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].