outline: 0px;visibility: visible;"><strong style="letter-spacing: 0.578px;text-decoration: inherit;font-family: inherit;">促进公益慈善行业高质量发展 </strong></h4></span></section></section></section></section></section><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; letter-spacing: 0.544px; text-indent: 0em; line-height: 1.6em;"><span style="color: rgb(34, 34, 34);font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, Arial, sans-serif;font-size: 16px;letter-spacing: 0.544px;text-indent: 0em;">公益发展需要品牌建设，已然逐渐成为公益业界的共识性原则。一方面，对公益慈善机构来说，公益品牌是社会公信力的直接体现，而社会公信力是公益慈善机构的立身之本；另一方面，无论是从外部政策环境，还是行业内部发展阶段的需要，公益慈善行业需要尽快转变到高质量发展的轨道，公益品牌是其有力的抓手和重要的实现路径。</span></p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; letter-spacing: 0.544px; text-indent: 0em; line-height: 1.6em;"><span style="color: rgb(34, 34, 34);font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, Arial, sans-serif;font-size: 16px;letter-spacing: 0.544px;text-indent: 0em;">当前，公众对公益的关注度逐渐提升，对公益品牌的构建提出了更高的期待和要求。合法合规是公益品牌的基础，也是每个公益机构的生存底线。同时，公益品牌的构建也在不断拓宽人们对于公益的想象空间。</span><o:p style="outline: 0px;"></o:p></p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; letter-spacing: 0.544px; text-indent: 0em; line-height: 1.6em;"><span style="color: rgb(34, 34, 34);font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, Arial, sans-serif;font-size: 16px;letter-spacing: 0.544px;text-indent: 0em;">从蚂蚁森林将用户公益等行为数据转化为扎根沙漠的梭梭树，到腾讯公益平台上“再想一想”的“冷静器”功能，再到美团“乡村儿童操场”公益计划让捐赠者“知道自己捐赠的拼接地板最终铺设在哪个幼儿园的第几行第几列”……众多优质的公益品牌正以自身发展实践透明公益、理性公益等理念，积极探索技术赋能公益慈善，促使优质的公益理念不断走入公共视野，也提高了社会大众对公益慈善的关注并促其深度参与其中。</span></p><p style="text-align: center; margin-left: 8px; margin-right: 8px;"><span class="wxart_image" wx-style="display:inline-block;width: 100%;height: auto;"></span></p><section style="outline: 0px; font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; letter-spacing: 0.544px; margin-left: 8px; margin-right: 8px;"><span style="outline: 0px;font-family: 微软雅黑;font-size: 16px;"><span style="margin-bottom: 0em;outline: 0px;letter-spacing: 0.544px;font-family: -apple-system, system-ui, Arial, sans-serif;font-size: 12px;color: rgb(178, 178, 178);visibility: visible;"><strong style="margin-bottom: 0em; outline: 0px; letter-spacing: 0.544px; visibility: visible;"><span style="margin-bottom: 0em;outline: 0px;line-height: 21.3333px;min-height: 0px;background-image: none;background-clip: border-box;background-size: auto;border-width: 0px;border-style: none;border-color: rgb(123, 12, 0);bottom: auto;height: auto;left: auto;max-height: none;min-width: 0px;top: auto;z-index: auto;visibility: visible;clear: none;text-align: justify;letter-spacing: 0.544px;background-position: 0% 0%;background-repeat: repeat;"><strong style="margin-bottom: 0em;outline: 0px;letter-spacing: 0.544px;text-align: center;visibility: visible;"><span style="margin-bottom: 0em;outline: 0px;line-height: 21.3333px;min-height: 0px;background-image: none;background-clip: border-box;background-size: auto;border-width: 0px;border-style: none;border-color: rgb(123, 12, 0);bottom: auto;height: auto;left: auto;max-height: none;min-width: 0px;top: auto;z-index: auto;visibility: visible;clear: none;text-align: justify;background-position: 0% 0%;background-repeat: repeat;"><strong style="margin-bottom: 0em;outline: 0px;letter-spacing: 0.544px;text-align: left;visibility: visible;"><span style="margin-bottom: 0em;outline: 0px;line-height: 21.3333px;min-height: 0px;background-image: none;background-clip: border-box;background-size: auto;border-width: 0px;border-style: none;border-color: rgb(123, 12, 0);bottom: auto;height: auto;left: auto;max-height: none;min-width: 0px;top: auto;z-index: auto;visibility: visible;clear: none;text-align: justify;background-position: 0% 0%;background-repeat: repeat;"><strong style="margin-bottom: 0em;outline: 0px;letter-spacing: 0.544px;text-align: center;visibility: visible;"><span style="margin-bottom: 0em;outline: 0px;line-height: 21.3333px;min-height: 0px;background-image: none;background-clip: border-box;background-size: auto;border-width: 0px;border-style: none;border-color: rgb(123, 12, 0);bottom: auto;height: auto;left: auto;max-height: none;min-width: 0px;top: auto;z-index: auto;visibility: visible;clear: none;text-align: justify;background-position: 0% 0%;background-repeat: repeat;"><strong style="margin-bottom: 0em;outline: 0px;letter-spacing: 0.544px;text-align: left;visibility: visible;"><span style="margin-bottom: 0em;outline: 0px;line-height: 21.3333px;min-height: 0px;background-image: none;background-clip: border-box;background-size: auto;border-width: 0px;border-style: none;border-color: rgb(123, 12, 0);bottom: auto;height: auto;left: auto;max-height: none;min-width: 0px;top: auto;z-index: auto;visibility: visible;clear: none;text-align: justify;background-position: 0% 0%;background-repeat: repeat;"><strong style="margin-bottom: 0em;outline: 0px;letter-spacing: 0.544px;text-align: center;visibility: visible;"><span style="margin-bottom: 0em;outline: 0px;line-height: 21.3333px;min-height: 0px;background-image: none;background-clip: border-box;background-size: auto;border-width: 0px;border-style: none;border-color: rgb(123, 12, 0);bottom: auto;height: auto;left: auto;max-height: none;min-width: 0px;top: auto;z-index: auto;visibility: visible;clear: none;text-align: justify;background-position: 0% 0%;background-repeat: repeat;"><strong style="margin-bottom: 0em;outline: 0px;letter-spacing: 0.544px;text-align: left;visibility: visible;"><span style="margin-bottom: 0em;outline: 0px;line-height: 21.3333px;min-height: 0px;background-image: none;background-clip: border-box;background-size: auto;border-width: 0px;border-style: none;border-color: rgb(123, 12, 0);bottom: auto;height: auto;left: auto;max-height: none;min-width: 0px;top: auto;z-index: auto;visibility: visible;clear: none;text-align: justify;background-position: 0% 0%;background-repeat: repeat;"><strong style="margin-bottom: 0em;outline: 0px;letter-spacing: 0.544px;text-align: center;visibility: visible;"><span style="margin-bottom: 0em;outline: 0px;color: rgb(123, 12, 0);font-family: "Helvetica Neue", Helvetica, Arial, sans-serif;line-height: 21.3333px;min-height: 0px;background-image: none;background-clip: border-box;background-size: auto;border-width: 0px;border-style: none;border-color: rgb(123, 12, 0);bottom: auto;height: auto;left: auto;max-height: none;min-width: 0px;top: auto;z-index: auto;visibility: visible;clear: none;background-position: 0% 0%;background-repeat: repeat;">▲</span></strong></span></strong></span></strong></span></strong></span></strong></span></strong></span></strong></span></strong></span><span style="outline: 0px;text-decoration-style: solid;text-decoration-color: rgb(178, 178, 178);letter-spacing: 0.544px;visibility: visible;color: rgb(178, 178, 178);font-size: 12px;"><span style="outline: 0px;letter-spacing: 0.544px;text-decoration-style: solid;text-decoration-color: rgb(178, 178, 178);"><span style="outline: 0px;letter-spacing: 0.544px;text-decoration-style: solid;text-decoration-color: rgb(178, 178, 178);"><span style="outline: 0px;letter-spacing: 0.544px;text-decoration-style: solid;text-decoration-color: rgb(178, 178, 178);"> （视觉中国/图）</span></span></span></span></span></section><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; letter-spacing: 0.544px; text-indent: 0em; line-height: 1.6em;"><span style="color: rgb(34, 34, 34);font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, Arial, sans-serif;font-size: 16px;letter-spacing: 0.544px;text-indent: 0em;">公益品牌具有有别于商业品牌的独特优势，公益机构应该坚守长期主义，积极探索适合自己的品牌建设路径。2022年11月，在南方周末主办的第三届筑梦者公益大会上，基金会中心网理事李劲曾分享道，“公益品牌应立足于内部核心能力的建设，树立内部价值观，让核心价值观贯彻到战略、业务和团队中去，保持服务能力、外部形象、民生保障的一致性。同时，强化和深化对公益品牌的认知，要认识到品牌是公益机构最高的业务形态；公益品牌的塑造需要从项目管理、筹资、人力资源等慢慢转到风险控制，再转到品牌管理和强化品牌职能。”</span></p><section style="letter-spacing: 0.578px; outline: 0px; color: rgb(34, 34, 34); font-size: 16px; caret-color: rgb(34, 34, 34); font-family: -apple-system-font, BlinkMacSystemFont, Arial, sans-serif; visibility: visible;"><section style="outline: 0px;visibility: visible;"><section style="outline: 0px;visibility: visible;"><section style="margin-right: 8px;margin-bottom: 24px;margin-left: 8px;outline: 0px;visibility: visible;"><section style="padding-right: 2px;padding-bottom: 2px;padding-left: 2px;outline: 0px;font-family: inherit;text-decoration: inherit;display: inline-block;border-color: rgb(95, 1, 1);border-bottom-width: 2px;border-bottom-style: solid;line-height: 1;text-align: center;color: rgb(255, 255, 255);visibility: visible;"><section style="padding: 0.3em 0.4em;outline: 0px;letter-spacing: 0.544px;display: inline-block;min-width: 1.8em;min-height: 1.6em;border-radius: 80% 100% 90% 20%;line-height: 1;font-family: inherit;background-color: rgb(95, 1, 1);visibility: visible;"><section style="outline: 0px;visibility: visible;"><span style="outline: 0px;visibility: visible;">2</span></section></section><span style="margin-left: 0.4em;outline: 0px;display: inline-block;line-height: 1.4;text-decoration: inherit;color: rgb(95, 1, 1);visibility: visible;"><h4 style="outline: 0px;visibility: visible;"><strong style="text-decoration: inherit;font-family: inherit;letter-spacing: 0.578px;">凝聚向善的力量，</strong></h4><h4 style="outline: 0px;visibility: visible;"><strong style="text-decoration: inherit;font-family: inherit;letter-spacing: 0.578px;">关注“公益品牌创新” </strong></h4></span></section></section></section></section></section><p style="outline: 0px; font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; letter-spacing: 0.544px; margin-right: 8px; margin-bottom: 24px; margin-left: 8px; text-align: justify;"><span style="color: rgb(34, 34, 34);font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, Arial, sans-serif;font-size: 16px;letter-spacing: 0.544px;text-indent: 0em;">自</span><span style="color: rgb(34, 34, 34);font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, Arial, sans-serif;font-size: 16px;letter-spacing: 0.544px;text-indent: 0em;">2017年起，南方周末公益研究中心开始对中国公益品牌发展情况进行观察。</span><span style="color: rgb(34, 34, 34);font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, Arial, sans-serif;font-size: 16px;letter-spacing: 0.544px;text-indent: 0em;">随着新的国家政策和行业标准的出台，南方周末公益研究中心中国公益品牌评价体系在延续往年观察公益传播效果的同时，也更加强调公益品牌所坚守的社会价值、解决社会问题的实际效果以及可持续影响力，确立起“公益品牌基础”“公益品牌实施”“公益品牌</span><span style="color: rgb(34, 34, 34);font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, Arial, sans-serif;font-size: 16px;letter-spacing: 0.544px;text-indent: 0em;">改进”的评价模型。</span><span style="letter-spacing: 0.544px;text-indent: 0em;font-size: var(--articleFontsize);"></span></p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; letter-spacing: 0.544px; text-indent: 0em; line-height: 1.6em;"><strong><span style="font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, Arial, sans-serif;font-size: 16px;letter-spacing: 0.544px;text-indent: 0em;color: rgb(123, 12, 0);">“南方周末中国公益品牌榜（2023）”</span></strong><span style="color: rgb(34, 34, 34);font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, Arial, sans-serif;font-size: 16px;letter-spacing: 0.544px;text-indent: 0em;">调研已于今年8月启动；11月，南方周末公益研究中心将根据调研结果发布2023中国公益基金会品牌榜、中国公益项目品牌榜、中国企业志愿服务榜。此次的评价工作旨在深入探讨如何建立并维护兼具影响力、持续性、规范性和安全性的公益品牌，以推动公益行业的高质量发展。</span><o:p style="outline: 0px;"></o:p></p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; letter-spacing: 0.544px; text-indent: 0em; line-height: 1.6em;"><span style="color: rgb(34, 34, 34);font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, Arial, sans-serif;font-size: 16px;letter-spacing: 0.544px;text-indent: 0em;">此外，</span><strong><span style="font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, Arial, sans-serif;font-size: 16px;letter-spacing: 0.544px;text-indent: 0em;color: rgb(123, 12, 0);">第四届南方周末筑梦者公益大会</span></strong><span style="color: rgb(34, 34, 34);font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, Arial, sans-serif;font-size: 16px;letter-spacing: 0.544px;text-indent: 0em;">将于</span><strong><span style="font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, Arial, sans-serif;font-size: 16px;letter-spacing: 0.544px;text-indent: 0em;color: rgb(123, 12, 0);">2023年11月17日</span></strong><span style="color: rgb(34, 34, 34);font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, Arial, sans-serif;font-size: 16px;letter-spacing: 0.544px;text-indent: 0em;">在</span><strong><span style="font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, Arial, sans-serif;font-size: 16px;letter-spacing: 0.544px;text-indent: 0em;color: rgb(123, 12, 0);">北京</span></strong><span style="color: rgb(34, 34, 34);font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, Arial, sans-serif;font-size: 16px;letter-spacing: 0.544px;text-indent: 0em;">举办，将聚焦年度主题“公益品牌创新”，凝聚政府、企业、公益组织等多方智慧，思考并观察中国公益的未来发展。南方周末公益研究中心将发布《2023中国公益品牌观察报告》《2023中国互联网公益观察报告》等一系列研究成果，敬请期待。</span></p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; letter-spacing: 0.544px; text-indent: 0em; line-height: 1.6em;"><span style="color: rgb(34, 34, 34);font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, Arial, sans-serif;font-size: 16px;letter-spacing: 0.544px;text-indent: 0em;">本次大会还将表彰2023年度在公益领域具有示范作用和突出贡献的人物或群体，并从多个维度表彰公益领域的优秀实践机构、企业和代表性案例。点击图片，了解本年度奖项候选名单。</span></p><section style="letter-spacing: 0.578px;text-align: center;margin-left: 8px;margin-right: 8px;"><a target="_blank" href="https://irm.infzm.com/2023/dream/" textvalue="你已选中了添加链接的内容" linktype="text" imgurl="" tab="outerlink" data-linktype="1"><span class="js_jump_icon h5_image_link"><span class="wxart_image" wx-style="display:inline-block;width: 100%;height: auto;"></span></span></a></section><p style="outline: 0px; font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; letter-spacing: 0.544px; margin-right: 8px; margin-bottom: 24px; margin-left: 8px; text-align: center;"><span style="letter-spacing: 0.5px; font-family: 微软雅黑; outline: 0px; color: rgb(123, 12, 0);">点击图片，了解本年度第一批奖项候选名单</span></p><p style="outline: 0px; font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; letter-spacing: 0.544px; margin-right: 8px; margin-bottom: 24px; margin-left: 8px; text-align: justify;"><span style="letter-spacing: 0.5px;font-family: 微软雅黑;font-size: 16px;outline: 0px;color: rgb(136, 136, 136);">南方周末于2020年发起筑梦者公益大会，以“凝聚向善的力量”为理念，连接政府、企业、公益组织、基金会、公众等公益领域的核心要素，旨在将大会打造成一个分享知识成果、探讨公益业态、赋能行业发展的具有创新性、针对性和包容性的发展平台。每年，大会将结合中国公益发展的亮点和风向延展年度关注主题，并发布一系列的重要研究成果。</span></p><p style="outline: 0px; font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; letter-spacing: 0.544px; margin-right: 8px; margin-bottom: 24px; margin-left: 8px; text-align: justify;"><span style="letter-spacing: 0.5px;font-family: 微软雅黑;font-size: 16px;outline: 0px;color: rgb(136, 136, 136);"><br></span></p><p style="outline: 0px; font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; letter-spacing: 0.544px; margin-right: 8px; margin-bottom: 24px; margin-left: 8px; text-align: justify;"><span style="letter-spacing: 0.5px;color: rgb(0, 0, 0);font-family: 微软雅黑;font-size: 16px;outline: 0px;">点击“</span><strong><span style="letter-spacing: 0.5px;font-family: 微软雅黑;font-size: 16px;outline: 0px;color: rgb(123, 12, 0);">阅读原文</span></strong><span style="letter-spacing: 0.5px;color: rgb(0, 0, 0);font-family: 微软雅黑;font-size: 16px;outline: 0px;">”，进入</span><strong><span style="letter-spacing: 0.5px;font-family: 微软雅黑;font-size: 16px;outline: 0px;color: rgb(123, 12, 0);">“筑梦者公益大会”专题</span></strong></p><p style="letter-spacing: 0.578px;text-align: right;"><span style="color: rgb(214, 214, 214);font-size: 15px;">（专题）</span></p><p style="display: none;"><mp-style-type data-value="3"></mp-style-type></p><br>转载声明：本文转载自「南方周末」，搜索「southernweekly」即可关注，[<a target="_blank" href="https://mp.weixin.qq.com/s/h931eWWo6R2bRKNVwjUaig">阅读原文</a>]。</div><p></p>
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