以区块链推动社会公益发展 Using Blockchain for Social Good

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We all have the desire to contribute to the overall betterment of the society (at least we claim so), and our brain is actually hardwired to receive true pleasure when we help others or even conduct some sort of random act of kindness. Yet it is still rare to see a deep level of adoption in any kind of charitable campaign or seeing ‘do good’ become a regular event.
 
 
我们每个人都希望为社会进步作出自己的贡献(至少我们每个人都这么说),并且每当我们帮助他人或是做好事的时侯,我们的大脑其实是会因此而给到积极反馈的。然而,就这样一种良性的模式却很少在公益活动中被人们采用,周围日常行善的举动也变的越来越少。
 
 
“Donate mylar balloon decors” by rawpixel on Unsplash
 
 
Are we doomed as human beings? Are we just born greedy and selfish? I’d rather believe in humanity. So what’s wrong with the current landscape of charity orgs or movements to create social impact?
 
 
这是注定的吗?还是说作为人类我们生来便是贪婪和自私的?对此,我宁愿选择去相信人性。可是现在所存在的那些非盈利机构以及举办的那些公益活动,又究竟为何会变得如此毫无社会影响力呢?
 
 
 
1) No instant feedback
 
Just like why losing weight is so hard and eating that piece of cake when you are stressed out is so easy. Humans are irrational creatures tend to seek instant gratification. When it comes to doing good, that also applies.
 
 
1)缺少即时的反馈
 
就像为什么减肥是如此的困难,而当你倍感压力之时,吃一块蛋糕却是如此容易一样。人类是非理性的生物,倾向于寻求即时的满足感。当这涉及到公益活动的时侯,也是适用的。
 
 
“Do Something Great neon sign” by Clark Tibbs on Unsplash
 
 
Would you rather spending a day taking care of orphans or donating $ to the research facility that tried to cure cancer (or NGO that saves endangered animals), even we know that curing cancer sounds way profound than taking care an orphan, I’d choose the former one given I’ll feel good instantly after I see all those happy faces rather than knowing nothing about what my contribution actually helps or not.
 
 
 
比起花一天时间照顾福利院的孤儿和向癌症研究机构(或是拯救濒危动物的非政府组织)捐钱,你更愿意做哪一个?即使我们知道治愈癌症听起来比照顾孤儿更为意义深远,但我们仍会选择去照顾孤儿。因为我们能马上看到那些孩子幸福的脸庞并收获即时的喜悦,而不是对自己的贡献一无所知。
 
 
Yet, the harder the problem we want to solve, the longer it takes. If we only focus on the instant gratification to justify our choices of doing social good, none of the long-term goal will be achieved.
 
 
然而,我们想要解决的问题越难,所需的时间就越长。如果我们只是关注即时的满足感来证明我们选择做社会公益的合理性,那么任何长期目标都不会实现。
 
 
 
2) Lack of trust / Possibility of corruption
 
It’s our nature to work against the people or cause when we have some incentives to do so, you just can’t fight with the greediness in people and trust them blindly. With all the incidents of people within the NGOs to put the donation into their own pockets, it inevitably becomes a losing battle, with people stop donating anymore due to lack of trust and good organizations finding it even harder to secure funds.
 
 
2)缺乏信任/腐败的可能性
 
当人们面对利益的时候,往往会经不住诱惑而做出一些有损他人或是企业的举动,我们无法避免,因为这是我们作为人类的天性。所以当我们惊讶于非政府组织内部人员将捐款悄悄放入自己口袋的时侯,失败其实早早便已经注定了。由此产生的进一步问题,人们由于互相缺乏信任而停止捐赠,使得正真的公益组织难以获得资金支持而愈显衰败无能。
 
 
 
3) No easy way to promote
 
Think of three viral videos or campaigns on top of your head, I bet most of them will be related to commercial companies. Because that’s our job, as marketers, to come up with the most creative ways to attract customers, to utilize all resources and strategies we can to get your attention at the lowest cost possible.
 
 
3)缺乏简单的推广方式
 
现在请随意的想3个你印象最深的视频广告或是活动,我敢打赌,它们基本上都与商业有关。因为作为营销人员,我们的工作就是提出最有创意的方式来吸引客户,利用所有资源和策略,以最低的成本来获得顾客全部的注意力。
 
 
But when it comes to social good, it all fell into this tedious, boring kind way to create awareness. How can we make protecting endangered animals sexy besides asking celebrity endorsement, how can we comfortably creating awareness to help refugees in the war zone? Some of the topics are just too heavy to deal with and so we tend to leave it out of our sight.
 
 
然而,当涉及到社会公益事业的时候,推广方法大都千篇一律,根本无法吸引人们的注意力。除了找明星代言之外,我们怎样才能让保护濒危动物之类的推广变的生动起来?我们如何才能不费吹灰之力,引起人们的注意来帮助战区的难民?还有许许多多的话题,由于过于复杂和沉重,人们往往都选择熟视无睹。
 
 
 
Can Blockchain help?
 
Let’s imagine a perfect scenario here.
 
If there’s something shows up all the time so you won’t miss it, it creates this urge for you to act, even though it requires you to put in some of your resources (your time, effort, or money), but you know it would make you feel good instantly to a point that justifies that investment, and you are 100% certain that your investment will be used for that sole purpose, would you do it?
 
 
区块链可以帮上忙吗?
 
让我们设想一个完美的场景。
 
假如有什么东西一直出现在你面前,以至于你不会错过它。而它的出现会让你产生冲动并采取进一步的行动,即使它需要你的一些投入(比如时间,精力或金钱),但你知道它会让你获得积极的反馈,从而证明你的投入是合理的,并且你100%确定你的投入将只用于这唯一的目的,那么,你会这样做吗?
 
 
I’d hope you would cuz it’s not even about being charitable or not. It’s just like buying a coffee in the morning, cuz you know that $3 cup of joe would make you feel refreshed and that’s $3 well-spent. In that case, it is our nature to act on it, cuz we want it.
 
 
我希望听到你说,“这甚至不叫做公益活动”。是的,这就像在早上买杯咖啡那样简单,因为你知道3美元一杯的咖啡会让你感觉神清气爽,所以这3美元花的很值得。在这种情况下,根据我们自身的需要采取行动是我们的本性。
 
 
So, can we actually create that perfect scenario using blockchain technology? I’m super positive about that, with all the consensus model, trust-less mechanism and innovative token economy design, we could actually build something to make ‘doing good’sexy and favorable for the first time in our life.
 
 
那我们真的可以用区块链技术来创造出完美的场景吗?我对此非常乐观!通过共识模式,无信任机制和创新的通证经济模式,我们实际上可以建立一套体系使我们的社会公益事业第一次变得生动起来,并且还有利于它未来的发展。
 
 
Let’s say the goal is to help clean the water in certain area so people there can finally have drinkable water source and preserve the nature at the same time. In order to conquer those three problems mentioned (instant gratification, trust and awareness), we could design something like:
 
 
举个例子,假设我们的目标是帮助提高某些区域的水质,以便那里的人们最终能够饮用水源并同时保护自然。为了克服上述三个问题(即时满足感,公众信任和公众意识),我们可以有以下的设计:
 
 
1) Breaking down all tasks involved and quantify its impact.
 
Cleaning the water (in my naive understanding) requires:
 
·     Get a baseline of the current condition
 
·     Recruiting volunteers
 
·     Getting necessary gears and equipment
 
·     Getting all the physical trash out of the water
 
·     Recruiting ‘water treatment’expert
 
·     Putting measurement equipment in
 
·     Using whatever chemicals or methods to purify the water
 
·     Constantly monitoring the ‘clean level’of the water
 
·     Job’s done
 
 
1)分解任务并量化其影响。
 
净化水需要(以我天真的理解):
 
    洞悉当前条件下的情况
 
    招募志愿者
 
    获取必要的设备
 
    将所有物理垃圾从水中取出
 
    招募'水处理'专家
 
    将测量设备放入
 
    使用对应的化学品或方法来净化水源
 
    不断监测水质
 
    工作完成
 
 
 
Based on the goal of water treatment, there are couple quantifiable outcomes we can get from it.
 
Overall score of the water quality
 
·     # of trash cleaned out of the water
 
·     # of days the water stays clean
 
·     # of people get access to clean water
 
 
基于水处理的目标,我们可以从中获得几个可量化的结果。
 
    水质总分
 
    从水中清除的垃圾数量
 
    水源保持清洁的天数
 
    可以获得干净水源的人数
 
 
What we can do is to align all the tasks with the outcomes, and provide timely feedback to everyone involved, no matter how small the milestone is, it’s a great source for instant gratification and that’s what drives people engaged.
 
 
我们所能做的就是将所有任务与结果保持一致,并向所有参与者提供及时的反馈,无论成果有多小,它都是获得即时满足感的重要来源,而这正是维持人们参与的动力。
 
 
What blockchain can help with this part is to ensure the results are immutable and free from being tampered with. Yet the hard thing is to design this mechanism, to make us feel useful and relevant as frequent as possible. It is our job, as marketers, designers, thought leaders, to come up with the best idea to make it happen.
 
 
而区块链从中起到的作用就是确保结果无法改变并且不会被篡改。但困难的地方是如何设计这样一种机制,来使我们尽可能频繁地感到自己的贡献是有用且相关的。各个营销人员,设计师和思想领袖的未来工作便是提出实现这一目标的最佳方案。
 
 
2) Using smart contract to release funds based on pre-set condition
 
In order to keep the funds being properly used, we can use smart contract to release the fund gradually every time a certain quantifiable milestone has been hit.
 
 
2)使用智能合约预先设定条件自动发放资金
 
为了保持资金的正常使用,我们可以使用智能合约在每次达到某个可量化的结果时逐步释放资金。
 
 
Better yet, combined with advanced IoT technology, we don’t even need to worry about the result being tampered with. A simple example could be a 10% fund release every time the water indicator shows a 10% increase in water quality.
 
 
更赞的是,结合先进的物联网技术,我们甚至不必担心结果被篡改。举一个简单的例子,每当水质检测器显示水质改善10%的时候,10%的资金将被自动释放。
 
 
As long as all the tasks are quantifiable (might be the hardest part here), and all the rules are pre-determined using code as the enforcement, people don’t need to worry about their donation being misused, they can get instant feedback on what their donation has helped to achieve and feel good about it. Also, social workers can get fair reward based on their contribution and essentially eliminate corruption once for all.
 
 
只要所有任务都是可量化的(这可能是最难的部分了),并且所有的规则都能够使用代码来预先设定,人们便不必担心他们的捐赠会被滥用。他们可以通过即时的反馈来知晓他们捐赠情况并获得精神上的愉悦。此外,社会工作者可以根据他们的贡献来获取相应的奖励,基本上一劳永逸地消除了腐败现象的发生。
 
 
 
 
3) Using tokens/coins to help promote the cause and expand the impact.
 
For the sake of argument, let’s design a coin called FGC (Feel Good coin).
 
You can earn FGC by directly purchasing it or performing various tasks like participating at a social event, being a volunteer, or spreading the word out by inviting people.
 
 
3)使用通证/代币来促进公益事业发展并扩大影响。
 
为了论证这一观点,假设我们设计了一种叫做 FGC 的代币(愉悦币)。
 
你可以通过直接购买或完成各种任务来赚取 FGC,例如参加社交活动,做志愿者,或通过邀请人们传播有用的信息等等。
 
 
You can spend them as a donation to the cause you care about, purchase meaningful products from a social venture, or even trade it back for fiat currency to reward yourself.
 
 
你可以将它们捐赠给你所关心的慈善事业,从企业购买有意义的产品,或者甚至将其换成法定货币来奖励自己的善举。
 
 
 
For philanthropists and people who want to donate, they can find a better way to donate their money and make the best use out of it thanks to smart contract and the trust-less network.
 
 
对于慈善家和愿意捐赠的人,他们可以通过智能合约和去信任化网络找到更好的捐赠方式。
 
 
For people who want to do some kind of social good, or be a social worker, they can have a clear goal and get a fair reward without worrying about being ripped by crooked supervisor, and thus keep the organization properly working for a long time without purely replying on human merit.
 
 
对于那些想要做好事的人或者是社会工作者来说,他们可以有一个明确的目标去完成并获得相应的奖励,而不必担心被可憎的上司剥削。如此便能保证公益组织能在很长一段时间内正常运作,而不是单单依靠人性去维持。
 
 
For people like me, who are on the fence of donating money but are willing to put in some labor effort, I can earn FGC through helping the local community and use that FGC to contribute to other causes I care, even half way around the globe. The circulation of FGC will create this amazing circle that the more I do—the better I feel—the more I want to /can do—the better I feel again.
 
 
而对于像我这样的人,不愿意捐钱但愿意付出一些劳动力的,则可以通过帮助当地社区赚取 FGC,并为我所关心的其他公益事业捐赠 FGC,这些公益事业甚至可以是全球范围内的。FGC 的流通将进一步促进这样一个良性循环,即我做的越多-我感觉越好- 我想要/可以做得更多- 我感觉更加好。
 
 
 
Even for people who are greedy and selfish, we all see how crazy people went regarding FOMO 3D, by designing an interesting game mechanism, we can take full advantage of even the darkest side of human being and ‘trick’them into promoting social good by giving them a chance to win big while doing something meaningful. They don’t even have to care about the cause they promote, as long as their action brings real value in creating awareness, we can comfortably provide some incentives for those actions/efforts.
 
 
即使是对于那些贪婪和自私的人,我们都看到了人们对于 FOMO 3D 的疯狂程度,通过设计一个有趣的游戏机制,我们可以充分利用人类最黑暗的一面,“诱使”他们完成某些公益活动来获得机会赢取最终的大奖。他们甚至不必关心他们推动的是哪些公益事业,只要他们的行为能吸引到更多人的注意,我们就可以为这些行动/努力提供一些奖励。
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