培育慈善品牌 推进平民慈善

通过对“希望工程”、台湾慈济基金会和壹基金等组织的考察，探讨了品牌慈善组织的概念、特点和对推进平民慈善普及慈善理念的作用，以及培育慈善品牌的途径。品牌慈善组织可以利用其独特的理念、感召力和社会声誉，起到推进平民慈善与普及慈善理念的作用。为了使品牌慈善组织能够在我国做大做强，政府可以先放开民间慈善组织的成立条件及其他限制，取消对慈善的垄断，因为慈善组织不同于利益群体，它汇集了各阶层的人士，不能代表某个阶层的特殊利益，也没有政治上要求。在基础上，政府还可以探索管理其他民间组织的途径。另外，全社会要形成利于品牌慈善组织成长的氛围；慈善组织也要加强自身建设，增加透明度，做好人文慈善，吸引或培养慈善专业人才提高管理水平和效率取信于民。

To Cultivate Benevolence Brands and to Promote Civilian Benevolence

After surveying the ＂Hope Project＂, Taiwan＇ s Ciji Foundation and Yi Foundation, this article tries to probe into the concept of brand benevolence organization, the features, the role in promoting the popularization of civilian benevolence and benevolence idea, and the ways of cultivating benevolence brands. Brand benevolence organizations can make use of their own ideas, inspiring power and social fame and play a role in promoting civilian benevolence and popularizing benevolence ideas. To further strengthen and expand brand benevolence organizations, the government may first loosen the conditions for the setup of non- governmental benevolence organizations and some other restraints, and stop the benevolence monopoly, because the benevolence organizations is different from the interest- based organization, it gathers people from all walks of life, it can＇ t represent the special interest of some certain class, and it also has no political requirements. On the basis of the above, the government may try to prohe into the means of managing other non- governmental organizations. Besides, the whole society should cultivate an atmosphere in favor of the development of brand benevolence organizations; benevolence organizations are also supposed to improve themselves, to enhance transparency, to do human benevolence as well as possible, to attract or cultivate benevolence professionals, and to improve the administrative level and efficiency, so as to win the trust of the people.