New Ideas On Charity Marketing

China is a country with a long tradition of philanthropy. Since ancient times, there are numerous examples of charitable donations such as money and roads, bridges and natural disasters. A few days ago, the great tsunami in Southeast Asia and many ordinary people in China donated money. They certainly did not have any marketing purpose. They only embodied a love.

      What is charity marketing?

More and more enterprises enhance their corporate image in charitable activities. This charitable act in enterprises is called "charity marketing" in the north. This is a new term for Chinese marketing professionals to deduce from the concept of affiliate marketing and cause based marketing. Enterprises combine commercial purposes with charitable purposes of society. Through non-profit organizations (charitable organizations), donations and subsidies are made for related matters, so as to achieve the goal of improving product sales, improving the social image of enterprises and realizing the profits of enterprises.

     The use of charitable activities for corporate marketing comes from the concept of social marketing.

The traditional concept of marketing is concerned with gaining profits through various means. The development of social economy brings many social problems, which makes people begin to reflect on the traditional marketing concept. So the concept of "social marketing" has emerged, that is, when enterprises achieve their marketing objectives, they should protect or improve consumers and social welfare.

    Special circumstances of philanthropy in China

Philanthropy is a topic of great concern in the context of the public and the media for the Chinese rich, because its real significance lies in a wait-and-see view of entrepreneurs' behavior in various kinds of reasonable tax avoidance and other means. The comparison between Hurun's rich list and charity list has played a more and more important role in it, and many media donations to the western entrepreneurs for hundreds of millions of dollars or a legacy of more than 90% of their legacy to society has aroused public dissatisfaction.

The rich and poor have always been the way to divide the population in a society. The so-called reasonable society is a society with a balanced flow of the rich and the poor. The development path of the rich and poor in Chinese society can be described as "persuading the rich to help the poor", "robbing the rich and helping the poor" and then "tax and rich to help the poor", and gradually moving from culture to system.

Economists and sociologists are making suggestions at different levels. Media, celebrities and enterprises are busy holding charity banquet and donation activities. Netizens discuss the topic of "gratitude". Charity and public welfare seem to be very lively in China, and this stylized and unsincere hot is not a real heat generation.

      From the 5.12 Wenchuan earthquake

After every disastrous event, we always see the figure of state-owned enterprises, private enterprises and foreign enterprises. These enterprises contribute their own strength by donating money (things), and express their corporate social responsibilities, which become the inevitable action of many enterprises. Such an inevitable move is due to the different nationality of enterprises and the difference of ownership (state-owned enterprises and private enterprises) showing different charitable consciousness.

From the following set of figures, we can vaguely arrive at some conclusion. As at 18:00 on May 14th, according to the amount of donations announced by enterprises, there were about 70 enterprises with donations amounting to more than ten million yuan, and their Chinese enterprises accounted for about 50%, and private enterprises accounted for about 25% of the total. The remaining 25% were composed of foreign enterprises, Taiwan enterprises and Hong Kong enterprises.

The US business has always been a model student in such a situation, and their active figures frequently appear in donations below 5 million yuan.

State owned enterprises and private enterprises in the "tens of millions of camps" believe that basically you are familiar with the figure - China Mobile, Bank of China, China Life Insurance, Sinopec, PICC... Lenovo, 31, Geely Automobile, Anta, new hope... In such sudden incidents, they are consistent active participants. In the 5 million to 9 million 990 thousand yuan donation section, there are 41 enterprises, and Chinese enterprises and private enterprises are equal.

From the data, we can see that the state-owned enterprises are generous, private enterprises are active and foreign enterprises are cautious.

The conclusion is a charitable character.

Such a result may be too unexpected.

Large state-owned enterprises pay more attention to political awareness, and such donations are their two principles. Active private enterprises in donations are all image sensitive enterprises. They are always high-profile. Foreign companies donate a small amount, or say that the donation is more cautious because charity is their regular function. They pay more attention to the established charity projects rather than unexpected events. This choice also includes doubts about China's donor management mechanism. Multinational corporations have always advocated independent operations, which are managed by charitable funds or commissioned by professional non-profit organizations.

If viewed from the surface of charity behavior, it seems that there is not much difference between multinational corporations and Chinese enterprises in charitable activities. But after in-depth analysis, it will be found that there are obvious differences between Chinese companies and multinational corporations in terms of donation concept, internal driving force and operation mechanism of donation.

Donations from Chinese enterprises often show a sudden and short-term nature. Donation activities are not linked to the development strategy and business interests of enterprises, nor do they form a standardized and institutionalized operation mechanism, to a large extent, depends on the conscience of business leaders. Multinational corporations have a mature concept of "corporate citizenship" in the aspect of corporate donations, which closely links enterprise donation with the development strategy and business interests of enterprises, and forms a set of standardized and institutionalized operation mechanism.

      Mr. Gates -- charitable "whole body management"

Charity not only needs money, but also needs talented people with ability and wisdom. In the past, the way of entrepreneurs participating in charity was mainly "donating", while Gates began to "operate whole-body". Gates's expectation is not only his huge donation, but also his charitable management based on the vision and ability of entrepreneurs.

How to make charity work like efficiency in the market operation is an important issue in charitable management.

We look forward to the promotion of the field of philanthropy to a new field by Mr. Gates.

      Jet Li -- an infectious disease of love

Jet Li, the king of Kungfu, has devoted himself to public welfare and innovating public welfare organizations after the tsunami and death. The fund, with the concept of generating a large sum of money, promotes everyone's donation of $1 a month, and uses "creativity + business" to solve the problem of efficiency and sustainable development of public welfare.

The Ghez Buffett foundation defines the one fund model as the concept of "lovevirus (infectious disease of love"). One foundation has created a set of new public welfare models with innovative viral marketing. This mode of public service is not simply giving a large sum of money to an institution or a "rich person" just like the traditional way, but to let public welfare organizations (one fund), enterprises (Hua Yi) and ordinary individuals (consumers) be infected by "love virus".

      Wang Shi -- we should have more understanding of you.

After the Wenchuan earthquake, China's famous enterprise Vanke donated 2 million yuan, which many people thought was not commensurate with its annual sales volume of 100 billion yuan.

In this regard, Wang Shi, chairman of Vanke, pointed out in his blog, "I think 2 million of Vanke's donation is appropriate. This is not only the maximum amount of individual contributions authorized by the board of directors, even if the authorized amount exceeds this amount, I still think that 2 million is an appropriate amount. China is a country with frequent disasters. Disaster relief charity activities are normal. The donation activities of enterprises should be sustainable, but not a burden. With this statement, Vanke and Wang Shi were caught up in the crisis whirlpool and were criticized for public opinion.

Bill gates and Jet Li are using their repositioning charity marketing to promote the changing habit of charity in the world and bring the society into a new era of charity. At the moment of the earthquake, Chinese people saw only a small amount of donations from Wang Shi, but did not see their reconsideration of philanthropy.

This is the beginning of a new charity movement. Promoting the public welfare with entrepreneurial form and creative thinking will profoundly change the world. No more charity will be donated to the world, and no more participants will be donated. However, for the arrival of such a new movement, even the most influential business leaders also lack the foresight. Chinese people's hatred of rich plot makes Wang Shi a sacrificial rite of this new movement.

     New charitable age -- charity should be an effective driving force for enterprises.

As a rational and thoughtful entrepreneur, Wang Shi's statement is obviously undisputable because he has seen or realized the possibility of changing a charitable way to make it sustainable, and this may be of strategic significance for the development of enterprises.

In the new era of charity, donations should not be a burden to enterprises. It can also become a realistic and effective driving force for the growth of enterprises.