社会组织想长久做公益？先学会赚钱！
<div class="wx_rich_media_content" id="jsWxContainer"><p data-pm-slice="0 0 []"><span style="color:black;mso-themecolor:text1;"><span leaf="">社会组织想长久做公益？先学会赚钱！</span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span style="color:black;mso-themecolor:text1;"><span leaf="">小区门口的公益书屋又换了新招牌。第三次了。</span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span style="color:black;mso-themecolor:text1;"><span leaf="">五年前它刚开张时，志愿者们带着红袖章在广场上发传单，说要给农民工子女建个免费阅览室。那会儿书架上塞满了市民捐赠的旧书，有缺页的《格林童话》，也有泛黄的《企业管理概论》。可没过半年，电费都快交不起了，负责人只好在门口摆个募捐箱，上面写着</span><span lang="EN-US"><span leaf=""> “</span></span><span leaf="">一分钱也是爱</span><span lang="EN-US"><span leaf="">”</span></span><span leaf="">。</span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span style="color:black;mso-themecolor:text1;"><span leaf="">如今再路过，玻璃门上贴着醒目的价目表：</span><span lang="EN-US"><span leaf="">“</span></span><span leaf="">亲子阅读套餐</span><span lang="EN-US"><span leaf=""> 39 </span></span><span leaf="">元</span><span lang="EN-US"><span leaf=""> / </span></span><span leaf="">次，含绘本借阅</span><span lang="EN-US"><span leaf=""> + </span></span><span leaf="">手工课体验</span><span lang="EN-US"><span leaf="">”</span></span><span leaf="">。屋里飘出咖啡香，几个年轻妈妈正陪着孩子读绘本，书架上的书全是崭新的正版书。老板娘笑着说：</span><span lang="EN-US"><span leaf="">“</span></span><span leaf="">现在不光不赔钱，还能雇两个专职老师呢。</span><span lang="EN-US"><span leaf="">”</span></span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span style="color:black;mso-themecolor:text1;"><span leaf="">这场景像面镜子，照出了很多社会组织的生存困境</span><span lang="EN-US"><span leaf=""> ——</span></span><b><span leaf="">想做公益，先得学会赚钱</span></b><span leaf="">。可太多人还被困在</span><span lang="EN-US"><span leaf=""> “</span></span><span leaf="">公益就得免费</span><span lang="EN-US"><span leaf="">” </span></span><span leaf="">的执念里，把自己逼进了死胡同。</span></span></p><section nodeleaf=""><mp-common-cpsad class="js_uneditable custom_select_card new_cps_iframe" data-pluginname="mpcps" data-adtype="mini-game" data-templateid="list" data-cpsversion="v120" data-goodssouce="1" data-showchangebtn="1" data-disablechangevideo="1" data-traceid="0d29af47-3c3d-42cb-bc06-ae224a613854wxb98ac240fd74b0e3" data-appid="wxb98ac240fd74b0e3"></mp-common-cpsad></section><p><span style="color:black;mso-themecolor:text1;"><span leaf=""><br></span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span style="color:black;mso-themecolor:text1;"><span leaf=""><span textstyle="" style="font-weight: bold;">一、那道看不见的</span></span><span lang="EN-US"><span leaf=""><span textstyle="" style="font-weight: bold;"> “</span></span></span><span leaf=""><span textstyle="" style="font-weight: bold;">穷思维</span></span><span lang="EN-US"><span leaf=""><span textstyle="" style="font-weight: bold;">”</span></span></span><span leaf=""><span textstyle="" style="font-weight: bold;">，正在杀死公益</span></span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span style="color:black;mso-themecolor:text1;"><span leaf="">去年冬天，我去山区采访一个助学组织。负责人老李蹲在漏风的办公室里，对着账本唉声叹气。墙上贴满了孩子们的奖状，可桌上的项目申请书改了十几遍，还是没拿到资助。</span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span lang="EN-US" style="color:black;mso-themecolor:text1;"><span leaf="">“</span></span><span style="color:black;mso-themecolor:text1;"><span leaf="">不是我们不努力，</span><span lang="EN-US"><span leaf="">” </span></span><span leaf="">他卷着旱烟说，</span><span lang="EN-US"><span leaf="">“</span></span><span leaf="">基金会总嫌我们没造血能力。可公益组织哪能赚钱啊？家长们都等着免费上学，收费了还不骂我们发善心财？</span><span lang="EN-US"><span leaf="">”</span></span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span style="color:black;mso-themecolor:text1;"><span leaf="">这话听着熟悉。在很多人心里，公益就该是</span><span lang="EN-US"><span leaf=""> “</span></span><span leaf="">苦行僧</span><span lang="EN-US"><span leaf="">” </span></span><span leaf="">模式：志愿者自带干粮干活，办公室挤在旧仓库里，提起钱就脸红。可现实是，老李的组织因为付不起房租，已经把三个教学点缩减成了一个。</span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span style="color:black;mso-themecolor:text1;"><span leaf="">某省民政厅的调研数据更扎心：当地注册的社会组织里，</span><b><span leaf="">能活过三年的不到</span><span lang="EN-US"><span leaf=""> 30%</span></span></b><span leaf="">，其中</span><span lang="EN-US"><span leaf=""> 80% </span></span><span leaf="">的死因是</span><span lang="EN-US"><span leaf="">“</span></span><span leaf="">资金链断裂</span><span lang="EN-US"><span leaf="">”</span></span><span leaf="">。有个做留守儿童心理辅导的机构，靠创始人卖房撑了五年，最后还是躲不过关门的结局。</span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span lang="EN-US" style="color:black;mso-themecolor:text1;"><span leaf="">“</span></span><span style="color:black;mso-themecolor:text1;"><span leaf="">穷思维</span><span lang="EN-US"><span leaf="">” </span></span><span leaf="">的根儿到底在哪？不是缺资源，而是脑子里那道</span><span lang="EN-US"><span leaf=""> “</span></span><span leaf="">公益不能谈钱</span><span lang="EN-US"><span leaf="">” </span></span><span leaf="">的囚笼。就像有人觉得医生治病不能收费，老师教书必须义务，这种想法本身就违背了基本规律。</span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span style="color:black;mso-themecolor:text1;"><span leaf="">去年参加线上公益创新会议时，一位体制的朋友敲着桌子说：</span><span lang="EN-US"><span leaf="">“</span></span><span leaf="">我见过太多好项目死在钱上！社会组织要大胆赚钱，赚得越多说明社会越需要你！</span><span lang="EN-US"><span leaf="">” </span></span><span leaf="">线上会议直播间先是一片寂静，接着响起雷鸣般的掌声。</span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span style="color:black;mso-themecolor:text1;"><span leaf="">这话点醒了很多人：</span><b><span leaf="">赚钱不是目的，是让公益活下来的手段</span></b><span leaf="">。就像医院得靠收费维持运转，才能救更多人；社会组织有了稳定收入，才能把初心变成长久的行动。</span></span></p><section nodeleaf=""><mp-common-cpsad class="js_uneditable custom_select_card new_cps_iframe" data-pluginname="mpcps" data-adtype="mini-game" data-templateid="list" data-cpsversion="v120" data-goodssouce="1" data-showchangebtn="1" data-disablechangevideo="1" data-traceid="77c7421a-0483-456f-822c-ba072d2cb0c0wxcc9a104b861c9084" data-appid="wxcc9a104b861c9084"></mp-common-cpsad></section><p><span style="color:black;mso-themecolor:text1;"><span leaf=""><br></span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span style="color:black;mso-themecolor:text1;"><span leaf=""><span textstyle="" style="font-weight: bold;">二、那些赚钱的公益组织，都在卖什么？</span></span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span style="color:black;mso-themecolor:text1;"><span leaf="">在杭州有个</span><span lang="EN-US"><span leaf=""> “</span></span><span leaf="">手心咖啡</span><span lang="EN-US"><span leaf="">”</span></span><span leaf="">，店员全是自闭症患者。他们的拿铁卖</span><span lang="EN-US"><span leaf=""> 38 </span></span><span leaf="">元一杯，比连锁咖啡店还贵，却天天排长队。</span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span style="color:black;mso-themecolor:text1;"><span leaf="">创始人原来在残联工作，见过太多自闭症家庭的困境：孩子长大后无处可去，家长熬到头发都白了。她试过搞免费技能培训，可学员们总觉得</span><span lang="EN-US"><span leaf=""> “</span></span><span leaf="">反正不花钱</span><span lang="EN-US"><span leaf="">”</span></span><span leaf="">，出勤率越来越低。</span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span style="color:black;mso-themecolor:text1;"><span leaf="">后来她开了这家咖啡店，规定学员必须通过考核才能上岗，月薪</span><span lang="EN-US"><span leaf=""> 3000 </span></span><span leaf="">元起。没想到这招反而管用了：孩子们为了保住工作，认真学拉花、记配方；来喝咖啡的人也愿意多付钱，因为知道这钱能让这些特殊员工活得更有尊严。</span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span lang="EN-US" style="color:black;mso-themecolor:text1;"><span leaf="">“</span></span><span style="color:black;mso-themecolor:text1;"><span leaf="">我们卖的不是咖啡，是</span><span lang="EN-US"><span leaf="">‘</span></span><span leaf="">让残障人士融入社会</span><span lang="EN-US"><span leaf="">’</span></span><span leaf="">的解决方案。</span><span lang="EN-US"><span leaf="">” </span></span><span leaf="">创始人说。现在他们已经开出三家分店，还帮</span><span lang="EN-US"><span leaf=""> 20 </span></span><span leaf="">多个孩子找到了其他工作。</span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span style="color:black;mso-themecolor:text1;"><span leaf="">这样的例子越来越多：</span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span style="color:black;mso-themecolor:text1;"><span leaf="">深圳有个环保组织，不再靠募捐搞垃圾分类，而是给小区设计</span><span lang="EN-US"><span leaf=""> “</span></span><span leaf="">智能回收系统</span><span lang="EN-US"><span leaf="">”—— </span></span><span leaf="">居民扔垃圾能换积分，积分能抵物业费；组织靠广告位出租和数据服务赚钱，去年营收超千万。</span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span style="color:black;mso-themecolor:text1;"><span leaf="">成都的一个助农机构，把山区老人的手工布鞋做成</span><span lang="EN-US"><span leaf=""> “</span></span><span leaf="">非遗文创</span><span lang="EN-US"><span leaf="">”</span></span><span leaf="">，线上线下同步销售，一双鞋卖</span><span lang="EN-US"><span leaf=""> 298 </span></span><span leaf="">元，利润的</span><span lang="EN-US"><span leaf=""> 30% </span></span><span leaf="">给老人，还雇了十几个村民做客服。</span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span style="color:black;mso-themecolor:text1;"><span leaf="">这些组织都摸透了一个道理：</span><b><span leaf="">公益的核心是解决问题，而解决问题的能力本身就值钱</span></b><span leaf="">。就像律师靠打官司赚钱，心理咨询师靠疏导情绪收费，社会组织帮社会解决了难题，凭什么不能收费？</span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span style="color:black;mso-themecolor:text1;"><span leaf="">关键是要把</span><span lang="EN-US"><span leaf=""> “</span></span><span leaf="">服务</span><span lang="EN-US"><span leaf="">” </span></span><span leaf="">变成</span><span lang="EN-US"><span leaf=""> “</span></span><span leaf="">产品</span><span lang="EN-US"><span leaf="">”</span></span><span leaf="">。原来搞一次留守儿童夏令营，叫活动；把夏令营做成</span><span lang="EN-US"><span leaf=""> “30 </span></span><span leaf="">天成长计划</span><span lang="EN-US"><span leaf="">”</span></span><span leaf="">，包含心理测评、兴趣培养、家长课堂，明码标价</span><span lang="EN-US"><span leaf=""> 1980 </span></span><span leaf="">元，这就叫产品。</span></span></p><section nodeleaf=""><mp-common-cpsad class="js_uneditable custom_select_card new_cps_iframe" data-pluginname="mpcps" data-adtype="mini-game" data-templateid="list" data-cpsversion="v120" data-goodssouce="1" data-showchangebtn="1" data-disablechangevideo="1" data-traceid="cdbba6df-aa80-48f7-9c5b-f04a15f89bbdwxbfbb530be067d92c" data-appid="wxbfbb530be067d92c"></mp-common-cpsad></section><p><span style="color:black;mso-themecolor:text1;"><span leaf=""><br></span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span style="color:black;mso-themecolor:text1;"><span leaf=""><span textstyle="" style="font-weight: bold;">三、从</span></span><span lang="EN-US"><span leaf=""><span textstyle="" style="font-weight: bold;"> “</span></span></span><span leaf=""><span textstyle="" style="font-weight: bold;">讨饭</span></span><span lang="EN-US"><span leaf=""><span textstyle="" style="font-weight: bold;">” </span></span></span><span leaf=""><span textstyle="" style="font-weight: bold;">到</span></span><span lang="EN-US"><span leaf=""><span textstyle="" style="font-weight: bold;"> “</span></span></span><span leaf=""><span textstyle="" style="font-weight: bold;">造血</span></span><span lang="EN-US"><span leaf=""><span textstyle="" style="font-weight: bold;">”</span></span></span><span leaf=""><span textstyle="" style="font-weight: bold;">，只差这三步</span></span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span style="color:black;mso-themecolor:text1;"><span leaf="">上海</span><span lang="EN-US"><span leaf=""> “</span></span><span leaf="">屋里厢</span><span lang="EN-US"><span leaf="">” </span></span><span leaf="">社区服务中心的转型，堪称教科书级案例。</span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span style="color:black;mso-themecolor:text1;"><span leaf="">十年前，他们还是个靠政府购买服务生存的组织，街道让搞什么活动就搞什么，经费年年紧张。负责人算了笔账：一场老年合唱团活动，场地费、材料费、人工费加起来要</span><span lang="EN-US"><span leaf=""> 5000 </span></span><span leaf="">元，政府只给</span><span lang="EN-US"><span leaf=""> 3000 </span></span><span leaf="">元，剩下的只能自己贴。</span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span lang="EN-US" style="color:black;mso-themecolor:text1;"><span leaf="">“</span></span><span style="color:black;mso-themecolor:text1;"><span leaf="">这样下去不是办法。</span><span lang="EN-US"><span leaf="">” </span></span><span leaf="">项目方决定转型。他们调研了</span><span lang="EN-US"><span leaf=""> 2000 </span></span><span leaf="">户居民，发现双职工家庭最愁的是</span><span lang="EN-US"><span leaf=""> “</span></span><span leaf="">放学后孩子没人管</span><span lang="EN-US"><span leaf="">”</span></span><span leaf="">。于是设计出</span><span lang="EN-US"><span leaf=""> “</span></span><span leaf="">四点半课堂</span><span lang="EN-US"><span leaf="">” </span></span><span leaf="">产品：每天下午</span><span lang="EN-US"><span leaf=""> 4 </span></span><span leaf="">点到</span><span lang="EN-US"><span leaf=""> 6 </span></span><span leaf="">点，专业老师辅导作业、带做游戏，每月收费</span><span lang="EN-US"><span leaf=""> 800 </span></span><span leaf="">元。</span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span style="color:black;mso-themecolor:text1;"><span leaf="">刚开始家长们不理解：</span><span lang="EN-US"><span leaf="">“</span></span><span leaf="">你们不是公益组织吗？怎么还收费？</span><span lang="EN-US"><span leaf="">” 她</span></span><span leaf="">没解释，只是把课堂效果做出来：孩子们作业正确率提高了，还养成了阅读习惯。三个月后，报名的人排到了下学期。</span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span style="color:black;mso-themecolor:text1;"><span leaf="">现在</span><span lang="EN-US"><span leaf=""> “</span></span><span leaf="">屋里厢</span><span lang="EN-US"><span leaf="">” </span></span><span leaf="">已经有</span><span lang="EN-US"><span leaf=""> 12 </span></span><span leaf="">款服务产品，从幼儿托育到老年助餐，年收入超</span><span lang="EN-US"><span leaf=""> 200 </span></span><span leaf="">万，不仅不用再靠政府补贴，还能拿出利润做免费的助老项目。</span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span style="color:black;mso-themecolor:text1;"><span leaf="">他们的转型路径，其实可以复制。</span></span></p><section nodeleaf=""><mp-common-cpsad class="js_uneditable custom_select_card new_cps_iframe" data-pluginname="mpcps" data-adtype="mini-game" data-templateid="list" data-cpsversion="v120" data-goodssouce="1" data-showchangebtn="1" data-disablechangevideo="1" data-traceid="89e9d33d-3399-47c2-ba6b-815895b2a54awx40408cefffcdf6f1" data-appid="wx40408cefffcdf6f1"></mp-common-cpsad></section><p><span style="color:black;mso-themecolor:text1;"><span leaf=""><br></span></span></p><p><b><span style="color:black;mso-themecolor:text1;"><span leaf="">第一步：找到真需求，而不是想当然</span></span></b><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span style="color:black;mso-themecolor:text1;"><span leaf="">很多组织失败在</span><span lang="EN-US"><span leaf=""> “</span></span><span leaf="">自嗨式公益</span><span lang="EN-US"><span leaf="">”—— </span></span><span leaf="">觉得老人需要关爱，就天天去送鸡蛋；觉得农民工需要帮助，就搞场招聘会。可老人真正缺的是陪伴，农民工愁的是工资拖欠。</span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span style="color:black;mso-themecolor:text1;"><span leaf="">南京有个组织专门做</span><span lang="EN-US"><span leaf=""> “</span></span><span leaf="">新市民融入</span><span lang="EN-US"><span leaf="">” </span></span><span leaf="">服务，他们不搞笼统的帮扶，而是针对不同人群设计产品：给快递员做</span><span lang="EN-US"><span leaf=""> “</span></span><span leaf="">城市地图培训</span><span lang="EN-US"><span leaf="">”</span></span><span leaf="">（认识小区路线、避开违章区域），给家政阿姨开</span><span lang="EN-US"><span leaf=""> “</span></span><span leaf="">沟通技巧课</span><span lang="EN-US"><span leaf="">”</span></span><span leaf="">，收费从</span><span lang="EN-US"><span leaf=""> 99 </span></span><span leaf="">元到</span><span lang="EN-US"><span leaf=""> 299 </span></span><span leaf="">元不等，报名异常火爆。</span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><b><span style="color:black;mso-themecolor:text1;"><span leaf="">第二步：把服务标准化，像卖奶茶一样卖公益</span></span></b><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span style="color:black;mso-themecolor:text1;"><span leaf="">连锁奶茶店能开遍全国，因为每杯奶茶的配方、制作流程都有标准。社会组织的服务要想变成产品，也得标准化。</span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span style="color:black;mso-themecolor:text1;"><span leaf="">比如做家庭教育指导，不能靠专家即兴发挥，要整理出</span><span lang="EN-US"><span leaf=""> “0-3 </span></span><span leaf="">岁育儿手册</span><span lang="EN-US"><span leaf="">”“</span></span><span leaf="">青春期沟通指南</span><span lang="EN-US"><span leaf="">”</span></span><span leaf="">，把每次咨询的流程、时长、效果评估都固定下来。客户知道花钱能买到什么，组织也能批量复制服务。</span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><b><span style="color:black;mso-themecolor:text1;"><span leaf="">第三步：线上线下联动，让更多人看见你的价值</span></span></b><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span style="color:black;mso-themecolor:text1;"><span leaf="">杭州的</span><span lang="EN-US"><span leaf=""> “</span></span><span leaf="">益起行</span><span lang="EN-US"><span leaf="">” </span></span><span leaf="">做乡村研学项目，他们不光带城里孩子去农村体验农耕，还拍了纪录片《稻田里的课堂》，在短视频平台播放量破千万。很多家长看了视频主动找上门，现在他们的研学套餐要提前两个月预约。</span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span style="color:black;mso-themecolor:text1;"><span leaf="">线上，用公众号写服务案例，用直播展示工作日常；线下可以搞开放日、成果展。就像餐馆要让顾客看到后厨卫生，社会组织也要让公众看到你的专业度，这样大家才愿意为你的服务买单。</span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span style="color:black;mso-themecolor:text1;"><span leaf="">四、别再等施舍了，自己造艘船</span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span style="color:black;mso-themecolor:text1;"><span leaf="">去年在云南支教时，遇到个有意思的校长。他所在的村小学原来靠捐赠度日，冬天没暖气，孩子们冻得握不住笔。</span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span style="color:black;mso-themecolor:text1;"><span leaf="">后来校长发现山里的蜂蜜特别好，就组织老师和家长成立合作社，给蜂蜜设计包装，取名</span><span lang="EN-US"><span leaf=""> “</span></span><span leaf="">大山的甜味</span><span lang="EN-US"><span leaf="">”</span></span><span leaf="">，通过电商平台销售。利润一部分改善学校条件，一部分给村民分红。现在学校不仅装了暖气，还开了电脑课。</span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span lang="EN-US" style="color:black;mso-themecolor:text1;"><span leaf="">“</span></span><span style="color:black;mso-themecolor:text1;"><span leaf="">原来总觉得求人给钱丢人，现在靠自己本事赚钱，腰杆都直了。</span><span lang="EN-US"><span leaf="">” </span></span><span leaf="">校长笑着说。</span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span style="color:black;mso-themecolor:text1;"><span leaf="">这其实就是社会组织该有的样子：</span><b><span leaf="">不是社会的</span><span lang="EN-US"><span leaf=""> “</span></span><span leaf="">负担</span><span lang="EN-US"><span leaf="">”</span></span><span leaf="">，而是解决问题的</span><span lang="EN-US"><span leaf=""> “</span></span><span leaf="">伙伴</span><span lang="EN-US"><span leaf="">”</span></span></b><span leaf="">。政府没精力做的事，市场不愿意做的事，社会组织来做，并且用专业能力赚到钱，形成良性循环。</span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span style="color:black;mso-themecolor:text1;"><span leaf="">就像开头提到的那家公益书屋，现在不仅能养活自己，还和附近的小学合作，开展</span><span lang="EN-US"><span leaf=""> “</span></span><span leaf="">阅读推广课</span><span lang="EN-US"><span leaf="">”</span></span><span leaf="">，收费合理，学校也愿意买单。负责人说：</span><span lang="EN-US"><span leaf="">“</span></span><span leaf="">以前见了企业就想拉赞助，现在是企业主动来找我们合作，因为他们知道我们能提供真正有价值的服务。</span><span lang="EN-US"><span leaf="">”</span></span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span style="color:black;mso-themecolor:text1;"><span leaf="">所以啊，别再被</span><span lang="EN-US"><span leaf=""> “</span></span><span leaf="">公益就得喝西北风</span><span lang="EN-US"><span leaf="">” </span></span><span leaf="">的想法骗了。打开心里的穷思维囚笼，把解决问题的能力变成产品，靠自己的本事赚钱</span><span lang="EN-US"><span leaf=""> —— </span></span><span leaf="">这才是社会组织该走的路。</span></span><span lang="EN-US" style="font-family:"Times New Roman",serif;color:black;mso-themecolor:text1;"></span><span lang="EN-US" style="color:black;mso-themecolor:text1;"><o:p></o:p></span></p><p><span style="color:black;mso-themecolor:text1;"><span leaf="">毕竟，能持续做公益的社会组织，从来不是眼泪和同情，而是能持续运转的力量。就像船要自己造，路要自己走，公益要做得长久，终究得靠自己造血的能力。</span></span></p><section style="text-align: center;" nodeleaf=""><span class="wxart_image" wx-style="display:inline-block;"></span></section><p><span style="color:black;mso-themecolor:text1;"><span leaf=""><br><br>来源：善达网</span></span></p><section><span leaf=""><br></span></section><p style="display: none;"><mp-style-type data-value="3"></mp-style-type></p></div><p></p>
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