Love Wardrobe Opens China Charity Micro Era

In the early morning of August 2011, though it was still in autumn, the weather was still hot.

At this time, Wang Kai, CCTV's financial channel, and Ma Hongtao, who are also hosts of CCTV backbone, are hurrying to 51 Wangjing West Road, Beijing.

"Love Wardrobe" is a charitable foundation founded by Wang Kai and Ma Hongtao and founded jointly with the youth foundation.

When it first appeared, it amazed the Chinese charity circles.

This is not just because of its celebrity effect, but more importantly, it presents an unprecedented charitable model of charity combined with micro-blog.

When many charitable public are still confused about where the charity is going, some people wake up like a dream and realize that the "micro era" of Chinese charity has arrived.

origin

In Wang Kai's eyes, the "crowded" appearance in the closet.

Can you set up an online shop together, sell each piece of clothing with the original host's photo and sell it to the Internet, then donate money to a non-governmental charitable organization like angel mother?

As one of the first bloggers, Wang Kai sent his ideas to micro-blog.

It is exciting that this micro-blog has been forwarded thousands of times in just a few hours. Most of the bloggers are ordinary people who have the most simple ideas about charity, and of course there are many "celebrities" in the circle of performing arts and hosting circles.

At the same time, Ma Hongtao, his good friend, said he was very willing to help.

Wang Kai's kindness and enthusiasm and friends joined him to make Wang Kai's heart boil. He decided to put this idea into practice immediately.

At this time, the Chinese youth development foundation, which has been looking for excellent charitable projects, also found Wang Kai's charity plan on micro-blog. The Youth Foundation believed that Wang Kai had sincere faith and the belief of establishing a clean and pparent fund, and his funding field was basically the same as that of the Youth Foundation. Wang Kai also valued the rich experience of the China Youth Development Foundation in paying attention to young people's life and improving the environment for youth development.

Then, in June 9, 2011, a charity project called "Love Wardrobe" was announced. The two sides finally walked from micro-blog to life, and turned the concept of micro-blog charity into reality.

43 days later, the charity wardrobe charity fund, which was affiliated to the youth foundation, was also officially launched.

The "Love Wardrobe" fund aims to make online and offline auctions and bazaars for commemorative costumes, gowns, gowns and costumes donated by celebrities and hosts, so as to raise funds for the children in poor areas.

"In the past, I felt that I was powerless and unable to do well, and wanted to do good deeds. But I believe in some channels, and I can not reach some things. I do not know what kind of good deeds I can do with my ability and strength.

But with micro-blog, most of the obstacles are gone. "

Wang Kai's plain words revealed joy.

Idea

Ma Hongtao proposed the charity wardrobe charity foundation to set the first funding project in Huining County, Gansu province.

He said that this is not only because Huining is the revolutionary sanctuary of the three main forces of the Red Army, but also a famous county in Northwest China.

But who knows, behind the honors, there are many children who are good at learning, but never wear a decent new dress.

Ma Hongtao's proposal was approved by the members of the planning committee. They agreed that it would be very worthwhile to help such a group of children with dreams and poverty.

But when the planning group was informed of the fact that Ning county had 54000 pupils to 55000 pupils, there were two different voices in the Planning Committee: some people thought that if all pupils had a new dress, 140 yuan / piece would be needed, the initial fundraising would be 7 million 700 thousand yuan, and the pressure would be very large, so they could only help children who could not wear clothes; others said that those children who could satisfy the warmth but wanted new clothes were also worthy of help.

Finally, it is Wang Kai's words that we have reached a consensus. "Love Wardrobe" decided to provide a brand new and uniform cold proof clothing for all pupils in Ning county.

"If we help only a very poor child, it means that a poor child in a poor county has put a label on the poor children. All the children who wear clothes with Love Wardrobe become the representatives of" poorer and poorer ". This is absolutely impossible.

Wang Kai told reporters very firmly that "equality is particularly important in this era. The purpose of charity is to narrow the gap between the rich and the poor through good deeds. If we are charitable, we should classify and paste labels for children. That will be fatal to children's mental attacks, which is also against our original intention of charity."

rule

According to Sina official micro-blog, "Love Wardrobe": all people can participate in charity activities of "Love Wardrobe" through three ways: the first is through the "love closet" in Sina's official micro-blog, to subscribe for the children's specially designed cold proof warm clothing, a total of four styles, after the money is used to buy clothes for children, each set of 140 yuan; second is to participate in the auction, that is, the clothes donated by the stars for auction; the third is through the official micro-blog released "Love Wardrobe" account donation.

In fact, the second most attractive ways are micro-blog auction.

The auction rule of "Love Wardrobe" is that if a person takes a price on the first day, if no one will bid it at a higher price within 24 hours, the auctions will be owned by the owner. If someone bid, the auction time will be returned to zero and the countdown to the 24 hour auction will continue.

The advantage of this rule is that if someone continues to increase the price, the clothes will continue to be photographed at a higher price. Of course, in reality, nothing can be photographed at an infinitely high price.

This will maximize the price of the product being photographed and maximize the value of the product itself.

In addition, there is another advantage: this rule makes many people worry that someone will pay a higher price within 24 hours, and take away what belongs to me today, so that there is a sense of "competition". So some people simply make a high price in the shortest time and let other people "fear the price", so the products can be settled within 24 hours.

It will not interfere with the progress of the sale of the next item. This auction method is full of excitement and fun.

brand

It is understood that in just two months, the "Love Wardrobe" has successfully raised 1 million donations to "Sina micro-blog", but this can not hide the public's doubts about this "micro era" charity.

Someone on micro-blog: @ Wang Kai: will your charity really be used to the children?

How do you ensure the openness and pparency of the fund?

Are there any specific methods of operation?

In the face of public doubt, Wang Kaiji seriously said, "I think" Love Wardrobe "must be" Metamorphosis "pparent, will truly get the public's trust.

He knows that in countless micro-blog platforms with double eyes, any fraud can be seen by a discerning eye. The establishment of a clean charitable fund prestige must be timely disclosure and third party supervision.

Therefore, in order to ensure the absolute openness and pparency, the "Love Wardrobe" fund will not only raise the total amount of money raised, where to raise the money, where each money is spent, how much it has been made public, but also specially invite the "DDT accounting firm", one of the world's four largest accounting firms, to do the third party audit for "Love Wardrobe".

Of course, these 1 million are the start-up funds and administrative special funds of "Love Wardrobe".

After the "Love Wardrobe" fund continues to run, every donation will not move. All work expenses will be specifically sought by enterprises, and the "spending details" of the work funds collected will also be disclosed to the public.

Of course, as China's largest "micro-blog charity" of the pen, "Love Wardrobe" love fund is bound to carry more expectations and blessings.

Mr. Wang Xudong, a minister of human resources and a "Wardrobe" curator of China's youth foundation, told reporters: "before charity was called propaganda and mobilization, now I prefer to communicate with the public.

The one-way and politicized way of raising money has not adapted to this era. The micro-blog era has provided a mutual and equal charity mode.

In fact, this kind of affinity to the people, democracy and humanity is itself the brand of "micro-blog charity".

Signboards are fragrant and people who are willing to participate in charity are naturally more.

In the "micro era" of information explosion, the nature of public service marketing has evolved to convey information about charitable project brands and how to successfully convince the target audience, so that the public can eventually participate in practical charitable activities.

"For the charity field marketing," attack "is the top priority.

Obviously, "Love Wardrobe" is such a concept with the concept of public welfare marketing, perhaps attributed to Wang Kai's popularity and influence, but also to the new charity model of micro-blog charity.

Professor Li Lei of Communication University of China School of television and journalism said.