公益 行业价值链分工

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从npp那边转载过来这个文章，一是大家看看他的分析，二是 文中提到了联合劝募机构，这是我们希望在gsean的平台之上通过努力实现的一种募资形式。当然，所有文章都不是真理，这篇里面有些观点和数据并不精确，谨供参考。 * 先从中国公益行业的价值链说起吧。 在价值链的最前端是“捐款人”。主要是政府、企业、富裕个人（包括企业家、娱乐与体育明星、Super金领等）、公众（就是我们大家）与基金会。 [注1：公益行业说政府是“捐款人”，似乎挺奇怪的。你说财政部出钱资助贫困大学生，或是民政部组织资金救灾援助，算是政府工作还是公益事业呢？ 国际上通行也算是公益事业的资金来源，其中的界限未必分明，原因以后再细说好了。] 价值链最终端的是“直接服务提供者”，也叫“实际*作型机构”。在我国，包括约近百家政府背景大型基金会（例如宋庆龄基金会、红十字会、中国青少年发展基金会），以及上百万家民间机构，就是所谓草根组织（截止2006年，已注册登记约有三十万家，据NPP估计还有七八十万家未通过任何形式登记）。这些机构通过具体的项目实施，直接向受助对象提供服务，就像我们所熟悉的建造希望小学、为弱势群体提供法律援助、照顾孤寡老人等等。 [注2：在“捐款人”与“直接服务提供者”中，都有“基金会”，两者有什么区别呢？ 其实这也算是“有中国特色”吧。 基金会本质上是有钱的企业与个人，把一笔钱拿出来成立一项专门基金，用投资的盈利部分来投入公益事业，本金不动。国际上运作良好的基金会，一般很少再向其它机构或个人募集资金；也很少介入直接服务，而是将资金捐赠给受助对象，或“直接提供服务者”。也就是说，一般理解上的基金会有两个特征，其一“不募款”，其二“不实*”，因而被视作是公益行业的“捐款人”。比较典型的就是福特基金会，只管运作已有资金，并研究如何有效地捐赠给需要的机构，自己并不参与直接服务工作，比方说捐赠给偶们林毅夫老师创办了中国经济研究中心。 而我国的基金会，大部分是“公募实*型基金会”，虽然名为基金会，本质上就是自己募款的实*型机构，它们向企业与公众募款，同时自己开展各类直接服务于受助对象的工作。以中国扶贫基金会为例，2006年募款2.1亿元，花了1.9亿元，自己手里是不留什么钱的。 当然国内也有一部分“非公募基金会”，依据法律规定，它们没有向公众募款的权利，一般由企业或个人设立，通过运作自己的资金来工作。但目前以实*为主，较少向草根机构提供资助。例如宝钢教育基金会、招商银行基金会、南都基金会等。] [注3：公募与非公募是什么意思？ 在我国，公益机构“公开募集资金”是一项需要得到专门批准的权利，只有极少数的机构（其实就那100家政府背景的）才拥有。其他机构募款本质上是非法的。 但是，不是所有合法注册的公益机构，都会公开自己的账号，并接受捐赠吗？是的。没有“公募权”的机构，可以接受对方主动的“捐款”，而不能自己去“募款”。虽然两者间有时难以区分，也暂时没有明确的法律解释，但是只有具备“公募权”机构，才可以举办大型而明确的“公募”活动；也只有捐赠给“公募机构”的捐款，才可以获得免税（除非少数机构有免税的特批。） 显然“公募权”是项很爽的权利，但几乎为政府背景基金会所垄断，而近几年也不再批新的了。李连杰同学新近成立的“e基金”，短信公募活动搞得很嚣张，但是人家是挂靠在有公募权的中国红十字会下面，所有的钱都通过中国红十字会账号，算是它的一个项目。 插播一句，中国广大直接服务机构的资金来源，说来令人难以置信，据样本量已经很大的不完全统计，60-70%来自于海外基金会！！！不仅因为国内政府、企业与公众的捐款量较低，也因为其中大部分流向了那100家较有规模和信誉的基金会。访谈中，我多次听到这样一句话，“没有福特基金会，就没有今天中国的公益行业”。] 当然，随着行业发展和价值链会不断细化，就会出现特定的分工与定位。例如美国的“United Ways”和香港“公益金”，就是只管募款的“联合劝募机构”。因为中小型公益机构的募款成本很高，就会出现此类组织，专事向公众募款，好像也并不进行运作，而将资金直接分发给所属的会员公益机构，从而提高整体的募集与管理效率。此类机构在大陆并不存在（估计以后也不会有）。

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United Way
The United Way of America is a coalition of charitable organizations that have traditionally pooled efforts in fundraising. In the 1990s, more and more United Ways have focused on community building through local partnerships with government, foundations, schools, and other organizations. Each United Way has its own local governing volunteer board. The organization has roots in Denver, Colorado, where in 1887 church leaders began the Charity Organization Society which coordinated services and fund raising for 22 agencies. Many Community Chest organizations, which were founded in the first half of the twentieth century to jointly collect and allocate money, joined the American Association for Community Organizations in 1918. The first Community Chest was founded in 1913 in Cleveland, Ohio. The number of Community Chest organizations increased from 39 to 353 between 1919 and 1929, and surpassed 1000 by 1948. By 1963, and after several name changes, the term United Way was adopted.

The organization raises money in a number of ways, chiefly through the workplace, where employees can have automatic payroll deductions for the United Way.


History
In 1887, a Denver priest, two ministers and a rabbi recognized the need for cooperative action to address their city's welfare problems. The Rev. Myron W. Reed, Msgr. William J. O'Ryan, Dean H. Martyn Hart and Rabbi William S. Friedman put their heads together to plan the first united campaign for ten health and welfare agencies. They created an organization to serve as an agent to collect funds for local charities, as well as to coordinate relief services, counsel and refer clients to cooperating agencies, and make emergency assistance grants in cases which could not be referred.

That year, Denver raised $21,700 and created a movement that would spread throughout the county to become the United Way. Over 118 years later, United Way is still in operation.

In 2004-05, more than 1,350 local United Ways raised $3.86 billion in current year support (an increase of 0.7% over 2003-2004), making it the nation's single largest private charity. [citation needed]


Common Focus Areas
United Ways identify and build on community strengths and assets, help individuals and groups with specific community interests find ways to contribute their time and talents, support direct-service programs and community-change efforts, and advocate public policy changes.

All of this is done in collaboration with diverse partners. Depending on the issue and how the community chooses to address it, United Ways work with schools, government agencies, businesses, organized labor, financial institutions, community development corporations, voluntary and neighborhood associations, the faith community, and others.

Because of the unique conditions in diverse communities, the issues United Ways address are determined locally. However, some common themes emerge:

Helping Children and Youth Succeed
Strengthening and Supporting Families
Improving Access to Health Care
Promoting Independence and Economic Self-Sufficiency

National Partnerships
The on-going partnership with the National Football League began in 1973 when the NFL and United Way of America came together to discuss the possibility of using the NFL’s network contract airtime to promote United Way during game telecasts. Then Commissioner Pete Rozelle recognized the partnership as a viable means of communicating the good works of United Ways while putting faces on a league of players hidden by helmets.
National partnerships with over 100 corporations are formalized through the National Corporate Leadership Program.
Since 1946, the American Federation of Labor and the Congress of Industrial Organizations (AFL-CIO) and United Way of America have enjoyed a cooperative relationship
Leadership 18 a coalition which represents long-established charities, faith-based organizations, and social and health groups that support and promote the safety, health, well-being and social and economic development of people across America.

Criticism and Scandals
Some workplaces with United Way collection programs do not follow commonly used ethical procedures when soliciting donations. Employees may be pressured into donating through peer pressure tolerated or even encouraged by management. United Way has made public that it doesn't support such measures, but has been slow to react on reports by employees that were coerced in such a way.[1]
Tactics which some employees consider coercive are still recommended by many United Way chapters, such as having 100% pledge card return policies, even for non-givers. [2]
In 1992, William Aramony, CEO of the national organization, and in 2004, Oral Suer, CEO of the Washington, DC chapter, were convicted of misuse of donations. [3]
In the past, some local United Ways have been known to double count contributions, thus making their totals look higher, and the perceived overhead of operations look better.[4]
In the past, some local United Way have been accused of double-dipping overhead costs in donations, especially when donations are earmarked for a specific charity, or transferred from one location to another.
In an effort to address these problems, United Way has implemented new membership requirements and accountability standards in 2003, however problems have continued to occur.

In May 2006, Kim Tran the former CFO of the DC chapter of United Way resigned, claiming many issues remain.[5][6]
In April 2006, the NYC United Way revealed misappropriation of funds and other assets by Ralph Dickerson, the retired CEO of that chapter. The appropriation of funds occurred over a three year period, ending in 2005.

官方网站： http://national.unitedway.org/
United way (联合之路) 是美国的一个慈善机构，建于1887年的丹佛，于1920年介绍到加拿大。当时银矿关闭了，人们在街上无家可归。来自四大教区的牧师们对当时的状况作出反应，试图从商人和企业中寻求帮助。他们迅速发现教会的人员是远远不够的，所以决定号召所有乐意帮助的人们一起联合起来去帮助不幸的人们。如今United way已成了主要的慈善机构和志愿者的代名词。
United Way International
国际联合劝募协会
联合劝募是一个以社区为基础的系统，其组织遍及全世界各城市与国家。它是一个自给自足的系统，并且能动员来自社会各领域的地方领袖。这些领袖共同合作以确认社会的需求并协助解决健康与人类福祉的问题，他们也举办社区内的募款活动，以支持组织本身及其计划的运作。这些计划的目的是满足人类最迫切的需求并且改善生活品质。联合劝募组织更将来自政府、私部门及社会各阶层的人结合起来，共同讨论人类的健康和福利问题，并且提出解决之道。
第一个联合劝募於1887年在美国科罗拉多州的丹佛市成立，原因是为了解决在淘金热中涌入丹佛市寻找美好未来，却在淘金梦破灭后留下的十万余丧失生计人口的救济需求。当时四位不同宗教的领袖及一个女性社区义工团体决定共同募款来解决整个社区的问题。自那时起，联合劝募的社区募款方式就被公认为一种「花最低成本募集最多资金」的最佳方法。在某些国家，联合劝募以不同的名称出现－公益金 (Community Chest)、红羽毛 (Red Feather)、Fondo Unido、联合基金 (United Fund) 或是翻译成各国的母语。然而，他们大多数仍保留了联合劝募的「助人之手」(helping hand) 的识别标志。虽然他们的名字不尽相同，这些各自独立的组织却怀著共同的宗旨：增加人们的组织能力去关怀更多需要的人。