Tencent Technology (Shenzhen) Co., Ltd.: deeply integrating the Internet with public benefit for broader public participation

Company Profile
Tencent Inc, established in November 1988, has grown into one of China’s largest and most widely used internet service portals. Since its establishment, Tencent has maintained steady and fast-paced growth following the user-oriented operation principle. Aiming to grow into one of the most respected internet enterprise, Tecent inaugurated the Tencent Charity Foundation in 2007, the first national non-public collecting foundation set up by a Chinese internet enterprise.

Challenge
In recent years, China has made rapid development in the pubic welfare undertakings. However, the requirements for its transparency, convenience and others have led to its less public engagement and constrained its upgrading and development. With China’s rapid growth in the number of netizens, the internet has increasingly showed its effects in promoting the development of charitable causes. How to change public benefitcommunity through innovative internet services, and how to achieve broader public participation has been the responsibilities that cannot be neglected by any large internet companies that are committed to being the most respected internet companies.

Solutions
In order to enhance the transparency of the public benefit undertakings and make it more participatory for the public, Tencent formally inaugurated the Tencent Charity Foundation in June 2007, and developed a long-term strategy and planning for it. By implementing strategic, scientific, systematic and organized management, it strives to promote the deep integration of internet and public benefitundertakings.
For this reason, Tencent has given full play to its “trinity advantage” that is comprised of its enterprise (Tencent Inc.), media (Tencent Website), and NGO (Tencent Foundation). By integrating superior resources, it will create a public benefit portfolio that consists of the most transparent behavior, the most open-minded partners, the most innovative practice and the most comprehensive information.

- Building a public benefit platform that everyone can participate in
Around the public benefit matrix, Tencent has pressed ahead with public benefit practice and made joint efforts to build a public benefit platform that everyone is able to and willing to participate in. It includes the following aspects: first, to provide netizens with the most authentic information on public benefit through its website, and create China’s largest and most influential public benefit portal; second, to make public donation simpler, faster, securer and more transparent by innovative donation modes and channels such as Tencent Monthly Donation Program so that the  netizens can be its true protagonists; third, to earnestly advocate efficient public benefit practice by launching “Tencent New Village Action”, “Tencent Universities Scholarship”, “Tencent Three-dimensional Relief” and other programs, and enhance internet appeal and influence to transfer positive energy; and fourth, to provide public benefit organizations with easier communication channels, help NPO to develop and enhance their capability, and create a public benefit atmosphere where the public benefit organizations can interact with netizens.

- Making open cooperation to support the growth of public benefit organizations
In the efforts to promote the integration of internet and public welfare, Tencent has realized not only the individual but also every enterprise and social organization has great potential for charitable causes. In particular, the potential of the latter needs to be further tapped. Tencent is committed to contributing its capability, resources and experience to help the other businesses and organizations to better fulfill their social responsibilities.
A good attempt is “Tencent Wei Ai (spreading love through social media like microblog and Wechat)” launched at Tencent’s website. It launched a long-term support program for the non-profit social organizations and the public benefit associations in the universities. According to the program, the netizens will be invited to select and participate in the projects launched by public benefit organizations. Eventually Tencent Foundation will finance the most popular public benefitprojects. In this process, Tencent helps the traditional public benefitorganizations learn to use microblog, Wechat, social network and other new media so that they can interact with netizens, and obtain more understanding and support.

- Exploring the development model for “Everyone’s Public Benefit”
While encouraging individuals and organizations to participate in and promote public benefitpractice, Tencent gradually conceives the development model for “Everyone’s Public Welfare” in the future, and makes continuous efforts toward this direction.
First of all, Tencent bases on itself to promote all-platform public benefit; and then advocates it in the entire industry. It is committed to deepening cooperation among different platforms to create a real all-platform public welfare. In the end, it will allow everyone, each organization, and the whole society to care for and participate in the public benefitundertakings.

Achievements
Tencent has brought together all efforts of public benefit organizations. Centering on the concept of “integrating public benefit into public life”, it has designed, launched and implemented a series of self-service public benefit programs and services on the internet with its “Monthly Donation Program” as the core, and “Le Juan (willing to donate)” and “Wei Ai” as the supporting programs. All these programs have strongly promoted billions of netizens to accept charitable behavior as their lifestyles and habits. In 2013, Tencent's online donation platform raised over 100 million yuan, becoming China’s largest online fundraising platform. More than 9.74 million netizens made donations on the platform. The industry believes that developing the habit of participating in public benefit is conducive to the development of public benefit undertakings in China, as the saying goes “A single spark can set the prairie alight.”
In addition, Tencent has promoted the development of non-profit social organizations and the public benefit associations in the universities. By the end of 2012, Tencent Foundation provided over 5 million yuan for 114 public benefit organizations, social enterprises, university associations which participated in “Tencent Wei Ai Program”. It has supported numerous projects across the country, and continued to promote the growth of non-governmental public benefit organizations and the development of young talents.
Tencent has been highly recognized in the society. In 2011 and 2012, Tencent Charity Foundation topped the list of China Charity Award, the highest national charity honor in China, and the Forbes list of China’s Best Non-public Collecting Foundation respectively. Up to now, it has been granted nearly 100 awards by the State Council, the Ministry of Civil Affairs and other competent authorities and all sectors of society.
While playing its own edges to deeply integrate the internet with the public benefit, Tencent enhances its own reputation and user stickiness, and gains more support for its development. Tecent’s success inspires and provides an exemplary model for Chinese internet companies to make proactive practice in the fields of corporate citizenship and social responsibility.

Prospect
Over 100 million yuan raised on Tencent platform not only marks the online public benefit has come into the 100-million-era, but also indicates the arrival of the age of netizens’ public benefit. In such era, Tencent's mission has a new meaning. It not only focuses on its own development, but also takes into consideration how to release its resources, experience and capability accumulated on the Internet and in the field of public benefit over the years, so that it can help more organizations and individuals to engage in public benefit undertakings. Next, it will open its full product lines, unite all companies and organizations in all walks of life, and join hands with the whole society to build all-platform public benefit and realize its dream of “everyone’s public welfare” in the era of netizens’ public benefit.