11月26日下午，香港大埔宏福苑发生五级火灾，灾情严峻，牵动各方关注。腾讯、阿里、京东、滴滴、 字节跳动、拼多多、小米等互联网大厂捐款捐物，驰援香港。 微信小游戏WeCare公益计划也同步上线了"守望相助，驰援香江"救灾捐赠项目。小游戏开发者可以在 微信公众号后台选择该项目，善款将从游戏收益中快速捐赠至基金会爱心账户，并获得捐赠证明和相关 收据。截至11月29日上午9点，微信小游戏开发者已经捐赠善款超过230万元。 此外，腾讯旗下WeChat港币钱包紧急上线支援大埔火灾救援捐款专区，开设特区政府"大埔宏福苑援助 基金"数转快识别码捐赠及银行账户捐赠直达入口，并涵盖仁爱堂、仁济医院、香港公益金、香港圣公 会福利协会、东华三院等9家慈善机构捐款专项，还设置支付后捐款引导提示，方便香港市民捐款支 援，过程中不收取任何行政费用或手续费，善款全数转交相关机构。 同时，微信支付也上线了捐赠入口，用户可以在支付完成后，直接进入腾讯公益平台的项目捐赠页面， 为救援项目献一份爱心。 （文章来源：南方都市报） 11月27日上午，腾讯公益慈善基金会（香港）启动首批捐款1000万港元，用于受灾居民的紧急救援、过 渡安置、生活物资补给 ...

Core Points - Tencent was awarded the "Outstanding Contribution Award" in the "Social Contribution" category at the World Internet Conference, marking a significant recognition following last year's "Innovative Breakthrough" award [1] - The award citation highlighted Tencent's commitment to the principle of "user-centric, technology for good," emphasizing its multifaceted contributions to sustainable social value innovation through technology [1] Group 1 - In 2021, Tencent underwent its fourth strategic upgrade, incorporating "promoting sustainable social value innovation" into its core strategy alongside consumer and industrial internet [2] - To support this strategy, Tencent established the "Sustainable Social Value Division" (SSV), which includes the Tencent Charity Platform and various innovation labs focusing on rural revitalization, technological innovation, social emergency response, and health inclusivity [2] - Tencent announced a 10-year investment of 10 billion yuan in the "New Cornerstone Researcher Project" to support original innovation by scientists [2] Group 2 - In the social emergency response sector, Tencent launched a national WeChat earthquake early warning mini-program in collaboration with the China Earthquake Networks Center, effectively serving as a disaster prevention guide [2] - Tencent has built a digital "on-demand" social emergency rescue network, known as the "5-minute social rescue circle," which has become an innovative benchmark for urban emergency rescue globally [2] - As of October 2025, the Tencent Charity Platform has raised over 36.7 billion yuan, with user donation participation reaching 1.79 billion, aiding over 138,000 charity projects [2] Group 3 - Since 2015, Tencent has co-initiated the "99 Charity Day," which will be upgraded to the "Forever Charity Festival" in 2024, becoming one of the most widely participated and influential public welfare actions in China [2] - Cumulatively, the initiative has raised over 18.3 billion yuan, attracting participation from over 24,000 charity organizations and 67,000 projects [2]

Group 1 - The core idea of the news is the rise of community-driven philanthropy through Tencent's "Good Deed Map," which connects people in need with those willing to help, exemplified by the "Zhengfanmian" noodle shop in Chengdu that offers affordable meals to those in need [1][2] - The 2025 "Jiujiu Public Welfare Festival" attracted 148 million participants, resulting in 530 million good deeds being accomplished [2][3] - The "Little Red Flower" initiative allows users to earn recognition for their charitable actions, becoming a new social symbol that connects online and offline philanthropic activities [3][5] Group 2 - Various community initiatives during the festival included elderly individuals creating handmade items for exchange, volunteers assisting with medical appointments, and health screenings for women [5][12] - Over 1,800 public welfare organizations and 4,300 projects participated in the festival, showcasing a collaborative effort to enhance public engagement in philanthropy [14][16] - Major brands like 7-Eleven and McDonald's integrated philanthropy into their daily operations by promoting the "Little Red Flower" code, making it easier for consumers to contribute [16][18] Group 3 - Tencent's digital technology facilitated efficient donation processes, allowing users to track their contributions and ensuring transparency in the distribution of donated items [7][9] - The festival highlighted a shift in public perception of philanthropy, emphasizing local community support and personal connections over distant charitable acts [19] - The integration of various Tencent products and platforms into philanthropic efforts has mobilized over 240 million users, demonstrating the potential of technology to enhance charitable participation [18][19]

Core Viewpoint - Tencent's cancellation of the short-term matching donation mechanism during the 11th "Jiu Jiu Public Welfare Festival" marks a significant shift in the fundraising landscape, prompting both public and organizations to reconsider their approaches to donations and engagement in charitable activities [1][12]. Group 1: Impact on Organizations - The cancellation of the matching donation mechanism has led to a noticeable decrease in fundraising motivation among organizations that previously relied heavily on this incentive during the event [2][3][4]. - Many organizations expressed that the absence of matching donations has resulted in a "cooling" effect on the fundraising atmosphere, leading to a sense of fatigue among staff who previously felt pressured to meet high fundraising targets [2][3]. - Some organizations have begun to explore alternative fundraising methods, such as monthly donations, to adapt to the new environment and reduce dependency on event-driven fundraising [6][10]. Group 2: Changes in Donor Behavior - The removal of the matching donation incentive has left many donors feeling less motivated to contribute, as the immediate gratification of matching funds is no longer available [3][4][5]. - There is a growing concern that without the matching mechanism, donors may choose to engage in charitable activities at different times rather than during the designated event, potentially diminishing the overall impact of the festival [4][5]. - The long-term habit of donating during the festival may be challenged, as the public's understanding of the purpose and value of the event evolves [9][12]. Group 3: Evolution of Fundraising Strategies - Organizations are being pushed to develop more sustainable and diversified fundraising strategies, moving away from reliance on single-event fundraising to a more continuous engagement model [6][10][11]. - The shift towards a focus on building "trust dividends" rather than "traffic dividends" indicates a broader trend in the sector towards fostering deeper connections with donors and the community [12][13]. - The emphasis on digital tools and transparency is becoming increasingly important for organizations to maintain donor engagement and trust in the absence of matching donations [8][12].