What Does a Community Relations Director Do?

Celebrity on Weibo, Mr. Fashion's annual public welfare figure of 2010. "Micro Plan" sponsor, "Micro Fund" sponsor and executive chairman. Committed to the dissemination and practice of new public welfare concepts such as "micro public welfare", successful examples include "pencil for school building", "without pants and subway" "Guizhou Red Board Elementary School Lunch Plan", etc .; media person, new media marketer, focus New Media and Web2.0 Marketing Research.

Liang Shuxin

(Director of New Media, Tianya Community)

From traditional media to Internet companies, to cross-border Internet public welfare, he has been challenging himself. Has served in Guangzhou Daily Win Weekly and Blog Network. Former editor-in-chief of Brand World Magazine,

Mr. Fashion Annual Charity Person of the Year 2010 (Mainland)

Liang Shuxin: Practitioner of Welfare

Source: Southern People Weekly reporter Lin Shanshan

On a winter afternoon, in the office where the curtains crackled the windows, Liang Shuxin waved his hand and said, "You will not waste time arguing with these questioners."

He slowly wanted to understand one thing-if he wanted to use Weibo to aggregate resources, get effects, and promote some things, he would have to bear the cost of criticism. It's fair.

But it may be unfair, after all, it is easier to question than to act. He felt: Weibo took me into another world.

"At first glance, Sina Weibo and the Sina Blog continued to play celebrity cards." Since September 20, 2009, Liang Shuxin launched his first Weibo, and he has begun grassroots exploration. Here, he made friends, managed with heart, and witnessed miracles. On Weibo, he asked for a rare cure for a poisoned poisoning nurse, and he really found a life-saving opportunity; he called on his bloggers to wear subway without pants and attracted the attention of the city's media; he accepted the admission notice for the college entrance examination candidate Li Mengmeng The book was locked and could not be accepted. The storm of public opinion caused her to enter school smoothly. When using a pencil from a mountain village student to barter and eventually exchange for the value of a school building, he found he could do more.

Now, after more than two years of tortuous exploration, he finally found a way for himself-a kind of grassroots public welfare that emerged through the Internet: micro public welfare. The Weibo theme has also become more prominent and clear.

"Look, I have a lot of low-key on Weibo." His voice was low and his language was simple, as if he had found his destination.

"After the subway without wearing pants, do you still maintain a low-carbon life?" The reporter asked. He admitted, "It was actually fun. I didn't think so much at the time."

"I didn't think so much." In Liang Shu's new narrative, this was the beginning of many things he did. Perhaps this is the characteristic of actors: they do not look ahead, they don't stick to concepts, they explore flexibly, and they improve the world bit by bit. In the rapidly changing era, Liang Shuxin has a sense of urgency. He said that if he has 30% to 40% chance to take action, he is always afraid to miss the opportunity.

On March 9th, Liang Shuxin saw on CCTV "Today's Statement" reports that Guizhou Hongban Elementary School students did not have lunch. Distressed by the implementation of Taobao Charity Online Store, he had a flash of light and decided to launch the Love Lunch Program.

He eagerly communicated with the principal of the Red Board Elementary School, but the other party said that the students were accustomed to not having lunch and had to ask the leaders for lunch plans. Let's talk about it. He called the volunteers: Let s sell rice on Taobaoa virtual love lunch of 5 yuan, all the funds raised were donated; in addition to the Tianya community he worked for, he also invited "Play More Game Network" , NGO "Wheatfield Plan" joined.

At dinner time, Liang Shuxin checked it online. He found that within four hours, 1,000 copies of virtual lunches had been sold. "I was taken aback, and there was an instant of stress," he said. The donation went to Liang Shu's new personal account, which meant he had to take moral and legal risks. Sure enough, soon he was questioned.

Since then, Internet grassroots love has suffered even greater setbacks. Twenty days later, when Liang Shuxin and his entourage reached Qianxi County, Guizhou, with a donation of more than 200,000, the leader of the county education bureau declined his lunch plan. The leader talked about stability and food safety issues, and finally suggested that it is best to send money Parents. County leaders cannot convince Liang Shuxin. The next day, they drove straight into Hongban Primary School.

"I almost lost my life in Guizhou." Recalling, Liang Shuxin still booed. The car rolled into the ravine. Liang Shuxin remembered that the car rolled over two and a half times. Fortunately, except for a reporter who had a broken scapula, everyone else was just a fright.

Negotiations must continue. It was not until April 1st that the school allowed lunch plans to enter the campus. Concerned about the inability to afford the lunch break, the school leader emphasized to the students: "The meal was brought by my uncle and aunt, and they promised to provide lunch for three years."

No matter how wronged, after all, the children finally had a hot lunch. On this day, Liang Shuxin stood at the door and looked at their backs. When a TV reporter passed the microphone to express his feelings, he had mixed feelings and no words.

These remote rural elementary schools not only placed his rural ideals in the grassroots, but also found him a sense of existence and meaning. He always remembered the poor countryside of Guangxi when he was a child. In his history of suffering, there are poverty, sorrow of being unable to attend school, and the bitterness of his dropping out of school to work in Guangzhou.

When he graduated from the third grade, he took his father's 50 yuan and went to work alone in a small restaurant in Guangzhou. In addition to supporting himself, he also sends money to his brother for tuition. Opposite the restaurant is the venue of the Canton Fair. The Canton Fair is a "festival" that he hates. There are always endless guests and dishes. After graduating from high school, he worked as a construction worker for several months. At that time, the incident of Sun Zhigang had not yet occurred. On those rumbling nights, the young Liang Shuxin, who has no temporary residence permit, always hides in horror in horror. When I was in college, it was those teary rural scenes-relatives came to see him off and paid him tuition. He refused to receive subsidies for poor students for 4 years, and supported himself very early on with manuscripts. He is proud of it.

When he left the university campus, he was 26 years old, born in 1976. "Daqi was late, very urgent," he corrected with a smile again. "Oh, it didn't work."

When he became the commercial operation director of Tianya Community after years of struggle, he stumbled upon the restaurant of the year. He went in and saw that the co-workers who worked together were still working there. The manager is still a manager. He suddenly felt a sense of sorrow, and seemed to see another possibility of destiny.

At the Red Board Elementary School, he saw the children's rotten teeth, contented for a morning meal. He hopes they can change their destiny as well. He also told himself that he couldn't just whim, even though he didn't even have a legitimate fundraising status at that time.

A few days later, a visit by the Guizhou Youth Development Foundation made him suddenly bright. They hope to cooperate with Liang Shuxin's team on the lunch plan. Liang Shuxin put forward four requirements: first, the Guizhou Youth Foundation will not charge us management fees; second, to maintain an independent and equal relationship; third, there is enough room for decision Fourth, openness and transparency.

The other party readily agreed. During the Ching Ming Festival, the two parties signed an agreement-innocent, he hoped. Liang Shuxin's team set up a special fund "Micro Fund", which finally solved the identity problem. Three months later, the young team also had an office.

The interview was conducted at the Micro Fund's office. There, Liang Shuxin introduced that he is exploring a new public welfare model: using the Internet platform to integrate various social resources, including NGO resources, to orderly deliver to schools in rural areas in the west, and to influence and change local traditional education with new technologies and new ideas Ecology, and finally realize the normalization and fairness of rural education environment. "I said that normalization should be the minimum standard. You see, these children in Guizhou can't even eat their meals, and what quality education do they talk about?"

The lunch program now benefits 8 primary schools in Guizhou Province with 1,500 students. The coverage will be further expanded next year. In addition to improving student nutrition, the micro-fund is also working with other non-profit organizations to provide more and better educational resources for children in impoverished mountain areas. And at Tianya, he has another position-director of public welfare. A colleague admired his ability: "He can arrange things for his subordinates and let them do a good job for him."

With the continuous advancement of non-governmental forces, Premier Wen Jiabao finally stated that the central government has allocated 16 billion yuan to subsidize student lunch.

However, Liang Shuxin does not intend to withdraw from the reality stage. He wants to cooperate with the government and even wants the government to "purchase our services". He wants to carry forward the idea of micro-public welfare.

In his understanding, micro-public welfare is grassroots and happy. He slowly concluded that sadness was not a constant productivity, and he was tired of fundraising that showed wounds and rendered emotions. He filters too desperate information, and when he receives a private message for help, he usually forwards only those dilemmas that let people see hope and solve it.

Liang Shu's new ideas settle "micro public welfare"

Source: Qu Hui, author of March Wind Magazine

"A group of environmentally friendly lovers who have never met, in a Guangzhou subway car, stripped their trousers outside, in order to raise people's awareness of sustainable consumption. Faced with the shock and entertainment expressions of onlookers, these more than 20 Half-naked men and women sat calmly in their seats to continue their journey of nearly 40 minutes, or read books or listen to music. "The British" Guardian "reported that the" no pants and subway "occurred in Guangzhou in early 2010 to promote low-carbon Charitable activities.

The planner for this event was Liang Shuxin. The move was inspired by similar performance art in Britain and the United States. As a very active designer of public welfare activities in Guangzhou, in the beginning of 2008, during the Great Southern Snow Disaster, he initiated a "snowmelt operation" to donate materials to stranded passengers, raised 2 million yuan in relief materials, and has since been involved in Internet public welfare affairs.

2010 can be described as the "first year of Weibo" in China, and the number of Weibo users has exploded. Liang Shuxin, who has been engaged in new media observation and realized the powerful public welfare potential of Weibo, began his series of "micro public welfare" experiments: On January 12, 2010, he participated in organizing the charity operation to rescue the poisoning nurse Guo Lijuan. Take the subway without pants "," Pencil for school premises "," Shut down for an hour "," Support solidarity with Li Mengmeng "," Free caring lunch "... there are endless stream of ideas. He refined the core of this series of actions into "micro public welfare"-low threshold costs, everyone's participation, strong interactivity, and high efficiency. Ordinary people can do charity from the simplest things around them, which completely overturns the previous model of large donations for enterprises and rich people to do charity.

Pencil for school

"Do you believe that a pencil will be exchanged for a brand new school building? The accumulation of small forces will form a huge force."

Liang Shuxin, 36, was poor when he was young. Relying on the hard-earned tuition fees of their parents, they finally entered the university. By chance, I learned that the elementary school building in Foding Village, Zouma Township, Zhaoping County, Guangxi, where he had studied, was in ruins in recent years. "Pencil for School".

"We will exchange a pencil with a pencil used by a primary school student at Foding Village until any item worth 120,000 is exchanged. The final item will be auctioned with love. "The idea is bold, but it doesn't work. He himself has no idea.

Unexpectedly, less than half an hour after the Weibo was sent, a netizen took the initiative to contact him and replaced the pencil with a piece of chocolate. The second netizen exchanged chocolate with a rice cooker, and then the rice cooker was replaced with a printer and jersey. In just two days, this message was reposted 20,000 times. Until it was replaced with a set of character photo packages, a short-term "stuck" appeared in the event-the financial resources of ordinary netizens were no longer sufficient to support it. At this time Liang Shu changed his mind and began to try to continue the plan with the "Celebrity Auction" effect. Zeng Zimo's cosmetics, Yao Chen's prop pipe, Li Nian's prop red vest ... The celebrity's participation broke the financial bottleneck and triggered wider attention and interaction, which greatly promoted the event. In less than a month, an ordinary pencil was exchanged for more than 100,000 fundraising.

The miracle of "pencil for school building" has since become one of the most famous stories of "micro public welfare". A pencil rounded the dream of a group of children, which strengthened Liang Shuxin's new confidence.

Rediscovering the University Dream

"Li Mengmeng, 21, got 565 points in the college entrance examination this year. Her volunteer application was locked in a locker and she failed to submit it because of the county office's misconduct. The Henan Provincial High Education Office responded, and this matter will not be handled. You A repost may help her change her destiny! Try to create a miracle! "In August 2010, after seeing the information sent by relatives of girls online, Liang Shuxin issued such a Weibo.

Mengmen's father broke his leg due to a work injury, and his sister dropped out of school for Mengmen to go to schoolLiang Shuxin knows how important a college dream that can change his destiny is for such a family. Although the score crossed the line, the whole family was desperately struggling, but was still told "this matter will not be dealt with", and fell into despair and sadness.

"Go to Li Mengmeng until he receives the admission notice", "The scarf of justice, the scarf of love! Li Mengmeng can go to college 100%." Liang Shuxin's new Weibo was reposted at a speed of nearly 10,000 times per hour, various media Followed up a lot. Interviews and questioning calls from the Provincial Department of Education and the High Admissions Office were blown up, but they were confused about the telephone source and information source.

Liang Shuxin predicted that there would be further breakthroughs in progress, and continued to call on provincial and ministerial leaders to pay attention to this matter. Eventually, the situation was reversedthe responsible person was suspended and a university in Henan extended an olive branch to the Li Mengmengthey were willing to accept Li Mengmeng. On the same day, Li Mengmeng himself also registered on Weibo to thank the kind people from all sides. In less than 24 hours, all parties finally ushered in a great success: Li Mengmeng was accepted by Henan University of Economics and Law, and the next day, the CCTV legal channel broadcast Li Mengmeng's late admission for "micro public welfare". The story of the notice.

Let the children in the mountains have breakfast

In the mountains of Guizhou, many children can only go to school hungry because of poverty and long distances. The sensitive Liang Shuxin followed up in time and created another miracle: the "Guizhou Mountain Lunch Plan", which was launched in early March 2011, and the "micro-fund", which was later established, raised more than 33 million yuan in 4 months. . One of the most convenient ways to donate is that netizens can buy a virtual lunch on Taobao by paying 5 yuan on Alipay. This made thousands of children in Guizhou's poor and mountainous schools eat free lunches.

For traditional public welfare donations and materials, after the donors send the materials, they will not be able to know their flow and implementation. This is exactly an important aspect of Liang Shuxin's optimism about "micro public welfare": open and transparent supervision and feedback on the Internet have doubled its credibility, which is exactly the shortcoming of the current official institutions. The "Micro Fund" has established a management committee, which will publicize all donations received on the official website "Love Network" one by one. The two parties will jointly monitor each account of expenditures to ensure the implementation of the funds. As the "micro-fund" promoter and executive chairman, he also goes to the field to check whether the donations of netizens are implemented. The micro-fund itself implements zero management fees to ensure that all materials from public offerings are used for children.

"Every one million we can gather is made up of thousands of netizens from a penny and a few dollars to gather sand into a tower. It is also because of 'transparency under the sun' that we can get the trust of ordinary people, everyone Are willing to participate, after all, charity has never been the patent of the rich. "

The sadness card is gone

From 2008 to the present, there are many reasons that Liang Shuxin can stick to the "micro-public welfare" all the time. In addition to love and responsibility, he is more enthusiastic and curious about the design of public welfare as a child.

"I think micro-philanthropy must have two inherent genes: creativity and happiness. This is also the most obvious difference between micro-public charity and traditional charity. The traditional way of tragedy and the charity of sending tear gas is gone."

"Being charitable must be happy, happy charity, if you have a mentality of rapid ascetic monk is unsustainable. Without creative forms of charitable organization, only spontaneous love can not gather more power in a short time. Creativity can be To promote your charity, interesting forms are very important and can make the idea go further. "This can be seen from the title of his series of experiments," Pencils change school buildings "," Pants without subway, "which Isn't it refreshing and intriguing?

Today, he has become "the first person to run for the Guangzhou People s Congress on Weibo," and is using the Weibo platform to integrate offline, preparing to participate in the grassroots people s congress elections starting this September. What he is facing is not his office colleagues, but the general residents of the residential area. Whether successful or not, this new concept-led election attempt is a rare systematic "citizen training". In a broad sense, this is undoubtedly also an important part of the extension of the field of "micro-public welfare".

Liang Shuxin: Private Welfare People and Micro Funds

Source: Forbes Chinese Reporter: Wu Xiaobo

Citizen Liang Shuxin

Source: Chinese entrepreneur author Xia Hong

During the 2008 snow disaster, Liang Shuxin started to get involved in public welfare, and then during the Wenchuan earthquake, he led Tianya Psychological Assistance Volunteers to Hongbai Town, Sichuan disaster area for psychological rescue, which was a major turning point for Liang Shu's new philosophy of public welfare. After seeing the devastation of the Wenchuan earthquake, he even suffered from mild depression for up to 6 months. When he emerged from this state, he felt that he needed to change his strategy: not only to provide passive assistance to emergencies, but to explore a model that can maintain the daily and continuous nature of public welfare actions.

After he became obsessed with Weibo, he felt that this tool could transplant real-world relationships to the Internet. The information that needs help and the resources that can be provided can be quickly spread in a chain, which also reduces the cost of doing public welfare. The micro-fund is the experimental carrier of his concept of "Happy Charity for Everyone".

Netizens can help find and forward various public welfare information. They can choose to subscribe to love items, donations, auctions or direct transfers to participate in public welfare activities. The micro-fund is positioned as a small daily donation for the grassroots, and uses various new media technologies to integrate public welfare elements into the normal consumption of the general public.

Main public welfare and social activities

1. On January 28, 2008, the United Tianya Community launched the "Snowmelt Operation" to send a call to the entire society to donate and donate goods to stranded passengers, and raised 2 million yuan worth of disaster relief materials.

2. In May 2008, organized earthquake relief, participated in the launch of "Tianya Love Express," and led "Tianya Psychological Assistance Volunteers" to Hongbai Town, Sichuan disaster area for psychological rescue. Miss Zhang Zilin as the caring ambassador went with the team.

3. On January 12, 2010, she participated in organizing the poisoning nurse Guo Lijuan's love rescue on Weibo.

4. On January 17, 2010, the organization organized and launched the first Guangzhou "No Pants to Take the Subway" event, which triggered domestic mainstream media reports such as Southern Metropolis Daily, New Express, Information Times, Yangcheng Evening News, Southern TV Station, Guangzhou TV Station, and formed a network. Trending. The British Guardian interviewed Liang Shuxin and published "Progressive Pants".

5. In February 2010, a "Goodbye to Substitute Teachers" charity event was organized on Tianya and Weibo. More than 200 netizens were invited to pay more than 150 substitute teachers to send New Year's greetings.

6. On March 15, 2010, a "pencil for school building" public welfare activity was launched on Weibo. Through bartering and loving bidding, more than 150,000 school buildings were repaired for Foding Village Primary School, Zoma Town, Zhaoping County, Guangxi in 25 days. funds. Many celebrities such as Yao Chen, Zeng Zimo, Li Nian, Ke Lan, Wang Kai, Ma Zhihai and Wuyue Sanren actively participated. CCTV, Southern Television, Hunan Satellite TV, Beijing Television, New Express, Jinghua Times, Information Times, Nanfang Daily and many other media reported on "Pencils for Schoolhouse". ^[2]

7. On March 24, 2010, you launched an "Thirst Quenching Action" in the Tianya community organization-please donate a piece of water to your compatriots in southwest China, Dalongtan Yi Township, Renhe District, Panzhihua City, Sichuan Province, and Adu Township, Xuanwei City, Yunnan Province. Yinchang Village sent 100 tons and 12 tons of drinking mineral water respectively.

8. On March 27, 2010, from 7 pm to 8 pm (one hour before the Earth), a low-carbon operation called "Shut Down for One Hour" was launched on Weibo. The famous actor Yao Chen and the host of CCTV Sports Channel Yu Jia served as the event ambassadors. More than 2000 netizens participated and uploaded shutdown photos.

9. On April 14, 2010, in the Tianya Community Participating Organization, "Yushu, hold on!" "The End of the World Love Hearth Express" urgently re-started the donation initiative, and simultaneously collected relief materials in six cities across the country. With the help of enthusiastic netizens and volunteers, a total of 105 tons of relief materials were collected in four days These include quilts, food, clothing, medicine and daily necessities. On the morning of the 24th, it was delivered to Yushu Jiegu Town and distributed to the victims.

10. In May 2010, the "I am a sofa guest" interactive tourism activity was launched, calling on netizens to free up their sofas and provide accommodation for netizens who traveled locally for free. At present, sofa guests in Shanghai, Beijing, Guangzhou and other cities have successfully paired.

11. On July 5, 2010, the "micro-plan" of the first Internet-based NGO focusing on rural education was launched in China. Micro plan public welfare concept: Micro public welfare, great dedication! Public welfare ideas: creative public welfare, happy public welfare. At the same time, the "Tianya Book House" project started in cooperation with the Tianya community, and is committed to establishing a standardized library for remote rural primary schools.

12. At 22:47 on August 19, 2010, I reposted the "I want to go to college" post from the Tianya community headline on Sina Weibo, and was "lost" for Li Mengmeng, a student in Chenliu, a middle school in Kaifeng County, Henan call. It was reposted more than 80,000 times and commented on more than 20,000 in one day, which attracted great attention from the Internet, the media, and relevant departments. Within 24 hours, Li Mengmeng was admitted to the accounting major of Henan University of Economics and Law. Several media including CCTV and People's Daily reported and commented on the Li Mengmeng incident.

13. On December 1st, 2010, he won the Mainland Annual Public Welfare Person Award at the 7th "Mr. Fashion Annual Ceremony" held in Beijing. As the initiator of the "Pencil for School Building" charity activity, he actively mobilized many celebrities and bloggers on Weibo to successfully raise more than 150,000 school building repair funds for Foding Village Primary School, Zoma Town, Zhaoping County, Guangxi; ", Initiated the establishment of the first domestic Internet-based NGO" micro-plan "and other public welfare activities focusing on rural education.

14. On March 9, 2011, the "Red Board Elementary School Lunch Plan" was launched on Weibo to send hot lunches to children by subscribing to the Taobao Charity Bazaar. According to CCTV Today's Statement, two-thirds of the children of Jianzhongxiang Hongban Elementary School in Qianxi County, Guizhou Province, do not have breakfast in the morning due to long distances and family difficulties. Most of the food you can eat is white rice without any dishes.

15. On March 29, 2011, on behalf of the Micro Plan, he went to Tianya Public Welfare, the Wheat Field Plan, and played more golden candles to promote the lunch plan locally at Jianzhongxiang Hongban Primary School in Qianxi County, Guizhou. After all the hardships, the "Lunch Plan" was officially launched on April 1. The 205 children of Hongban Elementary School had their first hot lunch.

16. On April 5, 2011, the Micro Plan decided to launch a special fund "Micro Fund" after friendly negotiation with the Guizhou Youth Development Foundation. The micro fund will focus on the concept of micro public welfare, locate grass-roots public fundraising, fully rely on the Internet platform to carry out public welfare projects, and focus on the optimization and improvement of basic education resources in primary and secondary schools in the western poor regions.

17. On September 23, 2011, Liang Shu's newly launched micro-fund "Lunch Plan" project won the title of "Lenovo Micro-Public Contest Micro-Public Welfare Star".

18. On June 23, 2012, the Village for Children project was launched to open rural kindergartens in Guangxi and Guizhou, so that local preschool children can enjoy free preschool education.

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