Little Spark of Force to Change the World. The idea is that one doesn’t need to be a famous humanitarian to be able to change the world. Everybody is capable of small deeds, with a little help from our platform.

As one of China’s biggest Internet companies, we fully leveraged the power of our mobile platform, encouraging thousands of small NGOs sign up. We opened up the platform to allow individual users to raise money for their favorite charities through their social networks. The donations were made directly through WeChat, one of China’s foremost mobile social media apps. With one click, a user can make big difference to those in need. The idea not only brought awareness to the NGOs but also mobilized users to both donate their own money and to use their personal influence to garner further support from their social networks.

We designed the platform and the event based on big data analysis of Tencent’s nearly 600 million social network users. The average number of friends in the network of a Tencent user approaches 100, so we drove the charity project using existing social connections and the viral effect.

We listed over 2,000 NGO projects on the platform and encouraged WeChat users to choose those they were most interested in. We provided a “donate together” button to allow them to share projects with their friends and raise money for micro-funds via WeChat friendship accounts. To achieve their own pre-set fundraising goals, users posted information and invited their friends to donate.

The nature of social networks greatly increased the degree of trust in sponsored charity projects. Also, because most users share common interests with their social network friends, conversation on WeChat was more readily converted into action.

The 9/9 Charity Day delivered impactful results.

In only 3 days, 2,178 charity projects reached their fundraising goals.

In only 3 days, 2.05 million users donated.

In only 3 days, we raised 127.9 million RMB, nearly 30% of all online charitable fundraising in China in 2014.

We successfully mobilized the post-90 generation to become the event’s largest group of donors.

Within 30 hours after the Nepal earthquake, 23.3 million RMB was raised online in China, making China first in the world in donations to that cause.

Legislation has been proposed to establish 9/9 as China’s official Internet charity day.

Furthermore, our leveraging of online and mobile platforms also changed the way individuals participate in charitable activities. One can explore and support the NGOs and their projects on our platform anywhere, any time. All it takes is one click to donate.