Have you ever imagined what public relations for non-profit organizations in China looks like? Do they use websites, TikTok, or other social media platforms to get attention? China Foundation for Poverty Alleviation (CFPA) is a non-profit organization helping poor children in China to support their education and quality of life. But right now, they are also expanding outside of China. How did they expand internationally? Here is why.
Like other organizations, they have their own TikTok account in China. Their videos include the people they are trying to help. The style consists of a vlog, in which they use the vlog style to talk about what poor people’s lives look like. It also includes a short introduction video about what services they offer. The thank-you post for the sponsors or donors gets the attention of netizens and affects their popularity.
Besides that, they also have an official public account on WeChat (a blog account that the organization uses to promote its services and products; some companies even offer coupons and discount events on public accounts). They also set up certain posts and services on WeChat to make it easier for people to see what it does. In China, everyone needs a WeChat account to communicate and buy stuff with WeChat Pay. This is one of the most innovative strategies they use to promote.
They also interact with Gen Z on media platforms such as Bilibili (Chinese YouTube) and Rednote, and their PR team uses popular emojis and special clips on the account. Those two platforms are primarily at the same popularity level as Douyin( Chinese TikTok), which many Gen Z use. On the other hand, like YouTube, Bilibili allows users to donate money to the creators. This way, CFPA with their video account will definitely get extra donations from the platforms and increase the chance to meet new sponsors.
It shows the leading digital market for non-profit organizations through strategy, social media PR, and CFPA. This is what makes them stand out compared to other non-profit organizations, not just as charities but also as models for spreading love spirit on the internet.
Douyin page: 1- 长按复制此条消息，打开抖音搜索，查看TA的更多作品。 https://v.douyin.com/sFHznQjhnO0/ 0@5.com :2pm
Introduction of CFPA: https://en.wikipedia.org/wiki/China_Foundation_for_Poverty_Alleviation?utm_source=chatgpt.com
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