The survey shows that the Internet plays a great role in the popularization of donations in China.

The report "China Public Donation Survey" recently released by National Development Research Institute of Peking University shows that the Internet has played a great role in the popularization of donations in the past year, and the main online donation channels are WeChat friends circle and Alipay.

"After the donation, more than half of the donors will pay attention to the donation effect and share information related to the donation, and generally feel that the world is full of hope and life is meaningful, especially after the donation of materials and time." Ma Jingjing, head of China Public Donation Research Project, introduced.

According to the research report, in the past year, as many as 80.9% of the respondents said that they had participated in donations. Among them, 45.9% participated in money donation, 31.7% in material donation, 23.0% in time donation and 35.2% in behavior donation. However, the history of public donation in China is generally short, with 61% of the donors donating for less than five years, mainly at random, and the number of donations is mostly 1-3 times a year, with an average annual donation amount of 383.7 yuan per person, which is still far from the mature countries and regions, and also shows that there is still great growth potential in the field of public donation in China.

Regarding donations, the topic of the effectiveness of "rationing donations" has recently attracted people’s attention. "Matching donation" means matching donation. Generally speaking, after an individual donor donates to a non-profit organization, the enterprise donates another sum of money to the same organization in an agreed proportion. In China, "distribution donation" mostly exists in the form of Internet public welfare. For example, on the "99 Public Welfare Day" initiated by Tencent, on the Internet platform, every time the public donates 1 yuan RMB, the relevant charities will match the donation amount.

According to the survey, due to the rapid development of "emerging market" in the field of public donation in China, "distribution donation" has played a positive role in promoting public participation in small-scale charity. "This has become an incentive mechanism in China." Jin Jinping, an associate professor at Peking University Law School and director of the Research Center for Non-profit Organization Law, said.

Research Results of China Public Donation Research Project Team

Since 2016, the team of China Public Donation Research Project has been grabbing all the data of Tencent Public Welfare for research. The research data shows that from 2015 to now, 76.40% of the donations of Tencent’s public welfare platform come from the period of "distribution donation", which has brought significant growth in net fund-raising for various public welfare projects and public welfare organizations. Among them, the distribution of donations has a stronger pulling effect on the fund-raising effect of organizations with strong mobilization ability.

"Of course, at this stage, the effectiveness of’ distribution donation’ on some Internet platforms needs to be further improved. However, in the’ emerging market’ in the charity field like China, no other mechanism has been found to play a greater role than’ matching donations’. Therefore, we still have a lot of room for research and innovation on how to improve the effectiveness of’ distribution donation’. " Ma Jingjing said.