决定社会组织未来的“德鲁克四问”
<div style="max-width:677px;overflow:hidden;"><section data-role="uecloud-body" data-usign="74265" data-pm-slice="0 0 []"><section data-role="uecloud-body-main" style="font-size:16px;"><section data-role="uecloud" data-role-node="paragraph" style="margin:0;"><section><section style="display: flex;flex-direction: column;margin-left:5px;"><section style="display: flex;justify-content: space-between;margin-bottom: -12px;z-index: 5;"><section style="display:flex;flex-direction: column;align-items: center;margin-left: 80px;"><section style="width: 5px;height: 20px;background: #f2db5b;border-radius: 10px;border:1px solid #000000;z-index: 5;margin-bottom: -7px;"><span leaf=""><br></span></section><section style="width: 10px;height: 10px;background: #8f82bc;border-radius: 50%;border:1px solid #000000;"><span leaf=""><br></span></section></section><section style="display:flex;flex-direction: column;align-items: center;margin-right: 80px;"><section style="width: 5px;height: 20px;background: #f2db5b;border-radius: 10px;border:1px solid #000000;z-index: 5;margin-bottom: -7px;"><span leaf=""><br></span></section><section style="width: 10px;height: 10px;background: #8f82bc;border-radius: 50%;border:1px solid #000000;"><span leaf=""><br></span></section></section></section><section style="background: #f2db5b;border:1px solid #0000000;border-radius: 10px;width: 100%;box-sizing: border-box;"><section style="padding:20px 15px 15px;border-radius: 10px;background: #dde4ff;border:1px solid #000000;margin: -5px 5px 5px -5px;"><section data-role-type="paragraph"><section data-role-type="text"><p style="text-indent: 2em;"><span leaf="">中国社会组织普遍不重视或不知道经营，很多人只是靠情怀和善意做公益。</span></p><p><span leaf=""><br></span></p><p style="text-indent: 2em;"><span leaf="">但真正走得远、行得稳的社会组织来不是只靠情怀。社会组织同样需要经营。</span><strong><span leaf="">经营就是将有限资源用到出成果的地方。</span></strong></p><p><span leaf=""><br></span></p><p style="text-indent: 2em;"><span leaf="">现代管理学之父彼得·德鲁克，曾经为企业经营提出过四个经典问题：一、谁是我们的客户？二、客户所关注的价值是什么？三、我们如何从所经营的业务中获得利益？四、我们用合适的成本向顾客提供价值，其所需的内在的逻辑是什么？无数商业组织因为正确回答了这四问，走向持续与强大。</span><strong><span leaf="">这四个问题对我们经营管理一家社会组织也是非常有用的，同样是决定组织生死、发展、未来的底层逻辑。</span></strong></p></section></section></section></section></section></section></section><p style="margin:0;"><span leaf=""><br></span></p><section data-role="uecloud" data-role-node="title" style="margin:0;"><section><section style="display: flex;justify-content:center;align-items: flex-end;">一、谁是我们的客户？</span></span></span></section></section></section></section></section><p style="margin:0;"><span leaf=""><br></span></p><section data-role="uecloud" data-role-node="paragraph" style="margin:0;"><section><section style="display: flex;flex-direction: column;margin-left:5px;"><section style="display: flex;justify-content: space-between;margin-bottom: -12px;z-index: 5;"><section style="display:flex;flex-direction: column;align-items: center;margin-left: 80px;"><section style="width: 5px;height: 20px;background: #f2db5b;border-radius: 10px;border:1px solid #000000;z-index: 5;margin-bottom: -7px;"><span leaf=""><br></span></section><section style="width: 10px;height: 10px;background: #8f82bc;border-radius: 50%;border:1px solid #000000;"><span leaf=""><br></span></section></section><section style="display:flex;flex-direction: column;align-items: center;margin-right: 80px;"><section style="width: 5px;height: 20px;background: #f2db5b;border-radius: 10px;border:1px solid #000000;z-index: 5;margin-bottom: -7px;"><span leaf=""><br></span></section><section style="width: 10px;height: 10px;background: #8f82bc;border-radius: 50%;border:1px solid #000000;"><span leaf=""><br></span></section></section></section><section style="background: #f2db5b;border:1px solid #0000000;border-radius: 10px;width: 100%;box-sizing: border-box;"><section style="padding:20px 15px 15px;border-radius: 10px;background: #dde4ff;border:1px solid #000000;margin: -5px 5px 5px -5px;"><section data-role-type="paragraph"><section data-role-type="text"><p><span leaf="">——先明确服务对象，再谈提供什么服务。</span></p><p><span leaf=""><br></span></p><p style="text-indent: 2em;"><span leaf="">德鲁克说：</span><strong><span leaf="">不知道客户是谁，一切经营都是盲目的。</span></strong></p><p><span leaf=""><br></span></p><p style="text-indent: 2em;"><span leaf="">对社会组织来说，“客户”不是一个商业概念，而是通过服务使其受益和改变的人。是可以拒绝产品和服务的人。社会组织有三类客户：主要客户、支持客户和潜在客户。</span></p><p><span leaf=""><br></span></p><p><span leaf="">可能是：</span></p><ul style="list-style-type: bullet;" class="list-paddingleft-1"><li><section><span leaf="">困境儿童、孤寡老人、残障人士</span></section></li><li><section><span leaf="">社区居民、乡村村民</span></section></li><li><section><span leaf="">会员单位、行业从业者</span></section></li><li><section><span leaf="">捐赠人、志愿者、合作方</span></section></li></ul><p><span leaf="">很多社会组织做得没有成效，不是能力不够，而是服务对象太宽泛、太多，或者不清楚。 什么都想做，结果什么都没做成。</span></p><p><span leaf=""><br></span></p><p style="text-indent: 2em;"><strong><span leaf="">清晰回答“谁是我们的客户”，是组织能取得成果的首要条件。</span></strong></p></section></section></section></section></section></section></section><p style="margin:0;"><br>
二、客户真正关注的价值是什么？
</span></span></span></section></section></section></section></section><p style="margin:0;"><span leaf=""><br></span></p><section data-role="uecloud" data-role-node="paragraph" style="margin:0;"><section><section style="display: flex;flex-direction: column;margin-left:5px;"><section style="display: flex;justify-content: space-between;margin-bottom: -12px;z-index: 5;"><section style="display:flex;flex-direction: column;align-items: center;margin-left: 80px;"><section style="width: 5px;height: 20px;background: #f2db5b;border-radius: 10px;border:1px solid #000000;z-index: 5;margin-bottom: -7px;"><span leaf=""><br></span></section><section style="width: 10px;height: 10px;background: #8f82bc;border-radius: 50%;border:1px solid #000000;"><span leaf=""><br></span></section></section><section style="display:flex;flex-direction: column;align-items: center;margin-right: 80px;"><section style="width: 5px;height: 20px;background: #f2db5b;border-radius: 10px;border:1px solid #000000;z-index: 5;margin-bottom: -7px;"><span leaf=""><br></span></section><section style="width: 10px;height: 10px;background: #8f82bc;border-radius: 50%;border:1px solid #000000;"><span leaf=""><br></span></section></section></section><section style="background: #f2db5b;border:1px solid #0000000;border-radius: 10px;width: 100%;box-sizing: border-box;"><section style="padding:20px 15px 15px;border-radius: 10px;background: #dde4ff;border:1px solid #000000;margin: -5px 5px 5px -5px;"><section data-role-type="paragraph"><section data-role-type="text"><p><span leaf="">——不是你想给什么，而是对方需要什么</span></p><p><span leaf=""><br></span></p><p style="text-indent: 2em;"><span leaf="">做公益最容易陷入一个误区： 我们觉得好，就以为是对方需要的。</span></p><p><span leaf=""><br></span></p><p style="text-indent: 2em;"><span leaf="">但</span><strong><span leaf="">客户的价值，永远由客户自己定义。</span></strong></p><p><span leaf=""><br></span></p><p style="text-indent: 2em;"><span leaf="">老人要的不是慰问，是安心与尊严； 孩子要的不是物资，是陪伴与成长； 捐赠人要的不是感谢，是透明与成效； 志愿者要的不是积分，是成就感和成长的机会</span></p><p><span leaf=""><br></span></p><p style="text-indent: 2em;"><strong><span leaf="">社会组织的核心使命，就是给客户带来价值</span></strong><span leaf=""> 价值对了，就有信任；有了信任，组织就活了。</span></p></section></section></section></section></section></section></section><p style="margin:0;"><span leaf=""><br></span></p><section data-role="uecloud" data-role-node="title" style="margin:0;"><section><section style="display: flex;justify-content:center;align-items: flex-end;">
三、我们如何从业务中获得持续收益？</span></span></span></section></section></section></section></section><p style="margin:0;"><span leaf=""><br></span></p><section data-role="uecloud" data-role-node="paragraph" style="margin:0;"><section><section style="display: flex;flex-direction: column;margin-left:5px;"><section style="display: flex;justify-content: space-between;margin-bottom: -12px;z-index: 5;"><section style="display:flex;flex-direction: column;align-items: center;margin-left: 80px;"><section style="width: 5px;height: 20px;background: #f2db5b;border-radius: 10px;border:1px solid #000000;z-index: 5;margin-bottom: -7px;"><span leaf=""><br></span></section><section style="width: 10px;height: 10px;background: #8f82bc;border-radius: 50%;border:1px solid #000000;"><span leaf=""><br></span></section></section><section style="display:flex;flex-direction: column;align-items: center;margin-right: 80px;"><section style="width: 5px;height: 20px;background: #f2db5b;border-radius: 10px;border:1px solid #000000;z-index: 5;margin-bottom: -7px;"><span leaf=""><br></span></section><section style="width: 10px;height: 10px;background: #8f82bc;border-radius: 50%;border:1px solid #000000;"><span leaf=""><br></span></section></section></section><section style="background: #f2db5b;border:1px solid #0000000;border-radius: 10px;width: 100%;box-sizing: border-box;"><section style="padding:20px 15px 15px;border-radius: 10px;background: #dde4ff;border:1px solid #000000;margin: -5px 5px 5px -5px;"><section data-role-type="paragraph"><section data-role-type="text"><p><span leaf="">——非营利，不是“不营利，不经营”</span></p><p><span leaf=""><br></span></p><p style="text-indent: 2em;"><span leaf="">德鲁克的第三个问题，直击痛点： 组织如何活下去？</span></p><p><span leaf=""><br></span></p><p style="text-indent: 2em;"><span leaf="">很多社会组织走不下去，不是没有爱心，而是没有可持续的收入。</span></p><p><span leaf=""><br></span></p><p style="text-indent: 2em;"><strong><span leaf="">非营利组织≠不营利，而是利润不分配，全部用于使命。</span></strong></p><p><span leaf=""><br></span></p><p><span leaf="">社会组织一定要做到资金来源多元化：</span></p><ul style="list-style-type: bullet;" class="list-paddingleft-1"><li><section><span leaf="">政府购买服务</span></section></li><li><section><span leaf="">社会捐赠</span></section></li><li><section><span leaf="">服务收入</span></section></li><li><section><span leaf="">投资收入</span></section></li><li><section><span leaf="">其他</span></section></li></ul><p style="text-indent: 2em;"><span leaf="">单靠情怀一家社会组织不能持续，唯有做到资金来源多元化，建立保证收支平衡的商业模式，才能健康持续发展</span></p></section></section></section></section></section></section></section><p style="margin:0;"><span leaf=""><br></span></p><section data-role="uecloud" data-role-node="title" style="margin:0;"><section><section style="display: flex;justify-content:center;align-items: flex-end;">四、用合适的成本提供价值，内在逻辑是什么？</span></span></span></section></section></section></section></section><p style="margin:0;"><span leaf=""><br></span></p><section data-role="uecloud" data-role-node="paragraph" style="margin:0;"><section><section style="display: flex;flex-direction: column;margin-left:5px;"><section style="display: flex;justify-content: space-between;margin-bottom: -12px;z-index: 5;"><section style="display:flex;flex-direction: column;align-items: center;margin-left: 80px;"><section style="width: 5px;height: 20px;background: #f2db5b;border-radius: 10px;border:1px solid #000000;z-index: 5;margin-bottom: -7px;"><span leaf=""><br></span></section><section style="width: 10px;height: 10px;background: #8f82bc;border-radius: 50%;border:1px solid #000000;"><span leaf=""><br></span></section></section><section style="display:flex;flex-direction: column;align-items: center;margin-right: 80px;"><section style="width: 5px;height: 20px;background: #f2db5b;border-radius: 10px;border:1px solid #000000;z-index: 5;margin-bottom: -7px;"><span leaf=""><br></span></section><section style="width: 10px;height: 10px;background: #8f82bc;border-radius: 50%;border:1px solid #000000;"><span leaf=""><br></span></section></section></section><section style="background: #f2db5b;border:1px solid #0000000;border-radius: 10px;width: 100%;box-sizing: border-box;"><section style="padding:20px 15px 15px;border-radius: 10px;background: #dde4ff;border:1px solid #000000;margin: -5px 5px 5px -5px;"><section data-role-type="paragraph"><section data-role-type="text"><p><span leaf="">——公益也要讲效率、讲性价比</span></p><p><span leaf=""><br></span></p><p style="text-indent: 2em;"><span leaf="">最后一问，最关键，也最容易被忽略： 我们能不能用合理、科学、可持续的成本提供服务，满足需求？</span></p><p><span leaf=""><br></span></p><p><span leaf="">情怀可以热血，但经营必须冷静。</span></p><ul style="list-style-type: bullet;" class="list-paddingleft-1"><li><section><span leaf="">成本不能高到拖垮组织</span></section></li><li><section><span leaf="">服务不能差到辜负信任</span></section></li><li><section><span leaf="">流程不能乱到消耗精力</span></section></li><li><section><span leaf="">资源不能浪费在无效工作上</span></section></li></ul><p style="text-indent: 2em;"><strong><span leaf="">用最合理成本，争取最大的社会价值，才是王道。</span></strong></p></section></section></section></section></section></section></section><p style="margin:0;"><span leaf=""><br></span></p>写在最后</span></span></span></section></section></section></section></section><p style="margin:0;"><span leaf=""><br></span></p><section data-role="uecloud" data-role-node="paragraph" style="margin:0;"><section><section style="display: flex;flex-direction: column;margin-left:5px;"><section style="display: flex;justify-content: space-between;margin-bottom: -12px;z-index: 5;"><section style="display:flex;flex-direction: column;align-items: center;margin-left: 80px;"><section style="width: 5px;height: 20px;background: #f2db5b;border-radius: 10px;border:1px solid #000000;z-index: 5;margin-bottom: -7px;"><span leaf=""><br></span></section><section style="width: 10px;height: 10px;background: #8f82bc;border-radius: 50%;border:1px solid #000000;"><span leaf=""><br></span></section></section><section style="display:flex;flex-direction: column;align-items: center;margin-right: 80px;"><section style="width: 5px;height: 20px;background: #f2db5b;border-radius: 10px;border:1px solid #000000;z-index: 5;margin-bottom: -7px;"><span leaf=""><br></span></section><section style="width: 10px;height: 10px;background: #8f82bc;border-radius: 50%;border:1px solid #000000;"><span leaf=""><br></span></section></section></section><section style="background: #f2db5b;border:1px solid #0000000;border-radius: 10px;width: 100%;box-sizing: border-box;"><section style="padding:20px 15px 15px;border-radius: 10px;background: #dde4ff;border:1px solid #000000;margin: -5px 5px 5px -5px;"><section data-role-type="paragraph"><section data-role-type="text"><p style="text-indent: 2em;"><span leaf="">情怀，是出发的理由； 而这四个问题，是走下去的底气。</span></p><p><span leaf=""><br></span></p><p style="text-indent: 2em;"><span leaf="">谁是客户？ 价值是什么？ 收益从哪来？ 成本逻辑是什么？</span></p><p><span leaf=""><br></span></p><p style="text-indent: 2em;"><span leaf="">回答好它们， 你的社会组织，自然会健康、稳定、长久、有力量。 用经营思维做公益，才能走得更远、更稳、更有光。</span></p></section></section></section></section></section></section></section></section></section><section style="text-align: center;" nodeleaf=""></section><section style="text-align: center;" nodeleaf=""></section><section style="text-align: right;"><span style="color: rgba(0, 0, 0, 0.9);font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 700;letter-spacing: 0.544px;orphans: 2;text-indent: 0px;text-transform: none;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;float: none;display: inline !important;" data-pm-slice="0 0 []"><span leaf="">（来源：徐本亮说公益）</span></span></section><p style="display: none;"><mp-style-type data-value="3"></mp-style-type></p></div>
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