政府购买减少，社会组织如何找到新机会？
<div class="wx_rich_media_content" id="jsWxContainer"><section style="font-family: PingFangSC-light;line-height: 2;letter-spacing: 1px;color: rgb(13, 13, 14);padding-right: 8px;padding-left: 8px;font-size: 16px;" data-mpa-powered-by="yiban.io"><section powered-by="xiumi.us"><section style="outline: 0px; letter-spacing: 0.544px; visibility: visible;"><section><section powered-by="xiumi.us"><section style="margin-top: 10px;margin-bottom: 10px;"><section style="vertical-align: middle;display: inline-block;line-height: 0;"><span class="wxart_image" wx-style="display:inline-block;vertical-align: middle;width: 100%;height: auto !important;"><br></span></section></section></section><section style="text-align: justify;" powered-by="xiumi.us"><p><br></p></section><section style="justify-content: flex-start;display: flex;flex-flow: row;margin-top: 10px;" powered-by="xiumi.us"><section style="display: inline-block;width: 100%;vertical-align: top;align-self: flex-start;flex: 0 0 auto;background-color: rgb(231, 236, 248);height: auto;padding: 21px;"><section style="margin-top: 20px;margin-bottom: 20px;" powered-by="xiumi.us"><section style="font-size: 15px;color: rgb(38, 41, 42);text-align: justify;line-height: 2;"><p>致力于为城市普通收入家庭提供便捷、平价、质优的亲子早教服务的“童萌亲子园”项目从早期的公益服务转型为现在的社会企业，项目发起机构成都童萌社会工作服务中心的负责人毛磊也从公益志愿者成长为儿童早期发展领域的创业者。近几年政府购买社会服务的资金减少，许多社会组织越来越关注“自我造血”的可能性，毛磊在本文分享了他的实践经验，并深入剖析了社会组织的解困之道。</p></section></section><section style="margin-top: 20px;margin-bottom: 20px;" powered-by="xiumi.us"><section style="font-size: 14px;font-family: Optima-Regular, PingFangTC-light;color: rgba(118, 118, 118, 0.91);text-align: justify;"><p>*备注：本文转载自微信公众号好公益平台，作者毛磊。</p></section></section></section></section><section style="text-align: justify;" powered-by="xiumi.us"><p><br></p></section></section></section></section><section powered-by="xiumi.us"><section style="color: rgb(255, 255, 255); font-variant-numeric: normal; font-variant-east-asian: normal; line-height: 25.6px; widows: 1;"><section powered-by="xiumi.us"><section style="border-width: 0px;border-style: none;border-color: initial;"><section style="justify-content: flex-start;display: flex;flex-flow: row;margin-top: 10px;margin-bottom: 10px;" powered-by="xiumi.us"><section style="display: inline-block;width: 100%;vertical-align: top;align-self: flex-start;flex: 0 0 auto;height: auto;"><section style="justify-content: flex-start;display: flex;flex-flow: row;margin-bottom: 10px;" powered-by="xiumi.us"><section style="display: inline-block;vertical-align: middle;width: auto;align-self: center;flex: 0 0 auto;min-width: 5%;height: auto;"><section style="font-size: 19px;margin-right: 0%;margin-left: 0%;text-align: center;" powered-by="xiumi.us"><section style="display: inline-block;border-width: 1px;border-style: solid;border-color: rgb(51, 122, 183);background-color: rgb(51, 122, 183);width: 1.8em;height: 1.8em;line-height: 1.8em;border-radius: 100%;margin-left: auto;margin-right: auto;font-size: 18px;"><p><strong>1</strong></p></section></section></section><section style="display: inline-block;vertical-align: middle;width: 33px;align-self: center;flex: 0 0 auto;height: auto;"><section style="transform: rotateZ(315deg);" powered-by="xiumi.us"><section style="margin-top: 0.5em;margin-bottom: 0.5em;transform: translate3d(-19px, 0px, 0px);"><section style="background-color: rgb(51, 122, 183);height: 1px;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section></section><section style="text-align: justify;color: rgb(31, 35, 41);font-size: 18px;" powered-by="xiumi.us"><p><strong>回答问题，从澄清问题开始</strong></p></section></section></section></section></section></section></section><p powered-by="xiumi.us"><br></p><section powered-by="xiumi.us"><p>过去两年，受多方面因素影响，政府购买社会服务的资金减少，“自我造血”成了高频词。因为有操盘“童萌亲子园”从公益服务向社企运营转型的实践（从最初纯公益免费，到2023年该项目约95%收入来自用户付费），我被很多伙伴多次问起相关经验。</p><p><br></p><p>就问题回答问题不是最优的思维模式。首先得从对问题本身的澄清和分析开始。</p><p><br></p><p><span style="color: rgb(51, 122, 183);"><strong>政府购买减少，社会组织要“自我造血”，这个问题背后，</strong></span><strong><span style="color: rgb(51, 122, 183);">有几个关键问题值得先被澄清</span></strong>。以下问题主要针对组织创始团队：</p><p><br></p><p>1）如何看待收入结构？如何看待收入多少？</p><p>2）你所在的具体区域，哪些层级和部门的政府购买在减少？减少的程度和趋势是怎样的？哪些领域有新机会？</p><p>3）“自我造血”是最佳/唯一/最终出路吗？</p><p>4）社会组织对你而言，是什么？</p><p><br></p><p>就以上问题，我分享一些个人的观点。</p></section><p powered-by="xiumi.us"><br></p><section powered-by="xiumi.us"><section style="color: rgb(255, 255, 255); font-variant-numeric: normal; font-variant-east-asian: normal; line-height: 25.6px; widows: 1;"><section powered-by="xiumi.us"><section style="border-width: 0px;border-style: none;border-color: initial;"><section style="justify-content: flex-start;display: flex;flex-flow: row;margin-top: 10px;margin-bottom: 10px;" powered-by="xiumi.us"><section style="display: inline-block;width: 100%;vertical-align: top;align-self: flex-start;flex: 0 0 auto;height: auto;"><section style="justify-content: flex-start;display: flex;flex-flow: row;margin-bottom: 10px;" powered-by="xiumi.us"><section style="display: inline-block;vertical-align: middle;width: auto;align-self: center;flex: 0 0 auto;min-width: 5%;height: auto;"><section style="font-size: 19px;margin-right: 0%;margin-left: 0%;text-align: center;" powered-by="xiumi.us"><section style="display: inline-block;border-width: 1px;border-style: solid;border-color: rgb(51, 122, 183);background-color: rgb(51, 122, 183);width: 1.8em;height: 1.8em;line-height: 1.8em;border-radius: 100%;margin-left: auto;margin-right: auto;font-size: 18px;"><p><strong>2</strong></p></section></section></section><section style="display: inline-block;vertical-align: middle;width: 33px;align-self: center;flex: 0 0 auto;height: auto;"><section style="transform: rotateZ(315deg);" powered-by="xiumi.us"><section style="margin-top: 0.5em;margin-bottom: 0.5em;transform: translate3d(-19px, 0px, 0px);"><section style="background-color: rgb(51, 122, 183);height: 1px;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section></section><section style="text-align: justify;color: rgb(31, 35, 41);font-size: 18px;" powered-by="xiumi.us"><p><strong>收入是组织发展的结果指标</strong></p></section></section></section></section></section></section></section><p powered-by="xiumi.us"><br></p><section powered-by="xiumi.us"><p>单纯讨论收入结构和收入多少，意义不大。</p><p><br></p><p><span style="color: rgb(51, 122, 183);"><strong>要科学地看待组织收入，首先得加上事（业务）和人（团队）两个维度</strong></span>。这时候，你会发现收入的来源，与业务类型高度相关；收入的多少和质量，与业务和团队成熟度高度相关。有了这两个维度，组织要和谁对比/对标，怎么对比/对标，才有了统一的坐标体系。</p><p><br></p><p><span style="color: rgb(51, 122, 183);"><strong>再加上“时间”这个维度</strong></span>，我们就可以更好地看待过去收入的增长/波动，是潮起潮落的随波逐流，还是计划之中的进退有度。</p><p><br></p><p>社会组织发展的最初阶段，资金大多来源于政府，但没有任何一方有义务持续为你的发展提供支持。我更倾向于把这些资金看作类似于对初创企业的“天使投资”，在满足甲方诉求的同时，用来给组织找方向、炼队伍。组织创始团队对待“第一桶金”的态度和行为，早早为组织发展写好了剧本。</p><p><br></p><p>童萌最早期的发展也是从两三万元的政府公益创投开始，在完成项目指标的同时，有意识地梳理出初版的运营和活动方案，并在此基础上不断迭代，从单次活动到体系课程，从一般流程到全面运营，从单个公益项目到“自我造血”的产品。</p><p><br></p><p><span style="color: rgb(51, 122, 183);"><strong>而组织当下的收入情况就像体温计，是对组织发展健康状况的整体反应</strong></span>。</p></section><p powered-by="xiumi.us"><br></p><section powered-by="xiumi.us"><section style="color: rgb(255, 255, 255); font-variant-numeric: normal; font-variant-east-asian: normal; line-height: 25.6px; widows: 1;"><section powered-by="xiumi.us"><section style="border-width: 0px;border-style: none;border-color: initial;"><section style="justify-content: flex-start;display: flex;flex-flow: row;margin-top: 10px;margin-bottom: 10px;" powered-by="xiumi.us"><section style="display: inline-block;width: 100%;vertical-align: top;align-self: flex-start;flex: 0 0 auto;height: auto;"><section style="justify-content: flex-start;display: flex;flex-flow: row;margin-bottom: 10px;" powered-by="xiumi.us"><section style="display: inline-block;vertical-align: middle;width: auto;align-self: center;flex: 0 0 auto;min-width: 5%;height: auto;"><section style="font-size: 19px;margin-right: 0%;margin-left: 0%;text-align: center;" powered-by="xiumi.us"><section style="display: inline-block;border-width: 1px;border-style: solid;border-color: rgb(51, 122, 183);background-color: rgb(51, 122, 183);width: 1.8em;height: 1.8em;line-height: 1.8em;border-radius: 100%;margin-left: auto;margin-right: auto;font-size: 18px;"><p><strong>3</strong></p></section></section></section><section style="display: inline-block;vertical-align: middle;width: 33px;align-self: center;flex: 0 0 auto;height: auto;"><section style="transform: rotateZ(315deg);" powered-by="xiumi.us"><section style="margin-top: 0.5em;margin-bottom: 0.5em;transform: translate3d(-19px, 0px, 0px);"><section style="background-color: rgb(51, 122, 183);height: 1px;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section></section><section style="text-align: justify;color: rgb(31, 35, 41);font-size: 18px;" powered-by="xiumi.us"><p><strong>从宏观趋势到本地生态</strong></p></section></section></section></section></section></section></section><p powered-by="xiumi.us"><br></p><section powered-by="xiumi.us"><p>再回到对政府购买服务减少问题的澄清。</p><p><br></p><p>“政府”是一个太笼统的称呼，回到你所在的地域，你能否列出当地正在或有过购买社会服务的相关部门和层级？再来看具体到每个购买方，趋势是什么，有什么新的机会点。</p><p><br></p><p><span style="color: rgb(51, 122, 183);"><strong>学会澄清和细分，是每个管理者都需要修炼的能力</strong></span>。</p><p><br></p><p>就我的观察而言，一般人群服务/社区活动购买减少趋势明显。细分人群服务（一老一小、困难人群、党建、司法、禁毒、残障等）、社区治理、社区公共空间的可持续运营、社区发展规划和运营等，都有新的机会。</p><p><br></p><p>于是更重要的问题变成了：组织在过往的发展中积累了哪些核心能力，来迎接这些新机会？</p></section><p powered-by="xiumi.us"><br></p><section powered-by="xiumi.us"><section style="color: rgb(255, 255, 255); font-variant-numeric: normal; font-variant-east-asian: normal; line-height: 25.6px; widows: 1;"><section powered-by="xiumi.us"><section style="border-width: 0px;border-style: none;border-color: initial;"><section style="justify-content: flex-start;display: flex;flex-flow: row;margin-top: 10px;margin-bottom: 10px;" powered-by="xiumi.us"><section style="display: inline-block;width: 100%;vertical-align: top;align-self: flex-start;flex: 0 0 auto;height: auto;"><section style="justify-content: flex-start;display: flex;flex-flow: row;margin-bottom: 10px;" powered-by="xiumi.us"><section style="display: inline-block;vertical-align: middle;width: auto;align-self: center;flex: 0 0 auto;min-width: 5%;height: auto;"><section style="font-size: 19px;margin-right: 0%;margin-left: 0%;text-align: center;" powered-by="xiumi.us"><section style="display: inline-block;border-width: 1px;border-style: solid;border-color: rgb(51, 122, 183);background-color: rgb(51, 122, 183);width: 1.8em;height: 1.8em;line-height: 1.8em;border-radius: 100%;margin-left: auto;margin-right: auto;font-size: 18px;"><p><strong>4</strong></p></section></section></section><section style="display: inline-block;vertical-align: middle;width: 33px;align-self: center;flex: 0 0 auto;height: auto;"><section style="transform: rotateZ(315deg);" powered-by="xiumi.us"><section style="margin-top: 0.5em;margin-bottom: 0.5em;transform: translate3d(-19px, 0px, 0px);"><section style="background-color: rgb(51, 122, 183);height: 1px;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section></section><section style="text-align: justify;color: rgb(31, 35, 41);font-size: 18px;" powered-by="xiumi.us"><p><strong>自我造血不是解药，业务闭环才是</strong></p></section></section></section></section></section></section></section><p powered-by="xiumi.us"><br></p><section powered-by="xiumi.us"><p>如果组织关注了一个真问题，并在持续探索解决方案，而政府确实在该领域的购买减少，“自我造血”是一个好的方向吗？</p><p><br></p><p>如果真是上述类型的组织，多半不会问出这样的问题。<span style="color: rgb(51, 122, 183);"><strong>清楚了用户和问题，就清楚了问题解决方向，也就清楚了资源募集的策略</strong></span>。策略清楚了，接下来就是针对性的团队组建和能力训练了。</p><p><br></p><p>“自我造血”当然是资源募集的策略之一，如果目标用户有付费能力，而组织又能提供满足用户需求的产品，向用户收费顺理成章。</p><p><br></p><p>只是务必记得，<span style="color: rgb(51, 122, 183);"><strong>起点是从用户出发，从用户到问题，再到解决方案和资源，最后到实践和迭代，这才是业务闭环</strong></span>。</p><p><br></p><p>如此看来，那些在思考因为政府购买服务减少而要不要“自我造血”的组织，更需要思考的是，什么是组织关注的真问题，什么是组织的核心业务。“自我造血”也好、募集其他社会资源也好，都是手段而非目标，切忌本末倒置。</p><p><br></p><p>站在演化的视角，当外部环境在短时间内发生大的变化，生物会倾向于产生应激反应来快速应对。但物种要最终存续，靠的还是过往积累的竞争优势，在新的环境中找到新的生态位，并逐步演化出新技能。</p><p><br></p><p>组织也是如此，<span style="color: rgb(51, 122, 183);"><strong>要靠修炼解决问题的专业能力，去不断寻找合适的生态位</strong></span>。</p></section><p powered-by="xiumi.us"><br></p><section powered-by="xiumi.us"><section style="color: rgb(255, 255, 255); font-variant-numeric: normal; font-variant-east-asian: normal; line-height: 25.6px; widows: 1;"><section powered-by="xiumi.us"><section style="border-width: 0px;border-style: none;border-color: initial;"><section style="justify-content: flex-start;display: flex;flex-flow: row;margin-top: 10px;margin-bottom: 10px;" powered-by="xiumi.us"><section style="display: inline-block;width: 100%;vertical-align: top;align-self: flex-start;flex: 0 0 auto;height: auto;"><section style="justify-content: flex-start;display: flex;flex-flow: row;margin-bottom: 10px;" powered-by="xiumi.us"><section style="display: inline-block;vertical-align: middle;width: auto;align-self: center;flex: 0 0 auto;min-width: 5%;height: auto;"><section style="font-size: 19px;margin-right: 0%;margin-left: 0%;text-align: center;" powered-by="xiumi.us"><section style="display: inline-block;border-width: 1px;border-style: solid;border-color: rgb(51, 122, 183);background-color: rgb(51, 122, 183);width: 1.8em;height: 1.8em;line-height: 1.8em;border-radius: 100%;margin-left: auto;margin-right: auto;font-size: 18px;"><p><strong>5</strong></p></section></section></section><section style="display: inline-block;vertical-align: middle;width: 33px;align-self: center;flex: 0 0 auto;height: auto;"><section style="transform: rotateZ(315deg);" powered-by="xiumi.us"><section style="margin-top: 0.5em;margin-bottom: 0.5em;transform: translate3d(-19px, 0px, 0px);"><section style="background-color: rgb(51, 122, 183);height: 1px;"><svg viewBox="0 0 1 1" style="float:left;line-height:0;width:0;vertical-align:top;"></svg></section></section></section></section></section><section style="text-align: justify;color: rgb(31, 35, 41);font-size: 18px;" powered-by="xiumi.us"><p><strong>谋事在人，成事也在人</strong></p></section></section></section></section></section></section></section><p powered-by="xiumi.us"><br></p><section powered-by="xiumi.us"><p>如果仔细研究那些公认优秀的组织，你会发现他们并没有什么独门秘诀，最大的共性就是在不断地关注问题的洞察、实践和迭代。</p><p><br></p><p>确实如此，<span style="color: rgb(51, 122, 183);"><strong>所谓创新，不是新在技术或方法，而是新在对问题更深的洞察。</strong></span></p><p><br></p><p>那如何才能有更深的洞察？操作层面有很多工具，掌握起来也并不困难，但为什么只有少部分组织用好了这些工具，脱颖而出？</p><p><br></p><p>关键答案在人。<span style="color: rgb(51, 122, 183);"><strong>只有对某个议题充满热爱的人，才有不断挑战未知的勇气和毅力，并在过程中成为更好的自己</strong></span>。</p><p><br></p><p>“热爱可抵漫长岁月”。在真实世界，一次创业便成功的寥寥无几。组织永续不应当是你的目标，持续寻找人生热爱，在不同阶段与不同伙伴携手成长，相互成就，也许才是。</p></section><p powered-by="xiumi.us"><br></p><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;line-height: 0;" powered-by="xiumi.us"><section style="vertical-align: middle;display: inline-block;line-height: 0;"><span class="wxart_image" wx-style="display:inline-block;vertical-align: middle;width: 100%;height: auto !important;"></span></section></section><section style="text-align: center;justify-content: center;display: flex;flex-flow: row;" powered-by="xiumi.us"><section style="display: inline-block;vertical-align: middle;width: 35%;flex: 0 0 auto;height: auto;align-self: center;"><section style="text-align: right;margin-top: 10px;margin-bottom: 10px;line-height: 0;" powered-by="xiumi.us"><section style="vertical-align: middle;display: inline-block;line-height: 0;width: 90%;height: auto;"><span class="wxart_image" wx-style="display:inline-block;vertical-align: middle;width: 100%;height: auto !important;"><br></span></section></section></section><section style="display: inline-block;vertical-align: middle;width: 65%;align-self: center;flex: 0 0 auto;height: auto;padding-left: 13px;"><section style="text-align: left;justify-content: flex-start;display: flex;flex-flow: row;margin-top: 10px;margin-bottom: 10px;" powered-by="xiumi.us"><section style="display: inline-block;width: auto;vertical-align: bottom;align-self: flex-end;flex: 0 0 auto;min-width: 5%;height: auto;padding-left: 9px;border-style: solid;border-width: 0px 0px 0px 4px;border-left-color: rgb(2, 54, 140);"><section style="text-align: justify;font-size: 15px;color: rgb(2, 54, 140);letter-spacing: 0px;padding-right: 8px;padding-left: 8px;" powered-by="xiumi.us"><p><strong style="letter-spacing: 0px;"></strong></p></section></section></section></section></section><p powered-by="xiumi.us"><br></p></section><p style="display: none;"><mp-style-type data-value="3"></mp-style-type></p><br>转载声明：本文转载自「南都公益基金会」，搜索「narada_foundation」即可关注，[<a target="_blank" href="https://mp.weixin.qq.com/s/X-1F_qRWKMwDVz2T43JHBg">阅读原文</a>]。</div><p></p>
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