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盖勒格:全球最大慈善组织的运营之道 | 财新时间

2019-04-15 10:52:16  来源:财新视听   作者:范俏佳    点击数量:1464
 
有着130年历史的全球联合之路(United Way)是全球最大的慈善组织,在全球41个国家和地区开展以教育、收入、健康为主题的慈善活动,它通过联合社区内的社会福利机构、志愿者、企业、政府机构等力量,形成以社区为单位的“社区资源网络”,更有效地解决当地的社会需求。在全球联合之路的主席兼首席执行官布莱恩·盖勒格(Brian Gallagher)看来,要维系如此庞大的社会网络,共同的目标是必不可少的,为了获得公众的信任,机构的运营必须保持公开和透明,要建立对错误零容忍的体系和文化,也要敢于直面互联网上的各种声音;中国的慈善事业正面临很好的发展机遇,挑战在于怎么去完善相关的法律法规,从而激励更多的普通人参与到慈善事业当中。
 
 

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编导:范俏佳
主持人:袁小珊
嘉宾:全球联合之路主席兼首席执行官 布莱恩·盖勒格

 

运营了130年的全球联合之路,United Way,是全球最大的慈善组织。

在英文中,“way”这个单词,不仅有“道路”的意思,还有“方式”的意思。顾名思义,全球联合之路,正是采用了“联合”的方式,来开展慈善工作。在这个过程当中,它不仅是资源的募集者和分配者,还是一座桥梁,协调着各利益相关方之间的对话和合作。它通过联合社区内的社会福利机构、志愿者、企业、政府机构等力量,形成以社区为单位的“社区资源网络”,如此一来,减少了各个社会服务项目单打独斗时,可能存在的服务对象重合,视野狭窄等问题,因此能更有效地解决当地的社会需求。

如今,全球联合之路在全球41个国家和地区建立了1800多个以社区为基础的地方联合之路,开展以教育、收入、健康为主题的慈善活动,每年募集的金额能达到50亿美元,惠及上千万有需要的人。如此庞大的社会网络,是如何维系的呢?拥有百年历史的慈善机构,在数字化的时代,会如何转型呢?

在今年的中国发展高层论坛上,我见到了全球联合之路的CEO,布莱恩·盖勒格。让我们来走近这个全球最大的慈善组织。

 


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袁小珊:
你怎么评价中国NGO的发展状况?
How would you evaluate development of Chinese NGO?

 

布莱恩·盖勒格:
中国的经济在增长,慈善事业也可以获得相应的发展,伴随着经济的发展,更多人开始说,中国经济向消费型经济转变。这意味着,人们口袋里有更多的闲钱,这是一个巨大的机遇。
 

Trade was going up in GDP and so forth in this countries. You could put philanthropy and the same thing, as economies grow and become more mature and you know, you hear a lot about the chinese economy moving to a consumption economy. Well, that means people are earning more disposable money. So that's the big opportunity.

 

接下来面临的挑战是完善法律和规则,政府正在开始做这件事,不能只让富人推动慈善事业,应该让更多的普通人也参与进来。所以必须让政府来推进法规、税收上的激励。然后逐渐培育出一种付出的文化,未来这些都会发生在中国,我几乎可以百分之百确定。
 

The challenge is developing  laws and regulations which the government starting to do, you can't just have wealthy chinese driving philanthropy. You want average people also being involved in helping others. And so you have to have government, regulation and infrastructure tax incentive. And then a culture of giving, you know, starts to develop. But that's what I think is gonna happen in china. i'm almost one hundred percent sure of it.

 

布莱恩·盖勒格:
每在某些方面,商业上的知识对管理NGO来说是有意义的,比如在会计、商业企划、市场营销策略等方面,但商业和社会工作之间有着巨大的不同。
 

There are certain parts of what you do in managing an ngo where business practice makes sense, accounting, finance, business planning, marketing strategy in some regards. But there are huge differences.
 
 
当人们向NGO捐钱的时候,他们不会获得任何回报,所以在这个过程中,并不能形成一个完整的资本市场,这是一个情感的市场。
 

When people give an NGO money, they don't get anything in return. So there is no rational capital market for non profit business. It's an emotional market.
 
 
我们不能说要去最高效率地利用资本,去计算回报率等等,NGO不是这样运营的。相反,要通过情感的连接来运营NGO。你需要知道,人的精神是怎么与人的需求连接起来的,怎么样把资源送到社区、送到有需要的人的手中,当你在做这些事情的时候,资源要怎么跟进,最后才能达成目标。所以这不是一个非此即彼的问题,两个方面都是重要的。
 

It's not efficient utilisation of capital, and internal, you know, rate of return and so forth. You can't run it that way. You instead run it through emotional connection. and you know, how is the human spirit connected to human need and how do you take resource and connected to community and to people in need? And when you do that, then the resource follows. And you lift. So you it's a long way to say It's not one or the other. It's both.
   

布莱恩·盖勒格:
当经济体变得庞大且复杂的时候,有时候规则就变得更有利于富人,而不是中等收入或低收入人群,这就出现了一些失衡的状况。所以未来的非营利机构不仅仅需要去筹措资金,还需要为那些应该获得平等机会的人们发声。
 

When the economy gets so big and complicated. And sometimes the rules,  are more for wealthy people and not regular average people and lower income people, then that's gotten a little out of balance. And so the future of nonprofits is not just to raise money for what we wanna do, but it's to speak for those that need to be given the same opportunity.

 

非营利机构的未来需要考虑的不是我们需要什么,而是他们需要什么,让企业和政府开始关心这些不平等的问题。
 

The future of non profits will be, not what we need, but what do they need, and for business and government to start caring about them.

 

从商业上考虑,我们会想着怎么样把市场营销做得更好,怎么样获得更多的钱,怎么样提高效率,做这些事是必要的。
 

If we think only like a business, then we'll think about how to market ourselves better, how to get more money. How to be more efficient? And we have to do some of those things.

 

但非营利机构未来如果想要变得更好,数字化转型和社交媒体运营是一个方面,另一方面是当人们说我想加入联合之路,因为他们让我有机会发声,让我表达出我想说的话,这不是在制造社会动荡,这是在创造社会凝聚力,让人成为社会的核心。这就是非营利机构的未来,是最好的非营利机构的未来图景。
 

But the future of nonprofits to be successful is an, again digital technology and social media is a part of this, is when people again start saying I want to be a part of united way because they give me voice, because they let me amplify what I wanna say, and that's not to create social unrest. That's to create social cohesion, to make sure that people are the center of the contract.Again, that's the future of non profits, of the best nonprofits.

 

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