为什么中国人不爱小额捐款？
<div style="max-width:677px;overflow:hidden;"><section style="background-color: rgb(242, 252, 235);box-sizing: border-box;font-style: normal;font-weight: 400;text-align: justify;font-size: 16px;color: rgb(62, 62, 62);" data-pm-slice="0 0 []"><section style="text-align: left;justify-content: flex-start;display: flex;flex-flow: row;box-sizing: border-box;"><section style="display: inline-block;width: 100%;vertical-align: top;align-self: flex-start;flex: 0 0 auto;padding: 0px 15px;box-sizing: border-box;"><section style="text-align: justify;box-sizing: border-box;"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf=""><br></span></p></section><section style="text-align: center;justify-content: center;display: flex;flex-flow: row;margin: 10px 0px 0px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: 50px;align-self: center;flex: 0 0 auto;height: auto;box-sizing: border-box;"><section style="margin: 0px;box-sizing: border-box;"><section style="background-color: rgb(93, 162, 112);height: 1px;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section><section style="display: inline-block;vertical-align: middle;width: auto;align-self: center;flex: 0 0 auto;padding: 5px 20px;min-width: 5%;max-width: 100%;height: auto;border-bottom-style: solid;border-bottom-width: 0px;background-color: rgba(255, 255, 255, 0);box-sizing: border-box;"><section style="margin: 0px 0px 5px;box-sizing: border-box;"><section style="font-size: 18px;color: rgb(93, 162, 112);letter-spacing: 2px;box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><b style="box-sizing: border-box;"><span leaf="">一个让人扎心的数字</span></b></p></section></section></section><section style="display: inline-block;vertical-align: middle;width: 50px;align-self: center;flex: 0 0 auto;height: auto;box-sizing: border-box;"><section style="margin: 0px;box-sizing: border-box;"><section style="background-color: rgb(93, 162, 112);height: 1px;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="text-align: center;justify-content: center;display: flex;flex-flow: row;margin: -5px 0px 10px;box-sizing: border-box;"><section style="display: inline-block;width: auto;vertical-align: top;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;box-sizing: border-box;"><section style="justify-content: center;display: flex;flex-flow: row;margin: 0px 0px -10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 37px;height: 12px;vertical-align: top;overflow: hidden;border-top: 1px solid rgb(93, 162, 112);border-right: 1px solid rgb(93, 162, 112);border-top-right-radius: 100%;background-color: rgba(255, 255, 255, 0);box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;padding: 0px;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 37px;height: 12px;vertical-align: top;overflow: hidden;border-top: 1px solid rgb(93, 162, 112);background-color: rgba(255, 255, 255, 0);border-left: 1px solid rgb(93, 162, 112);border-top-left-radius: 100%;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="justify-content: center;display: flex;flex-flow: row;margin: 0px 0px -10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 37px;height: 12px;vertical-align: top;overflow: hidden;border-top: 1px solid rgb(93, 162, 112);border-right: 1px solid rgb(93, 162, 112);border-top-right-radius: 100%;background-color: rgba(255, 255, 255, 0);box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;padding: 0px;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 37px;height: 12px;vertical-align: top;overflow: hidden;border-top: 1px solid rgb(93, 162, 112);background-color: rgba(255, 255, 255, 0);border-left: 1px solid rgb(93, 162, 112);border-top-left-radius: 100%;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="justify-content: center;display: flex;flex-flow: row;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 38px;height: 12px;vertical-align: top;overflow: hidden;border-top: 2px solid rgb(239, 91, 50);border-right: 2px solid rgb(239, 91, 50);border-top-right-radius: 100%;background-color: rgba(255, 255, 255, 0);box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;padding: 0px 0px 0px 2px;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 38px;height: 12px;vertical-align: top;overflow: hidden;border-top: 2px solid rgb(239, 91, 50);background-color: rgba(255, 255, 255, 0);border-left: 2px solid rgb(239, 91, 50);border-top-left-radius: 100%;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="box-sizing: border-box;"><section style="display: inline-block;width: 6px;height: 2px;vertical-align: top;overflow: hidden;background-color: rgb(239, 91, 50);box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="text-align: justify;color: rgb(93, 162, 112);line-height: 2;letter-spacing: 2px;box-sizing: border-box;"><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">先看一组数据。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">2026年初，清华大学公益慈善研究院发布了一份《中国慈善捐赠2025》报告。报告显示，2024年全国公益慈善组织系统接收的慈善捐赠总额为1324.58亿元。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">这里面，企业捐了多少？983亿元，占了一大半——74.21%。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">个人捐了多少？322.32亿元，占比24.33%。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">换句话说，中国公益的盘子，主要是企业在撑。个人捐款连四分之一都不到。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">再看另一组数据：中国大陆近14亿人口里，以月捐形式持续支持公益机构的人，大约只有26000人。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">26000人，占全国人口的比例大约是0.002%。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">而在香港，70多万市民参与月捐，占总人口的10%。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">差距是5000倍。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">这些数字摆在这里，一个扎心的问题就出来了：为什么中国人不爱小额捐款？</span></p></section><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;line-height: 0;box-sizing: border-box;"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;width: 100%;box-sizing: border-box;" nodeleaf=""></section></section><section style="text-align: center;justify-content: center;display: flex;flex-flow: row;margin: 10px 0px 0px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: 50px;align-self: center;flex: 0 0 auto;height: auto;box-sizing: border-box;"><section style="margin: 0px;box-sizing: border-box;"><section style="background-color: rgb(93, 162, 112);height: 1px;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section><section style="display: inline-block;vertical-align: middle;width: auto;align-self: center;flex: 0 0 auto;padding: 5px 20px;min-width: 5%;max-width: 100%;height: auto;border-bottom-style: solid;border-bottom-width: 0px;background-color: rgba(255, 255, 255, 0);box-sizing: border-box;"><section style="margin: 0px 0px 5px;box-sizing: border-box;"><section style="font-size: 18px;color: rgb(93, 162, 112);letter-spacing: 2px;box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><b style="box-sizing: border-box;"><span leaf="">不好意思，</span></b></p><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><b style="box-sizing: border-box;"><span leaf="">我们只收10块以上</span></b></p></section></section></section><section style="display: inline-block;vertical-align: middle;width: 50px;align-self: center;flex: 0 0 auto;height: auto;box-sizing: border-box;"><section style="margin: 0px;box-sizing: border-box;"><section style="background-color: rgb(93, 162, 112);height: 1px;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="text-align: center;justify-content: center;display: flex;flex-flow: row;margin: -5px 0px 10px;box-sizing: border-box;"><section style="display: inline-block;width: auto;vertical-align: top;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;box-sizing: border-box;"><section style="justify-content: center;display: flex;flex-flow: row;margin: 0px 0px -10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 37px;height: 12px;vertical-align: top;overflow: hidden;border-top: 1px solid rgb(93, 162, 112);border-right: 1px solid rgb(93, 162, 112);border-top-right-radius: 100%;background-color: rgba(255, 255, 255, 0);box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;padding: 0px;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 37px;height: 12px;vertical-align: top;overflow: hidden;border-top: 1px solid rgb(93, 162, 112);background-color: rgba(255, 255, 255, 0);border-left: 1px solid rgb(93, 162, 112);border-top-left-radius: 100%;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="justify-content: center;display: flex;flex-flow: row;margin: 0px 0px -10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 37px;height: 12px;vertical-align: top;overflow: hidden;border-top: 1px solid rgb(93, 162, 112);border-right: 1px solid rgb(93, 162, 112);border-top-right-radius: 100%;background-color: rgba(255, 255, 255, 0);box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;padding: 0px;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 37px;height: 12px;vertical-align: top;overflow: hidden;border-top: 1px solid rgb(93, 162, 112);background-color: rgba(255, 255, 255, 0);border-left: 1px solid rgb(93, 162, 112);border-top-left-radius: 100%;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="justify-content: center;display: flex;flex-flow: row;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 38px;height: 12px;vertical-align: top;overflow: hidden;border-top: 2px solid rgb(239, 91, 50);border-right: 2px solid rgb(239, 91, 50);border-top-right-radius: 100%;background-color: rgba(255, 255, 255, 0);box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;padding: 0px 0px 0px 2px;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 38px;height: 12px;vertical-align: top;overflow: hidden;border-top: 2px solid rgb(239, 91, 50);background-color: rgba(255, 255, 255, 0);border-left: 2px solid rgb(239, 91, 50);border-top-left-radius: 100%;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="box-sizing: border-box;"><section style="display: inline-block;width: 6px;height: 2px;vertical-align: top;overflow: hidden;background-color: rgb(239, 91, 50);box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="text-align: justify;line-height: 2;letter-spacing: 2px;color: rgb(93, 162, 112);box-sizing: border-box;"><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">先讲一个真实的故事。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">有一次，我在商场门口碰到一个志愿者在募捐，身上穿着红马甲，手里拿着捐款箱。我从口袋里翻出两个硬币，一块五毛钱，准备投进去。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">志愿者拦住了我：“不好意思，我们这边最低10元起捐。”</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">我当时愣了一下。说实话，有点尴尬。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">后来我把这件事讲给一个做公益的朋友听。他说，这不算什么，他们机构以前也这么干过。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">“为什么？”我问。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">“因为处理一笔1块钱捐款和一笔1000块钱捐款，行政成本差不多。对机构来说，小额捐款的性价比确实不高。”他说，“但后来我们想明白了，这是一个理念问题——你是想做一锤子买卖，还是想培养长期捐赠人？”</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">这个事不是中国独有的。新加坡《联合早报》登过一篇读者来信，里面也提到类似的现象：有募捐者一开口就要求至少捐10元，拒绝接受1元、2元的捐款，不给就甩脸色。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">文章里有一句话说得挺好：“聚沙成塔，金额再小，只要有足够的捐献群体，就能发挥力量。”</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">道理是这个道理，但现实是——很多机构自己都没想通这个道理。</span></p></section><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;line-height: 0;box-sizing: border-box;"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;width: 100%;box-sizing: border-box;" nodeleaf=""></section></section><section style="text-align: center;justify-content: center;display: flex;flex-flow: row;margin: 10px 0px 0px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: 50px;align-self: center;flex: 0 0 auto;height: auto;box-sizing: border-box;"><section style="margin: 0px;box-sizing: border-box;"><section style="background-color: rgb(93, 162, 112);height: 1px;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section><section style="display: inline-block;vertical-align: middle;width: auto;align-self: center;flex: 0 0 auto;padding: 5px 20px;min-width: 5%;max-width: 100%;height: auto;border-bottom-style: solid;border-bottom-width: 0px;background-color: rgba(255, 255, 255, 0);box-sizing: border-box;"><section style="margin: 0px 0px 5px;box-sizing: border-box;"><section style="font-size: 18px;color: rgb(0, 0, 0);letter-spacing: 2px;box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><font color="#5da270" style="box-sizing: border-box;"><b style="box-sizing: border-box;"><span leaf="">月捐人画像：</span></b></font></p><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><font color="#5da270" style="box-sizing: border-box;"><b style="box-sizing: border-box;"><span leaf="">她们是谁？</span></b></font></p></section></section></section><section style="display: inline-block;vertical-align: middle;width: 50px;align-self: center;flex: 0 0 auto;height: auto;box-sizing: border-box;"><section style="margin: 0px;box-sizing: border-box;"><section style="background-color: rgb(93, 162, 112);height: 1px;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="text-align: center;justify-content: center;display: flex;flex-flow: row;margin: -5px 0px 10px;box-sizing: border-box;"><section style="display: inline-block;width: auto;vertical-align: top;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;box-sizing: border-box;"><section style="justify-content: center;display: flex;flex-flow: row;margin: 0px 0px -10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 37px;height: 12px;vertical-align: top;overflow: hidden;border-top: 1px solid rgb(93, 162, 112);border-right: 1px solid rgb(93, 162, 112);border-top-right-radius: 100%;background-color: rgba(255, 255, 255, 0);box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;padding: 0px;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 37px;height: 12px;vertical-align: top;overflow: hidden;border-top: 1px solid rgb(93, 162, 112);background-color: rgba(255, 255, 255, 0);border-left: 1px solid rgb(93, 162, 112);border-top-left-radius: 100%;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="justify-content: center;display: flex;flex-flow: row;margin: 0px 0px -10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 37px;height: 12px;vertical-align: top;overflow: hidden;border-top: 1px solid rgb(93, 162, 112);border-right: 1px solid rgb(93, 162, 112);border-top-right-radius: 100%;background-color: rgba(255, 255, 255, 0);box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;padding: 0px;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 37px;height: 12px;vertical-align: top;overflow: hidden;border-top: 1px solid rgb(93, 162, 112);background-color: rgba(255, 255, 255, 0);border-left: 1px solid rgb(93, 162, 112);border-top-left-radius: 100%;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="justify-content: center;display: flex;flex-flow: row;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 38px;height: 12px;vertical-align: top;overflow: hidden;border-top: 2px solid rgb(239, 91, 50);border-right: 2px solid rgb(239, 91, 50);border-top-right-radius: 100%;background-color: rgba(255, 255, 255, 0);box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;padding: 0px 0px 0px 2px;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 38px;height: 12px;vertical-align: top;overflow: hidden;border-top: 2px solid rgb(239, 91, 50);background-color: rgba(255, 255, 255, 0);border-left: 2px solid rgb(239, 91, 50);border-top-left-radius: 100%;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="box-sizing: border-box;"><section style="display: inline-block;width: 6px;height: 2px;vertical-align: top;overflow: hidden;background-color: rgb(239, 91, 50);box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="text-align: justify;color: rgb(93, 162, 112);line-height: 2;letter-spacing: 2px;box-sizing: border-box;"><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">如果说小额捐款的终极形态是“月捐”，那我们就来看看，中国那0.002%的月捐人到底是谁。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">根据方德瑞信发布的首份中国大陆公益行业月捐人调研，有几个反常识的数据：</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="color: rgb(245, 41, 13);box-sizing: border-box;"><strong style="box-sizing: border-box;"><span leaf="">第一，月捐人不一定是有钱人。</span></strong></span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">41%的月捐人，月收入低于5000元。也就是说，将近一半的月捐人，自己生活也不宽裕。他们的职业从餐饮服务员到研究所专家，从家庭主妇到企业高管，遍布各行各业。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="color: rgb(245, 41, 13);box-sizing: border-box;"><strong style="box-sizing: border-box;"><span leaf="">第二，年轻人是主力。</span></strong></span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">20-40岁的中青年，占了月捐人的72%。女性略多于男性，占57%。地域上，北京、广东、江苏、上海、山东、四川、浙江这些地方最活跃。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="color: rgb(245, 41, 13);box-sizing: border-box;"><strong style="box-sizing: border-box;"><span leaf="">第三，他们最在乎的不是钱。</span></strong></span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">调研问月捐人“开通月捐时最关心什么”，排在前三的是：</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">这个机构值不值得信任？</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">我想帮助的人能得到什么改变？</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">我的钱都花在了哪里？</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">这三个问题，没有一个是关于“我能得到什么回报”的。月捐人最在乎的是“信任”和“效果”。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">这个结论其实挺重要的。它说明，中国人不是不愿意捐，而是不愿意“稀里糊涂地捐”。</span></p></section><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;line-height: 0;box-sizing: border-box;"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;width: 100%;box-sizing: border-box;" nodeleaf=""></section></section><section style="text-align: center;justify-content: center;display: flex;flex-flow: row;margin: 10px 0px 0px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: 50px;align-self: center;flex: 0 0 auto;height: auto;box-sizing: border-box;"><section style="margin: 0px;box-sizing: border-box;"><section style="background-color: rgb(93, 162, 112);height: 1px;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section><section style="display: inline-block;vertical-align: middle;width: auto;align-self: center;flex: 0 0 auto;padding: 5px 20px;min-width: 5%;max-width: 100%;height: auto;border-bottom-style: solid;border-bottom-width: 0px;background-color: rgba(255, 255, 255, 0);box-sizing: border-box;"><section style="font-size: 18px;color: rgb(93, 162, 112);box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"><span leaf="">“我们怕被骗”：</span></strong></p><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"><span leaf="">信任才是最大的坎</span></strong></p></section></section><section style="display: inline-block;vertical-align: middle;width: 50px;align-self: center;flex: 0 0 auto;height: auto;box-sizing: border-box;"><section style="margin: 0px;box-sizing: border-box;"><section style="background-color: rgb(93, 162, 112);height: 1px;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="text-align: center;justify-content: center;display: flex;flex-flow: row;margin: -5px 0px 10px;box-sizing: border-box;"><section style="display: inline-block;width: auto;vertical-align: top;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;box-sizing: border-box;"><section style="justify-content: center;display: flex;flex-flow: row;margin: 0px 0px -10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 37px;height: 12px;vertical-align: top;overflow: hidden;border-top: 1px solid rgb(93, 162, 112);border-right: 1px solid rgb(93, 162, 112);border-top-right-radius: 100%;background-color: rgba(255, 255, 255, 0);box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;padding: 0px;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 37px;height: 12px;vertical-align: top;overflow: hidden;border-top: 1px solid rgb(93, 162, 112);background-color: rgba(255, 255, 255, 0);border-left: 1px solid rgb(93, 162, 112);border-top-left-radius: 100%;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="justify-content: center;display: flex;flex-flow: row;margin: 0px 0px -10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 37px;height: 12px;vertical-align: top;overflow: hidden;border-top: 1px solid rgb(93, 162, 112);border-right: 1px solid rgb(93, 162, 112);border-top-right-radius: 100%;background-color: rgba(255, 255, 255, 0);box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;padding: 0px;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 37px;height: 12px;vertical-align: top;overflow: hidden;border-top: 1px solid rgb(93, 162, 112);background-color: rgba(255, 255, 255, 0);border-left: 1px solid rgb(93, 162, 112);border-top-left-radius: 100%;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="justify-content: center;display: flex;flex-flow: row;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 38px;height: 12px;vertical-align: top;overflow: hidden;border-top: 2px solid rgb(239, 91, 50);border-right: 2px solid rgb(239, 91, 50);border-top-right-radius: 100%;background-color: rgba(255, 255, 255, 0);box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;padding: 0px 0px 0px 2px;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 38px;height: 12px;vertical-align: top;overflow: hidden;border-top: 2px solid rgb(239, 91, 50);background-color: rgba(255, 255, 255, 0);border-left: 2px solid rgb(239, 91, 50);border-top-left-radius: 100%;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="box-sizing: border-box;"><section style="display: inline-block;width: 6px;height: 2px;vertical-align: top;overflow: hidden;background-color: rgb(239, 91, 50);box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="text-align: justify;color: rgb(93, 162, 112);line-height: 2;letter-spacing: 2px;box-sizing: border-box;"><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">说到“稀里糊涂地捐”，就绕不开另一个问题：信任。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">2025年，嫣然天使儿童医院因为拖欠房租，面临关门危机。创始人李亚鹏发视频说“情怀大于能力”，结果引发了一波捐款潮。大量网友涌入直播间捐款，医院收到的善款很快就超过了预算，不得不暂停部分筹款渠道。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">这个事说明了两件事：第一，中国人其实不冷漠，该出手时会出手；第二，这种捐款往往是“情绪驱动”的——看到新闻、被触动、立刻捐一笔，但过了这个劲儿，可能就忘了。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">问题是，公益不是靠“情绪”来持续的。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">一个更根本的问题是：很多人不捐，是因为怕被骗。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">电信诈骗猖獗，大家对“网上要钱的”都天然警惕。加上公益行业确实出过一些负面事件，比如捐款去向不明、项目造假等等，公众的信任本来就不够用。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">新加坡的《2023全国捐赠调查》显示，捐款下降的一个关键因素就是“害怕上当受骗”。这一点放在中国，同样成立。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">2017年“小朋友画廊”刷屏的时候，一天之内581万人次参与，捐款超过1500万元。但紧接着就是铺天盖地的质疑：钱去哪儿了？怎么用的？有没有企业分成？</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">这些问题其实都能回答，但公众没有耐心等答案。一旦信任受损，恢复起来就难了。</span></p></section><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;line-height: 0;box-sizing: border-box;"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;width: auto;box-sizing: border-box;" nodeleaf=""></section></section><section style="text-align: center;justify-content: center;display: flex;flex-flow: row;margin: 10px 0px 0px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: 50px;align-self: center;flex: 0 0 auto;height: auto;box-sizing: border-box;"><section style="margin: 0px;box-sizing: border-box;"><section style="background-color: rgb(93, 162, 112);height: 1px;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section><section style="display: inline-block;vertical-align: middle;width: auto;align-self: center;flex: 0 0 auto;padding: 5px 20px;min-width: 5%;max-width: 100%;height: auto;border-bottom-style: solid;border-bottom-width: 0px;background-color: rgba(255, 255, 255, 0);box-sizing: border-box;"><section style="margin: 0px 0px 5px;box-sizing: border-box;"><section style="font-size: 18px;color: rgb(93, 162, 112);letter-spacing: 2px;box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><b style="box-sizing: border-box;"><span leaf="">机构还有一个问题：</span></b></p><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><b style="box-sizing: border-box;"><span leaf="">机构自己也没有准备好</span></b></p></section></section></section><section style="display: inline-block;vertical-align: middle;width: 50px;align-self: center;flex: 0 0 auto;height: auto;box-sizing: border-box;"><section style="margin: 0px;box-sizing: border-box;"><section style="background-color: rgb(93, 162, 112);height: 1px;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="text-align: center;justify-content: center;display: flex;flex-flow: row;margin: -5px 0px 10px;box-sizing: border-box;"><section style="display: inline-block;width: auto;vertical-align: top;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;box-sizing: border-box;"><section style="justify-content: center;display: flex;flex-flow: row;margin: 0px 0px -10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 37px;height: 12px;vertical-align: top;overflow: hidden;border-top: 1px solid rgb(93, 162, 112);border-right: 1px solid rgb(93, 162, 112);border-top-right-radius: 100%;background-color: rgba(255, 255, 255, 0);box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;padding: 0px;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 37px;height: 12px;vertical-align: top;overflow: hidden;border-top: 1px solid rgb(93, 162, 112);background-color: rgba(255, 255, 255, 0);border-left: 1px solid rgb(93, 162, 112);border-top-left-radius: 100%;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="justify-content: center;display: flex;flex-flow: row;margin: 0px 0px -10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 37px;height: 12px;vertical-align: top;overflow: hidden;border-top: 1px solid rgb(93, 162, 112);border-right: 1px solid rgb(93, 162, 112);border-top-right-radius: 100%;background-color: rgba(255, 255, 255, 0);box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;padding: 0px;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 37px;height: 12px;vertical-align: top;overflow: hidden;border-top: 1px solid rgb(93, 162, 112);background-color: rgba(255, 255, 255, 0);border-left: 1px solid rgb(93, 162, 112);border-top-left-radius: 100%;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="justify-content: center;display: flex;flex-flow: row;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 38px;height: 12px;vertical-align: top;overflow: hidden;border-top: 2px solid rgb(239, 91, 50);border-right: 2px solid rgb(239, 91, 50);border-top-right-radius: 100%;background-color: rgba(255, 255, 255, 0);box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;padding: 0px 0px 0px 2px;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 38px;height: 12px;vertical-align: top;overflow: hidden;border-top: 2px solid rgb(239, 91, 50);background-color: rgba(255, 255, 255, 0);border-left: 2px solid rgb(239, 91, 50);border-top-left-radius: 100%;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="box-sizing: border-box;"><section style="display: inline-block;width: 6px;height: 2px;vertical-align: top;overflow: hidden;background-color: rgb(239, 91, 50);box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="text-align: justify;color: rgb(93, 162, 112);line-height: 2;letter-spacing: 2px;box-sizing: border-box;"><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">如果说“信任”是公众端的问题，那“服务能力”就是机构端的问题。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">很多公益机构习惯了做大额捐赠、政府购买、基金会资助，对个人小额捐款这件事，其实不太会玩。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">联劝网的资料里提到，月捐人最关心的信息有三类：机构值不值得信任、项目有什么改变、钱花在哪里。但很多机构的反馈是——要么不反馈，要么反馈得太生硬。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">有的机构一个月给捐赠人打三个电话，要求“提额”；有的机构除了扣款短信，什么都不发；还有的机构，你捐了一年，连一封年报都没收到过。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">《公益时报》报道过一个案例：联合国儿基会的月捐项目被网友吐槽，说“每周接到3个以上提额电话”“婉拒后还被道德劝说”，捐赠体验非常糟糕。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">这不是联合国儿基会一家的问题。很多机构把月捐当成“筹款工具”，而不是“关系维护”。他们把捐赠人当成一串数字，而不是一个人。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">北京瑞森德社会组织发展中心的岩松说了一句话，我觉得特别到位：“公益的首个触点是共情，而非转化。每一次电话都被量化为触达、提额转化率，捐赠人被异化为营销体系的一串数字，人们自然会选择远离。”</span></p></section><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;line-height: 0;box-sizing: border-box;"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;width: 100%;box-sizing: border-box;" nodeleaf=""></section></section><section style="text-align: center;justify-content: center;display: flex;flex-flow: row;margin: 10px 0px 0px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: 50px;align-self: center;flex: 0 0 auto;height: auto;box-sizing: border-box;"><section style="margin: 0px;box-sizing: border-box;"><section style="background-color: rgb(93, 162, 112);height: 1px;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section><section style="display: inline-block;vertical-align: middle;width: auto;align-self: center;flex: 0 0 auto;padding: 5px 20px;min-width: 5%;max-width: 100%;height: auto;border-bottom-style: solid;border-bottom-width: 0px;background-color: rgba(255, 255, 255, 0);box-sizing: border-box;"><section style="margin: 0px 0px 5px;box-sizing: border-box;"><section style="font-size: 18px;color: rgb(0, 0, 0);letter-spacing: 2px;box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><font color="#5da270" style="box-sizing: border-box;"><b style="box-sizing: border-box;"><span leaf="">小额捐款的价值，</span></b></font></p><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><font color="#5da270" style="box-sizing: border-box;"><b style="box-sizing: border-box;"><span leaf="">不只是钱</span></b></font></p></section></section></section><section style="display: inline-block;vertical-align: middle;width: 50px;align-self: center;flex: 0 0 auto;height: auto;box-sizing: border-box;"><section style="margin: 0px;box-sizing: border-box;"><section style="background-color: rgb(93, 162, 112);height: 1px;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="text-align: center;justify-content: center;display: flex;flex-flow: row;margin: -5px 0px 10px;box-sizing: border-box;"><section style="display: inline-block;width: auto;vertical-align: top;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;box-sizing: border-box;"><section style="justify-content: center;display: flex;flex-flow: row;margin: 0px 0px -10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 37px;height: 12px;vertical-align: top;overflow: hidden;border-top: 1px solid rgb(93, 162, 112);border-right: 1px solid rgb(93, 162, 112);border-top-right-radius: 100%;background-color: rgba(255, 255, 255, 0);box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;padding: 0px;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 37px;height: 12px;vertical-align: top;overflow: hidden;border-top: 1px solid rgb(93, 162, 112);background-color: rgba(255, 255, 255, 0);border-left: 1px solid rgb(93, 162, 112);border-top-left-radius: 100%;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="justify-content: center;display: flex;flex-flow: row;margin: 0px 0px -10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 37px;height: 12px;vertical-align: top;overflow: hidden;border-top: 1px solid rgb(93, 162, 112);border-right: 1px solid rgb(93, 162, 112);border-top-right-radius: 100%;background-color: rgba(255, 255, 255, 0);box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;padding: 0px;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 37px;height: 12px;vertical-align: top;overflow: hidden;border-top: 1px solid rgb(93, 162, 112);background-color: rgba(255, 255, 255, 0);border-left: 1px solid rgb(93, 162, 112);border-top-left-radius: 100%;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="justify-content: center;display: flex;flex-flow: row;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 38px;height: 12px;vertical-align: top;overflow: hidden;border-top: 2px solid rgb(239, 91, 50);border-right: 2px solid rgb(239, 91, 50);border-top-right-radius: 100%;background-color: rgba(255, 255, 255, 0);box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;padding: 0px 0px 0px 2px;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 38px;height: 12px;vertical-align: top;overflow: hidden;border-top: 2px solid rgb(239, 91, 50);background-color: rgba(255, 255, 255, 0);border-left: 2px solid rgb(239, 91, 50);border-top-left-radius: 100%;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="box-sizing: border-box;"><section style="display: inline-block;width: 6px;height: 2px;vertical-align: top;overflow: hidden;background-color: rgb(239, 91, 50);box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="text-align: justify;color: rgb(93, 162, 112);line-height: 2;letter-spacing: 2px;box-sizing: border-box;"><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">那问题来了：既然小额捐款这么难做，机构又不赚钱，为什么还要做？</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">答案是：小额捐款的价值，远远不只是钱。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="color: rgb(245, 41, 13);box-sizing: border-box;"><strong style="box-sizing: border-box;"><span leaf="">第一，它是“活命钱”。</span></strong></span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">以前文章里提过，公益行业最缺的不是项目款，是“活命钱”——非限定性的、机构可以自己决定怎么花的钱。政府购买服务和基金会项目，钱都是定向的，指定用在某个项目上。但机构的房租、行政、财务、负责人的工资，这些成本没有项目愿意承担。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">小额捐款就不一样了。如果捐赠人不指定用途，这笔钱就是机构的“活命钱”。可以交房租，可以发行政工资，可以买办公用品。这种钱，对机构来说，比项目款还珍贵。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="color: rgb(245, 41, 13);box-sizing: border-box;"><strong style="box-sizing: border-box;"><span leaf="">第二，它是“稳定器”。</span></strong></span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">政府拨款会滞后，基金会项目会到期，企业捐赠会缩水。但一个稳定的月捐人群体，就像机构的“压舱石”。哪怕其他收入都断了，只要月捐还在，机构就能撑一阵子。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">广州满天星公益的梁海光分享过，他们2024年月捐金额达到350多万，占年度总募款额的25%。这350万，就是他们的底气。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="color: rgb(245, 41, 13);box-sizing: border-box;"><span leaf="">第三，它是最铁的“支持者”。</span></span></strong></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">月捐人不是普通的捐赠人。他们每个月都在为你的机构投票。他们会关心你的进展，会帮你转发，会在你被质疑的时候站出来说话。月捐人是机构最宝贵的资产，不是因为他们捐了多少钱，而是因为他们和机构建立了“长期连接”。</span></p></section><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;line-height: 0;box-sizing: border-box;"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;width: 100%;box-sizing: border-box;" nodeleaf=""></section></section><section style="text-align: center;justify-content: center;display: flex;flex-flow: row;margin: 10px 0px 0px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: 50px;align-self: center;flex: 0 0 auto;height: auto;box-sizing: border-box;"><section style="margin: 0px;box-sizing: border-box;"><section style="background-color: rgb(93, 162, 112);height: 1px;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section><section style="display: inline-block;vertical-align: middle;width: auto;align-self: center;flex: 0 0 auto;padding: 5px 20px;min-width: 5%;max-width: 100%;height: auto;border-bottom-style: solid;border-bottom-width: 0px;background-color: rgba(255, 255, 255, 0);box-sizing: border-box;"><section style="margin: 0px 0px 5px;box-sizing: border-box;"><section style="font-size: 18px;color: rgb(0, 0, 0);letter-spacing: 2px;box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><font color="#5da270" style="box-sizing: border-box;"><b style="box-sizing: border-box;"><span leaf="">有人做对了，</span></b></font></p><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><font color="#5da270" style="box-sizing: border-box;"><b style="box-sizing: border-box;"><span leaf="">尊重比什么都重要</span></b></font></p></section></section></section><section style="display: inline-block;vertical-align: middle;width: 50px;align-self: center;flex: 0 0 auto;height: auto;box-sizing: border-box;"><section style="margin: 0px;box-sizing: border-box;"><section style="background-color: rgb(93, 162, 112);height: 1px;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="text-align: center;justify-content: center;display: flex;flex-flow: row;margin: -5px 0px 10px;box-sizing: border-box;"><section style="display: inline-block;width: auto;vertical-align: top;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;box-sizing: border-box;"><section style="justify-content: center;display: flex;flex-flow: row;margin: 0px 0px -10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 37px;height: 12px;vertical-align: top;overflow: hidden;border-top: 1px solid rgb(93, 162, 112);border-right: 1px solid rgb(93, 162, 112);border-top-right-radius: 100%;background-color: rgba(255, 255, 255, 0);box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;padding: 0px;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 37px;height: 12px;vertical-align: top;overflow: hidden;border-top: 1px solid rgb(93, 162, 112);background-color: rgba(255, 255, 255, 0);border-left: 1px solid rgb(93, 162, 112);border-top-left-radius: 100%;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="justify-content: center;display: flex;flex-flow: row;margin: 0px 0px -10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 37px;height: 12px;vertical-align: top;overflow: hidden;border-top: 1px solid rgb(93, 162, 112);border-right: 1px solid rgb(93, 162, 112);border-top-right-radius: 100%;background-color: rgba(255, 255, 255, 0);box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;padding: 0px;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 37px;height: 12px;vertical-align: top;overflow: hidden;border-top: 1px solid rgb(93, 162, 112);background-color: rgba(255, 255, 255, 0);border-left: 1px solid rgb(93, 162, 112);border-top-left-radius: 100%;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="justify-content: center;display: flex;flex-flow: row;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 38px;height: 12px;vertical-align: top;overflow: hidden;border-top: 2px solid rgb(239, 91, 50);border-right: 2px solid rgb(239, 91, 50);border-top-right-radius: 100%;background-color: rgba(255, 255, 255, 0);box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;padding: 0px 0px 0px 2px;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 38px;height: 12px;vertical-align: top;overflow: hidden;border-top: 2px solid rgb(239, 91, 50);background-color: rgba(255, 255, 255, 0);border-left: 2px solid rgb(239, 91, 50);border-top-left-radius: 100%;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="box-sizing: border-box;"><section style="display: inline-block;width: 6px;height: 2px;vertical-align: top;overflow: hidden;background-color: rgb(239, 91, 50);box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="text-align: justify;color: rgb(93, 162, 112);line-height: 2;letter-spacing: 2px;box-sizing: border-box;"><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">那怎么才能让更多人愿意小额捐款？</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">答案其实很简单：尊重。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">满天星公益的做法值得参考。他们做了一个详细的意愿清单，让捐赠人自己选：</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">要不要接收项目反馈？</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">想要什么频率的反馈？</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">要不要参与线下活动？</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">要不要回礼？</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">能不能接受劝募沟通？</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">每个人根据自己的偏好来选。喜欢安静的，就不打扰；喜欢参与的，就多邀请。这种做法，本质上就是把捐赠人当“人”看，而不是当“钱袋子”。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">还有一个案例。郑州太古可口可乐做的自动售货机项目，上面写着“你买1瓶，我捐1元”。消费者扫码买一瓶饮料，可口可乐就自动捐1块钱。从2017年到现在，这个项目已经累计输送帮扶资金近200万元。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">这个模式好在哪里？一是透明，二是低门槛，三是不需要消费者额外做什么。买瓶水，顺便做公益。这比打电话催人捐款，体验好太多了。</span></p></section><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;line-height: 0;box-sizing: border-box;"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;width: 100%;box-sizing: border-box;" nodeleaf=""></section></section><section style="text-align: center;justify-content: center;display: flex;flex-flow: row;margin: 10px 0px 0px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: 50px;align-self: center;flex: 0 0 auto;height: auto;box-sizing: border-box;"><section style="margin: 0px;box-sizing: border-box;"><section style="background-color: rgb(93, 162, 112);height: 1px;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section><section style="display: inline-block;vertical-align: middle;width: auto;align-self: center;flex: 0 0 auto;padding: 5px 20px;min-width: 5%;max-width: 100%;height: auto;border-bottom-style: solid;border-bottom-width: 0px;background-color: rgba(255, 255, 255, 0);box-sizing: border-box;"><section style="margin: 0px 0px 5px;box-sizing: border-box;"><section style="font-size: 18px;color: rgb(0, 0, 0);letter-spacing: 2px;box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><font color="#5da270" style="box-sizing: border-box;"><b style="box-sizing: border-box;"><span leaf="">改变正在发生</span></b></font></p></section></section></section><section style="display: inline-block;vertical-align: middle;width: 50px;align-self: center;flex: 0 0 auto;height: auto;box-sizing: border-box;"><section style="margin: 0px;box-sizing: border-box;"><section style="background-color: rgb(93, 162, 112);height: 1px;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="text-align: center;justify-content: center;display: flex;flex-flow: row;margin: -5px 0px 10px;box-sizing: border-box;"><section style="display: inline-block;width: auto;vertical-align: top;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;box-sizing: border-box;"><section style="justify-content: center;display: flex;flex-flow: row;margin: 0px 0px -10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 37px;height: 12px;vertical-align: top;overflow: hidden;border-top: 1px solid rgb(93, 162, 112);border-right: 1px solid rgb(93, 162, 112);border-top-right-radius: 100%;background-color: rgba(255, 255, 255, 0);box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;padding: 0px;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 37px;height: 12px;vertical-align: top;overflow: hidden;border-top: 1px solid rgb(93, 162, 112);background-color: rgba(255, 255, 255, 0);border-left: 1px solid rgb(93, 162, 112);border-top-left-radius: 100%;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="justify-content: center;display: flex;flex-flow: row;margin: 0px 0px -10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 37px;height: 12px;vertical-align: top;overflow: hidden;border-top: 1px solid rgb(93, 162, 112);border-right: 1px solid rgb(93, 162, 112);border-top-right-radius: 100%;background-color: rgba(255, 255, 255, 0);box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;padding: 0px;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 37px;height: 12px;vertical-align: top;overflow: hidden;border-top: 1px solid rgb(93, 162, 112);background-color: rgba(255, 255, 255, 0);border-left: 1px solid rgb(93, 162, 112);border-top-left-radius: 100%;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="justify-content: center;display: flex;flex-flow: row;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 38px;height: 12px;vertical-align: top;overflow: hidden;border-top: 2px solid rgb(239, 91, 50);border-right: 2px solid rgb(239, 91, 50);border-top-right-radius: 100%;background-color: rgba(255, 255, 255, 0);box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 0 0 auto;min-width: 5%;max-width: 100%;height: auto;line-height: 0;padding: 0px 0px 0px 2px;box-sizing: border-box;"><section style="box-sizing: border-box;"><section style="display: inline-block;width: 38px;height: 12px;vertical-align: top;overflow: hidden;border-top: 2px solid rgb(239, 91, 50);background-color: rgba(255, 255, 255, 0);border-left: 2px solid rgb(239, 91, 50);border-top-left-radius: 100%;box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="box-sizing: border-box;"><section style="display: inline-block;width: 6px;height: 2px;vertical-align: top;overflow: hidden;background-color: rgb(239, 91, 50);box-sizing: border-box;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section><section style="text-align: justify;color: rgb(93, 162, 112);line-height: 2;letter-spacing: 2px;box-sizing: border-box;"><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">虽然数字不好看，但变化也在发生。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">根据民政部的统计，《中华人民共和国慈善法》施行后的一年里，全国通过网络实施的捐赠超过10亿人次，捐赠金额超过20亿元。虽然每个人捐的不多，几块钱、几十块钱，但“人人公益、随手公益”正在成为一种新的风尚。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">2026年初，湖南多所高校出现大量0.1元、0.01元的捐款。有学生说，就是想“和母校发生一点关系”。有人质疑这是“凑热闹”“不严肃”，但央视网的评论说得很好：“善意从不是捐多捐少的竞赛，而是涓滴成河的过程。今天的一分钱、一角钱，或许就是明天持续关注与支持的起点。”</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">我们离“全民小额捐款”还有很长的路要走。但方向是对的，办法也是有的。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">回到最初那个问题：为什么中国人不爱小额捐款？</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">也许答案不是“中国人冷漠”，而是——公益行业还没学会怎么好好对待那些愿意捐一块钱的人。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">一块钱的信任，和一万块的信任，其实是一样的。甚至前者更珍贵，因为那一块钱背后，是一个普通人愿意从口袋里掏出来的、实实在在的善意。</span></p><p style="text-indent: 2.25em;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">善待这一块钱，才能得到下一个一块钱。</span></p></section><section style="text-align: center;margin: 0px;line-height: 0;box-sizing: border-box;"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;width: 40px;height: auto;box-sizing: border-box;" nodeleaf=""></section></section><section style="text-align: center;color: rgb(93, 162, 112);letter-spacing: 1px;box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"><span leaf="">— END —</span></strong></p></section><section style="text-align: justify;box-sizing: border-box;"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf=""><br></span></p></section><section style="text-align: center;font-size: 12px;box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"><span leaf="">【关注我们，共同成长】</span></strong></p></section><section style="text-align: center;justify-content: center;margin: 10px 0%;display: flex;flex-flow: row;box-sizing: border-box;"><section style="display: inline-block;width: 40%;vertical-align: top;flex: 0 0 auto;height: auto;padding: 5px;border-style: solid;border-width: 1px;border-color: rgb(105, 73, 57);align-self: flex-start;box-sizing: border-box;"><section style="margin: 0px;line-height: 0;box-sizing: border-box;"><br></section></section></section></section></section><section style="font-size: 10px;box-sizing: border-box;"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span leaf="">声明：图片来源于网络，仅供学习引用，如有侵权可联系删除</span></p></section></section><section><span leaf="">来源：东莞鼎信评估</span></section><p style="display: none;"><mp-style-type data-value="3"></mp-style-type></p></div> 确实，个人小额捐款参与度低是个现实问题。可能原因有三：一是公众对慈善机构透明度存疑，二是缺乏便捷稳定的月捐渠道，三是公益文化尚未深入日常。建议可从支持信誉良好的平台开始尝试，哪怕每月10元，积少成多。具体选择时，不妨多查查项目进展和财务公示哦。
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